The Internet – new skills required?
The aim of this text is to provide you with a comprehensive guide to the concepts, tech-
niques and best practice to support all the digital marketing processes shown in Figure 1.
This book is based on emerging academic models together with best practice from lead-
ing adopters of digital media. The practical knowledge developed through reviewing
these concepts and best practice is intended to enable graduates entering employment
and marketing professionals to exploit the opportunities of marketing using the Internet
while minimising the risks.
PREFACE
xiv
Figure 1Key organisational processes for Internet marketing
Source: E-consultancy (2005), author Dave Chaffey
Customer service
Performance improvement including management information, web analytics and customer analysis
Supporting processes
Design guidelines and operating procedures
Technical infrastructure including service level management
Design and development
Site usability and accessibility
Merchandising
Content management
Content creation
Proposition development
Conversion/proposition
development
Offline campaigns
Online PR
E-mail marketing
Online ads/sponsorship
Partnerships/affiliates
Pay Per Click search
Search engine optimisation
Acquisition
Operating proce
ss
es
Creating the vision
Assessing technological innovation
Market analysis and competitor benchmarking
Financial analysis and modelling
Defining the multichannel customer experience
Managing customer information
Annual planning and budgeting
IT project and campaign planning and management
Strategy and planning
Interfacing with senior management
Interfacing with marketing and corporate
communications
Interfacing with IT
Staff development, education and retention
Managing external relationships
Vendor selection and management
Managing improvement and change
Managing relationships
Management proce
ss
es
Personalisation
Loyalty programmes
Touch strategy definition
Customer management
E-mail marketing
Outbound communications
Proposition development
Retention and
growth
INMA_A01.QXD 17/5/06 12:00 Page xiv