Copy and Edit

Module 1: The Digital Marketing Landscape

Description

Mind Map on Module 1: The Digital Marketing Landscape, created by Laura Abbott on 05/17/2014.
Laura Abbott
Mind Map by Laura Abbott, updated more than 1 year ago
Laura Abbott
Created by Laura Abbott almost 11 years ago
24
1
0

Resource summary

Module 1: The Digital Marketing Landscape
  1. Organisational Ecommerce Maturity
    1. 1) Unplanned
      1. Sporadic
        1. No management buyin
        2. 2)Diffuse management
          1. Some management buyin
            1. Different activities and levels in different divisions
            2. 3) Centralised management.
              1. Managed through central team with specialist manager
                1. Not adapted for individual business and division needs.
                2. 4)Decentralised Operations
                  1. Central guidelines
                    1. Individual teams manage their own communications
                    2. 5) Integrated and optimised
                      1. No need for indepth central planning
                        1. Integrated at all management levels and divisions
                        2. Measures of Ecommerce development
                          1. Strategy and performance improvement processes
                            1. Location of ecommerce
                              1. Senior management buy in
                                1. Marketing integration
                                  1. Online marketing focus
                                2. Digital marketing defined
                                  1. Ecommerce is not just financial transactions
                                    1. Support
                                      1. Information
                                      2. Types of transaction
                                        1. Sale side
                                          1. Transactional
                                            1. Information on customers
                                            2. Buy side
                                              1. Information on product
                                                1. Support pre and post buying
                                              2. Emarketing is the use of technologies to get marketing outcomes
                                              3. Digital marketing myths
                                                1. Not just the company website
                                                  1. Not just direct response
                                                    1. SEO & PPC are vital
                                                      1. More than just online, integration with offline is important
                                                        1. Not just another channel
                                                        2. Types of online prescence
                                                          1. Transactional Ecommerce
                                                            1. Transaction types
                                                              1. B2B e.g. inforna
                                                                1. B2C e.g amaxon
                                                                  1. C2B e.g. Trip Advisor
                                                                    1. C2C e.g. Etsy
                                                                  2. Service orientated relationship building sites
                                                                    1. Brandbuilding
                                                                      1. Portal
                                                                        1. Access
                                                                          1. Horizontal or functional portals
                                                                            1. Vertical or market based
                                                                              1. Media portal
                                                                                1. Geographic portal
                                                                                  1. Marketplace
                                                                                    1. Search
                                                                                      1. Media type
                                                                                    2. Impact of digital marketing
                                                                                      1. Assessing the impact
                                                                                        1. Customer connectivity
                                                                                          1. Channel Usage
                                                                                            1. Online Results
                                                                                              1. Marketplace Impact
                                                                                              2. Reasons for adopting the infernet for marketing
                                                                                                1. Sell
                                                                                                  1. Serve
                                                                                                    1. Speak
                                                                                                      1. Sizzle
                                                                                                        1. Save
                                                                                                        2. Ansoff
                                                                                                          1. Market Penetration
                                                                                                            1. Better accessibility
                                                                                                              1. Better Support
                                                                                                                1. Learn more about customers
                                                                                                                2. Market Development
                                                                                                                  1. Better access to other geographies
                                                                                                                    1. Can easily segment and target new markets
                                                                                                                      1. Identify new markets to target through online research
                                                                                                                      2. New product development
                                                                                                                        1. Online specific products
                                                                                                                          1. Easily test things online and make quick changes
                                                                                                                          2. Diversification
                                                                                                                            1. Easy to research
                                                                                                                              1. Easy and relatively cheap to test.
                                                                                                                            2. Risks of digital marketing
                                                                                                                              1. Service quality risks
                                                                                                                                1. Channel Conflicts
                                                                                                                                  1. Implementation risks
                                                                                                                                    1. Organisational strategy
                                                                                                                                  2. Digital compared to traditional
                                                                                                                                    1. Terms
                                                                                                                                      1. Channel - Pathway which things are distributed
                                                                                                                                        1. Medium - Environment through which a message is conveyed.
                                                                                                                                          1. Discliplne - A particular area of knowledge.
                                                                                                                                            1. Tool - A device used to perform a task.
                                                                                                                                            2. Changes from traditional to digital
                                                                                                                                              1. Push to pull
                                                                                                                                                1. Monologue to dialogue
                                                                                                                                                  1. From one-many to one-some or one-one
                                                                                                                                                    1. Lean back to lean forward
                                                                                                                                                      1. tool changes
                                                                                                                                                        1. Increase in intermediariesI
                                                                                                                                                          1. Integration becomes more challenging.
                                                                                                                                                        2. Building CRM online
                                                                                                                                                          1. Elements of CRM
                                                                                                                                                            1. Customer selection
                                                                                                                                                              1. Customer acquisition
                                                                                                                                                                1. Customer retention
                                                                                                                                                                  1. Customer extension
                                                                                                                                                                  2. eCRM and CRM need to be integrated
                                                                                                                                                                    1. IDIC Method
                                                                                                                                                                      1. Identify
                                                                                                                                                                        1. Differentiate
                                                                                                                                                                          1. Interact
                                                                                                                                                                            1. Customise
                                                                                                                                                                            2. Opt-in options
                                                                                                                                                                              1. Content
                                                                                                                                                                                1. Frequency
                                                                                                                                                                                  1. Channel
                                                                                                                                                                                    1. Format
                                                                                                                                                                                    2. Chaffrey's Six Principles
                                                                                                                                                                                      1. Consider selective optin
                                                                                                                                                                                        1. Create a common customer profile
                                                                                                                                                                                          1. Opt-in incentives
                                                                                                                                                                                            1. Don't make opt-out too easy
                                                                                                                                                                                              1. Watch don't ask
                                                                                                                                                                                                1. Create an outbound content strategy
                                                                                                                                                                                              2. Digital Marketing Planning
                                                                                                                                                                                                1. Situational Analysis
                                                                                                                                                                                                  1. Objective Setting
                                                                                                                                                                                                    1. Strategy definition
                                                                                                                                                                                                      1. Implementation
                                                                                                                                                                                                      2. Goal Setting and Budgetting
                                                                                                                                                                                                        1. Keep it smart
                                                                                                                                                                                                          1. Smart
                                                                                                                                                                                                            1. Measurable
                                                                                                                                                                                                              1. Achievable
                                                                                                                                                                                                                1. Relevant
                                                                                                                                                                                                                  1. Timely
                                                                                                                                                                                                                  2. Examples of effectiveness
                                                                                                                                                                                                                    1. Online revenue contribution
                                                                                                                                                                                                                      1. Reach
                                                                                                                                                                                                                        1. Customer Satisfaction
                                                                                                                                                                                                                          1. Profitability
                                                                                                                                                                                                                          2. Effectiveness measures
                                                                                                                                                                                                                            1. Life-time value
                                                                                                                                                                                                                              1. Branding metrics
                                                                                                                                                                                                                                1. ROI
                                                                                                                                                                                                                                  1. CPA
                                                                                                                                                                                                                                    1. CPC
                                                                                                                                                                                                                                      1. Conversion Rate
                                                                                                                                                                                                                                        1. Visitors
                                                                                                                                                                                                                                      Show full summary Hide full summary

                                                                                                                                                                                                                                      Want to create your own Mind Maps for free with GoConqr? Learn more.

                                                                                                                                                                                                                                      Similar

                                                                                                                                                                                                                                      Periodic Table
                                                                                                                                                                                                                                      Luke423
                                                                                                                                                                                                                                      GCSE Geography Climate Change
                                                                                                                                                                                                                                      EllieFlint
                                                                                                                                                                                                                                      Themes of Jane Eyre
                                                                                                                                                                                                                                      blackfeather1128
                                                                                                                                                                                                                                      GCSE AQA Chemistry Atomic Structure and Bonding
                                                                                                                                                                                                                                      Joseph Tedds
                                                                                                                                                                                                                                      B2, C2, P2
                                                                                                                                                                                                                                      George Moores
                                                                                                                                                                                                                                      GCSE Chemistry C3 (OCR)
                                                                                                                                                                                                                                      Usman Rauf
                                                                                                                                                                                                                                      Vocabulary Words
                                                                                                                                                                                                                                      Jenna Trost
                                                                                                                                                                                                                                      Comparative Study
                                                                                                                                                                                                                                      Vitor_Cruz
                                                                                                                                                                                                                                      Everybody's Mother
                                                                                                                                                                                                                                      Rachel Lory
                                                                                                                                                                                                                                      (YOUR EVENT)
                                                                                                                                                                                                                                      Shelby Smith
                                                                                                                                                                                                                                      Networks
                                                                                                                                                                                                                                      B Ilo
                                                                                                                                                                                                                                      Browse Library