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INDEX
acquisition, conversion and retention (ACR) augmented reality (AR)
framework, 236, 236, 237, 244 application of, 192–199, 194,
194–195, 197, 199
Adame-Sánchez, C., 58–59, 58 computer-mediated communication theories
Adidas, 44–45, 340 and, 182–183
Adjei, M.T., 137 concept and evolution of, 183–184, 183
AdMob, 166 devices for, 199
Adner, R., 5 future of, 200–201, 200
advertising
Aurasma, 201
integrated marketing Avery, J., 139
communications and, 346 awareness, 106–107, 108, 235
Azuma, R.T., 184
mobile marketing and, 161–169,
162, 163, 164, 166, 168 Baby Boomers, 11
Bacev-Giles, C., 129–130
See also social media advertising Bain & Company, 12, 13
advertising appeals, 264–265, 341, 341 Balasubramanian, S., 152–153, 152
Advertising Association, 91 bar code scanners, 156
AIDA (Awareness, Interest, Desire, Action) Bardhi, F., 34, 233
Bareket-Bojmel, L., 130–131
model, 161 Barrett, N., 119–121, 120
Airbnb, 230–231 Barth, S., 136
Ajzen, I., 28 bashtags, 68, 69
Alder, J., 60 Batra, R., 342–346, 359
Alshaal, S.E., 189 Bazilian, E., 8–9
Alt, F., 44–45 Belk, R.W., 233
alternative facts, 66 Ben-Miled, Z., 281–282
#AMA (Ask Me Anything), Benlian, A., 214
Berelson, B., 6, 8
216–217, 282–283, 283 Berman, S.J., 354
Amazon, 211, 245–246, 247, 259, 347 Berners-Lee, T., 52
Ambler, T., 310, 311–312 Bhalla, V.K., 78
analytics. See digital marketing metrics, big data, 16–18, 189, 324
Bilos, A., 327–328
analytics and reporting Bing, 153
Anderson, C.K., 319 Bitcoins, 20–21
anonymity, 129 Bitner, M.J., 42–43, 246–248
Ansoff, H.I., 228 Blanc, X., 244, 244
API Microelectronics Ltd, 285 BLE (Bluetooth Low Energy), 177
Apple, 177, 200 Blippar, 201
apps, 170–176 Blockchain, 20, 21–22
Argos, 145–147 Blogger, 79
Argyris, Y.A., 276 blogs, 53, 79–80, 81, 112, 138
Argyros, G., 156 BNY Mellon, 21
Armitage, J., 171 Boohoo, 252–253, 252–253
Armstrong, A., 131, 132, 133 Booms, B.H., 246–248
Arnould, E.J., 233 bots (clickbots), 167
ASOS, 222, 222–223, 252–253, 252–253 Botsman, R., 233
audit frameworks Bourdieu, P., 127
brand communities, 134
competitor review and, 217–221, 220, 221
contents of, 208–215, 209, 214
customers and, 215–217, 216
macro-environment analysis and,
222–223, 222–223
objectives and, 207–208, 241
role and importance of, 206–208, 207
INDEX 387
brand visibility, 96 self-disclosure theory; self-presentation
Branson, R., 22 theory; social presence theory
British Airways, 220–221, 221 connecting media, 33
Brodie, R.J., 290 consideration, 235
Brown, S., 228 consistency, 212–213, 347
Brown, T., 297 Consult Hyperion, 21
Bruns, A., 115, 278 consumer behaviour, 265
budgeting, 260–262, 267 consumer decision journey, 36,
buffer, 98 238–241, 238, 239, 346
Burt, G., 222 consumer journey, 36. See also online
buyer journey, 36 customer journey
consumer power, 31–32, 32
CACI, 18 consumerism, 25–28, 26, 28.
Cacioppo, J.T., 161–163, 162 See also digital consumer
Camadan, F., 82 consumption communities, 134
Campbell, A., 172 content analytics, 331
Canhoto, A.I., 288 content assets, 117
Cappel, J.J., 351 content audits, 116–117, 356
Cave Automatic Virtual content calendar, 110–111, 143
content curation, 105
Environment systems, 192 content farms, 97
Chaffey, D., 244–246 content gating, 118, 119
Chalfen, R., 159 content management, 110–111,
channel selection, 264 117–119, 119, 289–290
Charlesworth, A., 209–215, 209, 214 content management systems (CMS),
Chartered Institute of 117–118, 119
content marketing
Marketing, 207, 229 best practices for, 121–124, 121–123
Chen, Y.A., 327 BEST principles for, 119–121, 120
Cheng, J., 83 concept of, 96
Cheng, M., 319 content audits and, 116–117
Cherbakov, L., 272 content management and, 117–119, 119
Choudhari, K., 78 functions of, 96–99, 98
Choudhury, M.M., 318 history of, 99–100
Christie, B., 274 POSE model and, 113–116, 113
Christoph, M., 40 Content Marketing Institute (CMI),
citizen journalism, 65, 67–68, 71 101, 101, 110
click fraud, 167 Content Marketing Pyramid, 105, 105
clickbots (bots), 167 content marketing strategy, 101–113,
cloud, 26–28 101–104, 105–109, 112–113
Coca-Cola, 237 Content Marketing Strategy
cognitive dissonance, 266, 341 Framework, 101, 101
Coles, B.A., 82 Content Maximiser, 122, 122
collaborative consumption, 233, 234 content measurement, 112, 112–113
communications, 212 content sample, 116
communications teams, 300 control. See digital marketing metrics, analytics
communities, 126–127, 129–131. and reporting
convenience, 210–211
See also online communities conversion, 235
communities of fantasy, 133–134 conversion content, 107–108, 108
communities of interest, 132 conversion rate optimisation (CRO), 97
communities of practice, 132 Conway, K., 66
communities of relationship, 133 cookies, 41–42, 44, 168, 214, 321
communities of transaction, 132–133 Cooper, T., 80, 81
community feedback, 145–150, 147, 148, 149 coordination, 214–215
competition, 211–212 COPE model, 122, 122
competitiveness, 347–348 Corcoran, S., 113, 114
complaints, 145–150, 147, 148, 149
computer-mediated communication (CMC)
theories, 182–183. See also media richness;
388 DIGITAL MARKETING
corporate culture, 210 Denso Wave, 178
cost per acquisition, 261 diffusion of innovations, 7–8, 7
cost per action (CPA), 76, 92 digital 7 Cs for competitor evaluation, 215
cost per click (CPC), 76, 92 digital application of the 7Ps,
cost per follow (CPF), 92–93
cost per thousand (CPM), 75–76, 92 251–252, 252–253
cost per view (CPV), 76–77, 92 digital behaviour, 31–35, 32
Couldry, N., 105 digital clutter, 34–35
Court, D., 238 digital consumer
Cox, M., 17
creative content, 213 degrees of separation and, 45–46
creative offer and digital behaviour and, 31–35, 32
evolution of, 25–28, 26, 28
messaging, 264–265 new technology and, 28–31, 29, 30
crowdsourcing, 307–308 online customer journey and, 35–45,
Crowston, K., 115
Cruz-Moya, O., 155 38–39, 41, 42–43
Csikszentmihalyi, M., 199 digital disruption, 12–14, 13, 240. See also
cuelessness model, 182–183
Culiberg, B., 68 Internet of Things (IoT)
Curata, 105, 105 Digital Economy and Society Index (DESI), 46
customer experience (CX), digital immigrants, 11–12, 11
digital management and admin roles, 298–299
36, 37–40, 38–39, 247, 356 digital marketing
customer influence value (CIV), 318
customer journey analysis (CJA), digital transformation and,
352–360, 353, 359
349–351, 350, 352
customer journey mapping, 36, 37 evolution of, 52–54, 53–54, 54
customer knowledge value (CKV), 318 improvement of, 349–351, 350, 352
customer lifetime value (CLV), 318, 359 integration with traditional marketing and,
customer referral value (CRV), 318
customer retention, 108–109, 109 340–349, 341, 342, 344–345, 348, 359
customer service encounters, 36, 37 key concepts in, 4–22, 5, 7, 10–11, 13, 15
customer service tools, 291–292, 292 digital marketing budgets, 260–262, 267
customisation, 213–214, 214 digital marketing human resources, 297–303,
cyber addiction, 190
cyber bullying, 82–83, 129 297–298, 301–302
cyber whistle-blowing, 303 digital marketing metrics, analytics and
cyberaggression, 303
cyberdeviancy, 302–303 reporting
cyberloafing, 303 apps and, 174–175
audit frameworks and, 208, 215
Daft, R.L., 275, 275 content analytics and, 331
Dai, W.D., 78 digital marketing plan and, 258
daily active users (DAUs), 325 email analytics and, 327–328, 328
Dao, D., 67–71 key concepts and issues in, 310–320, 311–
dark social, 40, 44–45
Daswani, N., 167 312, 314, 316–317, 320
dating sites, 134 reporting and, 331–336, 334, 336, 337
Davis, F.D., 28–31, 29 search engine marketing and, 329–330
Dawkins, R., 85 social media analytics and, 324–327,
De Cremer, D., 16
de Jong, M.D.T., 136 325–326, 326
degrees of separation, 45–46, 86 web analytics and, 320–324, 321–322, 325
deliberate and emergent strategy, 240 digital marketing plans
demand-side platform, 168–169 budgeting and, 260–262, 267
dematerialisation, 27 digital application of the 7Ps and,
Deming, E., 310
demographics, 84, 84, 103, 103 251–252, 252–253
Demtrio, T., 70 impact and effort matrix and, 268, 268
objectives and, 243, 250–251
one-page digital marketing plan and,
251, 253–257, 253–257
process of, 262–268, 262–263, 267
reasons for, 250
resource planning and, 257–260, 258
steps and elements of, 250–257
digital marketing teams, 300
digital natives, 11–12, 11
INDEX 389
digital teams, 300 Ford, J.B., 211
digital transformation, 352–360, 353, 359 Forrester’s 5 Is, 218, 219–221, 220, 221
Direct Marketing Association (DMA), 55 Fotopoulou, A., 105
disintermediation, 21, 22 4Cs of cross-platform integration, 348–349, 348
disruptive marketing, 211–212 Fournier, S., 139
distributed ledger technology (DLT). See Foursquare, 178
freelancers, 258–259
Blockchain Friedmann, A., 93
Dobele, A., 80, 81 full content inventory, 116
double deviation, 148–149, 149
Downes, L., 12 Gamboa, A.M., 344
Drossos, D.A., 179 games, 198–199, 199
Dru, J.-M., 211 Ganley, D., 129, 130, 132, 144
dual screening, 33 Gates, B., 96, 358
Duane, A., 279–280, 279–280 Gatwick Airport, 197, 197
Dye, J., 12 Gaudet, H., 6, 8
Gay, R., 209–215, 209, 214
e-marketing, 52 General Data Protection Regulation (GDPR),
earned media (won media), 114
eBay, 133 19, 57, 84, 165, 189, 287
Eckhardt, G.M., 34, 233 Generation C, 11, 12
Econsultancy, 236, 236, 237 Generation X, 11
Edelman, 210 Generation Y, 11
education, 195–196 generational cohorts, 11–12, 11
elaboration likelihood model (ELM) of Gensler, S., 114
Gentile, C., 37–38, 40
persuasion, 161–163, 162, 164 geo-marketing, 177–178
electronic word of mouth (eWOM), 282 Ghose, S., 213–214
Ellsworth, D., 17 Gilly, M.C., 135
Eltoria, 9–10 glottometrics, 331
email, 53, 55–60, 56, 58 Godes, D., 131, 137
email analytics, 327–328, 328 Goffman, E., 130
employee training programmes, 286 Goncalves, H.M., 344
engagement, 290 Google
Esen, R., 209–215, 209, 214
Eterovic-Soric, B., 157 apps and, 171
European Union (EU), 19, 46, 103 content farms and, 97
evangelism, 234, 235–236 metrics and, 314, 319
evergreen content, 109, 289 search marketing and, 71–72
eWOM (electronic word of mouth), 282 ubiquitous computing and, 153
experiential values, 193–195, 194, 194–195 virtual reality and, 200
extended marketing mix (7Ps) Google Ads, 77, 329–330
Google Alerts, 212
Facebook Google Analytics, 97,
advertising and, 90–92, 93–94, 123
metrics and, 313, 326, 326 174, 322–323, 324
origins and development of, 81, 271, 272 Google Expeditions, 196
real name policy by, 85 Google generation, 11
virtual reality and, 200 Google Glass, 159, 193
Google Trends, 236
Facebook Messenger, 86 GoPro, 159
Fagnot, I., 115 GPS technology, 156, 157
fake news, 66 Granger, C.H., 241
Fang, A., 281–282 Granovetter, M.S., 86, 126–127, 143
Faust, F., 184 Gray, D., 268, 268
Festinger, L., 266 Gregoire, Y., 147, 147
Fishbein, M., 28 Grewal, D., 164–165, 164
Fishkin, R., 297, 298 Grover, V., 347
flow, 199, 343 Guadagno, R.E., 134
Følstad, A., 349 Gudivada, V.N., 72
Forbes.com, 8 Guttentag, D.A., 185
390 DIGITAL MARKETING
hacking, 303 Jetblue, 353
Haenlein, M., 273, 274, 275–276 John Deere, 99–100, 100
Hagel, J.I., 131, 132, 133 Johnson, G., 304
Haji, R., 129–130 Jussila, J., 277–278, 278
Halvorsrud, R., 349 Just Eat, 239–240
Hanssens, D.M., 359
Harrigan, P., 318 Kannan, P.K., 41–42
hashtags. See bashtags Kao, Y.S., 158
Haven, B., 218 Kaplan, A.M., 273, 274, 275–276
heatmaps, 349–350, 350 Kapoor, R., 5
hedonic consumption, 25–28, 131, 194 Katz, E., 6–7, 8
Heeter, C., 188–189, 189 Keller, K.L., 342–346, 358–359, 359
Heilig, M.L., 188 Kelly’s Mountain Brew, 107, 107
Hendriks, M., 102 Kemp, N.J., 182
Hennig-Thurau, T., 282 Kent, M.L., 69
Henshaw, V., 188 Kerin, R.A., 227
Herring, S., 82 Key Performance
Hirschman, E.C., 26
Hofacker, C.F., 63, 189 Indicators (KPIs), 313, 314
Hoffman, D.L., 273 Kibel, B., 37
Holbrook, M.B., 26 Kiesler, S., 183
Homburg, C., 137, 144 Kietzmann, J.H., 83, 85
Hooley, T., 53 Killian, G., 332, 348
Hornik, J., 282 Kim, J., 135
Howells, J., 20–21 Kim, J.W., 129
HTML (hypertext mark-up language), Kirchner, T.A., 211
Kishino, F., 183, 185
72–73, 73 Klaus, P., 40
Huang, C.Y., 158 Kliatchko, J., 340–341
Huang, Z., 351 Kohli, R., 347
hybrid apps, 170 Kokko, L., 244, 244
Kotler, P., 226, 228
iBeacons, 177–178 Kozinets, R.V., 131
Ibrahim, N.F., 137–138, 144 Kranzbühler, A.-M., 348
IKEA, 195 Krueger, M., 192
impact and effort matrix, 268, 268 Krums, J., 65
implantables, 158 Kruse, S.A., 134
impression fraud, 167 Krush, M.T., 333
in-app purchases, 153 Kucuk, S.U., 18
industrial internet of things (IIoT), 16–17 Kulak, J., 349–350
insights, 326 Kumar, V., 227, 358–359, 359
Instagram, 81, 272–273 Kvale, K., 349
Integra Gold, 307–308
integrated marketing communications (IMC), Lake, C., 77
Lampe, C., 129, 130, 132, 144
340–349, 341, 342, 344–345, 348, 359 Lave, J., 132
integrated marketing teams, 300 Lazarsfeld, P.F., 6, 6–7, 8
integration, 266 Leitch, S.R., 210
Interactive Advertising Lemon, K.N., 35, 38–40,
Bureau (IAB), 273–274 38–39, 358–359
interactivity, 122–124, 123, 187–190, Lengel, R.H., 275, 275
Li, H., 41–42
188, 189, 326 Line, 296, 296
Interflora, 331 LinkedIn, 81, 85, 86, 126–127, 138, 272
Internet Gaming Disorder (IGD), 190 liquid consumption, 31, 34–35, 233
Internet of Things (IoT), 14–17, 15 Lockheed Martin, 191–192, 191
internet relay chat (IRC), 183 long-form content, 106
Ives, B., 272 long-tail keywords, 97–98, 98
Loop, B.J.L., 280–281, 286–287
Jain, D., 319
Jenamani, M., 213–214
INDEX 391
Luca, M., 78 mobile ad fraud, 167
Lunney, A., 158–159 mobile commerce, 153
Lusch, R.F., 218–220 mobile devices, 158–159
mobile marketing
Macmillan Cancer Support, 109
macro-environment analysis, advertising and, 161–169, 162,
163, 164, 166, 168
222–223, 222–223
Madrigal, A.C., 44 apps and, 170–176
Majchrzak, A., 272 ecosystem of, 152–161, 152, 158, 160
Malyshev, A.G., 280–281, 286–287 geo-marketing and, 177–178
management and reporting tools, 290 integrated marketing
manufacturing, 197–198
MAOSTIC model, 207–208, 229 communications and, 346
marketing dashboards, 332–337, QR codes and, 156, 178–179
searches and, 176
334, 336, 337, 359 SMS text messages and, 179–180
marketing mix objectives, 246–248. See also Mobile Marketing Association (MMA), 153–154
mobile payments, 157, 158
digital application of the 7Ps mobile wallet, 157
marketing teams, 299–300 mobile websites, 153–154
Marmite, 148–149, 149 Mohapatra, P.K.J., 213–214
Marriott, J., 53 Molleda, J., 101
Mars, 191–192, 191 moments of truth, 40
Masur, P.K., 136 monthly active users (MAUs), 325
Mathwick, C., 193–194, 194 Monu, K., 276
Mayzlin, D., 131, 137 Moody, M., 281, 282, 283–284
McCann, 191–192 Moran, S., 130–131
McCarthy, E.J., 246 Moscatelli, J., 68
McColgan, M., 172 Mottner, S., 211
McKinsey & Company, 36, 238–241, 238, 239 multi-touch attribution modelling, 319–320
McManus, K., 332, 348 multimedia message service (MMS), 179
Mechanical Turk, 259 music, 27
media meshing, 33
media planning and selection, 266–267, 267 NASA, 186, 190–191
media richness theory, 182, 275, 275, 276 National Health Service, 285
medicine, 192–193 native apps, 170
Mehmood, Y., 16 Naylor, G.S., 31–32, 32
memes, 85 Neill, M.S., 281, 282, 283–284
metrics, 310, 311–312. See also digital net generation, 11
Net Promoter Score, 217
marketing metrics, analytics and reporting news feed aggregators, 65, 79, 80
Meyer, C., 38 news sharing sites, 71
micro-analysis, 208–209 Nguyen, B., 16
micro-influencers, 8–10 Nguyen, L.T.V., 137
Midlands Air Ambulance Charity, Nielsen, 18
Nielsen, J., 62, 64
291–292, 292 9Ms (resource planning), 257–260, 258
Mihelic, K.K., 68 Noble, C.H., 137
Milgram, P., 183, 185 Noble, S.M., 137
Milgram, S., 45 Norton, D.W., 37, 43
Milland, K., 259 Novak, T.P., 273
millennials, 11 NPS (Net Promoter Score), 40
Mills, A.J., 89
Mintzberg, H., 226, 229, 240 objectives
Miquel-Romero, M.-J., 58–59, 58 audit frameworks and, 207–208, 241
mixed reality (MR) concept of, 226
context of, 242–243
application of, 195–196, 198–199 digital marketing plan and, 243, 250–251,
computer-mediated communication 253, 253–254, 263, 263, 266
digital transformation and, 357–358
theories and, 182–183
concept and evolution of, 183, 183, 185
devices for, 199
future of, 200–201, 200
392 DIGITAL MARKETING
hierarchy of, 241–242, 242, 242 personas, 62, 102–104, 103, 251, 254
models for, 243–246, 243, 244 PESTL (Political, Economic, Social,
See also marketing mix objectives
Objectives and Key Results (OKRs), 313 Technological, Legal and Environmental)
off-page search engine framework, 222–223, 222–223
Petty, R.E., 161–163, 162
optimisation (SEO), 74–75, 74 phablets, 158
Office for National Statistics (ONS), 103 Pham, M. T., 26
offsite analytics, 320–321, 327 physical evidence, 252, 252–253
Okdie, B.M., 134 Pine, B.J., 37, 43
on-page search engine optimisation (SEO), Pinterest, 273
place, 246, 247–248, 252, 252–253
72–74, 73 Plan–Do–Check–Act (PDCA) cycle, 310–311,
one-page digital marketing plan, 251, 253–257, 311, 333
Plangger, K., 89
253–257 planned content, 109
online communities planned emails, 57
POEM model, 113
development of, 127–129, 128 Pokémon Go, 198
digital transformation and, 357 Porter, M.M.E., 226, 229
management of, 141–150, 141, 142, 144, post-testing, 268
pre-testing, 267
147, 148, 149 Prensky, M., 12
role and importance of, 126–127 pricing, 246, 247–248, 251
role of organisations in, 136–140 PRINCE2 (PRojects IN Controlled
vs. traditional communities, 129–131 Environments), 301
types of, 131–136, 134–135 privacy, 18–19
online customer journey privacy paradox, 136
best practice for, 43, 43 processes, 252, 252–253
concept of, 35–43, 38–39, 41, 42 product, 246, 247–248, 251
coordination and, 214 produsers, 115, 278
digital transformation and, 355–356, 359 programmatic advertising, 168–169, 168
mobile marketing and, 161 promotion, 174, 175, 246, 247–248, 252, 252–
role and importance of, 44–45 253, 262
See also consumer decision journey prosumer, 31, 33
online customer service psychographics, 84, 84, 103
public relations (PR), 346. See also online PR
experience (OCSE), 36, 40, 41 publicity, 346
online PR, 64–71 Pulizzi, J., 119–121, 120
online reputation management, 19 Putnam, R.D., 127
online sales, 153
onsite analytics, 320–321, 327 Quick Response (QR) codes, 156, 178–179
Open Source movement, 33
opinion leaders, 7–10 RACI (Responsible, Accountable, Consulted and
O’Reilly, P., 279–280, 279–280 Informed) model, 301–303, 301–302
organic posts, 88
owned media (controlled media), 114 The Radicati Group, 55
RASCI (Responsible, Accountable, Supportive,
Padmanabhan, Y., 288
page tagging, 321 Consulted and Informed) model, 301,
paid media (bought media), 114 301, 302
Paid, Owned, Shared, Earned media (POSE) Rauschnabel, P.A., 198
Rawlins, B., 210
model, 113–116, 113 Reach, Engage, Activate,
paid search. See pay per click (PPC) Nurture (REAN), 244, 244
Parise, S., 102 real-time bidding (RTB), 168
partial content inventory, 116 Reckitt Benckiser, 342, 342
path to purchase, 36, 40–42 Reddit, 216–217
Pauwels, K.H., 332, 333, 337, 359 Reinartz, W., 359
pay per click (PPC), 72, 75–78, 329–330. See Relling, M., 134
reporting, 331–336, 334, 336, 337
also social media advertising
paywalls, 118, 119
Peelen, E., 102
people, 252, 252–253
personal selling, 346
INDEX 393
resource-based theory (RBT), 295 Simkin, L., 16
resource-based view of the firm (RBV), 295 Singh, S.S., 319
resource planning, 257–260, 258 six degrees of separation, 45–46, 86
resources SixDegrees, 46, 81, 271
Smart Cities, 16–17
concept of, 295–296, 296 SMART (specific, measurable, achievable,
digital marketing human resources and,
realistic and timed) goals, 226, 242, 243
297–303, 297–298, 301–302 Smith, P.R., 244–246
selection of, 304–308, 304, 305–306 Smith, W.R., 226, 228
retail, 193–195, 194, 194–195 smombie, 160
re:Work, 314 SMS text messages, 179–180
Reynoldson, C., 172 snackable content, 93, 106
Rheingold, H., 128, 129, 186 Snapchat, 81, 93, 273
right to be forgotten, 18–19 Snapchat Spectacles, 159
risk management programmes, 281–283, 283 social capital, 126–127
Rivera, M., 173 social listening, 287–289, 288–289
Robinson, J.P., 6–7 social media
robots, 358
Rogers, E.M., 7–8 adoption and implementation of,
Rohm, A.J., 12 279–280, 279–280
Rutter, D.R., 182
advantages and disadvantages of,
sales promotion, 346 82–83, 277–278, 278
Sánchez-Moya, A., 155
Sari, S.V., 82 building blocks of, 83–87, 84, 84
Scharkow, M., 136 cost of, 88, 90
Schau, H.J., 135 definitions of, 273
scheduling tools, 289 integrated marketing
Scholes, K., 304
Schwager, A., 38, 40 communications and, 346
Screaming Frog, 117 online communities and, 128, 134–136,
search engine marketing (SEM), 72, 75–78,
134–135
329–330. See also social media advertising origins and development of, 46, 53–54,
search engine optimisation (SEO), 72–75, 73,
81–82, 271–273, 271
74, 97, 176, 323 types of, 273–276, 275, 276
Search Engine Results Pages (SERPs), 71 utility of, 87–88, 88
search engines, 53–54, 71–78, 73, 74 social media advertising, 54, 90–94
search marketing, 71–78, 73, 74 social media analytics, 324–327, 325–326, 326
second screening, 31, 33 social media campaign planning, 262–267,
self-disclosure theory, 130, 135–136, 182,
262–263
275–276, 276 social media management
self-presentation theory, 130–131, 134, 135,
requirements for, 280–287, 283
182, 275–276, 276 tools for, 287–293, 288–289, 292
selfies, 155–156 social media policy, 281, 284–286, 354
Sell, Serve, Speak, Save, Sizzle (5 Ss) model, social media strategy framework,
244–246 234–236, 234, 253
sentiment analysis, 66, 67, 85, 288 social presence theory, 182, 274, 275–276, 276
SEO data tags, 72 sofalising, 33
service blueprinting, 36, 42–43, 42–43 solid consumption, 34
Service Dominant Logic (SDL), 218–220 Song, H., 135
SERVQUAL, 39 space, 191
7Ps. See digital application of the 7Ps space missions, 190–192
Shahar, G., 130–131 spam, 56, 60
Shankar, V., 152–153, 152 specialist digital roles, 299
shared media (borrowed media), 114 spillover effects, 42
Shewart, W., 310 Staniszewski, A., 317
short-form content, 106 Statista.com, 152
Short, J., 274 Steel, M., 80, 81
showrooming, 31, 34 Steiner, G., 229
Steuer, J., 63–64, 123,
185, 187–188
Stoppelman, M., 167
394 DIGITAL MARKETING
strategy digital strategy models and, 240
audit frameworks and, 207–208 Forrester’s 5 Is and, 220–221, 221
concept of, 226 metrics and, 313, 327
digital marketing plan and, 250–251, 253, online community management on,
253–254, 264
digital strategy models and, 232–241, 232, 141, 141, 145–147
234, 236, 237, 238, 239, 244 origins and development of, 81, 272
digital transformation and, 357–358 terms of service and, 285
origins of, 227–228, 227 United Airlines and, 68–71, 69
TOWS matrix and, 229–232, 229–230 two-step flow theory of
traditional models of,
228–229, 228–229 communications, 6–7
See also objectives
ubiquitous computing, 4, 26, 153
Su, C.J., 327 uninvited brand, 138–139
Suitability Acceptability Feasibility (SAF) United Airlines, 67–71, 69
United Nations (UN), 103
framework, 304–308, 304, 305–306 updates, 174
Sullivan, D., 71 urchin tracking module (UTM) parameters,
Sultan, A.J., 152
Sultan, F., 12 323–324, 325
Sun Tzu, 227 usability analysis, 349, 351
Superdry, 120, 120 user-created content (UCC), 115
Swarm, 86 user experience (UX), 247
user-generated content (UGC), 32,
T-shaped web marketer,
297–298, 297–298 33, 114–116, 342, 342
user journey mapping, 36, 37
tactics, 226 utilitarian consumption, 26–28, 131, 194
Target, 287
Taylor, M., 69 valence, 282, 284
Technology Acceptance Model (TAM), 28–31, vanity metrics, 314, 315
Vargo, S.L., 218–220
29, 30, 153, 198, 337, 354 Verhoef, P.C., 14, 34, 35, 38–40, 38–39
Technology Readiness Level (TRL), 186, 186, video adverts, 78
virtual reality
190–191
technology substitution, 5–6, 5 application of, 190–197, 191,
Tekula, M., 297, 297 194, 194–195, 198–199
telepresence, 63–64
Ten Cs of marketing, 209–215, 209, benefits of, 200
computer-mediated communication theories
214, 218, 219–220
textese, 155 and, 182–183
Theory of Reasoned Action, 28 concept and evolution of, 183,
Thomas Cook Group, 197
tie strength, 86, 126–127, 143 183, 184–187, 184–185, 186
timing, 266 devices for, 199
Toffler, A., 33 future of, 200–201, 200
topical content, 110 vividness and interactivity in,
TOWS matrix, 222, 229–232, 229–230
travel, 196–197, 197 187–190, 188, 189
Travers, J., 45 vividness, 122–124, 123, 187–188, 188, 326
triggered emails, 57–58 Voorhees, C.M., 37
TripAdvisor, 118–119, 119 Vuori, V., 277–278, 278
Trojanowski, M., 349–350
trolling, 82–83, 129 Wales, J., 66
Tumblr, 79 Wang, J., 173, 174
24/7 news, 65–68 Waters, J.A., 240
Twitter wearables, 158–159, 160–161, 160
Weaver, K., 168
advertising and, 90 web analytics, 320–324, 321–322, 325
citizen journalism and, 65 Web Analytics Association, 320
as customer service system, 138 web apps, 170
web scraping, 18
web server log files, 321
INDEX 395
webographics, 84, 84, 103, 264 Wheeler, E., 246
webrooming, 31, 34 whistle-blowing, 68
websites, 53, 60–64, 61, 153–154 Whittington, R., 304
weekly active users (WAUs), 325 Wikitribune, 66
Weihrich, H., 229–232, 229 Williams, E., 274
Weinrich, A., 46 wireframes, 172–173
Weiser, M., 4 Wordpress, 79
WELL (Whole Earth ’Lectronic Link), 128 Work Wallet, 175–176
Wellens, J., 53 World Bank, 152
Wernerfelt, B., 295 Wyner, G.A., 318
West, M., 82
WhatsApp, 86 YouTube, 81, 272, 313