A01 chaf6542 06 se fm indd

654

digital certificates (keys) 589, 654

digital marketing 18–19, 324–8, 654

actions 381–2

control 383

digital media communications 

characteristics 358–63

individualisation 360–1

industry restructuring 363

integration 361–3, 407

intelligence 359–60

interactivity 358–9

feedback tools for 330

laws controlling 130

objective setting 344–9

online branding 378–81

importance of 380–1

planning 334–6

in context of other plans 325

separate plan, required 335–6

situation analysis 336–44

competitor analysis 341–3

customer demand analysis 338–41

influencer analysis 343–4

intermediary analysis 343–4

internal marketing audit 344

strategy 350–8

market positioning 351–2

product positioning 351–2

target market strategies 352–8

content strategy 357–8

segmentation 353–4

tactics 363–78

people 377–8

physical evidence 377–8

place 374–6

price 371–4

process 377–8

product 366–8

promotion 376–7

tipping point in 367–8

what it is 328–33

defined 328–33

digital marketing plan 334, 654

digital media 19–21, 23

communications characteristics 

358–63

individualisation 360–1

industry restructuring 363

integration 361–3, 407

intelligence 359–60

interactivity 358–9

Web 2.0 23–4

digital media channels 20, 405, 654

digital rights management (DRM) 63,