Digital Marketing

Preface Acknowledgements Introduction 1 Digital marketing and customer consent The role of the Internet in transforming marketing Customer information and privacy in real time Building a consensual marketing relationship with customers 2 Planning marketing campaigns 'Personal' joins the marketing 'Ps' The effect on 'price', 'product' and 'place' Creating brand-consistent digital promotions Building digital marketing models around customers Secure personal information across digital networks A digital sense of place, wherever the customer happens to be Building perceptions in a digital environment Digital customers' input to product evolution Developing customer partnerships in digital media Use communities to inform and manage customer perceptions Customer relationships that benefit customers The value of personalizing products, services and pricing A pause for thought: some things never change 3 Building trusting relationships with customers The online trust process How to help customers acclimatize to an unfamiliar environment Trust through design 4 Managing customer information Encouraging customers to give up their information -- frequently and accurately Collecting customer information What information should be collected? Measuring interest Allowing customers access to their information Customers can have too much of a good thing The skills required to manager customer information 5 Sustaining customer relationships New relationships between buyer and seller Digital payment models support relationships Seven value-adding processes Create marketing programmes that encourage customers to stay Pricing in a digital business model 6 Digital customer service Integrating service delivery with customer expectations Customer communications should use the information that customers provide Don't speak to the customer! Most customers ask the same questions Calculating the e-service benefit The e-service virtuous circle Online support activity has wider benefits Sensible navigation supports service Service at online speed Do customer service and the customers they serve share a view of the company? Do not make customers do the hard work Customers are the best source of advance notice of problems Does your company refuse help from strangers? Centring service organizations around customers Create a single contact point Create customer-centred information flows Managing bounced e-mail 7 How to fragment digital media constructively Audiences are paying less attention to promotions New media and audiences will create new rate cards Changing the roles of media and advertising channels Changing customer behaviour to benefit from digital networks Steps towards 'being wireless': broadcast, narrowcast and personalcast Using information to understand customers Striking up a personal (not personalized) relationship 8 Adding value by measuring and managing the return on investment in customers The traditional ethos Measuring digital marketing activity Some information is not available 'We are both fluent, but not in the same dialect' Abandoned shopping carts in context Nine campaign measurement equations How to design measurable e-mail Measure what users actually do, not what they say they'll do 9 Marketing to digital communities Why customers become communities The benefits of moderation Transparency amongst contributors Placing a value on communities and their members The value of customers in a company forum Avoiding a forum for complaining Handling forums inside the company Introducing forums to employees Learning a community's vocabulary Integrating forums with other communications channels 10 Summary Surfing towards a digital marketing environment Marketing becomes personal, and high quality Customers take control of privacy Trusted organizations will enjoy privileged relationships Planning automated marketing around customers 'Place' is wherever customers wish it to be Coordinating a company's personality, technology and response capability to meet customer expectations Overcoming the trust barrier New privacy models emerge Real-time personal responsive promotions Waiting for the majority to be networked Moving customer service online Unscheduled, unstructured media planning Measuring the value of digital marketing Technology converges, and adds customer convenience Community voices are heard Further reading Index