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situation analysisobjectives

strategy

tacticsaction

control

promotion

just remember...

different tactics will have a different significance

product and price

…and speed at which they can be adapted

websitescontent

story-telling

omnichannel

programmatic

what to consider...

Content?

…the focus is heavily on the user, hence the development of personas

the key concept here is user experience or UX

desirable… linked to brand

findable… easy to find what you need

Morph London Agency, 2013

Statista, 2017 (estimate)

m-commerce accounts for 33% of this

…at £25.2 billion for 2016

…office 365 and Google docs

…allows storage of, and access to, digital media

…language and design

…can it be turned into a file or software?

then we need to consider content delivery systems

digital price…

…comparison sites - aggregators

online only discounts… incentivising behaviour and traffic

…showrooming

Google, 2017, research identified that 76% of smartphone users engaged in this form of price-checking

digital people…

…automated response

Chaffey, D (2016), Digital Marketing: (6th Edition), Prentice Hall

Smith, P.R. and Chaffey, D. (2005). Digital Marketing Excellence. (5th Edition). Elsevier Butterworth HeinemannRyan, D. and Jones, C. (2009) Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation London: Kogan Pagehttp://www.smartinsights.com/

http://www.e-consultancy.com/

http://www.google.com/analytics/features/

http://www.experian.co.uk/marketing-services/mosaic-digital-insights.html

http://blog.kissmetrics.com/

http://www.forrester.com

/http://www.ons.gov.uk/ons/