Fundamentals of digital marketing, 2 e

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Fundamentals of Digital Marketing
SECOND EDITION

Puneet Singh Bhatia
Director, Marketing Axtria Inc.



Gian Dhyaan Kich Karam Na Jaana
(Shri Guru Granth Sahib - Page 750)
I know of no bigger karma than the knowledge of truth.


Case Studies
Flipkart: Heralding Indian E-commerce
Amazon India: The Global Unicorn
Google India: From Keyword to Alphabet
Facebook India: Expanding the Network
Twitter India: Monetizing Communication
Times Internet: The Voice of News
LinkedIn India: Identity that Matters
MakeMyTrip: Profiting from Experiences
Info Edge India: The Story of Real Jobs


One97 Communications: No Cash, No
Corruption!


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 ECommerce
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/NonProfit
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 Customized
Steps 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 PlatformBased 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


Preface to the Second Edition
One and half years is not a long time. Yet it
would seem an eternity if we start processing
the changes that the digital marketing
landscape has witnessed in this short span of
time. In 2017, we started witnessing the
phenomenon of influencer marketing, which
no one anticipated would grow so much. Voice
marketing, which was earlier limited to indevice experimentation, has gained
mainstream traction in the past two years
with Amazon and Google bringing it to our
homes. GDPR, an initiative with global
ramifications, became a reality, thanks to the
proactiveness of the Eurpoean Union and
their earnestness in ensuring consumer
privacy. Growth hacking and conversion
optimization concepts emerged from a
buzzword status to reality with firms
deploying in-house teams for execution.

The first edition of Fundamentals of Digital
Marketing was an attempt to capture and
showcase the changing Indian landscape of
digital marketing to an audience that had
always viewed this academic field from an
external (non-Indian) lens or through the eyes
of online training modules that skimmed
through multiple digital marketing channels
and platforms without explaining the building
blocks constituting this multi-disciplinary
area of study.
The aim behind authoring this text was to
bring a pedagogical, framework-driven
approach that was lacking across academic
and corporate circuits. And in many ways, I
believe, the approach has established itself
well since the launch of the first edition.
With the Fundamentals of Digital
Marketing having established itself as a prime
text among both management students and
first-time learners of digital marketing, it was
time we felt that new elements should be
added to make the text even more beneficial.
Here are a few highlights of the second edition


that students, professors, readers, and
entrepreneurs should find worth noting:

Inclusion of Practical Exercises across digital marketing
assessment and strategy phases including consumer
analysis, market trend assessment, and competitive
research
Implementation exercises on developing owned media and
earned presence along with executing paid promotions
Project brief towards understanding and implementing
multiple marketing analytics techniques deployed across
the digital marketing landscape
Introduction of a new section on Google Analytics (GA) to
help upcoming marketers gain a view of why GA is one of
the most preferred analytics tools for marketers to
understand website actions, engage better with visitors and
analyze campaign data
Inclusion of digital marketing trends (that gained
prominence in 2018) including voice marketing, microinfluencers, GDPR, growth hacking and conversion rate
optimization

Every author yearns to create a text that is not
just read, but whose concepts are also
implemented in the industry. I am grateful to
everyone for your huge acceptance of the first
edition to make it a bestseller and one of the
most admired titles in digital marketing in
India at the moment.


I would like to share my gratitude to Varun
Goenka (Senior Editor – Acquisition) for his
unwavering support in taking the title to the

next level. A big thanks to Amrita Marik
(Senior Editor – Development) for her
painstaking efforts in pulling the second
edition together and the entire Pearson team
for ensuring that the book reaches and
influences the best of academic and corporate
settings.
I am looking forward to a similar reception
to the second edition as the first one. Do share
any input or feedback with either the Pearson
Editorial team or directly with me, and it
would always be great to hear back from all of
you.

Warm Regards,
Puneet Singh Bhatia
Email: