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    CH 2

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    CH 2

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    CH 2

    Uploaded by

    Rüfət Məmmədov

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    of 33

    Digital Marketing

    Strategy, Implementation and Practice


    Eighth Edition

    Part 1
    Digital marketing
    fundamentals

    Chapter 2
    Online marketplace
    analysis: micro-environment

    © 2022 Pearson Education Limited. All Rights Reserved


    Chapter 2 - Online marketplace analysis:
    micro-environment
    Learning objectives and topics
    • Identify and explore elements of an
    organisation’s marketing environment that have
    implications for developing a digital marketing
    strategy
    – Introduction to online marketplace analysis
    – Situation analysis for digital marketing
    – The digital marketing environment

    © 2022 Pearson Education Limited. All Rights Reserved


    Chapter 2 - Online marketplace analysis:
    micro-environment (Continued)
    Learning objectives and topics
    • Review changes to business and revenue
    models enabled by digital markets
    – New channel structures
    – Digital business models
    – Digital revenue models

    Case study 2. Creating the beauty that moves the world

    © 2022 Pearson Education Limited. All Rights Reserved


    Reviewing complex lifecycle interactions

    Source: Chaffey (2020)

    © 2022 Pearson Education Limited. All Rights Reserved


    What should be included in a situation
    analysis for a plan?
    • Microenvironment:
    – Customer analysis
    – Marketplace analysis
    – Competitor benchmarking
    • Wider macro-environment (Chapter 3)
    • Internal review: McKinsey 7S (end Chapter 1)

    © 2022 Pearson Education Limited. All Rights Reserved


    © 2022 Pearson Education Limited. All Rights Reserved
    Situation analysis for digital marketing

    © 2022 Pearson Education Limited. All Rights Reserved


    Tools for insight to support situation
    analysis – and assignment case studies

    © 2022 Pearson Education Limited. All Rights Reserved


    Tools for insight to support situation analysis
    – and assignment case studies (Continued)

    © 2022 Pearson Education Limited. All Rights Reserved


    Understanding customer in digital markets
    • Customer segments
    • Personas
    • Customer journeys include:
    Search intermediaries with different keywords
    Intermediaries, influencers and media or publisher sites
    Destination sites and platforms

    © 2022 Pearson Education Limited. All Rights Reserved


    Customer journey map

    © 2022 Pearson Education Limited. All Rights Reserved


    Defining main marketplace ‘actors’.
    Examples for a category – e.g. Holidays, Travel?

    © 2022 Pearson Education Limited. All Rights Reserved


    The importance of search
    Note: brand-related searches

    Source: Binet (2020) (with permission)

    © 2022 Pearson Education Limited. All Rights Reserved


    Consumer choice and digital influence

    Customer characteristics:
    – Demographic variables
    – Psychographic and behavioural variables
    Social media and emotions
    Consumer Personas
    The buying process

    © 2022 Pearson Education Limited. All Rights Reserved


    Evolution of consumer behaviour

    © 2022 Pearson Education Limited. All Rights Reserved


    How do these compare to your ‘drivers’
    of online purchase?

    Source: Chamberlin (2010)

    © 2022 Pearson Education Limited. All Rights Reserved


    What do we need to understand about B2B
    audiences through insight we collect?
    • Variation in organisation characteristics:
    – size of company – employees or turnover;
    – industry sector and products;
    – organisation type – private, public, government,
    not-for-profit;
    – application of service – which business activities
    do purchased products and services;
    – Support;
    – country and region.

    © 2022 Pearson Education Limited. All Rights Reserved


    What do we need to understand about B2B
    audiences through insight we collect?
    (Continued)
    • Role of the target individual in an organisation:
    – role and responsibility – job title, function or
    number of staff managed;
    – role in buying decision – purchasing influence;
    – department;
    – product interest;
    – demographics – age, sex and possibly social
    group.

    © 2022 Pearson Education Limited. All Rights Reserved


    And B2C audiences?
    • Demographic variables
    – Age
    – Gender
    – Social group
    • Psychographic variables
    – Perceptions, beliefs and attitudes

    © 2022 Pearson Education Limited. All Rights Reserved


    Example of digital consumer targeting

    It’s not intended to be the whole.

    Sources: Aitarget University https://uni.aitarget.com/insights/la-roche-posay/; Facebook Business https://en-gb.facebook.com/business/success/la-roche-posay-aitarget

    © 2022 Pearson Education Limited. All Rights Reserved


    Drivers of digital experiences

    Source: Rose et al. (2011)

    © 2022 Pearson Education Limited. All Rights Reserved


    Personas are a powerful practical tool
    for creating digital experiences

    Source: Created by Dave Chaffey for a B2B company project; Felix Mizioznikov/Shutterstock

    © 2022 Pearson Education Limited. All Rights Reserved


    A linear online purchase model.
    How closely does this mirror reality?

    © 2022 Pearson Education Limited. All Rights Reserved


    The complexity of today’s customer journeys

    Source: Google LLC (2018)

    © 2022 Pearson Education Limited. All Rights Reserved


    Competitors

    The shape and nature of online competitive


    markets
    Competitor analysis and benchmarking

    © 2022 Pearson Education Limited. All Rights Reserved


    Competitor benchmarking
    techniques and tools

    © 2022 Pearson Education Limited. All Rights Reserved


    Competitor benchmarking
    techniques and tools (Continued)

    © 2022 Pearson Education Limited. All Rights Reserved


    Publishers

    Digital marketing intermediaries


    Online intermediary sites
    Need to evaluate Paid, Owned and Earned media
    options on these sites.

    © 2022 Pearson Education Limited. All Rights Reserved


    Suppliers

    Consider new channel structures for


    reaching and influencing audiences

    © 2022 Pearson Education Limited. All Rights Reserved


    New channel structures

    © 2022 Pearson Education Limited. All Rights Reserved


    New channel structures
    (Continued)

    © 2022 Pearson Education Limited. All Rights Reserved


    A tool for summarising business models

    Source: Smart Insights (Marketing Intelligence) Ltd

    © 2022 Pearson Education Limited. All Rights Reserved


    Case study 2. Creating the beauty that
    moves the world
    Questions
    1) Discuss how digital tools and technology are driving the
    development of the L’Oréal Group.
    2) Mass personalisation has the potential to add value for
    customers. Explain how each of L’Oréal’s divisions
    benefit from this focus on the individual customer.
    3) Consider the extent to which the macro- and micro-
    environment influences have shaped L’Oréal’s Digital
    First strategy.
    4) Choose one of the L’Oréal divisions and find out more
    about how it is currently utilising digital technologies and
    tools to meet the company’s corporate goals.
    © 2022 Pearson Education Limited. All Rights Reserved

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