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Lập kế hoạch và tối ưu hóa Digital marketing thông qua kênh Email Marketing Bài viết Tiếng Anh Được chia làm 6 phần: 1. Introduction to Emarketing 2. Remix 3. Emodels 4. Ecustomers 5. Etools 6. Site design 7. Traffic building 8. ECRM 9. E Business 10. EPlanning
[...]...This page is intentionally left blank Preface Why eMarketing eXcellence? E -marketing impacts all aspects of marketing from strategy and planning through the marketing mix, marketing communications and buyer behaviour to marketing research eMarketing eXcellence highlights the most significant opportunities, pitfalls and defines the new marketing approaches needed It highlights best practice in... E -planning E -marketing planning involves marketing planning within the context of the e-business e-environment So, not surprisingly, the successful e -marketing plan is based on traditional marketing disciplines and planning techniques, adapted for the digital media environment and then mixed with new digital marketing communications techniques This chapter shows you how to create a comprehensive e -marketing. .. Tektronix and TUI, who have found e -marketing to be effective and who are substantially increasing their online marketing expenditure to double-digit percentages of total marketing communications spend How is eMarketing eXcellence structured? eMarketing eXcellence has been developed to help you learn efficiently It has supported students on many university and college business and marketing courses and a... the brand online 1.12 Introduction to e-strategy Outline approaches to achieving e -marketing objectives 1.13 Tactics, action and control Outline e -marketing tactics, actions and control INTRODUCTION 1.1 Introduction This chapter introduces you to the world of e -marketing; its background and its benefits It explores the current e -marketing situation, e -marketing definitions and examples of good and bad... integrating and implementing their organizations’ e -marketing ● Senior managers and directors seeking to identify the right e-business and e -marketing approaches to support their organizations’ strategy ● Information systems managers and Chief Information Officers also involved in developing and implementing e -marketing and e-commerce strategies ● Technical project managers or web masters who may understand... practitioners and academics while the E -marketing Excellence boxes give examples of best practice We have also included numerous tips and best practice checklists for you to compare your e -marketing against and to help you develop a plan xii PREFACE Chapter 1 Introduction to e -marketing This chapter introduces e -marketing and its benefits and risks It describes the difference between e-commerce, e-business and. .. EB (b) EM ϭ EC ϭ EB (c) E -marketing is broadly equivalent to e-commerce and e-business EB EM EC E-business encompasses e -marketing and e-commerce, but e -marketing involves more processes than e-commerce Figure 1.5 Three alternative relationships between e -marketing, e-commerce and e-business E -marketing is at the heart of e-business getting closer to customers and understanding them better, adding... strongly to marketing communications plans The reality is that any e -marketing plan needs to be part of a Marketing Communications Plan and it also should be part of a broader Marketing Plan Needless to say the e-plan should fit in with the overall business plan and goals Enjoy the read, enjoy the digital ride and let us know what you think via our sites Dave (www.davechaffey.com/E -marketing) and Paul... principles of the SOSTAC® Planning System (PR Smith, 1993) WHO IS THIS BOOK FOR? Marketing and business professionals ● Marketing managers responsible for defining an e -marketing strategy, implementing strategy or maintaining the company web site alongside traditional marketing activities xiii xiv PREFACE ● Digital marketing specialists such as new media managers, e -marketing managers and e-commerce managers... e -marketing Chances are your organization is already engaged in e -marketing, so in this chapter, and throughout the book, we give you a planning framework and checklists to evaluate and improve your current e -marketing practices or plan new initiatives The chapter is structured using a simple aide-mémoire, called SOSTAC® SOSTAC® is used by thousands of professionals to produce all kinds of plans (marketing . Preface Why eMarketing eXcellence? E -marketing impacts all aspects of marketing from strategy and planning through the mar- keting mix, marketing communications and buyer behaviour to marketing. h1" alt="" eMarketing eXcellence Planning and optimizing your digital marketing This page is intentionally left blank eMarketing eXcellence Planning and optimizing your digital marketing Third. digital media. E -marketing impacts all organizations. eMarketing eXcellence shows you how to assess your current use of e -marketing and then develop and resource an effective plan. E -marketing does