ONLINE MARKETING A CUSTOMER LED APPROACH PDF
Review Number: /1; Review Subject: Online Marketing: A Customer‐led Approach Richard Gay, Alan Charlesworth and Rita Esen; Publisher Name: Oxford. [(Online Marketing: A Customer-Led Approach)] [ By (author) Richard Gay, By ( author) Alan Charlesworth, By (author. Book Download, PDF Download, Read. // Online Marketing: A Customer. Led. Approach provides an DOWNLOAD PDF custom-speeches.com Key Concepts in.
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Online Marketing: A Customer Led Approach provides an excellent and stimulating balance between theory and practice by recognising the. Online marketing: a customer-led approach / Richard Gay, Alan Charlesworth, Rita Esen. Author. Gay, Richard. Other Authors. Charlesworth, Alan, Online marketing: a customer-led approach by Richard Gay, lecturer. Online marketing: a customer-led approach. by Richard Gay, lecturer.; Alan Charlesworth;.
It is a constant gripe of mine that academia values journal papers read by only a few scholars over books that help educate thousands of students. Preface introduction This is a book on digital marketing — it is not a book on marketing per se.
To get the best from this book the reader should be aware of — though not necessarily an expert in — common marketing theories, strategies and tactics. To spend time explaining aspects of marketing — segmentation, for example — within this book would be to diminish the focus on its titular subject area.
The content is, therefore, driven by digital marketing applications rather than elements of traditional marketing — though naturally there is some commonality. Nevertheless, it is inevitable that each chapter will integrate elements of marketing within its subject area.
Any book that has pretensions as an academic text should have appropriate academic underpinnings, which this book has. The practical nature of the content means that there are also significant practical underpinnings — that is, there are also references to the work of practitioners who have proved themselves at the coalface of digital marketing.
Furthermore, data science has — in my opinion — negated the value of some academic research.
The findings were pretty accurate. References are also made to statistics or research findings from commercial organi- zations. Not only does the process of researching and publishing academic articles work against contemporary findings — an article published in may have no references that post date or earlier as that is when the research was conducted — but whilst some findings pass the test of time, many conclusions do not. Some of the academic research in the subject area is of dubious quality.
A continua- tion from the previous comment is that some later work uses the findings of earlier research without question, so making subsequent conclusions potentially flawed. Also, a surprising amount of the research is conducted only on university campuses, with respondents being either a academics, or b students.
Similarly, many requests to complete questionnaires are posted online — usually on social media. Whilst this might be acceptable in some research, when looking at anything Internet related these samples are not reasonable representations of the population. I also find that the results of a great deal of academic research actually tell us nothing new.
Or rather, tell practitioners nothing they have not already discovered by trial and error. Its abstract included the following: Practical implications — This research indicates that the retailers should provide channels for and encourage customer online reviews for search goods to improve sales. It is also beneficial for online retailers to provide detailed product attributes to help their customers make the purchase decision. Carefully designed and executed price promotions could also be effective ways to improve sales of search- able goods.
Also with regard to academic research, I find there is confusion in the crossover between computing, business and other subject areas — with examples of discipline experts making basic errors when they stray from their own field. This includes marketers making techni- cal statements that are flawed as well as IT writers who — without the qualification or experience in the subject — make erroneous comments about business applications or, of specific relevance to this book, marketing applications.
An example that combines both of these issues nothing new and subject crossover is a paper by Hsu et al.
In my opinion, that describes research of a psychological nature — though as I am a mar- keter I would say the subject is consumer behaviour. Full biographies of the three authors are not available with the paper, but their university departments are listed, them being: Computer Science and Information Management. Whilst I do appreciate there are academics who have dual specialisms, there is no indication that any of the authors have any qualifications or experience in marketing, let alone consumer psychol- ogy.
So, before I had even read a sentence of the paper I had my doubts about its value, let alone validity in the real world. To calculate the churn rate, measure the number of customers who left in the last 12 months divided by the average number of total customers during the same period.
Customer lifetime value CLV For a customer-centric business, the most valuable asset is the customer. The profits generated during the retention phase are often known as customer lifetime value or CLV.
To calculate CLV, take the revenue you earn from a customer, subtract the money spent on serving them and adjust all of the payments for time value of money.
Another way to calculate it is to take average order value and repeat purchase rates. Calculating the customer lifetime value helps you understand why it makes sense to invest in keeping your customers. Conclusion The shift towards becoming a truly customer centric organization is both complex and long but, do not be put off by this as even the smallest changes to policy and processes can have a significant benefit for both employee and your customer.
Being a customer centric organization is the Holy Grail towards unlocking the true potential of customer value. Always put yourself in the shoes of the customer and minimize customer effort and maximize customer value. Do you consider yourself a customer centric organization?
CRM software plays an important role in becoming customer centric as this is where all of your customer data is stored. Related Posts: Customer Journey: how a holistic strategy drives profitable… The customer journey follows the complete lifecycle from awareness to… Customer Service About Steven MacDonald Steven Macdonald is a digital marketer based in Tallinn, Estonia.
Since working with SuperOffice, he has led the growth of the blog from 0 to 2. It is now common for consumers to post feedback online through social media sources, blogs and websites on their experience with a product or brand. Word of mouth communications and peer-to-peer dialogue often have a greater effect on customers, since they are not sent directly from the company and are therefore not planned.
The potential reach of social media is indicated by the fact that in , each month the Facebook app had more than million average unique users and YouTube had over 97 million average unique users. Information is easy to access at a fast rate through the use of digital communications. Competitive advantage By using Internet platforms, businesses can create competitive advantage through various means.
To reach the maximum potential of digital marketing, firms use social media as its main tool to create a channel of information. Through this a business can create a system in which they are able to pinpoint behavioral patterns of clients and feedback on their needs.
(PDF Download) Online Marketing: A Customer-Led Approach PDF
This means of content has shown to have a larger impingement on those who have a long-standing relationship with the firm and with consumers who are relatively active social media users.
Relative to this, creating a social media page will further increase relation quality between new consumers and existing consumers as well as consistent brand reinforcement therefore improving brand awareness resulting in a possible rise for consumers up the Brand Awareness Pyramid.
Effectiveness Brand awareness has been proven to work with more effectiveness in countries that are high in uncertainty avoidance, also these countries that have uncertainty avoidance; social media marketing works effectively. Yet brands must be careful not to be excessive on the use of this type of marketing, as well as solely relying on it as it may have implications that could negatively harness their image.
Brands that represent themselves in an anthropomorphizing manner are more likely to succeed in situations where a brand is marketing to this demographic. Then why is it that we continue to rely on the 4 Ps as if they are the epitome of marketing?
The behavior of businesses brands and consumers has changed in ways Jerome McCarthy and Philip Kotler could have never predicted when they proposed the 4 Ps. The computer was not even close to being readily available to the mass markets and the internet was merely a figment of the imagination.
The 4 Ps came into existence at a time when, quite frankly, marketing was simple and, dare I say, one dimensional. Product, Price, Promotion, and Place will never fade away. That is the sole foundation of marketing: selling something someone needs or wants. That something Product will always have an accompanying Price.
Then, we need to have a Place where we can distribute that something to customers, the store front. Lastly, we need to tell potential customers we have something they need or want. This is where Promotion comes into play. So these are the basics. As long as commerce is around, these 4 Ps will not vanish.
Alas, enter the 7 Ps of digital marketing. That line of thinking has since morphed and become more complex.
Alan Charlesworth - Digital Marketing_ A Practical Approach (2018, Routledge).pdf
The digital space has provided People with the opportunity to interact with brands businesses at multiple touch points, anytime and anywhere. The concept of people is deeper than just establishing a target market and segments. People make business happen, and, arguably, they are the core of the digital marketing mix.
Process can also be referred to as marketing operations. This is basically how we execute on marketing efforts, the strategic versus the tactical. Process ensures our marketing is effective and efficient.
And this is where shopping cart strategy ecommerce , marketing automation, retargeting, calls to actions, collection of big data what you do with that data , drip campaigns, etcetera really integrate into the overall digital marketing mix. This is critical to the marketing lifecycle of your customer and it can also be a major differentiator between you and your competition.
In many ways it is a part of your overall value proposition. Process in digital marketing can be instrumental to building your brand equity and positioning it as a first choice in the eyes of potential customers top of mind.
Last but not least is Performance. Performance ties all the pieces of the marketing mix together.
It demonstrates the success of the digital marketing efforts. Did the call to action generate leads? Did the the email marketing campaign produce any conversions? What was the conversion per email? How many website visits converted to paying customers? All these questions and more relate to performance. Performance metrics span all digital platforms.
Almost everything online is monitored, from email campaigns to social media to website traffic to the device a consumer uses to access content.
You can understand the traction of your email campaign by the number of emails opened, the click through rate, and time spent interacting with the email. Google Analytics offers feedback on website traffic and user behavior.
How to Create a Customer Centric Strategy For Your Business
The power of digital marketing is that performance can be precisely measured, and actual ROIs on marketing efforts can be calculated. It provides a better understanding of if and how your digital marketing efforts are working to drive results, and you can receive feedback on how to adjust your efforts for success.
Promotion is no longer a one-way conversation with consumers.It elaborates the various strategies which a firm can use to make it more impactful in the world of marketing. To reach the maximum potential of digital marketing, firms use social media as its main tool to create a channel of information.
Like a department store, the mail order catalogue provides the consumer with the option to purchase across a range of different products.
The principal one of these is that it provides a much lower-cost channel both for the communication of content and for order processing than previous communications channels. These 19 locations in All: Anyone who has ever worked in any kind of sales environment selling any product in any industry, market or environment will tell you that if someone trusts a person who is recommending a product then they are more likely to purchase that product.
To that end, you need to know your different types of target audience and how they consume content. Therefore, there is a role for segmentation in identifying and ensuring the relevance of communications to each target prospect or customer.