INMA_A01.QXD

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

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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