Digital Marketing All-In-One For Dummies

ISBN-13: 9781119931959 / Angielski / Miękka / 2023 / 800 str.

Diamond

Spis treści

Introduction 1Book 1: Creating Your Digital Marketing Strategy 5Chapter 1: Developing Your Overall Digital Strategy 7Chapter 2: Grabbing Your Customer's Attention 25Chapter 3: Discovering Your Business Model and Brand 39Chapter 4: Deciding which Marketing Campaign to Create 67Chapter 5: Crafting Offers That Sell 81Chapter 6: Planning B2B Campaign Success 103Book 2: Understanding the Importance of the Customer Experience 119Chapter 1: Interacting with Customer Data 121Chapter 2: Uncovering Buyer Personas 131Chapter 3: Structuring the Buyer's Journey 147Chapter 4: Embracing Sales Enablement 165Book 3: Marketing Using Artificial Intelligence (AI) 175Chapter 1: Transforming Digital Marketing Using Artificial Intelligence 177Chapter 2: Using AI Tools to Maximize Customer Reach and Service 195Book 4: Dipping into Content Creation 221Chapter 1: Creating Your Content Plan 223Chapter 2: Reviewing Content Types 237Chapter 3: Understanding the Customer's Intent 255Chapter 4: Creating Content That Tells a Story 275Chapter 5: Defining Your Content Framework Using Processes and Systems 285Chapter 6: Targeting Content for Your B2B Audience 299Book 5: Implementing Channel Promotions 323Chapter 1: Identifying Paid, Earned, Shared, and Owned Media 325Chapter 2: Using Search Marketing 339Chapter 3: Using Social Bookmarks, News, and Share Buttons 363Chapter 4: Considering Email Marketing 385Book 6: Targeting Your Work with Influencers 411Chapter 1: Communicating with Influencers 413Chapter 2: Collaborating to Win 431Chapter 3: Engaging Influencers Using the "Three Cs" 449Chapter 4: Succeeding with Influencer Marketing 463Chapter 5: Getting Creative 473Chapter 6: Working with an Influencer Agency 481Book 7: Meta/Facebook/Instagram Marketing 487Chapter 1: Delving into Facebook Marketing 489Chapter 2: Creating a Facebook Marketing Plan 511Chapter 3: Advertising and Selling on Facebook 529Chapter 4: Uniting Facebook with Other Social Media 541Chapter 5: Getting into Instagram for Business Marketing 555Chapter 6: Looking at Facebook Live 579Book 8: Deploying Other Social Media 591Chapter 1: Leveraging Social Media 593Chapter 2: Working with Twitter 609Chapter 3: Looking at YouTube 623Chapter 4: Reviewing Pinterest 633Chapter 5: Growing Your Business with TikTok 657Chapter 6: Using Marketing Techniques on LinkedIn 681Book 9: Analyzing Data for Success 697Chapter 1: Looking Back at Your Business Model and Scaling your Brand 699Chapter 2: Reassessing Your Strategy 715Chapter 3: Reviewing Ongoing Improvement for B2B Marketing 723Chapter 4: Achieving Maximum ROI 733Index 743

O autorze

Stephanie Diamond is a marketing thought leader with 20+ years of experience. She is the founder of Digital Media Works, Inc., an online marketing company. She is the coauthor of Facebook Marketing For Dummies, Social Media Marketing For Dummies, and Content Marketing Strategies For Dummies.