Date post: | 12-May-2015 |
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Education |
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situation analysis objectives
strategy
tactics action
control
promotion
just remember...
different tactics will have a different significance
product and price
…and speed at which they can be adapted
websites
content
story-telling
omni-channel
what to consider...
Content?
…the focus is heavily on the user, hence the development of personas
the key concept here is user experience or UX
desirable… linked to brand
findable… easy to find what you need
Morph London Agency, 2013
eMarketer, 2013 (estimate)
m-commerce accounts for 15% of this
…at £6.61 billion for 2013
…office 365 and Google docs
…allows storage of, and access to, digital media
…language and design
…can it be turned into a file or software?
then we need to consider content delivery systems
digital price…
…comparison sites - aggregators
online only discounts… incentivising behaviour and traffic
…showrooming
L2, 2013, research identified that 82% of smartphone users engaged in this form of price-checking
digital people…
…automated response
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/