Digital Marketing Fundamentals covers the entire marketing process. The academic theory behind Digital Marketing as well as techniques and media are discussed. Digital Marketing Fundamentals is easy-to-read and contains many international examples and cases. The Dutch version of this book (Basisboek Online Marketing) has become a standard issue in The Netherlands.
In this book, all relevant aspects of Digital Marketing are addressed: digital transformation, strategy and business models, online customer behaviour and learning to understand the customer, online branding, customer acquisition and customer engagement, facilitating online purchases and setting up digital services. The book addresses step-by-step the role of Digital Marketing in each phase of the customer cycle: from the inspiration phase and research phase to the maintenance and replacement phase. Designing effective websites and apps, digital analytics and experimentation and planning and organization are also discussed. The book gives the reader an integrated basis with which they can respond to new trends and techniques in the future.
Digital Marketing Fundamentals is suitable for commercial and management courses in Higher Education including Universities and Business Schools and also for professionals working in Digital Marketing.
1 Digital Marketing
1.1 Definition of Digital Marketing
1.2 How Digital Marketing plays a role in customer interaction
1.3 Development of Digital Marketing
1.4 Digital Marketing and customer value
1.5 The Digital Marketing communications funnel
1.6 Digital Marketing and the customer cycle
1.7 The outline of this book
Questions and assignments
Case: Digital Marketing at Marriott
2 Digital transformation, strategy and business models
2.1 The implications of digital developments for marketing
2.2 Relevant digital-related developments
2.3 Digital Marketing and the Marketing Strategy
2.4 Digital Marketing and business model innovation
Questions and assignments
Case: IKEAs Digital Transformation
3 Online customer behaviour
3.1 Internet usage and online consumer activities
3.2 Online shopping
3.3 Use of digital media in the customer cycle
Questions and assignments
Case: The online behaviour of Treehuggers youngest target group
4 Understanding the customer
4.1 Gaining a better understanding of the customer
4.2 Understanding the customer through data analysis
4.3 Using data science to better understand the customer
4.4 Using market research to better understand the customer
4.5 Bringing customer insights together into customer personas
Questions and assignments
Case: E-sey Rider? Harley-Davidson LiveWire
5 Strengthening the brand
5.1 The brand as the foundation for effective interaction in the customer cycle
5.2 Basic decisions for Digital Marketing communications
5.3 Role of social media in digital brand communications
5.4 Content marketing
Questions and assignments
Case: Digital brand communications at Patagonia
6 Digital Marketing in the inspiration phase
6.1 Reaching and engaging customers in the inspiration phase
6.2 The role of social media channels in the buy cycle
6.3 Programmatic and display advertising
Questions and assignments
Case: Tiffany inspires once-in-a-lifetime jewellery purchases
7 Digital Marketing in the research phase
7.1 Presence in the research phase
7.2 Search Engine Marketing
7.3 Link-building
7.4 Affiliate marketing
Questions and assignments
Case: Raleigh Optimises Findability
8 Digital Marketing in the evaluation and selection phases
8.1 The Digital Marketing funnel
8.2 Email marketing and marketing automation
8.3 Marketing automation for increased efficiency
8.4 Selecting digital sales channels
8.5 Online sales via ecommerce sites and apps
8.6 Driving online sales
8.7 Online price setting
Questions and assignments
Case: The smart online sales strategies of ASOS
9 Facilitating online purchases
9.1 Choice of distribution channels
9.2 Payments
9.3 Order processing
9.4 Online customer service
Questions and assignments
Case: The growth plans of La Roche-Posay have consequences for distribution and service
10 Setting up digital/automated services
10.1 The role of the digital marketer in the product realisation process
10.2 Improving the digital customer journey through co-creation with the customer
10.3 Tools for setting up digital services
10.4 Product improvement of digital services
Questions and assignments
Case: FrieslandCampina Professional optimises the customer journey for pizza chefs
11 Digital Marketing throughout the use cycle
11.1 Online customer relationship management
11.2 Recording and analysing customer data
11.3 From customer insights to customisation
11.4 Increasing profit per customer
11.5 Increasing customer value by encouraging customer loyalty
11.6 Increasing customer value through customer engagement
Questions and assignments
Case: Fashion brand Diane von Furstenberg makes customers feel special
12 Designing effective websites and apps
12.1 Effectiveness of websites and apps
12.2 Understanding the behaviour of visitors
12.3 Setting up an effective website
12.4 Developing an effective app
Questions and assignments
Case: An International Marketing Award for the Anne Frank Foundation
13 Digital analytics, testing and experimentation
13.1 Data-driven marketing: definition and starting points
13.2 Setting performance indicators
13.3 Translating the customer cycle into performance indicators
13.4 Analysing Digital Marketing performance
13.5 Communicating insights from data
13.6 Experimenting to optimise marketing performance
Questions and assignments
Case: Digital Analytics in practice at Van der Valk Hotels
14 Digital Marketing planning and organisation
14.1 Organising Digital Marketing activities
14.2 Digital Marketing planning
14.3 Project management
14.4 Security measures against cybercrime
14.5 Legal aspects of Digital Marketing
Questions and assignments
Case: Online supermarket Ocado delivers for its customers
