...considerign the digital marketing mix

1. 5

2. 1
2
3
4
5
6
situation analysis
objectives
strategy
tactics
action
control

3. promotion

7. just remember...

8. different tactics will have a different significance
product and price
…and speed at which they can be adapted

9. websites
content
story-telling
omni-channel

10. what to consider...

11. Content?

12. …the focus is heavily on the user, hence the development of personas
the key concept here is user experience or UX

15. desirable… linked to brand
findable… easy to find what you need
Morph London Agency, 2013

16. eMarketer, 2013 (estimate)
m-commerce accounts for 15% of this
…at £6.61 billion for 2013

18. …office 365 and Google docs
…allows storage of, and access to, digital media

19. …language and design

20. …can it be turned into a file or software?
then we need to consider content delivery systems

24. digital price…
…comparison sites - aggregators
online only discounts… incentivising behaviour and traffic

25. …showrooming
L2, 2013, research identified that 82% of smartphone
users engaged in this form of price-checking

26. digital people…
…automated response

29. 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/