Chapter 1 Acknowledgements

Figure 1.1: A traditional view of marketing, digital and other functions within a business

Figure 1.2: Visualising the conceptual understanding of business used in this book

Key concept Information and Communication Technologies Internet World Wide Web Web 2.0 Social media

Key concept Digital economy Digital business Social commerce Mobile commerce Digital marketing Search marketing Social media marketing Mobile marketing

Figure 1.3: A visual interrelationship between key terms used in this book

Signals to avoid Lack of a digital strategy or operational plan Lack of sufficient skilled staff for digital activities Lack of high level organisational sponsorship Lack of originality Lack of agility

Seven steps towards improving digital engagements Plan Budget Manage Buyer persona Share Engage Align

Seven traits for a successful digital organization (Hirt & Willmott, 2014) Be unreasonably aspirational Acquire new capabilities ‘Ring fence’ and cultivate talent Challenge everything Be quick and data driven Follow the money Be obsessed with your buyer persona

Figure 1.4: The Digital Business Maturity Model

The history of digital and social media marketing Brochureware Tradigital Social Media Marketing Engagement marketing

Figure 1.5: Consumer decision-making

Moments of truth Zero moment of truth (ZMOT) The first moment of truth The second moment of truth Ultimate moment of truth (UMOTH)

Tools for Digital and Social Media Marketing PESTLE SWOT Ansoff matrix SMART objectives

Figure 1.6: The relationship of strategic analysis tools to the Buyer Persona Spring