L8 Digital marketing

1、Slide 8.1L 8 Digital business applications: Digital marketing 第八第八讲讲 数字商务应用：数字商务应用： 数字营销数字营销Slide 8.2Learning outcomes学习目标学习目标Assess the need for separate digital business and digital marketing strategiesCreate an outline digital marketing plan intended to implement the digital marketing strategy Di

2、stinguish between marketing communication characteristics of traditional and new media. 评估制定独立的数字商务和数字营销战略的必要性制定实施数字营销战略的数字营销计划区分传统媒体与新媒体的营销交流特点Slide 8.3Management issues管理问题管理问题How do we integrate traditional marketing approaches with digital marketing?How can we use electronic communications to di

3、fferentiate our products and services? How do we redefine our marketing and communications mixes to incorporate new media? 如何将传统营销方法与数字营销整合起来？如何利用电子交流工具实现产品与服务的差异化？如何将新媒体要素融入营销组合并进行重构？Slide 8.4Marketing营销营销The definition of marketing by the Chartered Institute of Marketing (http:/www.cim.co.uk/) is:

4、Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably Which digital marketing tools can assist?Web, e-mail, databases, wireless and digital television.特许营销协会关于营销的定义： 营销是识别、预测和满足客户需求以创造利润的管理过程。Slide 8.5How do e-tools support mark

5、eting?电子工具如何为营销提供支持？电子工具如何为营销提供支持？ Identifying how can the Internet be used for marketing research to find out customers needs and wants Anticipating anticipating the demand for digital services Satisfying how to achieve customer satisfaction through the electronic channelProfitably-all parts of the

6、 organization coordinating activities to ensure that customer needs are met efficiently, effectively and profitably such as the development of EC. 识别：如何利用互联网进行调查调研，发现客户需求？预测：预测客户对于数字服务的需求满足：如何通过电子渠道满足客户需求？获取利润：所有组织协作活动如电子贸易的目标都是确保高效、有效地满足客户需求并获取利润。Slide 8.6digital marketing defined数字营销的概念数字营销的概念achi

7、eving marketing objectives through applying digital technologies Digital marketing can be considered a subset of digital business and is equivalent to sell side e commerceInternet marketing, e-marketing 运用数字技术实现营销目标的管理过程Slide 8.7Connotations of digital marketing 数字营销的内涵数字营销的内涵Inbound marketing The c

8、onsumer is proactive in actively seeking out information for their needs and interactions with brands are attracted through content, search and social media marketing.Content marketingThe management of text, rich media, audio and video content aimed at engaging customers and prospects to meet busine

9、ss goals published through print and digital media, including web and mobile platforms, which is repurposed and syndicated to different forms of web presence such as publisher sites, blogs, social media and comparison sites.Slide 8.8The operational and management processes of digital marketing 数字营销的

10、业务与管理过程数字营销的业务与管理过程Slide 8.9Slide 8.10Characteristics of digital media communications 数字媒体的特性数字媒体的特性Interactivity 互动Intelligence 智能Individualisation 个性化Integration 整合Industry restructuring 行业重构Independence of location 位置无关By considering each of these facets of the new media, marketing managers can d

11、evelop marketing plans that accommodate the characteristics of the new mediaSlide 8.11Interactivity 互动互动Slide 8.12Intelligence 智能智能profile customers on the basis of the information received in questionnairesIntelligent agencyweb analytics toolsrespond in real time to buyer behaviourSlide 8.13Individ

12、ualisation 个性化个性化Personalisationmass customisationSlide 8.14Integration 整合整合Slide 8.15Industry restructuring 行业重构行业重构Disintermediation reintermediation countermediationSlide 8.16Independence of location 位置无关位置无关Slide 8.17digital marketing planning数字营销规划数字营销规划A plan to achieve the marketing objective

13、s of the digital businessstrategy. A digital marketing plan is needed to detail the specific objectives of the digital businessstrategy through marketing activities 达到数字商务战略营销目标的规划。为了通过营销活动实现数字商务战略的特定目标，就需要制定数字营销规划Slide 8.18Digital marketing planning 数字营销计划A plan to achieve the marketing objectives

14、of the digital business strategy数字营销计划的设计基础Slide 8.19Is a separate digital marketing plan required?专门的数字营销规划是必需的吗？专门的数字营销规划是必需的吗？Customer demand will be underestimated Existing and start-up competitors will gain market share Duplication of resources Insufficient resources will be devoted to planning

15、 Insufficient customer data are collected客户需求被低估竞争者挤占市场份额资源重复投入资源投入不足无法收集足够的客户数据Slide 8.20Is a separate digital marketing plan required?(continued)专门的数字营销规划是必需的吗？（续）专门的数字营销规划是必需的吗？（续）Efficiencies available through online marketing will be missed Opportunities for applying online marketing tools will

16、 be missed. Changes required to internal IT systems by different groups will not be prioritized accordingly. The results of online marketing are not tracked adequately Senior management support of digital marketing is inadequate 错失在线营销的效率收益错过应用在线营销工具的机会无法针对部门需求对调整内部IT系统的优先顺序作出科学安排。在线营销的结果得不到正确处理得不到高

17、层对数字营销的足够支持Slide 8.21Strategy process model for digital marketing planning：SOSTACSlide 8.22A typical digital marketing plan framework典型的数字营销规划框架1 Situation analysisInternal audits Current Internet marketing audit (business, marketing and Internet marketing effectiveness) Audience composition and cha

18、racteristics Reach of web site, contribution to sales and profitability Suitability of resources to deliver online services in face of competition.External audits Macro-economic environment (Chapter 4) Micro-environment new marketplace structures, predicted customer activity Competition threats from

19、 existing rivals, new services, new companies and intermediaries.Assess opportunities and threats (SWOT analysis) Market and product positioning Methods of creation of digital value and detailed statement of customer valueproposition Marketplace positioning (buyer, seller and neutral marketplaces) S

20、cope of marketing functions.1 情境分析情境分析内部评估内部评估互联网营销现状评估（企业、营销和互联网营销效果）客户结构与特征网站可达性、对销售和盈利的贡献适于提供在线服务的竞争资源外部评估外部评估宏观环境微观环境-新的市场结构、客户活动预测竞争-来自现有竞争者、新服务、新公司、新中介的威胁机会与威胁评估（SWOT分析）市场与产品定位创造数字价值的方法和客户价值描述价值主张市场类型（买方、卖方和中立市场）营销功能范围Slide 8.23A typical digital marketing plan framework典型的数字营销规划框架2 Objectives

21、statement Corporate objectives of online marketing (mission statement) Detailed objectives: tangible and intangible benefits, specific critical success factors Contribution of online marketing to promotional and sales activities Online value proposition.2 目标目标企业的在线营销目标（使命）具体目标：有形和无形的收益，关键成功因素在线营销对推广

22、和销售活动的贡献在线价值主张Slide 8.24A typical digital marketing plan framework典型的数字营销规划框架3 Strategy definition Investment and commitment to online channels (mixture of bricks and clicks) Market and product positioning aims for increasing reach, new digital products and new business and revenue models Target mar

23、ket strategies statement of prioritized segments, new segments, online value proposition and differential advantage. Significance of non-customer audiences? Change management strategy (Which new processes, structures and responsibilities will be required? Chapter 10).3 战略定义战略定义在线渠道投资与保障（线上线下相结合）市场与产

24、品定位-针对增加可达性，开发新的数字产品、新的业务和收入模式目标市场战略-描述优先的细分市场、新的细分市场，在线价值主张和差异化优势：非客户受众的重要性变革管理战略（需要哪些新过程、结构和职责）Slide 8.25A typical digital marketing plan framework典型的数字营销规划框架4 Tactics Product. Creating new core and extended value for customers, options for migrating brand online Promotion. Specify balance of onli

25、ne and offline promotion methods. Role of CRM(incentivization to acquire new customer registrations and opt-in e-mail to retain customers, Chapter 9) Price. Discounting online sales, options for setting pricing, new pricing options, e.g.auctions Place. Disintermediation and reintermediation, seller,

26、 buyer or neutral sales People, process and physical evidence. Online service delivery through support and characteristics of web site.4 策略策略产品促销定价渠道人力资源、业务过程和物质资源Slide 8.26A typical digital marketing plan framework典型的数字营销规划框架5 ActionsSpecify: Tasks Resources Partnering and outsourcing Budget includ

27、ing costs for development, promotion and maintenance Timescale Staff.Implementation Key development tasks (Chapters 11 and 12): analysis of business and audience needs, scenario-based design, development of content, integration of databases,migration of data, testing and changeover Project and chang

28、e management (Chapter 10) Team organization and responsibilities Risk assessment (identify risks, measures to counter risks) Legal issues Development and maintenance process.5.行动行动指定：指定：任务资源合作与外包包括开发、促销和维护成本等在内的预算进度表员工实施实施关键开发任务项目与变革管理团队组织与职责风险评估法律问题开发与维护过程Slide 8.27A typical digital marketing plan

29、framework典型的数字营销规划框架6 ControlIdentify a measurement process and metrics (Chapter 12) covering: Business contribution (channel profitability revenue, costs, return on investment) Marketing effectiveness (channel outcomes leads, sales, conversion rate,channel satisfaction) Online marketing effectivene

30、ss (channel behaviour page impressions, visitors,repeat visits, conversion rates).6 控制Slide 8.28Situation Analysis情境分析（现状分析）情境分析（现状分析）To understand the current and future environment in which the company operates Involves consideration of all of these factors and will form the basis for defining obj

31、ectives, strategies and tactics 理解企业的当前和未来的经营环境研究所有构成确定目标、战略和策略基础的因素Figure 8.8 Inputs to the digital marketing plan from situation analysis图8.4 数字营销规划的情境分析数据源Slide 8.30Approach to Situation Analysis情境分析的方法情境分析的方法Slide 8.31Demand analysis：量化分析：量化分析需求分析需求分析What percentage of customer businesses have a

32、ccess to the Internet? What percentage of members of the buying unit in these businesses have access to the Internet? What percentage of customers are prepared to purchase your particular product online? What percentage of customers with access to the Internet are not prepared to purchase online, bu

33、t are influenced by web-based information to buy products offline?What are the barriers to adoption amongst customers and how can we encourage adoption? 企业的客户中使用互联网的客户占比是多少？采购部门员工使用互联网的占比是多少？有在线购物意愿的客户占比是多少？不打算在线购物但线下购买受网上信息影响的上网客户占比是多少？客户使用在线业务的障碍是什么，如何鼓励他们使用？Figure 8.5 Customer demand analysis for

34、 the car market图8.5 小汽车市场客户需求分析Slide 8.33Qualitative customer researchDell IdeaStorm () MyStarbucks Idea (http:/) Proctor and Gamble Innocentive () Lego MindStorm (http:/ Oracle Mix.Slide 8.34Competitor Analysis竞争者分析竞争者分析The monitoring of competitor use of e-commerce to acquire and retain customerBe

35、nchmarking of competiors online services and strategyFree benchmarking serviceAlex()监测竞争者应用数字商务获得和维护客户的情况 对竞争者的在线服务和战略进行标杆分析免费在线标杆分析服务 Alex()Slide 8.35Benchmarking solutions标杆分析方案标杆分析方案Benchmarking criteria that define the companys marketing performance in the industry and those that are specific to

36、 web marketing : Financial performance (available from About Us, Investor relations and electronic copies of company reports). This information is also available from intermediary sites such as finance information or share dealing sites such as Interactive Trader International () or Bloomberg () for

37、 major quoted companies. Marketplace performance market share and sales trends and significantly the proportion of sales achieved through the Internet. This may not be available directly on the web site, but may need to use other online sources. For example, new entrant to European aviation easyJet

38、() has achieved over two-thirds of its sales via the web site and competitors need to respond to this.标杆分析内容标杆分析内容财务表现市场表现Slide 8.36Benchmarking solutions标杆分析方案标杆分析方案 Business and revenue models (see Chapter 2) do these differ from other marketplace players? Marketing communications techniques is th

39、e customer value proposition of the site clear? Does the site support all stages of the buying decision from customers who are unfamiliar with the company, through to existing customers? Are special promotions used on a monthly or periodic basic? Beyond the competitors site, how do they make use of

40、intermediary sites to promote and deliver their services? Services offered what is offered beyond brochureware? Is online purchase possible, what is the level of online customer support and how much technical information is available?Implementation of services these are the practical features of sit

41、e design that are described in Chapter 12 such as aesthetics, ease-of-use, personalization, navigation and speed.商务与收入模式营销交流技术服务内容服务表现Slide 8.37Slide 8.38Intermediary or influencer analysis中间商和影响者分析中间商和影响者分析To consider the way the marketplace is operatingIdentifying relevant intermediaries for a par

42、ticular marketplaceIdentify strategic partners when executing an online advertising campaigns分析市场的运营方式识别特定市场的相关中间商识别广告战略合作伙伴Slide 8.39Internal marketing audit内部营销评估内部营销评估Business effectiveness: Contribution of site to revenue (see objective setting), profitability and any indications of the corporat

43、e mission for the site. The costs of producing and updating the site will also be reviewed, i.e. cost-benefit analysis.Marketing effectiveness. These measures may include:leads; sales; retention; market share; brand enhancement and loyalty;Customer service.These measures will be assessed for each of

44、 the different product lines delivered through the web site. The way in which the elements of the marketing mix are utilized will also be reviewed.Internet effectiveness: These are specific measures that are used to assess the way in which the web site is used, and the characteristics of the audienc

45、e. Such measures include specialist measures such as unique visitors and page impressions that are collected from the log file, and also more typical techniques such as focus groups and questionnaires to existing customers. From a marketing point of view, how clear the value proposition of the site

46、for the customer, is should be noted. 业务效用营销效用客户服务互联网效用相关指标参见相关指标参见12.9节节Slide 8.40weblinkhttps:/ 8.41OBJECTIVE SETTING制定目标制定目标Slide 8.42objectives, strategies and performance indicators for a B2B company (in order of priority)Slide 8.43Slide 8.44Slide 8.45The Online Revenue ContributionAn assessmen

47、t of the direct contribution of the Internet or other digital media to sales,usually expressed as a percentage of overall sales revenue.Figure 8.6 Assessment of the future online promotion contribution and online revenue for The B2B Company, for Product A, EuropeSlide 8.48STRATEGY战略定义战略定义Slide 8.50A

48、 range of targeting and segmentation approaches for a digital campaignTargeting variableExamples of segments and potential online targeting1. Relationship with companyNew contacts (prospects), existing customers, lapsed customers2. Demographic segmentationB2C: Age, sex, social group, geographic loca

49、tionB2B: Company size, industry served, individual members of decision making unit3.Psychographic or attitudinal segmentationAttitudes to risk and value when buying, e.g. early adopter, brand loyal or price conscious4. ValueAssessment of current or historical value and future value5. Lifecycle stage

50、Position in lifecycle, related to value and behaviour, i.e. time since initial registration, number of products ,purchased,categories purchased in6. Behaviour Search term entered into search engine; Responsiveness to different types of offers (promotion or product type); Responsiveness to campaigns

51、in different channels(channel preference); Purchase history in product categories including recency,frequency and monetary value (Chapter 9)Slide 8.51Target market strategiesEvaluation and selection of appropriate segments and the development of appropriate offers5 questions when developing strategy

52、:Who are our customers?How are their needs changing?Which do we target?How can we add value?How do we become first choice?Differential advantageOVP matchingOCE:online customer experienceSlide 8.52Online value propositionA clear differentiation of the proposition from competitors based on product fea

53、tures or service quality.Target market segment(s) that the proposition will appeal to.How the proposition will be communicated to site visitors and in all marketing communications. Developing a tag line can help this.How the proposition is delivered across different parts of the buying processHow th

54、e proposition will be delivered and supported by resources is the proposition genuine? Will resources be internal or external? Slide 8.53Example OVPsCompare. Buy. Save. Kelkoo () Earths biggest selection. Amazon ()Search the largest inventory of cars and trucks on the Internet. More than 1.5 million

55、 listings, updated daily ()The Citibank site design () uses a range of techniques to illustrate its core proposition and OVP. The main messages are:Welcome to Citibank: The one-stop solution for all your financial needs.Look for a product or service; Learn about a financial product; Find a location.

56、Slide 8.54TACTICSSlide 8.55Issues with varying the mix onlineDo we vary the mix online or replicate offline?Is the offer clear brand proposition, online offerIs online differentiation defined?Is online differentiation communicated?Key online mix variablesProductPricePlacePromotionService: People, Pr

57、ocess, Physical evidenceFigure 8.13 The elements of the marketing mixThe Marketing MixSlide 8.574 Cs framework which considers the 4 Ps from a customer perspectiveCustomer needs and wants (from the product) the web site is a mechanism for explaining how the product proposition meets these needs and

58、wants. Cost to the customer (price) online the customer is likely to be comparing prices to other web sites and traditional purchasing sources. Convenience (relative to place) online this is the quality of customer experience in terms of the ordering process and fulfilment. Communication (promotion)

59、 the web site itself coupled with themethods of driving traffic to the site, such as search-engine marketing and e-mail marketing as described in Chapter 9.Online brandSlide 8.58Long tail conceptSlide 8.59Product Core productNarrow range (WH Smith iDTV)Online-only products (banks)Develop new brand (

60、Egg)Migrate existing brand (HSBC)Partner with online brand (Waterstones and Amazon).mass customisation of productsbundingExtended productEndorsements AwardsTestimoniesCustomer listsCustomer commentsWarrantiesGuaranteesMoney-back offersCustomer service (see People, Process and Physical evidence)Incor