DM Lecture 6

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6

situation analysis objectives

strategy

tactics action

control

promotion

just remember...

different tactics will have a different significance

product and price

…and speed at which they can be adapted

websites

content

story-telling

omni-channel

what to consider...

Content?

…the focus is heavily on the user, hence the development of personas

the key concept here is user experience or UX

desirable… linked to brand

findable… easy to find what you need

Morph London Agency, 2013

eMarketer, 2013 (estimate)

m-commerce accounts for 15% of this

…at £6.61 billion for 2013

…office 365 and Google docs

…allows storage of, and access to, digital media

…language and design

…can it be turned into a file or software?

then we need to consider content delivery systems

digital price…

…comparison sites - aggregators

online only discounts… incentivising behaviour and traffic

…showrooming

L2, 2013, research identified that 82% of smartphone users engaged in this form of price-checking

digital people…

…automated response

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/