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    Strategy, Implementation and Practice Seventh Edition: Digital Marketing Fundamentals

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    becy hastings

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    Strategy, Implementation and Practice Seventh Edition: Digital Marketing Fundamentals

    Uploaded by

    becy hastings
    134 views16 pages

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    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    134 views16 pages

    Strategy, Implementation and Practice Seventh Edition: Digital Marketing Fundamentals

    Uploaded by

    becy hastings

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    You are on page 1of 16

    DIGITAL MARKETING

    STRATEGY, IMPLEMENTATION AND PRACTICE


    Seventh Edition

    Part 1
    Digital marketing fundamentals

    Chapter 2
    Online marketplace analysis:
    micro-environment

    Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
    Chapter 2 - Online marketplace analysis:
    micro-environment
    Main Topics:
    • Situation analysis for digital marketing
    • Digital marketing environment
    • Understanding customer in digital markets
    • Consumer. Choice and digital influence
    • Customer characteristics
    • Competitors
    • Suppliers
    • New channel structures
    • Digital business models for e-commerce

    Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
    Situation analysis for digital marketing

    Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
    Understanding customer in digital markets

    Customer segments
    Search intermediaries
    Intermediaries, influencers and media or publisher sites
    Destination sites and platforms

    Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
    Figure 2.2 An example of a customer
    journey map

    Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
    Figure 2.3 An online marketplace map

    Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
    Figure 2.4 Model Showing conversion
    between the digital channel and traditional
    channels during the buying process

    Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
    Consumer choice and digital influence

    Customer characteristics:
    – Demographic variables
    – Psychographic and behavioural variables
    Social media and emotions
    Consumer Personas
    The buying process

    Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
    Figure 2.9 Framework for understanding
    online customer experiences

    Source: Rose and Hair (2011)

    Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
    Figure 2.10 A summary of how digital media can
    impact on the buying process in a new purchase

    Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
    Competitors

    The shape and nature of online competitive markets


    Competitor analysis and benchmarking

    Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
    Suppliers

    Digital marketing intermediaries


    Online intermediary sites

    Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
    New channel structures

    Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
    Digital business model for e-commerce

    Source: SmartInsights.com with permission.

    Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
    Figure 2.15 Alternative perspectives on
    business models

    Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
    Case study; Boo hoo – learning for the
    largest dot com failure
    Questions
    1) Discuss which strategic market assumptions and decisions led to
    Boo.com’s inevitable failure?
    2) Compare and contrast the marketing strategy of Boo.com with
    successful online travel and leisure retailer lastminute.com. Suggest
    what made the difference between success and failure
    3) Use the framework of the marketing mix to appraise the marketing
    strategy and tactics of Boo.com
    4) In many ways the vision of Boo’s founders was ‘ideas before their
    time’. Give examples of e-retail techniques adopted by boo.com that
    are now common place.

    Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved

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