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Digital Marketing Lecture 5

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...considerign the digital marketing mix

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Digital Marketing Lecture 5

  1. 1. 5
  2. 2. 1 2 3 4 5 6 situation analysis objectives strategy tactics action control
  3. 3. promotion
  4. 4. just remember...
  5. 5. different tactics will have a different significance product and price …and speed at which they can be adapted
  6. 6. websites content story-telling omni-channel
  7. 7. what to consider...
  8. 8. Content?
  9. 9. …the focus is heavily on the user, hence the development of personas the key concept here is user experience or UX
  10. 10. desirable… linked to brand findable… easy to find what you need Morph London Agency, 2013
  11. 11. eMarketer, 2013 (estimate) m-commerce accounts for 15% of this …at £6.61 billion for 2013
  12. 12. …office 365 and Google docs …allows storage of, and access to, digital media
  13. 13. …language and design
  14. 14. …can it be turned into a file or software? then we need to consider content delivery systems
  15. 15. digital price… …comparison sites - aggregators online only discounts… incentivising behaviour and traffic
  16. 16. …showrooming L2, 2013, research identified that 82% of smartphone users engaged in this form of price-checking
  17. 17. digital people… …automated response
  18. 18. Chaffey, D., Mayer, R., Johnston, K., Ellis-Chadwick, F. (2006), Internet Marketing: Strategy, Implementation and Practice (3rd Edition), Prentice Hall Smith, P.R. and Chaffey, D. (2005). E-marketing Excellence. (2nd Edition). Elsevier Butterworth Heinemann Ryan, D. and Jones, C. (2009) Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation London: Kogan Page http://www.smartinsights.com/ http://www.e-consultancy.com/ http://www.google.com/analytics/features/ http://www.experian.co.uk/marketing-services/mosaic-digital- insights.html http://blog.kissmetrics.com/ http://www.forrester.com /http://www.ons.gov.uk/ons/

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