Digital Marketing Strategy, Implementation and Practice (Dave Chaffey, 2014)

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  • 7s - Strategy, Structure, Systems, Staff, Style, Skills, Superordinate goal
  • Key marketing communications concepts - medium (media), discipline, channel (tools), vehicle
  • RACE - Reach > Act > Convert > Engage
  • Marketplace - customer segment > search intermediaries > intermediaries and media sites > destination site (OVPs = online value propositions)
  • Types of online portal - access (ISP), horizontal (Google), vertical (news), media, social network, geographical, market place, educational, search
  • Digital Marketing KPI - unique visitors, total numbers of sessions, repeat visits, duration, subscription, conversion rates, attrition rates, churn rates, click-through rates
  • Develop strategies - market penetration strategies, market development strategies, diversification strategies, product development strategies
    • Segmentation > target marketing > positioning > planning
    • Customer lifecycle segmentation - first time visitor > return visitor > newly registered visitor > registered visitor > purchased once or n times > purchased inactive > purchase active: e-responsive
    • Customer value (brand perception, positioning) = product quality x service quality / price x fulfillment time
  • Acquisition: unique visitors, new visitors, conversion volume, bounce rate, conversion rate, direct visits, cost per click and per sale, brand awareness, conversion polarity, audience share, share of voice, online target reach strategy, offline targeted reach strategy, continuous communication mix, online value proposition
    • Opportunity: opportunity volume, marco-conversion rate to opportunity and micro conversion efficiency, cost per opportunity, customer satisfaction, online product requests, lead generation strategy, usability, personalisation, inbound contact strategy (customer service)
    • Sales: sales volume, conversion rate to sales, email conversion rate, cost per sale, customer satisfaction, average order value, online originated sales, online sales generation, offline sales impact strategy, usability, personalisation, inbound contact strategy, merchandising, triggered emails
    • Retention: email list quality, email response quality transaction, active customers %, repeat conversion rate for different purchase, lifetime value, customer loyalty index and advocacy, product per customer, retained sales growth and volume, retention and customer growth strategy, database quality, targeting, outbound contact strategy, personalisation
  • 7 Marketing mix - product, promotion, price, place, people, process, physical evidence
  • Communication tools - advertising, selling, sales promotion, public relations, sponsorship, direct mail, exhibitions, merchandising, packaging, word-of-mouth
  • Social CRM scope - social customers insights > social marketing insights > rapid social marketing response > social campaign tracking > social event management > social sales insights > rapid social sales response > proactive social lead generation > social support insights > rapid social response > peer-to-peer unpaid armies > innovations insights > crowdsourced R&D > collaboration insights > enterprise collaboration > extended collaboration > seamless customer experience > VIP experience
  • Customer relationship management - Selection > Acquisition > Retention > Extension
  • Online touchpoints - online incentives, whitepaper, viral marketing, e-newsletter, registration to view content, community, renting list, co-registration with third parties, email capture
    • Offline touchpoints - direct mail, trade show, conference, paper response, phone response, paper order form, sales reps, contact centre, point of sales
    • Right contact strategy - frequency, interval, content and offes, links, control strategy
  • Customer categorisation - below-zero customer > most-growable customer > most-valuable customer
  • RFM analysis - Recency, Frequency, Monetary Value, Latency (time between the customer’s event), Hurdle Rate (percentage of customers in a group who have completed an action)
  • Online customer experience
    • Promised experience - product price/promotion and range; interactivity customer journey fit, flow and data entry; service fulfillment and support
    • Emotional values - design visual and style tone; reassurance trust and credibility
    • Rational values - ease of use on usability, accessibility and standards; relevance content and search, customisation; performance speed and availability
  • Site development activities - marketing objectives > prepare brief > select agency > market research > prototype > develop content > test and revise > launch
  • Service quality - tangibles (physical appearance), reliability (perform dependably and accurately), responsiveness (willingness to help), assurance (knowledge and courtesy to trust and confidence), empathy (caring and individualised)
  • Digital media characteristic - push to pull, monologue to dialogue to trialogue (facilitator), one-to-many to one-to-some and one-to-one, one-to-many to many-to-many, lean-back to lean-forward, pay-per-performance communications, increase communications intermediaries, integration
  • Campaign success measurement - volume = unique visitors / reach (%) > quality = conversion rate > cost = cost-per-click (CPC) > cost-per-acquisition (CPA) > campaign ROI (%) > branding metrics > lifetime value
  • Digital campaign targeting - relationship with company (prospecting), demographic segmentation, psychographic or attitudinal segmentation (risk level), value, lifecycle stage (position in buying), behaviour (responsiveness)
  • Digital campaign budget matrix template
    • Media cost - setup / creative mgt cost, CPM, CPC, Media costs, total cost seto and media, Budget %
    • Media impressions and response - impressions or names, CTR, clicks or site visits
    • Conversion to opportunity (lead) - conversion rate to opportunity, number of opportunity, cost per opportunity
    • Conversion to sales - conversion rate to sale, number of sales, % of sales, cost per sale (CPA)
    • Revenue - total revenue
    • Cost - cost of goods sold, media costs, total costs (inc media)
    • Profitability - profit, return on investment
  • Integrated marketing communication - coherence (different communications are logically connected), consistency, continuity, complementary
    • Channel planning, communications-mix planning, media planning
  • Digital media channels - search engine marketing, online public relations, online partnerships including affiliate marketing, interactive display advertising, opt-in email marketing, social media marketing including viral and electronic word-of-mouth marketing
    • SEO - search engine submission, index inclusion, keyphrase analysis, on-page optimisation, external linking, internal link structure
    • Paid search marketing - targeting, budget and bid management, creative testing and campaign optimisation, communication integration
    • E-PR - influencer outreach, link building, atomised content (breaking into small segment and grow)
    • Email marketing success factors - creative, relevance, incentive (or offer), targeting and timing, integration, copy, attributes, landing page
    • Word of mouth marketing - buzz marketing, viral marketing, community marketing, influencer marketing, conversation creation, brand blogging, referral programmes
    • WOM methods - implement and optimise referral programs, set up brand ambassador schemes, use tryvertising (try or trial), casual marketing, measure net promoter score, harness the power of empowered involvement, focus innovation on doing something worth talking about
    • Social network viral marketing - understand customers’ motivation, express yourself as a brand, create and maintain good conversations, empower participants, identify online brand advocates, being creative / honest and courteous / individual / conscious of audience / updating regularly
  • Performance management - goal setting (what do we want to achieve?) > performance measurement (what is happening?) > performance diagnosis (why is it happening?) > corrective action (what should we do about it?)
  • Performance matrix framework - channel promotion > channel buyer behaviour > channel satisfaction > channel outcomes > channel profitability
    • Results - revenue. Multichannel contribution, degree multichannel sells up, costs per channel, degree of sweating assets, multi channel infrastructure costs
    • Customers and stakeholders - overall customer satisfaction, customer propensity to defect, customer propensity to purchase, customer perception of added value, integration of customer experience
    • Core processes - productive multichannel usage, price (relative to competitors/other channels), quality of integrated customer view
    • People and knowledge - staff satisfaction, appropriate behaviours ‘Living the brand’, willingness to diversify/extend the brand, knowledge of target customer
  • Website volume measurement - how many audience reached and unique visitors, how frequent is the visit, how busy in term of page impression, what ad is being seen, what did user do
  • GA measurement - conversion goals, bounce rates, pages/visit, top entry page, top landing page, referrers traffic sources, top content, site search, top exit pages, top paths
  • Metrics collection and research methods - server-based log file, browser-based site activity data, AB and multivariate testing, panel activity and demographic data (extrapolation), outcome data (enquiries), online questionnaires, online focus groups, mystery shoppers
  • Content review process - brand manager writes copy > web manager review > marketing manager review > legal department review > test site > brand manager review site > web manager review site > updated and live
  • Sample customer classifications - age, education, employment status, gender, geography, household size, household type, income, mobility, race and ethnicity
  • Loyalty variables - customisation, contact interactivity, cultivation, care, community, choice, convenience, character


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