- 444 páginas
- ePUB (apto para móviles)
- Disponible en iOS y Android
Información del libro
E-Marketing is the most comprehensive book on digital marketing, covering all the topics students need to understand to "think like a marketer".
The bookconnects digital marketing topics to the traditional marketing framework, making it easier for students to grasp the concepts and strategies involved in developing a digital marketing plan. With a strategic approach that focuses on performance metrics and monitoring, it is a highly practical book. The authors recognize that the digital landscape is constantly and rapidly changing, and the book is structured to encourage students to explore the digital space, and to think critically about their own online behavior.
"Success stories, " "trend impact, " and "let's get technical" boxes, as well as online activities at the end of each chapter provide undergraduate students with everything they need to be successful in creating and executing a winning digital marketing strategy.
- explain how the advances in internet and information technology offer benefits and challenges to consumers, businesses, marketers, and society
- distinguish between e-business and e-marketing
- explain how increasing buyer control is changing the marketing landscape
- understand the distinction between information or entertainment as data and the information-receiving appliance used to view or hear it
- identify several trends that may shape the future of e-marketing, including the semantic Web.
- The customer is CEO. After all those years of marketers talking about the customer being their focus, finally, this has become a reality. The consumer is now in charge. This power shift means that companies must be transparent, authentic, monitor online discussion about brands and engage customers to help improve products (a strategy called crowdsourcing).
- E-commerce. US consumers spent more than $320 billion online in the first three quarters of 2017, representing a nearly 14 percent increase over 2016, according to figures reported by the retail survey from the US Census Bureau (available at census.gov). Over 70 percent of connected consumers use the internet to buy products, bank, make travel reservations, or research products before buying. Mobile commerce sales in 2012 were over $156 billion, predicted to reach over $400 billion by 2021, according to eMarketer.
- Advertising online. Online advertising is a bigger part of advertiser media budgets than every other medium except television. Marketers spent more than $72.5 billion on online advertising in the United States in 2016, with more than $34 billion spent on mobile advertising that same year (“IAB Internet,” 2017).
- Search engine marketing. This marketing tactic is hugely important. Digital search advertising spending (i.e., purchasing keywords that present ads on search engine results pages) yielded more than $34.8 billion in 2016 (“IAB Internet,” 2017). Google gets the lion’s share of the user search market, and most e-marketers use search engine optimization to be sure their sites appear near the top of the first page of the search engine results pages for natural searches.
- Owned, paid, and earned media. Marketing communication planning now involves owned (e.g., website), paid (e.g., banner ads), and earned (e.g., blog and Facebook posts) media. The traditional marketing communication tools of advertising, sales promotion, personal selling, direct marketing and public relations are used within this new context to generate earned media.
- Mobile marketing. Seventy-seven percent of American adults now have mobile phones, providing plenty of profitable opportunities for smartphone applications and advertising. When added to mobile computing (iPads and netbooks), the wireless internet offers users anytime, anywhere access for consumers—and where consumers go, marketers follow.
- User-generated content. Now a huge part of online content, this includes everything from consumer-created commercials and product improvement suggestions to YouTube videos, Facebook photos, Pinterest posts, as well as all the text on blogs, social networks, and user review sites (such as the Amazon.com book reviews).
- Social media communities. These communities gather users with like-minded interests for conversation and networking. This includes social networking sites such as LinkedIn, Twitter, and Facebook. Marketers use these sites to build brands and engage customers.
- Content marketing. Marketers are becoming publishers, creating content on websites and in social media to attract and engage prospects and customers. Companies publish videos, press releases, blog posts, white papers, infographics, eBooks, and more. Content is king and customer engagement online is queen.
- Local and location-based marketing. These efforts work well online, thanks to Google local search, eBay classifieds, and the hugely popular Craigslist. Smartphone users can easily find a local business with a global positioning system (GPS) and the Google application or check into local businesses on Facebook.
- Brand transparency. This means that marketers are rewarded for being honest, open, and transparent in their communication with internet users. Those who are not get called out under the bright lights of the blogosphere, product review sites, and on social media.
- Inbound marketing. The days of “interrupt” marketing (e.g., television commercials) are waning. Consumers are not waiting for marketing messages. Inbound marketing strategies are about enticing consumers to find companies online (more in this chapter).
- Metrics rule. Web analytics and many other techniques allow marketers to keep track of every mouse click and use it to improve strategy efficiency and effectiveness. There are millions of metrics and marketers select the most appropriate for their objectives and tactics and follow them daily.
- Public internet—The global network that is accessible by anyone, anywhere, anytime.
- Intranet—A network that runs internally in a corporation but uses internet standards such as HTML and browsers. Thus, an intranet is like a mini-internet but with password protection for internal corporate consumption.
- Extranet—Two or more proprietary networks that are joined for the purpose of sharing information. If two companies, or a company and its suppliers or customers, link their intranets, they would have an extranet. The access is limited to extranet members.