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Digital MarketingThe growth of Internet, World Wide Web and other digital technologies has
transformed marketing. Consumers are offered a an array of goods, services and products.
and prices from various suppliers and provides a better method to purchase and select products.
There’s also a variety of platforms for technology, including laptops, desktops and computers to smartphones
and tablets for users to and tablet devices for consumers to. For companies using digital media, as well as the latest technology
Ogy platforms offer the chance to enter new markets, provide new services, and apply
innovative online communication techniques and are on an than a level playing field with bigger
businesses. For those who work within these companies, it offers the chance to grow
learning new skills and using the new tools to increase the competitiveness of your company.
However the Internet and the related digital technology platforms can lead to a myriad of
threat to businesses. For instance, online companies like ASOS.com (clothing),
Amazon.com (books along with sales), iTunes (music) and Expedia (travel) have been able to capture an evocative image New Zealand database for sale.
An important part of their market and sparked fear into the current players. A lot of customers
Today, we regularly use social media such as Facebook, Google+, LinkedIn and Twitter as a part of
of their of their daily. Involving them in their daily lives is a continuous problem of their lives, but as we’ll discover,
companies such as ASOS have profited from these opportunities to engage with customers through custom
This has allowed to establish them as a global brand  Buy New Zealand targeted email list.
Preface
The success stories of businesses capturing market share in the wake of the increasing growth
The acceptance of Internet by both business and consumer buyers has seen a rapid increase in
Realisation that every business require an online presence in order to be successful or
It is possible that you will survive! Michael Porter said in 2001:
The most important question is whether or not to implement Internet technology. Companies do not have the resources to do so.
option to remain competitive, but how to implement it Purchase New Zealand  email lists.
What are the methods that businesses must master in order to make the most effective use of digital
marketing? Figure P.1 provides an overview of the broad range of actions that are currently
are essential to manage effectively and are discussed in this article. RACE provides the
various strategies required to connect with, engage the audiences on the internet across
the entire customer lifecycle, from creating awareness, to conversion to purchase (online or offline)
and retention and the growth of and retention and growth of New Zealand quality email lists.
The image shows the variety of various marketing activities or operating processes.
It is essential to help in the acquisition of new customers, by communicating with them via third-party
Social media and party websites that draw them to your company’s websites, which converts them into to web-
conversion of site visits into sales and the use of the internet to drive sales. It is possible to see
The application of social media is an integral part of RACE and is therefore one of the main management strategies
Digital marketing is not without its challenges We look at strategies to manage social media marchallenges in digital marketing.
Ketching in the text. Digital platforms are a crucial an element of multichannel advertising
to make it easier for customers to navigate between traditional and “new” media is another major challenge
Lenge is a subject throughout the text. Governance-related management processes are a major part of
digital marketing also includes the planning of how digital marketing can be the most effective resource to help-
gratitude to the company and also integrating other marketing initiatives. The increase in
The adoption of digital marketing requires a substantial program of change that requires
to be controlled. The new objectives must be established, and new communication strategies are developed
and staff are developed by taking on new responsibilities and new skills.

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Digital marketing – new skills required?
The purpose of this article is to give you a complete information on the ideas, strategies, and concepts
and best practice for supporting and support all digital marketing processes as illustrated and best practice to support all the digital marketing processes shown in and best practice to support all the digital marketing processes shown in P.1. and best practice to support all the digital marketing processes shown in Figure P.1.
is based on new academic models, and best practices from the most successful users of
digital media. The practical experience gained by studying these concepts and the best
The practice is intended to help graduates who have recently been hired and marketing professionals to
make the most of the possibilities of digital marketing while minimizing the risk.
Particularly this text addresses the need to:
** It is important to determine the extent to which digital technology and media alter the existing media
marketing models, and whether or not new strategies and models are utilized to make the most of
medium effectively.
** Marketing professionals need the skills of a digital marketer to sell their products
ucts effectively. Understanding of the latest terminology – words like “marketing automation,”
“click-through,” “cookie” uniques’, ‘click-through’ and ‘page impressions’ as well as of efficient methods of
Promotion and design of websites like search engine marketing will be required in any case, be it for
direct involvement in the design of a site, or to facilitate interaction with staff or
organizations that are responsible for managing and implementing the sites.
** Considering the constantly changing market conditions and best practices for digital markets** Given the constantly changing characteristics of market and best practices in digital market
In addition, information resources on the web are required to keep knowledge up-to-date frequently. This article
and the companion website have numerous hyperlinks to other websites that can help you achieve
this.
The text presumes some prior understanding of marketing among the reader, which may have been that they have developed
Through experience or through students who are studying the introductory modules of the field of marketing.
marketing communications, tals or buyer behavior. Yet, fundamental notions of marketing communications, tals, or buyer behaviour.
Ing, communication theory, buyer behavior as well as the mix of marketing are all described.
Changes in the sixth edition

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The highly praised structure of previous editions is being retained because it provides the reader with a clear
The sequence of steps to planning and development that are essential to
develop a plan for digital marketing that is successful in both start-up and established businesses.
The major changes we included in the sixth edition are following feedback from reviews and our
closely monitoring the current trends and developments is:
Chapter 1 – Introducing digital marketing
* The concept of digital transformation within large organizations introduced at the close of chapter.
Preface xv
Chapter 2 – Online market analysis Micro-environment
*Chapter introduction revised to provide information on customer choices using mobile platforms, as well as
customer journeys within the context of purchasing decision models like ZMOT from Google.
and as well as the McKinsey Loyalty Loop and the McKinsey Loyalty.
* Mini case study of Ecomom included to give the latest example of an E-retail failure
severe consequences.
** Business model canvas introduced. A helpful tool to help students review online
Business models for assignments and case studies. Section on portal types deleted.
Chapter 3 The macro-environment online
*Structure of chapter preserved with a discussion of new laws on cookies and native
advertising and selling on the internet.
Chapter 4 – Digital marketing strategy
** The most current strategies for developing a strategy, including the use of digital
transformation programs and a content marketing strategy.
Chapter 5 – – The effect of technology and digital media in the mix of marketing
* A new section on co-marketing has been added to the case study of Napster replaced by a brand new case study on
Spotify.
Chapter 6 – Relationship marketing using digital platforms
** We will introduce concepts used to define CRM in the modern world of marketing. This includes Marketing
Automation Big Data and predictive analytics.
*We have expanded our section about social CRM as well as the notion of Loyalty Loop.
described.
Chapter 7 – Providing the online customer experience
** New emphasis from the online customers experience, to managing the digital journey
On other platforms, including other platforms like mobile phones, social media, as well as retail in-store.
*Explanation and examples for DevOps Growth hacking, added to the agile development–
Section for ment.
* Government Service Design Manual used as a reference document to explain the steps involved in
Online services are being developed through Discovery and Beta, Alpha and the Live Stages (also employed in
numerous commercial projects (many commercial).
* Coverage of design and mobile issues has been expanded in the section ‘Mobile design’.
Considerations and strategies’.
Chapter 8 – Campaign planning for digital media
*New coverage of “Always-on communications, real-time PR and marketing
With campaign examples including campaign examples Burger King, Evian and Metro.
* The new analysis tool, including the content Distribution as well as the Content Marketing matrix added for
reviewing and prioritizing reviewing and prioritising investment.

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Chapter 9 – Marketing communications using digital media channels
** A review of the most recent changes in the factors that determine search rankings, including an overview of the
the importance of Google’s algorithm changes such as Panda, Penguin and Hummingbird.
* An examination about the effectiveness of marketing using social media is included in the box “Is social media effective in marketing?
“mostly a waste of time”, and an “infantile illusion”?
*New content on co-marketing, programmatic advertising buying and the emotional factors that affect the way you buy
viral campaign.
Chapter 10: Evaluation, improvement and maintenance in digital channel efficiency
** Focus shifts on analyzing the performance of websites and managing them to managing their digital
Experiences on other platforms, including social media, mobile and in-store retail.
*New discussion on the necessity for digital agility to be able to change the content of different types of content illustrated
through an online retailer.
xvi Preface
Chapter 11 – Business-to-consumer digital marketing practice
*New and updated examples.
Chapter 12 – Digital business-to-business marketing practice
** Updated and new examples.
A brand-new series of cases on ‘Digital marketing in action — Smart Insights interviews’ are included.
The chapter begins with a brief introduction. at the beginning of each chapter. They are written in a question-and-answer format and have a focus
about the real-world issues and opportunities for practitioners who work in digital media:
The text is split into three parts, each of which covers specific aspects of how companies operate.
Make use of internet marketing to help them use the Internet for marketing, helping businesses gain an edge over competitors. Table P.2 provides evidence of how businesses use the internet to help them gain competitive advantage.
the way the text is correlated to the established topics in marketing.
Part 1 of Digital Marketing Fundamentals (Chapters 3 and 4)
Part 1 links the application for the Internet to the conventional marketing theories and concepts.
The validity of the models that are in use, given the difference in the Internet and
Other media.
Chapter 1: Introduction to digital marketing, which considers the Internet as a part of cus-
multichannel, tomer-centric marketing and also reviews the connection between Internet
marketingand digital marketing E-commerce and eBusiness, and the advantages of that come from the Internet
is able to bring to adopters and also outlines the distinctions from other media, and briefly introduces
The technology.

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The structure and the content of this text are based on the structure and content of this
xviii Preface
Chapter
Topic 1 . 2 3. 4 5. 6 7. 8 9. 10 11. 12.
Advertising
Branding
Consumer behaviour
Market structure and channel
Mix of communications
Communication theory
Quality of customer service
Direct marketing
Marketing in the international market
Marketing mix
Marketing research
Evaluation and measurement
Pricing strategy
Promotion
Public relations
Marketing through relationships
Segmentation
Marketing of services
Strategies and planning
Background in technology
Note: A tick of blue signifies a pretty detailed coverage. an black tick signifies an unintentional direct reference as well as indirect coverage.
The coverage of topics related to marketing is in various chaptersTable P.2
Chapter 2 Online market analysis micro-environment examines the way digital media
Technology and innovation alters the immediate environment of an organization and the surrounding environment, including
market structure and channel structure of the channel and marketplace. It outlines the kind of analysis necessary to determine the structure of the channel and marketplace.
help support digital strategy by looking at how competitors, customers and intermediaries can help support digital strategy by examining how customers, competitors and
and their interplay and the interplay between them can be assessed.
Chapter 3 The online macro-environment examines the effect of technological, social, and
economic, legal, and political influence of the environment on digital strategy and its impacton the digital strategy of
mentation. The focus is on data and privacy protection regulations , as well as managing
Technology innovation.
Part 2 Digital marketing strategy development (Chapters 4-6)
Part 2 discusses the emergence of strategies for creating strategy and offers examples of
strategies that companies have used methods to incorporate strategies that companies have employed to integrate Internet in their marketing strategies.
Chapter 4 of Digital marketing strategy focuses on the ways in which digital strategies can be synchronized
with marketing and business strategies. It also describes a general strategic approach to
stages of reviewing the situation and goal-setting strategies formulation, and allocation of resources
and monitoring.
Chapter 5: The effect of technology and digital media in the mix of marketing is assessed
the various elements that make up the complete marketing strategy could be adapted in an online world-
ment as a part of strategy formulating.
The chapter on Relationship Marketing that uses digital platforms provides strategies and strategies
Use for using the Internet to establish and maintain one-to-one relationships with customers.
Third Part: Digital Marketing Implementation and Practice

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Third paragraph of text discusses how to implement digital marketing
strategy. Methods to communicate with customers, establishing relationships , and facilitating
Electronic commerce can be examined in detail. The practical aspects of
Techniques are essential for students who are working placements that involve the use of a website, as well as for
Marketing managers are in contact with suppliers like design agencies.
Chapter 7: Delivering the online experience to customers describes how an online presence can be used to enhance customer experience
The design is designed to aid in the branding and quality of customer service goals. The stages
Analyzing the needs of customers analysis of customer needs, designing the site’s layout and structure, as well as designing the
Site, are covered by key methods such as usability, user-centric design, and usability
and accessibility and accessibility. It also covers various and accessible design models that are utilized to determine accessibility.
experience.
Chapter 8 Campaign planning for digital media outlines the distinctive aspects of
Digital media, and later examines various aspects of marketing communication that
They are crucial to launching the best online marketing campaign.
** Chapter 9 Marketing communications using digital media channels. Within the technology-
The techniques covered include banner advertising and affiliate networks, as well as promotion on search engines
sponsorship and co-branding, email social media, and word-of mouth marketing
and in particular, with particular reference to social networks in particular.
Chapter 10 , Evaluation, and enhancement of the digital channel’s performance examines meth-
Ods to assess and improve the effectiveness of websites and the communication in its delivery
The chapter focuses on the marketing and business benefits. The chapter briefly discusses methods and tools to
Updating websites.
Preface xix
Part 1
INTRODUCTION
Part 2
STATEGY
Part 3
INFLUENCE
AND PRACTICE
Chapter 1
Introduction
digital
marketing
Chapter 3
Macro-online
environment
Chapter 2
Online market
Place analysis:
micro-environment
Chapter 4
Digital
marketing
strategy
Chapter 6
Relationship
marketing with
digital platforms
Chapter 5
Digital technology and its impact
Technology and media
about the mix of marketing
Chapter 7
The delivery of the
online customer
Experiential knowledge
Chapter 10
Evaluation and
Improvement of
digital channel
Performance
Chapter 8
Campaign
making plans for
digital media
Chapter 9
Marketing
communications
using digital
media channels
Chapter 12
B2B
digital
Marketing practice
Chapter 11
B2C
digital
Marketing practice
Textual structure P.2
xx Preface
Chapter 11 Business-to consumer digital marketing examines the ways to market mar-
offering keting to customers and offers examples of how retail businesses are responding to such
marketing.
Chapter 12 Business-to-business digital marketing examines various areas
Of marketing other business to another. It also gives numerous examples of how companies can be
This is to help support the international market.
Who is the appropriate person to use this text?
Students

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The text was developed principally as the main text for postgraduate and undergraduate students.-
Graduate students who are taking special marketing classes or modules that are based on e-marketing.
Internet and electronic commerce, digital marketing and e-commerce. The text is applicable to
pupils who
*undergraduates in business courses, which contain modules on how to use the Inter–
internet and e-commerce. This includes degrees in specialist fields like Internet marketing, electronic
Marketing, tronic commerce tourism, accounting and tronic commerce and general management degrees like
such as business study, administration, and management of business;
Students in undergraduate projects who pick this topic to use for their final-year project or dissertation–
The text makes an excellent text to accompany students in this class;
*undergraduates who have completed the work experience with a company that uses the Internet to gain pro-
Its products are a bit tinkering;
Students at colleges seeking vocational certificates like the HNC or HND.
Computer Studies;
Postgraduate students who are studying master’s-level specialist studies in electronic commerce, or
Internet marketing, general MBAs and programs leading to certifications like the Cer–
Certificate in Management or diploma of Digital Marketing or Management Studies that
contain modules on electronic commerce as well as digital marketing.
Practitioners
The previous editions were widely utilized by digital marketing professionals such as:
* marketing managers or experts such as e-commerce specialists or digital marketing
the managers who are responsible for defining the digital marketing strategy , the implementation of that strategy and
Maintaining the company’s website;
* directors and senior managers who want to be aware of the possibilities of digital marketing
for a company and need practical advice on how to maximize the potential of their business;
* webmasters or technical project managers who can comprehend the technical aspects of
developing a website and have only a little experience in marketing basics and the best way to
Develop an Internet marketing strategy for your business.
What can the text provide for lecturers who teach these courses?
The text will provide a complete guide to every aspect of making use of the Internet and
Other digital media that support other digital media to support. The text builds upon existing theories of marketing
Concepts and theories, as well as asks the and concepts, and questions the context of the different perspectives between
Preface xxi
the Internet as well as other media. The text refers to the emergence corpus of literature that is specific to
It is a good tool for Internet marketing. It is therefore a good option across a range of courses. Professors will be able to use it in their classes.
The text offers a wide selection of examples, activities, and exercises to aid in the teaching.
Weblinks are included in the text, and after each chapter to give crucial information.
Formation sources for specific subjects.
Student learning features

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A variety of features have been included in this article to help readers to get the most value from this text.
of the features. Each feature was designed to help you understand, reinforce learning and assist
users can find the information they need quickly and easily, especially when working on homework and making plans for
to prepare for tests. The characteristics are explained in the order you’ll find them in each
chapter.
The chapter begins at the beginning of each chapter
The “Chapter at A Glance page is a simple navigation to every chapter. It has:
* Topics of the main topics. The most important subjects and page numbers.
* Studies of case studies: most important cases as well as their page numbers.
** Learning objectives: A listing of what readers will discover by reading the book”
to complete the exercises and.
* Marketers’ questions Explaining why the chapter is relevant for professionals.
* The links to the other chapters A summary of the details in other chapters.
In every chapter
*Definitions: When the terms of significance are first introduced , the primary text will be concise.
Definitions are included in the margins to make it easy to refer.
* Web references: when appropriate web addresses are provided in order to allow readers to access
additional details. Additional information is provided in the text in cases in cases where they directly relate to
and in the final as well as at the end of the chapter.
** Case studies: actual examples of how businesses are making use of the Internet to enhance their market
ing. The final questions at the conclusion in the study are designed to draw attention to the most important lesson
Some points are drawn from the example.
* Small case studies brief sections that provide an example that is more specific or an explanation
more than what is required than what is required in the text. These do not include additional than what is required in the main text.
* Activities: exercises within the text in general that offer readers the chance to practice and also
Apply the methods that are described in the text.
* Chapter summaries are intended to be revision aids that summarize the key learning points
in the chapter.
The chapter is concluded at the end of every chapter
*Self-assessment exercises for students: brief questions that will examine understanding of concepts and
Concepts discussed throughout the book.
** Essay questions: conventional essay questions.
*Discussion questions: these will require more detailed essay-style responses that discuss topics from
the chapter. They could be used as individual essay topics or as the foundation for
seminar discussion.
xxii Preface
*Exam questions: questions that are typical of short-answer types similar to those commonly asked
in exams. They are also useful to help with revision.
“References”: These are the references to articles, books or papers mentioned within the
chapter.
** Additional reading: texts that are supplementary or research papers on the principal topics that are covered in this chapter.
If necessary the need arises, a brief explanation is offered on suggested additional
studying the major concepts that are the focus of chapters.
* Web links: These are important websites that offer additional information on the ideas
and the topics covered in the chapter. The list is not a repeat of any of the references to websites given in the chapter.
the chapter, such as websites of companies. To be clear, the web address prefix ‘http’ ://’ is
In general, it is not mentioned.
Then, at the at the end of the text
*Glossary of full definitions of the important terms and phrases that are used in the main
Text, cross-referenced to facilitate the ease of usage.
*Index: All key words and abbreviations that are referred to in the text.
Support material

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The materials are free and available on the website of Dave Chaffey at www.smartinsights
.com/book-support to help users of the book. The website is regularly updated and contains
Advice, comments, and support materials, and hyperlinks to websites that are relevant to the content.
A password-secured area is available that lecturers can use to discuss any issues that arise out of using
the text; additional exam-type questions and answers; and a multiple-choice test
Bank with answers and additional cases that include ideas for discussion; and an e-booklet
Version that includes the lecturer’s Guide as well as OHP Masters.
References
Porter, M. (2001) Strategy and the Internet, Harvard Business Review (March) (March), 62-78.
Preface xxiii
Dave Chaffey BSc, PhD, FCIM, MIDM
Dave is CEO of Smart Insights (www.smartinsights.com), an online publisher and analytics
Company that offers advice and alerts on the best practices and latest technological developments in the digital industry.
E-commerce and marketing managers and marketers. The information is also intended to assist those who read Dave’s
books. The most relevant information is highlighted at www.smartinsights.com/book-support.
Dave is also an instructor for digital and digital media as well as a Consultant for Marketing Inthe –
sights Limited. He has provided advice on e-commerce and digital marketing strategy for companies that are
A variety of sizes available of larger companies such as 3M, Barclaycard, HSBC, Mercedes-Benz, Nokia and
It’s the North Face to smaller organisations such as Arco, Confused.com, Euroffice, Hornbill and i-to-i.
Dave’s love is to educate students and marketing professionals about the current and effective techniques in digital
marketing, thus empowering companies to boost their online performance by gaining the
the most value from their website analysis and market research. This means that they can make the most out of
online opportunities and avoid opportunities online and avoiding.
He is extremely proud to be recognized as a member of the Department of Trade and Industry as one of the
influential individuals who have provided their input and influence to the growth and development of
E-commerce and internet-based commerce and Internet within the UK in the past ten years. Dave has also been recognized
By the Chartered Institute of Marketing as one of 50 marketing “gurus around the world who are recognized by the Chartered Institute of Marketing as one of 50 marketing
has helped define the future of marketing. He is very happy that he is an honorary fellow of the IDM.
Dave is a guest lecturer in e-commerce classes at various universities, including
Birmingham, Cranfield, Derby, Manchester Metropolitan and Warwick Universities. Also, he is a professor at Manchester Metropolitan, Derby, Birmingham, and Warwick
He is a teacher on an IDM Diploma in Digital Marketing He is also a an examiner in the senior position.
In all, Dave is author of five business books that are best-selling, including Digital Business
as well as Ecommerce Management, Digital Marketing Strategies, Implementation, and Practice
eMarketing excellence (with P.R. Smith) as well as Total Email Marketing. A lot of these books
They have been updated in new editions since 2000. Translations are available in Chinese, Dutch,
German, Italian and Serbian.
When he’s not at work, Dave is enjoying fell-running, playing indie rock and traveling with his family.
Fiona Ellis-Chadwick, PhD, BSc, PGCE
Fiona-Ellis Chadwick (www.ellis-chadwick.com) is a Senior Lecturer at Loughborough Univer-
sity School of Business & Economics and is director of the Institute of Consultancy
and and Research Application and Research Application. She is also a active researcher, lecturer , and author. In her job, she is a lecturer, researcher and author.

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Fiona is a renowned researcher in the domain of online e-commerce retailing. She’s also an active participant in mem-
Be part member of members of the Town Centre Research Interest Group. She is an influential thinker in the creation of
Innovative blended learning for postgraduate and undergraduate teaching in disciplines
of marketing and retailing with her knowledge gained from through working with top international pubsof marketing and retailing. She is a leading expert in international pub
university students and institutions, especially The Open University over the recent 20 years. She has had a successful time at universities and
A shaky commercial career prior to becoming an academic and finishing her PhD. After achieving
an important contribution to the field of online retailing she continues to conduct studies and
research publications that cover the area of strategic use and strategic adoption Internet. Her work on these areas is among the best.academic publications in the areas of strategic adoption of the Internet.
ICS was presented as a paper in Industrial Marketing Management, Journal of Business Research, Eu-
ropean Journal of Marketing, Internet Research, International Journal of Retail Distribution
and Management and Management, as well as additional textbooks and journals for practitioners. She is also an active member of
is the Independent Standards Board for The Retail Ombudsman. Fiona loves the work of
Education and technology can assist businesses develop in the near future.
I am privileged to have shared my experience of learning how to utilize digital market
Involving thousands of marketing students and professionals. I would like to thank that you have shared your
My experiences have been shared that I’ve shared with you. I’d like to especially thank everyone who has shared their
Experiences of using digital marketing are shared in the first case study interviews of every chapter
and also on SmartInsights.com.
Additionally, I am grateful for the effort put forth by digital marketing experts who have shared their experiences
Their expertise as experts presenters in Smart Insights including Mike Berry and Richard
Sedley (marketing strategies), Dan Barker, Ben Jesson and Pritesh Patel (analytics) Dan Bosom
Worth, Paul Fennemore, Katy Howell and Marie Page (Social media marketing), Rene Power
(B2B marketing), Rob Thurner (mobile marketing), Chris Soames, James Gurd and John NewJohn New
Ton (search marketing), Mel Henson (copywriting), Paul Rouke (usability) and Mark Brown-
Low, Kath Pay and Tim Watson (email marketing). Additionally, to the many other occasional contributors
They have shared their knowledge and knowledge.
We would like thank the staff of Pearson Education in Harlow for their assistance.
during the process of creating this text, particularly Tom Hill, Eileen Srebernik (our acquisitions editors) and
Tim Parker who managed the text throughout the production process.
As always, my heartfelt gratitude to my family members for being there for me throughout the continuous updates.
Dave Chaffey

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Acknowledgements of the Publisher
The publisher is grateful to the authors in this publication for providing helpful feedback.
We thank the following people for their permission to reproduce copyrighted material:
Figures
Figure 1.1 from www.google.com/about/corporate/company/history.html Google. Google
and and the Google logo are trademarks registered to Google Inc. that belong to Google Inc., used by Google Inc. with permission.
ure 1.3 from chiefmartek.com, Scott Brinker; Figure 1.4 from http://www.youtube.com
/watch?v=fGaVFRzTTP4, Tesco Stores Limited; Figure 1.8 from Digital transformation: Why
and how businesses invest in the latest business models to be the best in digital customers to ex-
periences. Brian Solis., www.altimetergroupdigitaltransformation.com, The Altimeter Group.
2014 2014. Figure 1.11 taken from Emarketing Excellence, Planning and optimizing your digital marketing-
Ing, Routledge (Chaffey, D. and Smith P.R. 2007) Taylor and Francis; Figure 1.12 from http http:/http:/
novaspivack.typepad.com/nova_spivacks_weblog/2007/02/steps_towards_a.html., Nova Spi-
vack; Figure 2.4 from http://www.smartinsights.com/marketplace-analysis/consumer-buying-
behaviour/what-influences-purchase/attachment/consumer-decision-journey/. This article was published by
permission for permission Digital Marketing advice site SmartInsights.com edited by Dave Chaffey;
Figure 2.6 taken from Googling to the Present, Economic and Labour Review, Office for National Sta-
Tistics (Chamberlin, G. 2010) ONS, Source: Office for National Statistics licensed under the
Open Government Licence v.3.0. Figure 2.10 from the new GfK ROPO study with Vodafone,
This article was posted by the Google Barometer Blog 20th October 2010 Google. Google along with Google
The logo and the word “Google” are trademarks owned by Google Inc., used with permission 2.12 from Goog-Intl. 2.12 is a screenshot taken from Googlogo.
The present, Economic and Labour Review Office for National Statistics (Chamberlin, G.
To be successful in the coming years companies will require marketers, strategists , and agencies
With up-to-date information on how to use digital media like email, the internet with up-to-date knowledge of how to apply digital media such as email, mobile
and interactive and interactive. The goal is to create Digital Marketing: Strategy, Implementation, and the practice
It is designed to aid students as well as professionals in expanding their understanding. The
In this article, we will demonstrate how the traditional models of marketing or concepts may be used to assist
create digital marketing strategies and plans , and when new models are needed. We
The article will also provide numerous examples of practical applications and best methods for implementing online communicationwill also provide many practical examples and best practices for using online communication
Uses tools to advertise an organisation’s goods and services on the Internet
and other and other digital media, as well as other digital.
The authors in this publication digital marketing is an exciting field to work in.
as it creates new challenges and opportunities each year as well as monthly.

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Innovation is an inevitable fact as we continue to see the development of new technologies, and new business models, and new
Models and innovative approaches to communications. For instance, Google innovates relentlessly.
Its service has grown significantly from 1997 (Figure 1.1) and has a huge number of web pages currently
Indexed and other services, such as web mail, pay per click (PPC) ads analytics, as well as
social networks are as part of its offerings. Complete the Activity 1.1 or look up Table 1.1 to learn more about
Other examples of online startups showing the speed of innovation.
Introduction – how has the digital revolution changed marketing?
Google timeline
Source: Google Corporate Timeline: www.google.com/about/company/timeline/
Figure 1.1
Chapter 1 Introducing digital marketing 7
Scope
To present some of the leading platforms for digital marketing currently and
to show the innovativeness of the development of online business models and communication strategies.
Questions
1. Think about the innovations you’ve witnessed in your time using the
Internet, World Wide Web and mobile platforms. What do you think are the primary
websites in your area that have changed how you are spending your time online?
Table 1.1 illustrates the sites which we believe have the most influence on the world of online
business models that are being used in business models in the US and Europe and the US, with a greater attention paid to the most recent
ones.
2. What do these websites share with ones you’ve chosen and what do they have in common?
Do you think that has what made them successful?
Innovation in digital marketing platformsActivity 1.1
Year of establishment Company/service Category of Innovation
1994 Amazon Retailer
1995 (March) Yahoo! Directory and portal
1995 (September) eBay Online auction
1995 (December) Altavista Search engine
1996 Hotmail Web-based Email
Market via the internet (using email signatures ) to
to promote the service)
Microsoft in 1997. Microsoft in 1997.
1998 GoTo.com
Overture
First search marketing with pay-per-click
Yahoo! purchased the company in 2003. Yahoo! in 2003.
1998, Google Search engine
1999 Blogger Blog is a publishing platform for bloggers.
Google purchased the company in 2003. Google in 2003.
1999 Alibaba B2B marketplace, with $1.7 billion IPO
on the Hong Kong stock exchange in 2007
(see chapter 2 (see case in Chapter 2. (see case in Chapter 2, p.)
1999 MySpace
Formerly known as eUniverse

 New Zealand email lists

The economy is expected to grow
to the in the future. Digital is now
Mainstream, even though there are
opportunities, displacing existing global
The incumbent platforms will be scarce. In the
latest developments see:
www.thenextweb.com
The task of marketers lies in determine the effectiveness of innovations.
that are relevant to their organization and seek to benefit
by introducing them into companies such as the digital marthrough introducing them to a company such that the digital mar
Ketching techniques work effectively in conjunction with traditional marketing techniques.
communications.
This text will walk you through the types of questions you can be asking and also the potential
steps to help you develop the most appropriate strategy-
gies. In this chapter, we will look at the initial assessment of the digital
marketing, we will review two major aspects of managing the digital marketing
keting. In the beginning in this section, we will review the principal strategy
The gic issues and the opportunities of digital marketing that need to be
run by organizations. Then, we explain the concept of commanaged by organisations.
strategies for marketing companies online by
digital technology platforms like tablets, desktops and smartplatforms for digital technology like tablets, smart
mobile phones (for instance such as, for example, (SEM) as well as
social media and display ads) that use the distinctive characteristic
The tics of digital media. The following interview with a professional with Nick
Dutch Director of Digital in the Domino’s Pizza Group, highlights some
of the opportunities and challenges for marketing an internet-based company.