By Simon Kingsnorth
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Extra info for Digital Marketing Strategy: An Integrated Approach to Online Marketing
Digital marketers are blessed with exceptional amounts of data (we will look at big data in Chapter 14) so we have the opportunity to understand our customers and the variables involved in greater detail than other areas of the business. This opportunity is golden and should not be wasted. What is Digital Marketing? Segmentation Later in the book (Chapter 11) we will look at personalization, which is the ultimate goal of tailored communications and is far more possible than it was just 10 years ago.
Chapter checklist ●● A history of digital marketing ●● The 4 Ps of marketing ●● Porter’s five forces ●● Brand or perceptual positioning map ●● Customer lifetime value ●● Segmentation ●● Boston Consulting Group matrix What is Digital Marketing? Further reading ●● On the 4 Ps of marketing: Perreault Jr, W D (2004) Basic Marketing, McGraw-Hill Higher Education. This book covers modern practical examples and best practices and pulls together the theory of the marketing mix with the strategic planning approach we discuss in this book.
The initial model of providing a network for college students had to develop a broader appeal once the growth became inevitable. As this growth took hold it was clear that costs would also accelerate and, with no obvious income, something had to be done and so the business pages and advertising models had to be developed. These shifts in the way that the business has had to change to deal with its own growth have been both significant and impressive in their speed and success. This is an excellent example of how adapting your strategy to meet the changing needs of your consumers and the evolution of your business is vital.