book

Fundamentals of Digital Marketing, 2/e

Name: Fundamentals of Digital Marketing, 2/e
Author: Puneet Bhatia
ISBN: 9789389552843

by Puneet Bhatia

June 2019

Intermediate to advanced

512 pages

16h 27m

English

Pearson India

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Cover
About Pearson
Title Page
Contents
Preface to the Second Edition
Preface to the First Edition
Acknowledgements
About the Author
UNIT I BASICS OF DIGITAL MARKETING
Chapter 1 Introduction to Digital Marketing
Evolution of Digital Marketing From Traditional to Modern Marketing Rise of the Internet: The Dotcom Era Post Dotcom: Creation of Internet Business Models Growth of ‘E’ Concepts: from E-Business to Advanced E-Commerce Digital—The Next Wave of Marketing Digital Marketing: An Introduction Emergence of Digital Marketing as a Tool Media Consumption Drivers for New Marketing Environment Digital Marketing Channels: Types and Business Models Digital Marketing Applications and Benefits Internet Marketing: Underlying Technology and Frameworks Internet Basics—Internet/Intranet/Extranet/Portals Understanding Web and Wireless Technologies Reshaping Interactions: Individuals/Businesses/Non-Profit Opportunities and Challenges to Internet Marketing Digital Marketing Framework Delivering Enhanced Customer Value Market Opportunity Analysis and Digital Services Development ASCOR Digital Marketing Framework Application of Digital Marketing Critical Success Factors for Digital Marketing Chapter Summary Review Questions Digital Application Exercises

Chapter 2 Digital Marketing Models Creation
Factors Impacting Digital Marketplace From Brick and Mortar to Bricks and Clicks Growth of Interactive Platforms The New Network Economy From Marketspaces to Marketplaces Changing Sales and Customer Service Patterns Value Chain Digitization Understanding Value Chain Functions Key Value Chain Process: A Basic Understanding Value Chain Elaboration: A Case of Journal Publishing Emergence of Digitized Value Chain Digital Marketing Business Models Understanding Digital Value Elements Digital Value-Led Marketing Approach Digital Marketing Models Creation Application of Digital Marketing Models Chapter Summary Review Questions Digital Application Exercises
Chapter 3 The Consumer for Digital Marketing
Consumer Behavior on the Internet Evolution of Consumer Behavior Models Impact of Digital Technology on Consumer Behavior Attributes of Online Buying Behavior Influence of the Web Experience Marketing Intelligence from User’s Online Data Managing Consumer Demand Understanding Consumer Demands Demand-Led Product Development Process Brand Building on the Web Web-Tracking Audits and Forecasting Integrated Marketing Communications (IMC) Basics of Integrated Marketing Communications (IMC) Channels for Integrated Marketing Communications Four Pillars of the IMC Construct Impact of Digital Channels on IMC Practical Exercise Chapter Summary Review Questions Digital Application Exercises
UNIT II DIGITAL MARKETING STRATEGY DEVELOPMENT
Chapter 4 Digital Marketing Assessment Phase
Elements of the Assessment Phase Marketing Strategy and its Digital Shifts The Assessment Phase Elements Macro-Micro Environment Analysis Marketing Situation Analysis Digital Marketing Internal Assessment Analyzing Present Offerings Mix Marketing Mix Analysis Internal Resource Mapping Core Competencies Analysis Digital Marketing Objectives Planning Digital Presence Analysis Digital Presence Analysis Matrix Digital Marketing Objectives Development Digital Marketing Objectives Review Practical Exercise Chapter Summary Review Questions Digital Application Exercises
Chapter 5 Digital Marketing Strategy Definition
Digital Marketing Strategy Groundwork Understanding Digital Business Strategy Emerging Digital Business Structures Digital Core Competency Alignment Customer Development Strategy (STP 2.0 Framework) Defining the Digital Marketing Mix Offering Mix for Digital Digital Pricing Models Channels of Purchase—Reaching the E-Consumer Managing Promotional Channels Developing the Extended Ps- People, Process, Programs, and Performance Digital Marketing Strategy Roadmap Developing Digital Marketing Strategy Roadmap The 6S Digital Marketing Implementation Strategy PLC Concept—Marketing across the Product Life Cycle Practical Exercise Chapter Summary Review Questions Digital Application Exercises
UNIT III DIGITAL MARKETING PLANNING AND SETUP
Chapter 6 Digital Marketing Communications and Channel Mix
Digital Marketing Planning Development The Media Planning Shift to Digital Understanding Digital Media Planning Terminology Digital Media Planning Stages Investment Analysis and Planning for Marketing RoI Designing the Communication Mix Marketing Communications: from Mass Market to Mass CustomizedSteps to Creating Marketing Communications Strategy Developing Communications Messaging Communication Mix across Digital Channels Introduction to Digital Marketing Channels Intent-Based Marketing (Search Marketing) Brand-Based Marketing (Display Marketing) Community-Based Marketing (Social Media Marketing) Partner, Direct, Content, and Platform-Based Marketing Channels Practical Exercise Chapter Summary Review Questions Digital Application Exercises
Chapter 7 Digital Marketing Operations Set-up
Understanding Digital Marketing Conversion Basics of Lead Generation and Conversion Marketing Lead Nurturing and Lead Scoring Concepts Setting up for Conversion: from Web-Page to Landing Page Lead Management across Channels—Owned, Earned, and Paid Basics of Web Development and Management Pre-Planning for Web Development Website Development Stages Developing Site Diagrams and Wireframes Website Content Development and Management User Experience, Usability, and Service Quality Elements Understanding Elements of User Experience Implementation of Interaction Design Understanding Web Usability and Evaluation Measuring Service Quality Elements Practical Exercise Chapter Summary Review Questions Digital Application Exercises
UNIT IV DIGITAL MARKETING EXECUTION
Chapter 8 Digital Marketing Campaign Management
Basic Elements of Digital Campaigns Basic Elements of Digital Campaign Management Campaign Planning and Budgeting Campaign Set-up and Launch Campaign Monitoring to Reconciliation Implementing Intent-Based Campaigns (Search Execution) Search Campaign Planning Basics SEM Campaign Set-up and Execution SEO Basics and Management Implementing Brand-Based Campaigns (Display Execution) Display Campaign Management Basics Emerging Data-Driven Display Models (Programmatic and RTB) Rich Media Ad Campaign Management Campaign Execution for Emerging Marketing Models Content Marketing (Cornerstone of Emerging Marketing Models) Community-Based Campaigns (Social Media Execution) Campaigns for Partner, Communication, and Platform-Based Marketing Campaign Analytics and Marketing RoI Basics of Web Analytics Understanding KPIs Introduction to Google Analytics Web Analytics 2.0: Developing a Marketing Analytics Framework Marketing Implementation RoI Digital Marketing Refinement Phase Practical Exercise Chapter Summary Review Questions Digital Application Exercises
Chapter 9 Digital Marketing Execution Elements
Managing Digital Marketing Revenue Digital Revenue Generation Models Customer Loyalty Management in the Digital Era Rise of Relationship Marketing: Turning Loyalists to Advocates Driving Advocates through Customer Experience Managing Service Delivery and Payment Understanding Electronic Payment Systems Emerging Digital Payments Solutions Managing Digital e-Services (Setting up Digital Services Unit) Selling through Cybermediaries Managing Digital Implementation Challenges Understanding E-commerce Implementation Challenges Internal Challenges: Business and Infrastructure External Challenges: Legal and Compliance Consumer-Specific Security, Privacy, Ethical, and Social Challenges Practical Exercise Chapter Summary Review Questions Digital Application Exercises
UNIT V DIGITAL BUSINESS - PRESENT AND FUTURE
Chapter 10 Digital Marketing-Landscape and Emerging Areas
Digital Marketing—Global Landscape Digital Marketing Overview—Global Spend Digital Marketing Overview—Advertising Spend Conceptualizing Digital Marketing Landscape Digital Marketing Technology/Tools Landscape Digital Marketing—The Indian View India Digital Spend Overview India Digital Advertising Spend Key Digital Advertising Trends in India India Digital Marketing/Advertising Tools Landscape Digital Marketing—Emerging Trends and Concepts Big Data and IoT—Data Technologies Impacting Marketing B2B and SMB—Segments-Based Digital Marketing SoLoMo—the Next level of Hyperlocal Marketing Chapter Summary Review Questions Digital Application Exercises
Chapter 11 A Career in Digital Marketing
Emerging Opportunities for Digital Marketing Professionals The Changing Role of CMOs in Organizations Building a Career in Digital Marketing Top Digital Marketing Areas as Career Tracks Approaching a Career in Digital Marketing Chapter Summary
Bibliography 1
Bibliography 2
Index
Copyright

Content preview from Fundamentals of Digital Marketing, 2/e

CHAPTER 1 Introduction to Digital Marketing

LEARNING OBJECTIVES

After studying this chapter, you will be able to:

Explain the evolution of digital marketing
Define digital marketing and differentiate it from traditional ‘e-models’ like e-business and e-commerce
Outline the underlying technology and frameworks within which digital marketing operates and gain an understanding of digital transformation models
Describe the structure of digital marketing, opportunities, applications, business modes and challenges
Understand key components and application of ASCOR Digital Marketing Framework across multiple stakeholder scenarios

CASE STUDY Flipkart: Heralding Indian E-commerce

Flipkart, the poster boy of digital entrepreneurship and flagbearer ...

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Fundamentals of Digital Marketing, 2/e

by Puneet Bhatia

CHAPTER 1