eMarketing eXcellence, Third Edition: Planning and optimising your digital marketing (Emarketing Essentials)

529 Pages·2008·9.13 MB·English

by  Dave Chaffey

eMarketing eXcellence
Planning and optimizing your
digital marketing
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eMarketing eXcellence
Planning and optimizing
your digital marketing
Third edition
Dave Chaffey and PR Smith
AMSTERDAM • BOSTON • HEIDELBERG • LONDON • OXFORD • NEW YORK
PARIS • SAN DIEGO • SAN FRANCISCO • SINGAPORE • SYDNEY • TOKYO
Butterworth-Heinemann is an imprint of Elsevier
Butterworth-Heinemann is an imprint of Elsevier
Linacre House, Jordan Hill, Oxford OX2 8DP, UK
30 Corporate Drive, Burlington, MA 01803, USA
First published 2002
Reprinted 2003 (twice)
Second edition published 2005
Third edition published 2008
Copyright © 2008, Dave Chaffey and PR Smith. All rights reserved
The right of Dave Chaffey and PR Smith to be identifi ed as the author of this work has been asserted in accordance
with the Copyright, Designs and Patents Act 1988
No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by
any means electronic, mechanical, photocopying, recording or otherwise without the prior written permission
of the publisher
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No responsibility is assumed by the publisher for any injury and/or damage to persons or property as a matter of
products liability, negligence or otherwise, or from any use or operation of any methods, products, instructions
or ideas contained in the material herein.
British Library Cataloguing in Publication Data
A catalogue record for this book is available from the British Library
Library of Congress Cataloguing in Publication Data
A catalogue record for this book is available from the Library of Congress
ISBN 978-0-7506-8945-8
For information on all Butterworth-Heinemann publications
visit our website at http://elsevierdirect.com
Typeset by Charon Tec Ltd, (A Macmillan Co) Chennai, India
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Printed and bound in Slovenia
08 09 10 11 12 10 9 8 7 6 5 4 3 2 1
Contents
Preface xi
Preface to the third edition xvii
Acknowledgements xix
Chapter 1 Introduction to e-marketing 1
1.1 Introduction 3
1.2 Situation – the wired-up world 4
1.3 Situation – B2C, B2B, C2B and C2C 7
1.4 Situation – e-definitions 12
1.5 Situation – sloppy e-marketing 20
1.6 Objectives 22
1.7 Objective – sell – using the Internet as a sales tool 25
1.8 Objective – serve – using the Internet as a customer-service tool 29
1.9 Objective – speak – using the Internet as a communications tool 33
1.10 Objective – save – using the Internet for cost-reduction 35
1.11 Objective – sizzle – using the Internet as a brand-building tool 37
1.12 Introduction to e-strategy 40
1.13 Tactics, actions and control 43
Chapter summary 44
References 45
Further reading 46
Web links 46
Self-test 46
Chapter 2 Remix 48
2.1 Introduction to Remix 50
2.2 What is the marketing mix? 51
2.3 Beyond the mix 54
2.4 Product 56
2.5 Price 64
2.6 Place 69
2.7 Promotion 71
vi CONTENTS
2.8 People 78
2.9 Physical evidence 82
2.10 Process 83
2.11 An extra ‘P’ – partnerships 86
Chapter summary 88
References 89
Further reading 90
Web links 90
Self-test 91
Chapter 3 E-models 92
3.1 Introduction to e-models 94
3.2 New models required 96
3.3 E-marketplace models 98
3.4 Online revenue models 103
3.5 Digital communications models 105
3.6 Models for assessing online communications effectiveness 109
3.7 Web 2.0 and social network models 112
3.8 Customer buying models 120
3.9 Customer information processing 121
3.10 Loyalty models 122
Chapter summary 125
References 126
Further reading 128
Web links 128
Self-test 128
Chapter 4 E-customers 130
4.1 Introduction to e-customers 132
4.2 Motivations 140
4.3 Expectations 145
4.4 Fears and phobias 149
4.5 The online buying process 151
4.6 Online information processing 156
4.7 Online relationships and loyalty 159
4.8 Communities and social networks 163
4.9 Customer profiles 168
4.10 Researching the online customer 170
4.11 The post-PC customer 176
Chapter summary 178
References 179
Further reading 180
Web links 180
Self-test 181
CONTENTS vii
Chapter 5 E-tools 182
5.1 Introduction to e-tools 184
5.2 Technology development and customer impact 185
5.3 Interactive digital TV 188
5.4 Digital radio 194
5.5 Mobile (wireless) devices 197
5.6 Interactive self-service kiosks 202
5.7 Miscellaneous tools 204
5.8 Repurposing content 209
5.9 Convergence 210
5.10 Integrated campaigns 212
Chapter summary 216
References 217
Further reading 218
Web links 218
Self-test 219
Chapter 6 Site design 220
6.1 Introduction to web site design 222
6.2 Integrated design 232
6.3 Online value proposition 235
6.4 Customer orientation 239
6.5 Dynamic design and personalization 245
6.6 Aesthetics 248
6.7 Page design 257
6.8 Copywriting 261
6.9 Navigation and structure 263
6.10 Interaction 268
Chapter summary 272
References 272
Further reading 274
Web links 274
Self-test 275
Chapter 7 Traffic building 276
7.1 Introduction to traffic building 278
7.2 Search engine marketing 282
7.3 Online PR 303
7.4 Online partnerships 310
7.5 Interactive advertising 319
7.6 Opt-in e-mail 325
7.7 Viral marketing 328
7.8 Offline traffic building 330
7.9 Control 335
7.10 Resourcing 338
viii CONTENTS
Chapter summary 341
References 341
Further reading 343
Web links 343
Self-test 344
Chapter 8 E-CRM 345
8.1 Introduction to CRM 347
8.2 Introduction to relationship marketing 352
8.3 Database marketing 359
8.4 E-CRM 367
8.5 Profiling 372
8.6 Personalization 375
8.7 E-mail marketing 378
8.8 Control issues 383
8.9 Cleaning the database 385
8.10 Making it happen 386
Chapter summary 390
References 391
Further reading 392
Web links 393
Self-test 393
Chapter 9 E-business 395
9.1 Introduction to e-business 397
9.2 E-business architecture 405
9.3 An e-business value framework 408
9.4 Buy-side applications 412
9.5 In-side applications 414
9.6 Sell-side applications 416
9.7 Creating the e-business 420
9.8 E-business security 422
9.9 E-business success criteria 426
9.10 E-business failure criteria 430
Chapter summary 434
References 435
Further reading 436
Web links 436
Self-test 437
Chapter 10 E-planning 438
10.1 Introduction to e-marketing planning 440
10.2 Situation analysis 444
CONTENTS ix
10.3 Objectives 451
10.4 Strategy 454
10.5 Tactics 464
10.6 Actions 469
10.7 Control 471
10.8 Resources – men, money and minutes 475
Chapter summary 480
References 480
Further reading 481
Web links 481
Self-test 482
Glossary 483
Index 501