SOLUTION: ECOM 301 SEU ECommerce Digital Marketing Plan Part 1 & 2 Project

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Saudi Electronic University
College of Administrative and Financial Sciences
E-commerce Department
Project Assignment
Student Name: Waad
Student ID:
Course Title: E-Marketing
Course Code: ECOM301
Academic Year/ Semester: 2nd Semester/2021-2022 CRN:
Assignment Name: Project Assignment – Part 1
Instructor Name: Layan BinSaleh
Student Grade: out of 10
Grade Level:
1
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overview
CareZone website has been on a mission to provide health and wellness products to people in
all regions around the Arabian Gulf. By making shopping convenient and providing the best
value, they aim to become the world’s first choice for health and wellness. They offer the same
reputable brands found at large national stores. All products are sold and shipped by CareZone.
Increasing the number of leads and customers: Increasing the number of leads and customers
is a main goal for most businesses. Your firm will never develop beyond where it is today if
you do not generate new leads and customers. In order to scale your business, you will need to
bring in new blood.
Activating leads and customers: If you have been in business for a while, you probably have
leads and customers who have not bought yet or have not bought in a long time. You can use
digital marketing campaigns to encourage people to buy from you for the first time, as well as
to remind past customers who have not purchased from you in a while about the value you
provide and why they should buy from you again. Your digital marketing campaigns can
reactivate dormant leads and customers, keeping your company in mind.
Micro-environment

Customers’ persona.
Based on demographic, psychographic and behavioural variables, our Target audience for the
said business are Men & women with aged in between 25 to 45 which they believe in
significance of health and care and have almost same culture but with different lifestyle which
already had considered during market analysis…etc, which described in below table:
Personal Background
Professional Background
Name
Age Status
Education Occupation
Sara
45
Bachelor
Financial
Degree
Manager
Master
Engineer
Ahmed 30
Married
Single
Income
(SAR/Year)
250,000
27
Single
Bachelor
• Obsessed in skin care
• afraid of signs of aging
300,000
Degree
Noura
Psychographics
• Beard Caring is in his
top priority
Dentist
Degree
350,000
• taking care of her smile
and teeth shining
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Competitor’s analysis
As we know, businesses are greatly influenced by the internet which obviously effect on
shaping the nature of the competition. Let’s discuss porter’s five forces one by one in view of
context:
Bargaining power of Buyers: By using search engines, customers are able to remain informed
about the rival products, it’s easy nowadays for them to swap in between available suppliers
due to availability of alternative products with rival prices.
Bargaining power of suppliers: Manufacturers and business owners have global access to
customers and clients for marketing their products. For example, online retail business and epayments have made it easier for suppliers to access greater number of customers.
Threat of substitute product and services: A substitute product can be easily delivered to
customers through different distribution channels, this such facilitation is considered a
strengthened for those industries whose produce these products, vice versa would be a
threatness for traditional industries. For instance, online newspapers have now become
substitute of hard-copy newspapers.
Threat of new entrant: As the internet services facilitate and enhanced the ability of entering
new competitors to the market, nowadays setting up business no longer require a complicated
requests as existing in traditional market, that such of facilitations consider a threatness (e.g:
retail sale via Amazon)
3
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Benchmarking
Tone and Personality
Online
Customer Acquisition
Customer Retention
Services
Iherb
iHerb has been on a mission to Provided via • Encouraging
current • Providing
provide health and wellness website and
customers by adding a
exclusive
products to people around the mobiles
voucher to their accounts
promotions
world
which
Emails
apps.
subjected
to
fetching new customers
• hunting
the
by
providing promotions
Niceone has been on a mission to Provided via Encouraging
provide
original
products
within
east mobiles
countries.
apps.
push
notifications.
gift with requested
shipment.
current • Providing
cosmetics website and customers by adding a
middle
via
seasonal • Attaching a simple
opportunities
Niceone
or
them
them
exclusive
voucher to their accounts
promotions
which subjected to fetching
Emails
new customers
notifications.
or
via
push
• Providing
promotions/discou
nt in cooperation
with certain banks
and
companies
which they has an
agreement
with
them.
Nature
Nature
Vision
fosters Provided via Encouraging
Vision
appreciation and stewardship of website.
customers by adding a exclusive promotions
their environment by educating
voucher to their accounts via Emails or push
and connecting community to the
which subjected to fetching notifications.
world around them.
new customers.
4
current Providing
them
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Digital Marketing Suppliers and/or Digital Marketing intermediaries.
Salla is a platform which helps business suppliers to establish their websites in order to
facilitate the relation between them and the customers, the such platform may change the
customer’s decision during some facilitation such as using third party payment method like
(Tamara/Tabby*).
* Tamara and Tabby: third party whose pay on behalf customer, based on that, customers are
committed to pay back in monthly basis.
Macro-environment
The main reason for keeping track of changes in the macro-environment is to be aware of how
changes in social behaviour, new laws and technological innovation can create opportunities
or
threats. Organisations that
monitor
and
respond
effectively
to
their
macro-
environment can create differentiation and competitive advantages that enable the business to
survive and prosper.

Technological forces.
o How the organization responses to the technological innovation in products and
services
o Data storage security level


Legal forces.
o
Employment labor law.
o
Impact of employment tribunal decisions on working practices continuously
o
Keeping up to date with all changes in legislation
Economic forces.
o Exchange rate
o Economic growth and decline
o Inflation
o Cost of living
5
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Political forces.
o Government policy.
o Political stability.
o Other factors will include tax implications, industry regulation and global trade
agreement and restrictions.

Social forces.
o Consumer taste
o Population demographic
6
The College of Administrative and Finance Sciences
E-commerce Department
E-Marketing (ECOM301)
Digital Marketing Plan Project
Part 2
Part 2, around (1000) words: Due week 9. on 29/March/2022. (Refer to the Textbook
Chapters 4, 5 & 6)
1. Devise a digital marketing strategy for your campaign. (Refer to figure 4.5, page 147
or ch4, slide 9)
a. Where are you now? (Situation analysis)
i. Customer Insight

Who are your followers?

What marketing content do your visitors specifically like?

What part of your content does your audience like?
ii. Competitor Analysis
1. How good are your competitors’ websites?
2. How good are your competitor’s social media platforms?
3. What social content works for your competitors?
4. What are people saying about your competitors?
iii. Conduct a e-Marketing SWOT analysis for your business (At least 3 points for each
element/factor). After completing SWOT analysis, think about the results and act
accordingly, how can a SWOT analysis help your business?
Note: you can use any free online Sentiment Analysis tools to evaluate your e-Marketing
presence (ex: https://www.similarweb.com).
1
b. Where do you want to be? (Business objectives)
c. How are you going to get there? (strategy)
i. Strategies to achieve each objective
d. How exactly do you get there? (tactics)
e. Who does what and when? (actions)
f. How do you monitor performance? (control)
2. Summaries the marketing mix best suitable for your campaign. (Refer to ch5)
a. Product variables

Is our product online-only or a physical product?

What are the extra services around the product?

How to design your online delivery?

What features to include?

The quality of the online product?

Customer reviews

Branding
b. Price variables
1. Use low prices to gain a customer base.
2. Do we offer different pricing for different audiences? Ex: new customers could
automatically be given discounted purchases for the first purchase.
3. Pricing options that could be varied online: discounts, basic price, refund policies
and order cancellation terms.
c. Place variables
1. What are the marketing channels used?
2. Are you using the right marketing channels?
3. Am I using all the channels my target audience wants to use?
2
d. Promotion variables
1. What are the Promotion elements/communications Tools work for our sales?
2. What is our approach to content distribution?
3. What are our promotional goals?
e. Process variables
1. Tracking processes and the performance of the overall system
2. Delivering customer services
3. How can you implement relationship marketing for your campaign? (Refer to ch6)
a. Could you create a virtual community? And how does it help the relationship marketing.
b. Could you use digital media to support customers’ advocacy? And how?
1. Permission marketing
2. Personalization
3. Using digital media to increase customer loyalty
3
Important instructions and Notes
Part 1
Due 26/Feb/2022
10 Marks
Part 2
Due 29/March/2022
10 Marks
Part 3
Due 23/April/2022
15 Marks
Presentation
Instructors will manage the
date and time for presentation
during week 13&14&15
5 Marks
1. This is an individual work.
2. You will submit online through blackboard.
3. A cover page is required for each submission, one mark will be deducted if there is no
cover page.
4. The submitted document needs to be structured as follow: a cover page, assignments’
requirements’, then your answers. without these instructions.
5. The assignments parts will be each submitted on a different date.
6. The reference list, a minimum number of 10 references and citations is required, and you
must use APA referencing style.

Quotations must be cited to its resources.
7. The paper styles:


The format of the paper needs to be introduction, main body and conclusion.
Your work needs to be consistent in terms of style, tone and appearance.

Font size: 12.

Font type: Times New Roman.

Page are numbered.

1.5 spacing between lines and paragraphs.

Left alignment.
8. Entire project word count, around 2500 -2800 words.
9. You must check the spelling and grammar mistakes before submitting the
assignment. You can ask someone to proofread your work or use online tools.
10. Up to 20% of the total grade will be deducted for providing a poor structure of assignment.
Structure includes these elements: paper style, free of spelling and grammar errors.
11. In case of any questions, please refer to your instructor.
4
DIGITAL MARKETING
STRATEGY, IMPLEMENTATION AND PRACTICE
Seventh Edition
Part 3
Digital marketing:
implementation and practice
Chapter 8
Campaign planning for digital
media
Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Chapter 8 Campaign planning for
digital media
Main topics
• The characteristics of digital
media
• Goal setting
• Campaign insight
• Segmentation and targeting
• Offer, message development
and creative
• Budgeting
• Integrations
Case study: Facebook – a Titan of the digital age
Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
The characteristics of digital media. (1 of 3)
From push to pull:
Push media: Communications are broadcast from an advertiser to
consumers of the message who are passive recipients.
Pull media and inbound marketing: the consumer is proactive in
actively seeking out a solution and interactions with brands and
Is attracted through content search and social media marketing.
Interactive dialogues:
The medium enables a dialogue between company and customer.
Medium changes, advertising standards:
New medium was differentiated from traditional media in four ways:
1- Communication style .
2- Social presence.
3- Control of the contact.
4- Control of the content.
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The characteristics of digital media.
(2 of 3)
From one-to many to one-to -some and one-to-one
e-marketers can afford to tailor and target their message to different
segments through providing different site content or email for different
audiences through mass-customization and personalization.
From one-to many to many-to-many communications
customers can interact with other customers via a website, in
independent communities or on their personal websites and blogs.
From lean back to lean forward
customer wants to be in control and wants to experience flow and
responsiveness to their needs.
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The characteristics of digital media. (3 of 3)
Increase in communications intermediaries:
An increase in options to reach audiences online through a large number
of options for media and influencers.
Integration:
Combine and integrate traditional and digital media according to their
strengths rather than concentrate communications on digital media.
Timing of campaign communications have additional ’always-on’ and
real-time marketing components:
Continuous investment in paid, owned, and earned digital media to
engage prospects and customers. Brands participate in current news and
trends to help increase their visibility and influence through positive brand
mentions. Respond to negative brand mentions through social media
reputation management.
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Figure 8.1 The differences between one-to-many and one-toone communication using the Internet [organisation (O)
communicating a message (M) to customers (C)]
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Step1: Goal setting.
Digital marketers develop communications objectives for different
timescales:
– Annual marketing communications objectives. For example:
achieving new site visitors.
– Campaign specific-communications objectives. For example:
support a product launch through online advertising.
Terminology for measuring digital campaigns:
– Volume measures. Ex. Number of clicks and unique visitors.
– Quality measures. Ex. Conversion rate& Bounce rate.
– Media cost measures. Ex. Cost per click.
– Acquisition cost measures. Ex. Cost-per-acquisition – of a sale.
– Return on investment (ROI) or value measures. Ex. profits
– Branding measures. Ex. Brand favorability
– Lifetime value-based (ROI) measures.
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Examples of digital campaign
measures.
An interactive marketing communications plan should have five main types of goals
included:
Audience or traffic building goals.
These define targets for using online site promotion and offline site promotion to drive
quality visitors or traffic to a website or other social presence that convert to the
outcomes required (sales, lead, newsletter sign-up, social interaction) at an acceptable
cost.
Conversion or interaction goals.
Use onsite communications to deliver an effective message to the visitor that helps
influence perceptions or achieves a required marketing outcome.
Third party site reach and branding goals.
Reach, influence and engage with prospective customers on third-party sites such
as online news and magazines sites, portals and social networks:
Multichannel marketing goals.
Integrate all communications methods to help achieve marketing objectives by
supporting mixed-mode buying.
Longer term brand engagement goals.
sustain long-term interactions leading to additional sales. These are measured
through lifetime value, loyalty and customer interactions.
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Figure 8.4 An example of the effectiveness
measures for an online ad campaign
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Campaign Response Mechanism ( 1 of 2)
Online response mechanism:
The required response mechanisms should be specified in the digital campaign plan and
the number of responses from each model.
Figure 8.6 suggests the typical options of outcomes to online campaign media. From the
creative shown using media such as a display ad, pay-per-click ad or rented email
newsletter, there are five main options.
Home page:
Typically, it is appealing to many audiences and offering too much choice – it won’t
effectively reinforce the message of the online creative or convert to further action.
Microsite-landing page:
A focused landing page or specially created microsite can more effectively convert
visitors to the action to help gain a return on the online campaign investment. Figure
8.7 shows an example of a landing page giving a range of response mechanisms,
although offline is omitted.
Company social media presence:
Ads within social networks can link directly to a company social post, page, or a website.
Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Campaign Response Mechanism (2 of 2)
Personal chat or call-back:
Buttons or hyperlinks encourage a callback from a telephone operator or an online chat.
The advantage of this approach is that it engages the customer more and will typically
lead to a higher conversion-to-sale rate since the customer’s questions and objections
are more likely to be answered.
Offline phone post or store and offline response goals for multichannel
integration:
Offline response mechanisms should not be discarded. For example, a Netherlands bank
devised a campaign targeting six different segments based on age and income. The
initial letter was delivered by post and contained a PIN (personal identification number)
that had to be typed in when the customer visited the site. The PIN had the dual benefit
that it could be used to track responses to the campaign, while at the same time
personalising the message to the consumer. When the PIN was typed in, a ‘personal
page’ was delivered for the customer with an offer that was appropriate to their particular
circumstances.
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Campaign Response Mechanism
Figure 8.6:
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Step 2 Campaign insight
Customer insight for digital marketing campaigns:
Research into the target audience and how they select products and
services within the marketplace is core to a campaign planning
approach.






Site audience
Online buying behaviour
Customer media consumption
Customer search behaviour
Competitor campaign activity
Competitor performance
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Step 3 Segmentation and targeting.
( 1 of 2)
Targeting variable
Examples of online targeting attributes
1 Relationship with company
New contacts (prospects who haven’t purchased), ‘nursery’ (new
customers), existing customers, lapsed customers
2 Demographic segmentation
B2C: age, gender, social group, geographic location
B2B: company size, industry served, individual members of decisionmaking unit
3 Psychographic of attitudinal segmentation
Attitudes to risk and value when buying, e.g. early adopter, brand
loyal or price conscious
4 Value
Assessment of current or historical value and future value
5 Lifecycle stage
Position in lifecycle, related to value and behaviour, i.e. time since
initial registration, number of products purchased, categories
purchased in
6 Behaviour
Search term entered into search engine; interaction with content in
websites or emails; responsiveness to different types of offers
(promotion or product type); responsiveness to campaigns in different
channels (channel preference); purchase history in product categories
including recency, frequency and monetary value (Chapter 6)
Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Step 3 Segmentation and targeting.
( 2 of 2)
Options for targeting within digital media campaigns:
– Targeting using search marketing.
– Targeting using display advertising.
– Targeting using social media.
– Targeting using affiliate marketing.
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Step 4 Offer message development
and creative
– The implication for digital creative designers is that there
should be a clear primary message but its placement varies
according to the delivery and type of digital media for example:
Paid search: within the headline of the ad.
Natural search: within the tag and meta description tag.
Email marketing: within the subject line and the headline or
title of the email, supported by images.
Display ads: within the opening frame and possibly repeated in
all frames.
– The primary message should deliver relevance according to
the context. For example, within paid search the primary
message should be consistent with the search term entered by
the user and should highlight the value proposition clearly.
Source : SmartInsights.com (with permission)
Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Content Marketing
Many businesses now look to develop a content marketing strategy as part of
their digital marketing campaigns or always-on activities.
– Within a campaign, content is vital as the method of engaging the audience
and generating demand, whether this is educational content as part of a
business-to-business campaign or video content as part of a consumer
campaign. The only case where the role of content is diminished is where the
main campaign offer is a price cut, discount or sale.
Source: SmartInsights.com (with permission)
Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Set 5 Budgeting and selecting the digital
media mix
Digital marketing campaign plans require three important decisions to
be made about investment for the online promotion or the online
communications mix. These are:
1. Level of investment.
Econometric modelling: Understanding the contribution of different
media in influencing consumers and ultimately generating sales and
profit.
2. Selecting the right mix of digital media.
Marketers will need to determine the most appropriate mix and they
may make this decision based on their knowledge built up through
experience of previous. See slide 18.
3. Level of investment in digital assets.
The digital assets are the creative that support a campaign such as
email, display, video, audio, etc.
Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Figure 8.11 Recommendations of the mix of
investment in digital media for direct and brand
response campaigns
Source: Zenith Media (www.zenithmedia.com)
Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Step 6 Integration into overall media
schedule or plan
Key activities and questions to ask when integrating a digital
marketing campaign:
Branding and messaging.
Is the branding and messaging sufficiently similar (coherent)
throughout the campaign?
Varying the offer.
Is offer and messaging varied sufficiently through the campaign?
Frequency and interval of communications.
Are you exposing the audience sufficiently or too much to your
messages?
Sequencing of communications.
Should you launch your campaigns online first or offline? Should you
launch your campaigns simultaneously online and offline?
Optimising timing.
Do communications get delivered and received at the optimal time?
Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Case study Facebook – a Titan of the
digital age
Questions:
1. As an investor in a social network such as Facebook, which
financial and customer-related metrics would you use to
assess and benchmark the current business success and
future growth?
2. Complete a situation analysis for Facebook focusing in an
assessment of the main business risks that could damage the
future growth potential of the social network
3. Imaging you are Facebook’s marketing director. Suggest a
marketing strategy for the next 18 months based on your
answers to question 2.
Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
DIGITAL MARKETING
STRATEGY, IMPLEMENTATION AND PRACTICE
Seventh Edition
Part 3
Digital marketing:
implementation and practice
Chapter 10
Evaluation and improvement
of digital channel performance
Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Chapter 10 Evaluation and improvement
of digital channel performance
Main topics
• Performance management for
digital channel
• Content management process
• Responsibilities for customer
experience and site
management
Case study 9. Learning for Amazon’s culture of metrics
Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Performance management for digital channels
Performance management system is the
processes and systems intended to monitor
and improve the performance of an
organization.
The process involves 3 stages:
Stage 1 Creating a performance measurement
system.
Stage 2 Defining the performance metrics
framework.
Stage 3 Tools and techniques for collecting
insights, running processes and results.
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Stage 1: Creating a performance
measurement system. ( 1 of 3)
Performance measurement system is the process of
quantifying the efficiency and effectiveness of past actions
through acquisition, collation, sorting, analysis, interpretation and
dissemination of appropriate data.
Barriers to structured performance measurement system are
reported by Adams et al,(2000) are:
Senior management myopia: not seen as a
Priority
Unclear responsibilities: for delivering and improving the
measurement system.
Resourcing issues: lack of time, staff motivation, technology
and integrated systems.
Data problems: data overload or of poor quality, limited data for
benchmarking.
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Stage 1: Creating a performance
measurement system. ( 2 of 3)
The performance measurement process involves four key stages which
are:
1. Goal-setting: The aim of the measurement system.
2. Performance measurement: data collation, determine metrics
framework.
3. Performance diagnosis: analysis of results and selection of
marketing solutions.
4. Corrective action: implementation of the solutions.
Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Figure 10.2 A summary of the
performance measurement process
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Stage2: Defining the performance
metrics framework. ( 1 of 4)
Measurement for assessing the effectiveness of digital marketing
should assess the contribution of digital marketing at different levels:
• Are business objectives defined in the digital marketing strategy
being met?
• Are marketing objectives plans achieved?
• Are marketing communications objectives achieved?
Characteristics of suitable measurement frameworks:
• Include macro-level effectiveness metrics: assess goal achievement.
• Include micro-level metrics: assess efficiency of digital marketing
tactics and implementation.
• Assess the impact of digital marketing on the satisfaction, loyalty
and contribution of key stakeholders.
• Enable comparison of performance of different digital channels with
other channels.
Figure 10.3 for demonstration.
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Figure 10.3 The five diagnostic categories
for digital marketing measurement
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Stage2: Defining the performance
metrics framework. ( Channel promotion)
( 2 of 4)
Performance measurements:
Channel promotion: measures that assess why customers visit a site,
which adverts they have seen, which sites they have been referred
from.
Key measure:
Referral mix. For each referral source such as paid search or display
ads it should be possible to calculate:
• percentage of all referrals or sales (and influence in achieving sale
last click or assist).
• cost-per-acquisition (CPA) or cost-per-sale (CPS).
• contribution to sales or other outcomes.
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Stage2: Defining the performance metrics
framework ( Channel buyer behavior and
channel satisfaction). (3 of 4)
Channel buyer behavior: describes which content is visited and the
time and duration.
Key ratios:
• Bounce rates for different pages, i.e. proportion of single page visits.
• Home page views/all page views, e.g. 20 per cent = (2,000/10,000).
• Stickiness: page views/visitor sessions, e.g. 2 = 10,000/5,000.
• Repeats: visitor sessions/visitors, e.g. 20 per cent = 1,000/5,000.
Channel satisfaction: evaluation of the customer’s opinion of the
service quality on the site and supporting services such as email.
Key measures:
Customer satisfaction indices such as ease of use, site availability
and performance, and email response.
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Stage2: Defining the performance
metrics framework (Channel outcomes
and channel profitability). (4 of 4)
Channel outcomes:
Record of customer actions taken as a consequence of a visit to a site
such as registration to site, subscriptions to an email newsletter, a sale
on-site, and requests for further information on a product or service.
Key measure:
Channel contribution (direct and indirect)- (conversion rate). For
example, Conversion rate: visitors to purchase = 2 per cent (10,000
visitors, of
which 200 make purchases).
Channel profitability: the profitability of the website-(cash flow).
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Stage 3:Tools and techniques for
collecting insight running processes
and summarizing results. ( 1 of 2)
Martech stack concept:
A combination of different software services or tools used to run all
marketing operations across multiple channels to deliver customer and
market insight and reporting.
Collecting website visitor activity data:
Analytics tools records the number of visitors on the site and the paths
or clickstreams they take through the site as they visit different content.
Website visitor measures recorded by analytics tools:
page impression or view, unique visitors, page per visit, visits per
unique visitor.
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Figure 10.7 Examples of different
measures of visitor volume to a website
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Figure 10.8 A framework for different measures used
to evaluate and manage social media marketing
Source: Altimeter (2010) with permission (Creative Commons)
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Stage 3:Tools and techniques for
collecting insight running processes and
summarizing results. ( 2 of 2)
Other information giving detailed knowledge of customer behaviour that
can be reported by any web analytics package includes:
• Top pages.
• Entry and exit pages.
• Path or clickstream analysis showing the sequence of pages
viewed.
• Country of visitor origin.
• Browser and operating system used.
• Referring URL and domain (where the visitor came from).
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Design for Analysis Concept (DFA).
The required measures from a site are considered during design to
better understand the audience of a site and their decision points.
Example of DFA:
• Breaking up a long page or form into different parts, so you can see
which parts people are interested in.
• Group content by audience type or buying decision and setting up
content groups of related content within web analytics systems.
Structured experiments using AB and multivariate testing:
Testing two different versions of a page or a page element.
Changes in visitor behavior can then be compared using different
metrics such as click-through rate on page elements like buttons or
images or macro-conversion rates such as conversion to sale or signup.
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Clickstream analysis and visitor
segmentation. (1 of 2)
Clickstreams are usually known within web analytics software as
forward or reverse paths.
Example of clickstream path:
• Home page: Exit
• Home page: Contact Us: Exit
• News page: Exit.
Forward path analysis:
Reviews the popularity of subsequent clicks that occur from a page.
Reverse path analysis:
Reverse path analysis indicates the most popular combination of pages
that lead to a page such as the first
checkout page on a consumer site.
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Clickstream analysis and visitor
segmentation. (2 of 2)
Visitor Segmentation:
• First-time visitors or returning visitors.
• Visitors from different referrer types, including:
• strategic search keyphrases, brand keyphrases, etc.;
• display advertising.
• Converters against non-converters.
• Geographic segmentation by country or region (based on IP
addresses).
• Type of content accessed.
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Marketing research using the
Internet and digital media.
Internet-based-marketing research:
Five different classes of online feedback tools:
1. Website feedback tools
2. Site-user intent satisfaction survey
3. Crowdsourcing product-opinion software.
4. Simple page or concept feedback tools.
5. General online survey tools.
Focus groups.
Mystery shoppers.
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Content management process
Content management process is a process of continuous improvement
in online marketing, which involves:
• Write/ writing the marketing copy.
• Review/ review of the copy is necessary to check for errors before a
document is published.
• Correct/ updates marketing copy
• Publish/ putting the corrected copy on a web page that can be
checked further.
• Test/ final test will be required for technical issues
• Publish/ website is available to customers.
Different content types for an online retailer:
Product information, brand content (retailer and product), promotional
content, support content, community content, and blog content.
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Responsibilities for customer
experience and site management.
(1 of 3)
Maintenance is to have clearly identified responsibilities for different
aspects of updating the website.
Who owns the process?
• Graduate reviews promotional literature. (write stage)
• Product and/or marketing manager reviews the revised web-based
copy. ( review stage)
• Corporate communications manager reviews the copy for suitability.
(review stage)
• Legal adviser reviews copy. (review stage)
• Copy revised and corrected and then re-reviewed as necessary.
(correct stage)
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Responsibilities for customer
experience and site management.(2 of 3)
• Copy converted to web format and then published by technical
team/ (first publish)
• The new copy on the site will be reviewed by graduate, marketing,
technical team. (test stage)
• Once all interested parties agree the new copy, website becomes a
live. (final publish stage)
Who owns the content?
Distribute the responsibility for owning and developing different
sections of the site to the people in an organisation who have the best
skills and knowledge to develop that content. ( content developer)
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Responsibilities for customer
experience and site management.(3 of 3)
Who owns the format?
The format refers to different aspects of the design and layout of the
site, commonly referred to as its ‘look and feel’. Consistency of
format across the whole website is the key.
Website consistency standers:
• The website is easy to use.
• The design elements of the site will be similar.
• The corporate image and branding will be consistent.
Who owns the technology?
Technical issues for which the technical staff in the company need to be
made responsible. These include:
• Availability and performance of the website server;
• Checking HTML for validity and correcting broken links;
• Managing different versions of web pages in the test and live
environments and content management.
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Responsibilities for customer experience
and site management
Questions to ask are:
Who owns the process?
Who owns the content?
Who owns the format?
Who owns the technology?
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Content management systems
(CMS)
Content management system (CMS): A software tool for creating,
editing, and updating documents accessed by intranet, extranet, or
Internet.
CMSs provide these facilities:
• Structure authoring.
• Link management.
• Search engine visibility.
• Input and syndication.
• Versioning.
• Security and access control.
• Publication workflow.
• Tracking and monitoring.
• Navigation and visualization.
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Initiatives to keep content fresh.
Companies have to consider approaches that can be used to control
the quality of information:
• Assign responsibility for particular content types of site sections.
• Make the quality of web content produced part of employees’
performance appraisal.
• Produce a target schedule for publication of content.
• Identify events that trigger the publication of new content, e.g. a new
product launch, price change or a press release.
• Identify stages and responsibilities in updating – who specifies, who
creates, who reviews, who checks, who publishes.
• Measure the usage of content through web analytics or get feedback
from site users.
• Audit and publish content to show what is up to date.
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Case study 9: Learning from Amazon’s
culture of metrics
Questions:
1. Evaluate how well Amazon communicates its core proposition and
promotional offers
2. Characterise Amazon’s approach to marketing communications
3. Explain what distinguishes Amazon in its use of technology for
competitive advantage
4. How does the Amazon ‘culture of metrics’ differ from that in other
organisations?
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DIGITAL MARKETING
STRATEGY, IMPLEMENTATION AND PRACTICE
Seventh Edition
Part 3
Digital marketing:
implementation and practice
Chapter 9
Marketing communications
using digital media channels
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Chapter 9 Marketing Communications
using digital media channels
Main topics
• Search engine marketing
• Online public relations and
influencer relationship
management
• Online partnerships including
affiliate marketing
• Interactive display advertising
• Opt-in email marketing and
mobile messaging
• Social media and viral marketing
• Offline promotion techniques
Case study: Facebook – a Titan of the digital age
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Search Engine marketing (SEM)
Two main types:
1. Search engine
optimisation
2. Paid search
(pay-per-click)
marketing (PPC)
Source: Reprinted by permission of Google, Inc. Google™ search engine is a trademark of
Google, Inc.
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What is SEO?
Improving positions in the natural listings.
Processes include:
Crawling: Identify relevant pages for indexing and assess whether
they have changed.
Indexing: find the most relevant pages containing the query typed by
the searcher.
Ranking or scoring: Assess the most relevant set of documents to
return in the SERPs occurs in real time for the search query entered.
Query request and results serving: Return a sorted list of relevant
documents and these are displayed on the
search results page.
Search engine ranking factors:
1- Matching between web page copy and the key phrases searched.
2- Links into the page (backlinks).
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Advantages and disadvantages of SEO
Advantages
Disadvantages




• Lack of predictability
• Time for results to be
implemented
• Complexity and
dynamic nature
• Ongoing investment
• Poor for developing
awareness in
comparison with other
media channels
Traffic driver
Highly targeted
Potentially low cost
Dynamic
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Best practice in SEO:






Search engine submission
Index inclusion
Key-phrase analysis
On-page optimisation
External linking
SEO for mobile devices
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Paid search marketing
– A relevant text ad with a link to a company page is displayed on the
SERPs when the user of a search engine types in a specific phrase. A
fee is charged for every click of each link with the amount bid for the
click mainly determining its position. PPC may involve advertising
through a display network of third party sites which may be on a
CPC, CPM, or CPA basis.
What controls position in paid search?
Quality score:
– The primary factor is the click-through rate for each ad. But quality
score also considers the match between the keyword and the
occurrence of the Keyword in the text , historical click-through
rates the engagement of the searcher when they Click through to the
site and the speed at which the page loads.
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Paid search marketing
Examples Google Ads and Microsoft Bing
Advantages
Disadvantages
• Advertiser is not paying for
the ads to be displayed
• PPC advertising is highly
targeted
• Good accountability
• Predictability
• Technically simpler than SEO
• Remarketing
• Prospecting with the
customer match
• Branding
• Competitive and expensive
• Inappropriate
• Requires specialist
knowledge
• Time-consuming
• Irrelevant
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Figure 9.7 Google Ads campaign structures:
(a) clothing retailer; (b) restaurant chain
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Online influences and influencers
relationship management
– What is online public relations?
Public relations are about reputations. The main online activity are
media relations or managing outreach with different online influences
or key opinion leaders.
The main element of online PR is maximising favourable mentions of
an organisation, its brands, products or websites on third-party
websites that are likely to be visited by its target audience.
– Online influencer:
Bloggers, media owners, or individuals with a large online following in
the social networks.
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Segmenting influencers.
Types of influencers:
1. Everyday influencers.
2. Brand advocates.
3. Micro influencers.
4. Professional influencers.
5. Macro influencers.
6. Celebrity influencers.
Assessing influencer:
1. High relevance
2. High resonance
3. High reference
4. High reach
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Differences between online PR and
traditional PR.
1.
2.
3.
4.
The audience is connected to organizations.
The members of the audience are connected to each other.
The audience has access to other information.
Audiences pull information.
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Advantages and disadvantages of online
public relations
Advantages
• Reach cost
• Credibility
• SEO
Disadvantages
• Limited control unlike online
advertising
• May generate negative as
well as positive comments
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Online partnerships including affiliate
marketing
What is affiliate marketing?
A commission-based arrangement where referring sites publishers
receive a commission on sales or leads by merchants retailers or
other transactional sites.
Digital marketers have options from this forms of affiliate marketing:
• Aggregators. Ex.( Pricena) ‫برايسنا‬
• Review sites. EX. (CNet) (Good readers)
• Reward sites.
• Voucher code sites. Ex. (Coupon wafy)
• Uber bloggers.
• Everyone else.
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Figure 9.9 The affiliate marketing model (note that the
tracking software and fee payment may be managed
through an independent affiliate network manager)
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Best practice in managing affiliate marketing




Affiliate networks
Commission
Cookie expiry period
Create links
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Interactive Display Advertising
– What is display advertising?
An advertiser pays for the placement of an advert on a third-party site.
– Advertising is used on a range of sites in order to drive traffic to an
organisation’s destination site, or alternatively a microsite or nested ad
content on the media owner’s site or on the destination site.
– Purchasing ad placements:
Display advertising is purchased for a specific period. It may be
purchased for the ad to be served on:
• The run-of site (the entire site).
• A section of site.
• According to keywords entered on a search engine.
– Programmatic ad buying:
Facebook ads API and the Google display
network.
Source: IAB (https://www.adweek.com/digital/iab-unveils-own-ad-tech-org-chart-147533/)
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Advantages and disadvantages of
display advertising
Advantages
Disadvantages




• Relatively low click-throughs
• Relatively high costs
• Brand reputation





Reach to drive awareness
Direct response
Retargeting
Advertising now available for
smaller advertisers
Indirect response
Media multiplier or halo effect
Brand interactions
Targeting
Cost dynamic updates
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Best practice of display advertising.
Measurement of display effectiveness:
Ad impression, page impressions, reach, cost of ads (CPM, CPC, and
CPA), click-through, and view through.
Display ad targeting options:
– On a particular type of site or part of site.
– Target a registered user’s profile.
– At a particular time of day or week.
– To follow users’ behavior (Behavioral ad targeting)
Ad creative:
Banner size.
Message length.
Promotional incentive.
Animation.
Action phrase (commonly referred to as a call-to-action).
Company brand/logo.
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Figure 9.11 Behavioural ad targeting process
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Opt-in email marketing and mobile
messaging. (1 of 2)
– What is email marketing?
Email marketing has two types:
Outbound email marketing: emails are sent to customers and
prospects from an organization.
Inbound email marketing: Management of emails from customers
by an organization.
– Opt-in email options for customer acquisition:
1- Cold-email campaign.
Rented email list.
2- Co-branded email.
Customer agreed to receive emails from organizations.
3- Third party e-newssheet.
A company publicises itself in a third-party e-newsletter in the form
of an ad, sponsorship or PR (editorial) in a publisher newsletter.
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Opt-in email marketing and mobile
messaging. (2 of 2)
Opt-in email options for prospect conversion and customer retention
(house list):
1- Conversion email.
Customers visit a website and provide email address. Automated
follow-up emails can be sent out to persuade the recipient to trial the
service or buy a product.
2- Regular e-newsletter type.
Used to update consumers on the latest products or promotions, or
business customers on developments within a market.
3- House-list campaign.
Periodic emails to support different objectives such as repeat
purchases or reactivation of customers who no longer use a
service.
4- Event-triggered or behavioural emails and sequences.
Series of emails, with the interval between emails and messages
determined by the marketer for examples welcoming emails.
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Advantages and disadvantages of email
marketing
Advantages
Disadvantages











Relatively low cost
Direct-response mechanism
Faster deployments
Ease of personalisation
Options for testing
Integration
Deliverability
Renderability
Email response decay
Communication preferences
Resource intensive
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Best Practice in Planning and Managing
Email Marketing.
Measuring email marketing:
Delivery rate: Indicated by non-bounce rate.
Open rate: An indication of how many customers open an email
Click-through or click rate: The number of people who clickthrough
on the email.
Email marketing success factors:
1- creative: design of the email.
2- Relevance: offer meets the need of the recipient.
3- Incentive of offer: benefits the recipient gains from clicking on the
email.
4- Targeting and timing: tailoring offer to targeted customers.
5- Integration: integration with other marketing communication.
6- Conversation: encourage customer’s response and interaction
through social media links and landing page.
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Mobile text messaging and mobile
push notifications.
– Email marketing enables more
complex, visual messages to be
delivered.
– Mobile app is the primary platform for
interacting with consumers, mobile push
notifications can be more engaging
than emails, particularly for audiences
whose smartphone is their primary
device.
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Social media and viral marketing.(1 of 2)
Social media marketing involves encouraging customer communications
on a company’s own site, or social presences such as Facebook or Twitter
or in specialist publisher sites, blogs and forums.
Viral marketing involves harnessing the network effect of the Internet and
can be effective in reaching a large number of people rapidly. The
marketing message is quickly transmitted to many people in the same
way as a natural virus or a computer virus.
Word-of-mouth (WOM) marketing
Giving people a reason to talk about your products and services.
WOM or dialogue basic elements are:
• Educating people about your products and services;
• Identifying people most likely to share their opinions;
• Providing tools that make it easier to share information;
• Studying how, where and when opinions are being shared;
• Listening and responding to supporters, detractors and neutrals.
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Social media and viral marketing.(2 of 2)
WOM approaches:
1- Buzz marketing: Using high-profile entertainment to get people to
talk about your brand.
2- Viral marketing: Creating entertaining or informative messages that
passed along electronically or by email.
3- Community marketing: Forming or supporting niche communities
that are likely to share interests about the brand providing tools, content
and information to support those communities.
4- Influencer marketing: Identifying key communities and opinion
leaders who are likely to talk about products and have the ability to
influence the opinions of others.
5- Conversation creation: Interesting or fun advertising, emails,
catchphrases, entertainment or promotions designed to start word-of
mouth activity.
6- Brand blogging: Creating blogs and participating in the
blogosphere, in the spirit of open, transparent communications; sharing
information of value that the blog community may talk about.
7- Referral programs: Creating tools that enable satisfied customers
to refer their friends.
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Advantages and disadvantages of
social media and viral marketing.
Advantage:
– Can reach a large audience
in a cost-effective.
– Influencers can help spread
the message more widely.
– Social media channels
effective for advertising and
targeting.
Disadvantage
– No guarantee that the
campaign will “go viral”.
– Audiences may not wish to
interact with brands.
– Difficult to find the right types of
content that will engage
audiences and share with their
contacts.
– Require online reputation
management.
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Best practice in planning and
managing viral marketing.
Three things make viral campaign effective:
1- Creative material.
(text, image, video).
2- Seeding.
websites, blogs, house list or renting a list or people to send
email to start the virus spreading.
3- Tracking.
Assess the return from the cost of developing the viral agent
and seeding.
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Offline Promotion Techniques.
Offline promotion: refers to using
communications tools such as
advertising and PR delivered by
traditional media such as TV,
radio and print in order to direct
visitors to an online presence.
Traditional communications
remain a significant form of
investment in marketing
communications for most
organizations to drive visitors to
the web to transact .
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Advantages and disadvantages of using
offline communications to support ecommerce.
Advantage:
• Reach
• Brand awareness
• emotional connection
• Explanation of the online
value of brand.
Disadvantage:
• Higher cost.
• Higher wastage.
• Poorer targeting.
• Poorer accountability.
• Less detailed information.
• Less personalized.
• Less interactive experience.
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End of the chapter.
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