Digital Marketing Strategy: An Integrated Approach to Online Marketing

ISBN-13: 9781398605978 / Angielski / Miękka / 2022 / 416 str.

Simon Kingsnorth

Opis

Plan, implement and optimize a tailored, end-to-end digital marketing strategy that aligns with business objectives with this new edition of the global bestseller.

Recenzje

"This new edition of Simon Kingsnorth's book keeps pace with the latest developments in digital marketing, which continues to make it a key source of information for digital marketing students during their studies and beyond." Dr Emma Louise Slade, Lecturer in Marketing, University of Bristol

Spis treści

• • Chapter - 00: Introduction - How will this book transform your digital marketing strategy?;
  • Chapter - 01: The foundations of digital marketing;
• Section - ONE: Knowing your business objectives and your customer;
• • Chapter - 02: Understanding the digital ecosystem;
  • Chapter - 03: Integrating digital into wider organization strategy;
  • Chapter - 04: Understanding the evolving digital consumer;
  • Chapter - 05: Barriers, considerations and data protection in digital marketing strategy;
• Section - TWO: Integrating digital change into your wider organization;
• • Chapter - 06: Enabling technologies for online marketing and digital transformation;
  • Chapter - 07: Planning your digital marketing strategy - Objectives, teams and budgeting;
• Section - THREE: Using channel strategy to reach your customers;
• • Chapter - 08: SEO strategy and organic techniques;
  • Chapter - 09: Building and optimizing a winning paid search strategy;
  • Chapter - 10: Display advertising and programmatic targeting;
  • Chapter - 11: Tailoring your social media strategy;
  • Chapter - 12: Marketing automation, messaging and email marketing - the unsung heroes;
  • Chapter - 13: Affiliate schemes and partnerships to deliver highly targeted leads;
  • Chapter - 14: Lead generation that delivers results;
  • Chapter - 15: Content strategy - a key pillar of success;
  • Chapter - 16: Personalizing the customer journey and digital experience;
• Section - FOUR: Conversion, retention and measurement;
• • Chapter - 17: Effective Experience Design (XD);
  • Chapter - 18: Optimizing your e-commerce platform;
  • Chapter - 19: Managing loyalty, CRM and data;
  • Chapter - 20: Measuring success through data analytics and reporting;
• Section - FIVE: Tailoring your final digital marketing strategy;
• • Chapter - 21: Providing a smooth online service and customer experience;
  • Chapter - 22: Putting together your digital marketing strategy

O autorze

Simon Kingsnorth is a senior digital leader and strategist with a core skillset in digital marketing, digital transformation and user experience. His specialities include paid search, SEO, social media, affiliate and email marketing, as well as website design and development, acquisition, CRM, analytics, targeting and personalization.