DIGITAL MARKETING
Hanlon_Digital Marketing_AW.indd 4 12/10/2018 12:55
Sara Miller McCune founded SAGE Publishing in 1965 to support the dissemination of usable knowledge and educate a global community. SAGE publishes more than 1000 journals and over 800 new books each year, spanning a wide range of subject areas. Our growing selection of library products includes archives, data, case studies and video. SAGE remains majority owned by our founder and after her lifetime will become owned by a charitable trust that secures the company’s continued independence.
Los Angeles | London | New Delhi | Singapore | Washington DC | Melbourne
Annmarie Hanlon DIGITAL
MARKETING STRATEGIC PLANNING & INTEGRATION
Hanlon_Digital Marketing_AW.indd 5 12/10/2018 12:55
SAGE Publications Ltd 1 Oliver’s Yard 55 City Road London EC1Y 1SP
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Editor: Matthew Waters Editorial assistant: Jasleen Kaur Production editor: Nicola Carrier Copyeditor: Elaine Leek Proofreader: Sharon Cawood Indexer: Silvia Benvenuto Marketing manager: Alison Borg Cover design: Francis Kenney Typeset by: C&M Digitals (P) Ltd, Chennai, India Printed in the UK
© Annmarie Hanlon 2019
First published 2019
Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act, 1988, this publication may be reproduced, stored or transmitted in any form, or by any means, only with the prior permission in writing of the publishers, or in the case of reprographic reproduction, in accordance with the terms of licences issued by the Copyright Licensing Agency. Enquiries concerning reproduction outside those terms should be sent to the publishers.
Library of Congress Control Number: 2018966917
British Library Cataloguing in Publication data
A catalogue record for this book is available from the British Library
ISBN 978-1-5264-2666-6 ISBN 978-1-5264-2667-3 (pbk)
At SAGE we take sustainability seriously. Most of our products are printed in the UK using responsibly sourced papers and boards. When we print overseas we ensure sustainable papers are used as measured by the PREPS grading system. We undertake an annual audit to monitor our sustainability.
This book is dedicated to Nick, who positively makes all things possible.
To my parents, who were there at the start but left before the ink was dry, Ar dheis Dé go raibh a n-anam.
CONTENTS List of Figures viii
List of Tables xi
About the Author xiii
Acknowledgements xiv
Preface xv
Online Resources xvi
Part 1 Digital Marketing Essentials 1
1 The Digital Marketing Landscape 3
2 The Digital Consumer 24
Part 2 Digital Marketing Tools 49
3 The Digital Marketing Toolbox 51
4 Content Marketing 95
5 Online Communities 125
6 Mobile Marketing 151
7 Augmented, Virtual and Mixed Reality 181
Part 3 Digital Marketing Strategy and Planning 203
8 Audit Frameworks 205
9 Strategy and Objectives 225
10 Building the Digital Marketing Plan 249
11 Social Media Management 270
12 Managing Resources 294
13 Digital Marketing Metrics, Analytics and Reporting 309
14 Integrating, Improving and Transforming Digital Marketing 339
References 361
Index 386
LIST OF FIGURES 1.1 A framework for analysing the pace of technology substitution 5 1.2 Application of digital disruption across industry sectors 13 1.3 Consumer-centric IoT business models 15
2.1 The scope of consumer behaviour 27 2.2 Technology Acceptance Model (TAM) 29 2.3 Typology of consumer communication (C2B/C2C) in the
digital age 32 2.4 Online customer service experience (OCSE) conceptual model 41
3.1 Digital marketing toolbox 54 3.2 Example of email marketing 56 3.3 Why email works model 58 3.4 Tweet from AdAge 69 3.5 ASOS off-page SEO 74 3.6 Model of blog success 81 3.7 The honeycomb model 84 3.8 Investing in social media 90
4.1 From keyword to long-tail keyword 98 4.2 The Furrow Russian edition 100 4.3 The Content Marketing Pyramid 105 4.4 Strategic content building blocks for awareness 106 4.5 Example of image used for brand awareness 107 4.6 Strategic content building blocks for conversion 108 4.7 Strategic content building blocks for retention 109 4.8 Paid, owned, shared, earned (POSE) media model 113 4.9 The TripAdvisor® content gate 119 4.10 Example of targeted content by Superdry 120 4.11 Content themes and content promotion framework 121 4.12 The Content Maximiser™ 122 4.13 Examples on the vividness to interactivity scale 123
5.1 Example of London Northwestern Railway Trains’ use of Twitter as a customer service channel 141
5.2 Key factors in online community management 141 5.3 Community lifestages model 144 5.4 Example of customer complaining behaviour – directness 146 5.5 The place of social media in the customer complaining process 147 5.6 Example of double deviation by an organisation 149
6.1 The structure of an m-payment ecosystem 158 6.2 The elaboration likelihood model of persuasion 162
LIST OF FIGURES ix
6.3 Mobile advertising effectiveness framework 164 6.4 How ad networks work to manage publishers,
applications and advertisers with an advertisement library 166
7.1 Simplified representation of a ‘virtuality continuum’ 183
7.2 Technology Readiness Scale 186 7.3 Technological variables influencing telepresence 188 7.4 Lockheed Martin Mars Experience Bus 191 7.5 Typology of experiential value 194 7.6 IKEA VR kitchen app 195 7.7 Gatwick Airport augmented reality wayfinding
app using beacons 197 7.8 Conceptual model for an adoption framework for mobile
augmented reality games 199
8.1 Digital marketing audit in context 207 8.2 Ten Cs of marketing for the modern economy 209 8.3 Forrester’s 5Is 220
9.1 The TOWS matrix 230 9.2 The social media strategy framework 234 9.3 The acquisition, conversion, retention framework 236 9.4 The McKinsey consumer decision journey 238 9.5 Hierarchy of objectives 242 9.6 Business goals adapted into digital marketing objectives 243
10.1 The 9Ms of resource planning 258 10.2 Social media campaign planning process 262 10.3 Framework for digital marketing campaign objectives 263 10.4 Impact and effort matrix 268
11.1 Increasing levels of media richness 275 11.2 Classification of social media by social presence/media
richness and self-presentation/self-disclosure 276 11.3 Stage model of social media adoption 280
12.1 Line messaging system 296 12.2 The T-shaped web marketing skill set 297 12.3 The T-shaped web marketer 298 12.4 The Suitability, Acceptability, Feasibility (SAF) framework 304
13.1 Weak, acceptable and strong metrics 315 13.2 Flowchart of customer search loop 320 13.3 Example of web address using UTMs 325 13.4 When Facebook users are on site for a business to business
organisation 326
DIGITAL MARKETINGx
13.5 Strategic dashboard 334 13.6 Framework for the adoption and success of dashboards 336
14.1 Vanish Tip Exchange example 342 14.2 Communication goals 344 14.3 IMC conceptual framework 345 14.4 Example heatmap 350 14.5 Actual customer journey 352 14.6 Path to superior firm performance 359
LIST OF TABLES 1.1 Adopter categories and general characteristics 7 1.2 The move from traditional to digital marketing tools 10 1.3 Generational cohorts 11
2.1 Differences in customer acquisition for traditional and digital consumers 28
2.2 Initial scale items for Perceived Usefulness and for Perceived Ease of Use 30
2.3 Customer experience management 38 2.4 What we know about customer experience 38 2.5 Service blueprinting with examples 42 2.6 Aligning the customer journey and business strategy 43
