Table Of Content

i Praise for Digital Marketing Strategy ‘Simon Kingsnorth has produced a book of compelling quality. So many marketers are inclined to run headlong at digital marketing with a limited amount of knowledge. Fingers get burnt and reputations can be lost forever. He has set out some brilliant guidelines for marketers of all levels which will empower them to succeed.’ Damian ryan, digital marketer, author of Understanding Digital Marketing, Understanding Social Media and the Best Digital Marketing Campaigns in the World ii ‘An excellent all-in-one text for today’s digital entrepreneur.’ Jonathan Gabay, keynote speaker, lecturer, brand psychologist ‘Combines a detailed knowledge of digital channel management with classic marketing theory. The result is essential reading for digital marketing practitioners at all levels.’ emma Wilson, Ceo, Harvest Digital ‘It’s all here. An invaluable one-stop guide to navigating the discipline of digital marketing – great for newcomers and an excellent reference for the more experienced.’ simon fenn, co-founder, Pancentric Digital ii This book is dedicated to my parents who gave me the foundation that provided me with the opportunity to work on some of the exciting projects I’ve been involved in. To my partner Ali for her support during the long evenings of endless typing and to everyone I have worked for and with to date as you have all helped to shape this book. It is also dedicated to those people who will create the future of this planet (and beyond). iii Digital Marketing strategy An integrated approach to online marketing Simon Kingsnorth iv Publisher’s note Every possible effort has been made to ensure that the information contained in this book is accurate at the time of going to press, and the publisher and authors cannot accept responsibility for any errors or omissions, however caused. No responsibility for loss or damage occasioned to any person acting, or refraining from action, as a result of the material in this publication can be accepted by the editor, the publisher or any of the authors. First published in Great Britain and the United States in 2016 by Kogan Page Limited Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced, stored or transmitted, in any form or by any means, with the prior permission in writing of the publishers, or in the case of reprographic reproduction in accordance with the terms and licences issued by the CLA. Enquiries concerning reproduction outside these terms should be sent to the publishers at the undermentioned addresses: 2nd Floor, 45 Gee Street 1518 Walnut Street, Suite 900 4737/23 Ansari Road London EC1V 3RS Philadelphia PA 19102 Daryaganj United Kingdom USA New Delhi 110002 www.koganpage.com India © Simon Kingsnorth, 2016 The right of Simon Kingsnorth to be identified as the author of this work has been asserted by him in accordance with the Copyright, Designs and Patents Act 1988. ISBN 978 0 7494 7470 6 E-ISBN 978 0 7494 7471 3 British Library Cataloguing-in-Publication Data A CIP record for this book is available from the British Library. Library of Congress Cataloging-in-Publication Data Names: Kingsnorth, Simon, author. Title: Digital marketing strategy : an integrated approach to online marketing / Simon Kingsnorth. Description: 1st Edition. | Philadelphia, PA : Kogan Page, 2016. | Includes bibliographical references and index. Identifiers: LCCN 2016007169 (print) | LCCN 2016015803 (ebook) | ISBN 9780749474706 (paperback) | ISBN 9780749474713 (e-ISBN) | ISBN 9780749474713 Subjects: LCSH: Electronic commerce--Management. | Internet marketing. | Strategic planning. | BISAC: BUSINESS & ECONOMICS / Marketing / General. | BUSINESS & ECONOMICS / E-Commerce / Internet Marketing. | BUSINESS & ECONOMICS / Strategic Planning. Classification: LCC HF5548.32 .K566 2016 (print) | LCC HF5548.32 (ebook) | DDC 658.8/72--dc23 LC record available at https://lccn.loc.gov/2016007169 Typeset by Graphicraft Limited, Hong Kong Print production managed by Jellyfish Printed and bound by CPI Group (UK) Ltd, Croydon, CR0 4YY 0012 iWaCAAWWHATPBCSBSFRCBGBVCRneuourourlhi bbueuuelothgsihhhaamorrfssseoosslgirowmennttieaatitabo ttosuuenhmounr4aoottdd atntere ’tteednrtr ommsi i’lna nPosersconis tt urnrs sst t Cchhh s eeryr3fighaya gt3 c err eemer oo7dv t ep8ea3 s to aadilcwtfn e acne9iiooifdts ei2tg ofours tmedgtndfneiidhcu28ongoitnnit tetetahit9ielyrithrgrlgnat peamrr y oc ii 2iml kisctn eltr yb31euio iase3s g3go2mt uotan ftl2vy 5hr9s itGluxmta nato ta1h pi ltgrrfrr3uaei3oor s sktrgbe4o1 su k yeb0im8upte?xotis st2 oiimoitii0nnnhnk1aggii?enst ? r sgbi sx 72om 5osatk2pr 5a t31e8gy 30 v CAAGMJIWWH0WWATPBCSBSFR0AWCBGBVCRKSFR0BWTSBBRSFR0PWTTGOACPBSF0SWARTSCMLPOSFR0PWASMAMSF0DWAPTATPDSFR0SWHSCTWTCSMSR0UWUDSFR1CWDCCPCSLSFR1TWWDUBTSSFR1CWCSSMSFR1CWWWWWPDMIASFR1AWTTWTARSFR1PWDBKHWFSASFRBnnaeuukuueiueuuohouuouiueouuutu1o234le5e6a7rl890r123e45ruuuuuuuuuuuuuuuoeeyyyarrourauuuooeurhhhhhhibb lc nd duntdoueuuePeeeoeoeeuoesseRorReseuueoeeeeellotiiieeniebrroaaiottmegatroeesuhihbuhhhhahahhohonheahhhehhhhhehhhhhoehhhiccthemomimmmimssmcocmgmcmmcmsmmmpppcreeeoe r s rrrrrrrrrrrrrrrotfsfgfsffffffffpfyfssdsdcydreeeegefifieecuoog tv davnsslInnsnnssnnvlnadngibrjdswwmraaMMaappthhieeeeeeeeeeeeennnrniiiitgttttttttttttttttteieie irsrrrraaaataitaiapabaaaaeaiaaaaaaaaypaaaosiaabluoeeer u i ttetsattleaogggoinaloaananarecuuscssniitennlttotttltghhhhhhhhhhhhhhhimmmmmnmmmmmmmmmmoui-sn nsrrrrrrrrrrrrr4ppsieSs ssdrscris a aoooroolrlnnnby ttttdtdtttltattttsttttttt tttsssctvctslielcsdeereeaalei asl ntlttneeednteecepehnrllllr aaieeeneeeeeeeeeeiuuuueicCatiici rhtt ’ t e eeelareeeeeeeeeeeeeeeeigE nr-tbtiidc rr alha otoretummog m mm eaoistaunnrnnino nnnafxxiiw’wwtwtwiwwwwlwctwiwwiicwatwtlenaaaaaaaaaaaaaaa uorascnn aoonnnnnnnnnnnnnvlaPaisyeotoyyyeB c yses maCcc rrrrrrrrrrrrrrrcsci ciorrrromheu asse sss tts tiiti au Oioaziltyrerottoirl anlvphcttgttetrngggrrrrrrrrrrrrrrruppnfisst s nt rteheccc annneev uueinC ggIaffchcchcccccccccchhiaa snd n eeeee snsooio neeeeeeeeeeeueeeeraisyyc a irrrrrrrrrrrrrrcrfinsrRnecothayyyyyyyyyyyyyyyssolnCad pccngtp see adn ddrhoytlmmmsme eeeeeeeeeeeeeon peedensn ldrrrrri bng ssg i ee l mpcgovtieeeeeeeeeeeeeedstweagrCtnoigu a t t nooarmoiooa vt ssdgstl gepfeanacwwnwnwwwwwwwiwwtwwwyiedoesssssssssssss rr utttet u anaoosMaro oienod h e gaaaaaaaaaaaaaaaS daidi eairnn gr ryilc sssntarmnnteaeerpooeetfn nA en kCioiiaarrnn rfnintnlbnpRueoogid ys nsiaamnndncroaaaffr dtdiddddd dddddddaeEcseeenneean x ltenaiiii iiiiiiiiiiiiii onnnannltsegsps tfsesan mmyrsoosdpal nmtmer ttd egllllalltlltlllllthltolegtgaetnnnd cuifrrropnntnldkh alniertcfMoiiiiiiiiiiiiiio i d eStd piOeyrhllllllllll llleellcuhlrtttiia(t ybaceraosi gpololc ead nnrnnnnncnnnnnnn lvvvlespaoi idh ye a e u st ddeoasmlt den atccS c i mitreeEnnenpotna oaoeiosstpdeil elcccccccccccccccliol gtyyeiriagotrnryeu thrziii?nli ggggggggggggggrl gprnaen eelonmyoa rtt arr iCpon cam t riycccry ooooo ooonooooottvoofeaocayd Ouenenr cys rtmumain yastgomaiipsg r nr oa rtmisrt ?alrodssodknsflceeeitu rneoe e pp saslle a(vstvtvvvvvvvgvvvvvvvg eiRreme s atp rinitn gld c uotoetce uititriopsi Ur oaossr stplvcebectamdesia rldirgcniklaeofieegeeeeoee eeeeeeezeszoiettapsaueo a a doro aeSuntrd aesMela fhrtslmuecdeanrneir vytsurrrrrrrmrrrrrrrrat naor?harXdeirtr atns r m riincpogowvt Eec nGnik leeheaor n spnrcsmcbifaita ng taattttttcr’iepo tt siiiiaiiiiiiiiiiididhnyatits rso-ntfhe)ki iali )nih oeOtapepgtnn nnnnnnnnnnnnenaeclznothlupg cghori nosi o nftn sa u ua ari igterlrsise-gttzIdac roiooeri eir lta zsaofisaigtnng be d ?isrmgrttttttttttttttt eetoscaioiyz ten liisiascus n dihhhhhhhhhhhhhhhupiknnenu ? cl?ns siyaoa btagptg ianmrgtiospig ip oiiiiiiiiiii iiiiitrlersgtl?smneintenozailsusssssssssssosssseeg?dii enafo tcei l ns aopao gnsam os ooait?ntm tpadcccccccccccccccs nntt ta yn lhnr edykxxxxx11558122222333333344444444555566666677788888888999111111111111111111111111111111111111111111111112222222222222222222222222222222222222222222222223333333rn hhhhhhhhhhhhhhh lieaia acstgoeg mnioid ?iiiii303899012578902345667024635566845702457899189000000000112222223444445555555666667888888999990000000001111112223333333555555556667788888888990011111n aaaaaaaaaaaaaaayiidtnshtaSniiii yuogg nerr i122367899281233574788990134589023555122337345670012228890011295790011257056688990257923344579491512345tppppppppppppppp aegdE tb acn c i n lttttttttttttttt tcxu vaiOtoiaseeeeeeeeeeeeeeemi sove seomm rrrrrrrrrrrrrrrnoi–ge enro andk?tar yptpn hiy en asa su niai tngmttg gnreai smbn uset nviote nrs muso rdoeblloi23571233468911111111111111222222222222nts8500669500112333456688000013345568g 49063025 925534234511612914 112411 KPIs 42 Summary 43 Further reading 44 References 45 vi Contents 03 Barriers and considerations 46 Technology 47 Skills 50 Budget and resources 52 Business priorities 54 Regulation 56 Summary 63 Further reading 65 References 65 04 Planning 66 The planning process 68 The phased approach 74 Goals 75 Objectives and strategies 77 Action plans 80 Controls 82 People 84 Budgeting and forecasting 85 Summary 87 Further reading 88 05 search engine optimization 89 A history of SEO 91 Researching your SEO strategy 95 Technical SEO 98 Site structure 99 Content 101 Mobile 102 Location 102 Penalties 103 Organizational structure and SEO 104 Summary 106 Further reading 107 References 108 Contents vii 06 Paid search 109 An introduction to paid search 110 Setting up a campaign 112 Measurement and optimization 116 Advanced paid search 118 Managing paid search campaigns – humans versus robots 121 Summary 121 Further reading 122 07 Display 123 A brief history 125 Programmatic advertising 127 Types and formats of display advertising 130 Ad servers and technological delivery 132 Types of display campaign 134 Planning and targeting display campaigns 135 Display campaign measurement and attribution modelling 141 Summary 147 Further reading 148 References 148 08 social media 149 History of social media 150 Should I or shouldn’t I? 151 Customer service and reputation management 152 The SEO angle 153 Where to start? 154 Types of social media 155 Content 158 Social advertising 159 Measurement 160 Summary 162 References 163 viii Contents 09 User experience and transformation 165 User experience (UX) 165 Digital transformation 175 Summary 181 Further reading 182 References 182 10 CrM and retention 183 Defining CRM and retention 184 Contact strategy 187 Cross-selling and up-selling 193 Predictive analytics 194 CRM systems 195 Social CRM (SCRM) 196 Loyalty 197 Summary 200 Further reading 200 References 201 11 true personalization 202 What is personalization? 202 Defining true personalization 203 User-defined personalization 204 Behavioural personalization 205 Tactical personalization 208 Single customer view 208 Summary 209 Further reading 210 References 210 12 Customer service 211 Customer service principles 212 Service channels 219 Social customer service 225 Measurement 227 Summary 229 Contents ix Further reading 230 References 230 13 Content strategy 231 What is content marketing? 232 What is content? 235 What content types should you use? 236 Why content marketing? 237 People and process for creating content 241 Distribution 250 Measuring the value of content 252 International content 255 Audit checklist 256 Summary 256 Further reading 258 References 258 14 analytics and reporting 259 The data landscape 260 The reliability of data-based decisions 261 What are analytics? 262 Tools and technology 265 Attribution modelling 277 Reporting 279 Summary 282 Further reading 283 References 283 15 Presenting your strategy 284 Decision making 285 Budget 287 Key channel benefits 289 How channels interact 294 Website 299 Further considerations 301 Structuring your proposal 305