Download - DM Lecture 6
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situation analysis objectives
strategy
tactics action
control
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promotion
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just remember...
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different tactics will have a different significance
product and price
…and speed at which they can be adapted
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websites
content
story-telling
omni-channel
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what to consider...
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Content?
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…the focus is heavily on the user, hence the development of personas
the key concept here is user experience or UX
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desirable… linked to brand
findable… easy to find what you need
Morph London Agency, 2013
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eMarketer, 2013 (estimate)
m-commerce accounts for 15% of this
…at £6.61 billion for 2013
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…office 365 and Google docs
…allows storage of, and access to, digital media
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…language and design
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…can it be turned into a file or software?
then we need to consider content delivery systems
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digital price…
…comparison sites - aggregators
online only discounts… incentivising behaviour and traffic
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…showrooming
L2, 2013, research identified that 82% of smartphone users engaged in this form of price-checking
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digital people…
…automated response
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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/