53. Environmental Factors Impacting on Online Activity & Plans Use of QR code for promotion of film 28 days later Source : http://www.giagia.co.uk/?cat=63, created by http://www.giagia.co.uk/?page_id=2 blog
54. Environmental Factors Impacting on Online Activity & Plans Using a proximity device, such as a Hypertag, to download music tracks
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58. Environmental Factors Impacting on Online Activity & Plans Percentage who consider the different information sources as important when researching or considering a product or service Source : Brand New World (2004)
59. Environmental Factors Impacting on Online Activity & Plans Search engine results pages in Google illustrating the natural and paid listings Source : Reprinted by permission of Google, Inc. Google™ search engine is a trademark of Google, Inc.
60. Environmental Factors Impacting on Online Activity & Plans Stages involved in producing a search engine listing for the Natural listings
108. Environmental Factors Impacting on Online Activity & Plans Marketing stimuli 8 P’s PESTE Buyers black box Buyer characteristics Buyer decision process Product/brand Dealer/web site Timing Frequency amount Other stimuli response Fig 5.1, page 165
109. Environmental Factors Impacting on Online Activity & Plans Fig 5.2, page 167 Problem recognition Information search Evaluation / alternatives Purchase decision Post purchase behaviour
113. Digital Marketing Mix Marketing Mix Product Digital value Experience brand Price Transparency Pricing models Place Representation Distribution models Promotion Online vs offline integration People Resources Contact strat Physical Online evidence integration Process Optimise through Web transaction Partnerships
143. Develop a Digital Marketing Plan Adapted from drummond, ensor & ashford (2003) Advertising Market growth Example Structured, internal, repetitive. Unstructured, external, speculative Information & Problem Daily marketing activity Defining marketing and competitive positioning Key tasks Narrow Broad Focus Short term Long term Time frame Tactical Marketing Strategic Marketing
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Hinweis der Redaktion
Assignment and research to cover 1.5 hours plus break Day 2. 13.45pm-15.00pm – Assignment/case study review. 15.00pm-15.10pm - break 15.10pm-16.00pm – Research Period. Must include 1 exercises and case studies/examples