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eMarketing eXcellence: Planning & Optimising Your Digital Marketing 3rd Edition
"eMarketing eXcellence, third edition" has been completely revised and updated to help you create effective and up-to-date customer-centric e-marketing plans. A hugely successful practical guide to creating and executing e-marketing plans, it combines established approaches to marketing planning with the creative use of new e-models and e-tools.
It is designed to support both marketers who are integrating e-marketing into their existing marketing and communications strategies and experienced e-marketers looking to optimise their e-marketing. Written by two highly experienced eMarketing experts, the book shows you how to: draw up an outline e-marketing plan; evaluate and apply e-marketing principles and models; integrate online and offline communications; implement customer-driven e-marketing; reduce costly trial and error; measure and enhance your e-marketing; and, drive your e-business forward Established marketing concepts such as customer relationship management, the marketing mix and widely adopted SOSTAC(R) planning system, are re-examined in the new media context - and new approaches explained including blogs, search engine marketing, viral marketing and E-CRM. Offering a highly structured and accessible guide to a critical and far-reaching subject, "eMarketing eXcellence, third edition" provides a vital reference point for all students and managers involved in marketing strategy and implementation. The best selling practitioner eMarketing book arrives in its third edition - totally revised and enhanced with new features, contemporary examples and up-to-date theory. Each chapter is structured with the following fantastic features: Introduction; Chapter Summary; References; Further Reading; Web Links; Self-test; and, eMarketing practitioner interviews. This jargon-free, understandable and applicable text is proven to help marketers maximize the potential of online promotion.
CONTENTS:
eMarketing eXcellencePlanning and optimising your digital marketing
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Third Edition
By
Dave Chaffey, Specialist E-marketing trainer, consultant and author, Derby, UK
Paul Smith, Best-selling marketing author, international speaker and consultant
Description
eMarketing eXcellence third edition has been completely revised and updated to help you create effective and up-to-date customer-centric e-marketing plans. A hugely successful practical guide to creating and executing e-marketing plans, it combines established approaches to marketing planning with the creative use of new e-models and e-tools. It is designed to support both marketers who are integrating e-marketing into their existing marketing and communications strategies and experienced e-marketers looking to optimise their e-marketing. Written by two highly experienced eMarketing experts, the book shows you how to: * Draw up an outline e-marketing plan * Evaluate and apply e-marketing principles and models * Integrate online and offline communications * Implement customer-driven e-marketing * Reduce costly trial and error * Measure and enhance your e-marketing * Drive your e-business forward Established marketing concepts such as customer relationship management, the marketing mix and widely adopted SOSTAC? planning system, are re-examined in the new media context - and new approaches explained including blogs, search engine marketing, viral marketing and E-CRM. Offering a highly structured and accessible guide to a critical and far-reaching subject, eMarketing eXcellence third edition provides a vital reference point for all students and managers involved in marketing strategy and implementation.
Audience
Primary: Practitioners studying eMarketing courses, including students of CIM and IDM; advanced marketing students on eMarketing modules Secondary: Specialist web marketers; eMarketing agencies
Contents
Quick overview of 2nd ed contents: Preface; Preface to the second edition; Acknowledgements; Chapter 1: Introduction to e-marketing; Chapter 2: ReMix; Chapter 3: E-models; Chapter 4: E-customers; Chapter 5: E-tools; Chapter 6: Site design; Chapter 7: Traffic building; Chapter 8: E-CRM; Chapter 9: E-business; Chapter 10: E-planning; Glossary; Index. Please note - each chapter includes: Introduction; Chapter Summary; References; Further Reading; Web Links; Self-test Proposed 3e contents from authors, the chapters which need the biggest changes are starred **. It is suggested that new features and content are introduced throughout to support the E-marketing planning theme: Preface (PRS) PRS to write intro to 3e - nice one for 2e! Chapter 1 Intro (DC) General: Introduce perspective of improving existing e-plans to enhance performance - not just the first e-plan New planning section looking briefly at what goes wrong if you don?t have a plan Figure changes: 1.2 - use OECD data 1.3 - use IAB data showing how internet adspend has overtaken, radio, cinema etc. 1.4 - update with government interactions, correct example p28 Box update 1.5 - Ultralase example. Review the 5S s for different examples, Web 2.0 relevance. Chapter 2 ReMix (PRS) General: Works well, maybe needs examples refreshing. Figure changes: Fig 2.2. and p39 - change examples to Kelkoo and Shopping.com - those shown no longer live Fig 2.4 BP www.targetneutral.co.uk example 2.5 Update Screentrade 2.6 Update EC21 2.7 Use new E-marketplace mapping description Substantial new content: Planning context at start 2.10 Process - include importance of checking web analytics to see what customers want. ** Chapter 3 e-Models (DC) Multi-step buying process General: Limited changes in models, but some models have proved unsuccessful - need to add cautionary note, but still explore innovative approaches. The main models that are relevant to marketers to review their approach are: * 3.2 Models - talk about 'click ecosystem' and Google marketing - how important is this? Online revenue models - how sites make money. * 3.6 Distribution model - need more on affiliates and shopping comparison sites - this is a good place to put this content rather than traffic building since a lot of content there already. Perhaps put marketplace map in here. * 3.7 Communications models - put in more on viral marketing and Web 2.0 here * 3.8 Buying models - put in figures of multi-step transactions Figure changes: TBC Chapter 4 e-Customers (PRS) General: Concepts still important and valid Figure changes: * 4.1 - Paul I can send you new data on these. * 4.2 - Ditto Table 4.2 needs updating - I can do this Paul Example changes (eMarketing Insights and in text research, examples etc): p105, 106, 117, 119, 121, 124, 125 Substantial new content: Planning context at start 4.8 Communities - needs to be referenced in light of Web 2.0. 4.7 is perhaps the place to reference blogs and E-PR rather than C7 Chapter 5 e-Tools (PRS) General: Many of these tools are not relevant to B2B marketers, mainly FMCG, major update not worthwhile Figure changes: 5.1, .2 maybe, .4, .8 Substantial new content: 5.4 Mobile marketing - Paul I have a 20 point list of ways to market with a mobile - you could edit this down. Blackberry Marketing - Crackberry, Blackberry Juice, the new iPhone. Something about in-game advertising in virtual worlds also? Second Life Islands - I have a video clip on this. ** Chapter 6 Site design (DC) General: Principles still valid, still some need for new material and practical examples of persuasion, e.g. top 10 errors in page template design, how to run a usability study, what to watch for in an agency - major new edition. ** Chapter 7 Traffic building (DC) General: Structure works well, but details on some tools dated, e.g. SEO, PPC a little dated so requires substantial revision. More practical top 10 does and don'ts etc. Chapter 8 eCRM (PRS) General: Chapter needs little change More examples on segmentation and personalisation techniques and lifetime value modelling - how should that be used. Chapter 9 E-business (PRS) General: No changes necessary. I feel this will be of limited applied interest to most marketers. How can we make this more interesting Paul? ** Chapter 10 Planning (DC) General: The chapter structure is sound. It needs to be extended with more examples, perhaps a running case of a ePlan throughout. Figure changes: 10.2, .4 Also the author intend to: Reviewing the content has shown it is robust with main changes required in chapters 5 to 8 only. Main effort is in describing new Web 2.0 / Social media changes, updating figures and quotes and adding more advanced insights. Please note - in addition to the above the authors will also be adding eMarketing interviews to each chapter as part of the pedagogical structure, these will be boxed features in each chapter
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