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 Development of the digital marketing toolbox 53 3.2 Website purpose and function 61 3.3 Examples of HTML code 73 3.4 Personal data available via social media pages 84 3.5 The utility of social media for business 88

4.1 Content Marketing Strategy Framework 101 4.2 Content purpose blueprint 102 4.3 Digital persona elements 103 4.4 Storybox Selection™ 104 4.5 Content purpose blueprint and metrics 112

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5.1 Timeline of online communities 128 5.2 Demographic features within online communities 134 5.3 Rules of engagement examples 142 5.4 How to manage different types of online complaints 148

6.1 Mobile marketing implications 152 6.2 Use of wearables for marketing 160 6.3 Mobile advertising options 163 6.4 Benefits and downside of programmatic advertising 168

7.1 Virtual and augmented reality timeline 184 7.2 Six dimensions of interactivity 189 7.3 Experiential value applied to retail examples of

virtual and augmented reality 194 7.4 Industry bodies 200




8.1 Customisation techniques 214 8.2 Reasons why customers make contact with organisations 216 8.3 Evaluation of British Airways’ current digital marketing methods 221 8.4 Digital PESTLE used as an evaluation of opportunities and threats 222

9.1 Themes and metaphors in marketing 227 9.2 Strategy models 228 9.3 Digital marketing strategy models 232 9.4 Application of the McKinsey consumer decision

journey to strategy 239 9.5 Business goals based on organisation type 242

10.1 Digital application of the 7Ps to ASOS and Boohoo 252 10.2 Strategy, digital marketing objectives and tactics 253 10.3 One-page digital marketing plan 254 10.4 Building the action plan 256 10.5 Digital media plan example 267

11.1 Overview of main social media platforms 271 11.2 Prominent features of the four social media tools 276 11.3 Summary of the 5C categorisation 278 11.4 Risk evaluation for an #AMA event 283 11.5 Social media monitoring and management tools 288 11.6 Midlands Air Ambulance Charity aligning the digital

marketing and social media strategy 292

12.1 The RASCI and RACI models 301 12.2 RACI roles and responsibilities example 302 12.3 Key considerations in the SAF framework 305 12.4 SAF framework scoring example applied to PetBnb 306

13.1 Twitter data 311 13.2 Metrics from traditional to digital 312 13.3 Financial KPIs 314 13.4 Metrics and how to apply them 316 13.5 Web analytic data elements 321 13.6 Social media analytics terminology 325 13.7 Email analytics data available 328 13.8 Management and dashboard systems 337

14.1 Message appeals applied to digital marketing 341 14.2 The 7Cs of integration 343 14.3 The 4Cs of cross-platform integration 348 14.4 Companies failing to adopt digital business 353



ABOUT THE AUTHOR Annmarie Hanlon is a Senior Lecturer in Digital Marketing at the University of Derby and a practitioner who works on digital marketing strategy and social media projects with charities, household names and service businesses.

Originally a graduate in French and Linguistics, Annmarie subsequently gained a Masters in Business Administration, focusing on marketing planning. She studied for the Chartered Institute of Marketing Diploma for which she won the Worshipful Company of Marketors’ award for the best worldwide results.

As an early adopter, working in ‘online marketing’ since 1990, she is a Senior Examiner in digital strategy, a Fellow of the Chartered Institute of Marketing, a Member of the Marketing Institute Ireland and a Liveryman of the Worshipful Company of Marketors. Annmarie is past winner of the Mais Scholarship and her research interests include the strategic use of social media in organisations, differences in practice between generations and the technology that makes it happen.

Follow her updates on Twitter @AnnmarieHanlon



ACKNOWLEDGEMENTS Writing a textbook on digital marketing is achieved with a supporting cast of prac- titioners and academics. As a hybrid part-academic and part-practitioner I am in a wonderful and unique space with access to students as well as organisations of all shapes. Whilst I would like to list everyone who has helped, this would be like the never-ending speech at the awards ceremony! May I thank you all, you know who you are #RoundOfApplause.

Special thanks are due to: Karen Jones at Aston University, who provided constant motivation and helped with the content marketing and online communities chapters; Adam Civval at Greendog Digital, David Peck at the University of Derby and Peter Rees, an examiner in digital marketing, who all provided inspiration and ideas for mobile marketing; Karl Weaver, the CEO of Isobar, who shared insights into program- matic advertising; Richard Shambler, a long-established examiner in digital marketing and an expert in the SAF framework; some of my former digital marketing students now working in agencies and in-house: Joe Alder, Imogen Baumber and Jade Walden.

Thanks to those behind the scenes, including: Jonathan Saipe and Tracey Stern, who deliver digital training at Emarketeers, Brian O’Kane at Oak Tree Press in Cork, who inspired me to write my earlier practitioner books, Dave Chaffey, who encouraged me to write a textbook, plus the plethora of anonymous reviewers who provided fantastic feedback.

Translating the book from an idea to reality was made possible by the detailed and dedicated SAGE team, ably managed by Matthew Waters, Delia Alfonso and Jasleen Kaur.



PREFACE Digital marketing is a journey that can take an organisation towards new markets, discover new opportunities and protect the current landscape. In the digital marketing journey you can choose to be a navigator or a passenger. As a navigator you explore options, set the course and lead the way. As a passenger you can sit back and take in the scenery or you can lean forward and advise the navigator.

Whilst digital marketing was established 20 years ago and is one of the fastest moving and most exciting aspects of marketing today, there are fewer universities and colleges providing digital marketing education. As a result there is still a lack of understanding and fewer established frameworks to make it easier to adapt business practices and adopt new ways of working. This book aims to provide that understanding and share the latest concepts to apply in organisations, whether you are a student working on a case study, or heading into your placement year, or juggling a part-time vocational marketing module with work.

Students can think of this textbook as a digital marketing roadmap, a blueprint for your digital journey, to enable you to become navigators rather than passengers.

The book contains three key parts. Depending on your knowledge you may start at Part 1 or jump straight into Parts 2 or 3.

Part 1, Digital Marketing Essentials, equips you with a useful context to the digital landscape. Discover the key concepts to understand how we arrived in this new world and comprehend more about the changing digital consumer.

Part 2, Digital Marketing Tools, provides a rich source of the key components. It starts with an overarching toolbox that explores all possible digital marketing tactics, followed by more detail with dedicated chapters on content marketing, online com- munities, mobile marketing and augmented, virtual and mixed reality. It is critical to understand the tools available before embarking on a digital strategy.

Once you have comprehended the digital marketing tools, this is a good time to explore Part 3, Digital Marketing Strategy and Planning. This part investigates digital audit frameworks to ensure you are ready to develop the strategy and objectives, before building the digital marketing plan. Newer issues, including social media management, managing resources, digital marketing metrics, analytics and report- ing, are included. The part concludes with methods of integrating, improving and transforming digital marketing, enabling you to apply the knowledge and tools gained though the chapters.

Enjoy the journey and let’s start the campaign to create more digital navigators!




Head online to access a wealth of online resources that will aid study and support

teaching, available at: https://study.sagepub.com/Hanlon. Digital Marketing:

Strategic Planning & Integration is accompanied by:

FOR LECTURERS • Editable PowerPoint slides will allow you to easily integrate each chapter into

your lessons and provide access to figures from the book

• Kahoot! quizzes will help you test students’ knowledge and understanding of the materials

• Instructor manuals for each chapter will provide further support when teach- ing each chapter and encourage discussion in sessions

• A digital marketing strategy and plan template can be used to help students get their project off the ground

• Downloadable templates can be added to course resources or printed out for use in class

FOR STUDENTS • Follow the links to SAGE journal articles selected by the authors to help you

supplement your reading and deepen your understanding of the key topics outlined in each chapter

• Access links to helpful websites with lots of extra information to reference in your assignments






1 The Digital Marketing Landscape 3 2 The Digital Consumer 24






LEARNING OUTCOMES When you have read this chapter, you will be able to:

Understand key issues in the digital landscape

Apply communications theories to a digital environment

Analyse technology change

Evaluate blockchain potential

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