Digital Marketing Strategy: An Integrated Approach to Online Marketing 2nd Revised edition [Kõva köide]

  • Formaat: Hardback, 384 pages, kõrgus x laius x paksus: 241x163x34 mm, kaal: 920 g
  • Ilmumisaeg: 03-Apr-2019
  • Kirjastus: Kogan Page Ltd
  • ISBN-10: 0749498080
  • ISBN-13: 9780749498085
Teised raamatud teemal:
  • Formaat: Hardback, 384 pages, kõrgus x laius x paksus: 241x163x34 mm, kaal: 920 g
  • Ilmumisaeg: 03-Apr-2019
  • Kirjastus: Kogan Page Ltd
  • ISBN-10: 0749498080
  • ISBN-13: 9780749498085
Teised raamatud teemal:
Plan, implement and optimize a tailored, end-to-end digital marketing strategy that aligns to wider business objectives with this bestseller, including updates on mobile, automation, AI and new data protection laws.

Effectively select, align and manage digital channels and operations using this second edition of the bestselling guide, Digital Marketing Strategy. This accessible, step-by-step framework enables the planning, integration and measurement of each digital platform and technique, all tailored to achieve overarching business objectives.

Ranging from social media, SEO, content marketing and user experience, to customer loyalty, automation and personalization, this edition features cutting edge updates on marketing automation, messaging and email, online and offline integration, the power of technologies such as AI, plus new data protection and privacy strategies. Accompanied by downloadable templates and resources, Digital Marketing Strategy is an ideal road map for any marketer to streamline a digital marketing strategy for measurable, optimized results. Online resources include lecture slides, activity sheets, practical implementation guides and templates, which will be regularly updated to equip readers as digital marketing continues to evolve.

Arvustused

"A well-structured and insightful guide to building an effective and practical digital strategy."--Daniel Rowles, CEO, Target Internet "A thorough and highly readable summary of everything marketers and business leaders need to know as they navigate our complex digital world. Kingsnorth pulls off the difficult task of balancing theoretical summary with both actionable steps and clarity in a vital book for marketers."--Jon Mowat, Managing Director, Hurricane Media "A strong resource that covers all of the key digital marketing disciplines and how to build them into a winning strategy. Essential reading for beginner and expert alike."--Matt Owen, Director, Oban International "An excellent all-in-one text for today's digital entrepreneur."--Jonathan Gabay, keynote speaker, lecturer, brand psychologist "The first edition of Simon Kingsnorth's Digital Marketing Strategy was a great resource for digital marketing students, and the update in terms of content, structure and case examples makes the second edition an essential read and key companion as they start their marketing careers."--Dr Emma Louise Slade, Lecturer in Marketing, University of Bristol

About the author xiii
About the contributors xv
Introduction: How will this book transform your digital marketing strategy? 1(28)
What is a digital strategy?
1(1)
What's the story of this book?
2(2)
How to get the most from this book
4(2)
1 The foundations of digital marketing
6(23)
What we will cover in this chapter
6(2)
The 4 Ps of marketing
8(4)
Porter's five forces
12(6)
Brand or perceptual positioning map
18(1)
Customer lifetime value
19(3)
Segmentation
22(2)
Boston Consulting Group matrix
24(3)
Summary
27(1)
Further reading
27(1)
References
28(1)
Part One Knowing your business objectives and your customer 29(52)
2 Understanding the digital ecosystem
31(6)
What we will cover in this chapter
31(1)
Paid and organic search interaction
32(1)
Social signals for SEO
32(1)
The broad reach of content strategy
33(1)
Display advertising and data strategy
33(1)
Brand and proposition effect
34(1)
The halo effect
34(1)
Attribution and omni-channel
34(1)
The full ecosystem
35(1)
Summary
35(2)
3 Integrating digital into wider organization strategy
37(17)
What we will cover in this chapter
37(1)
Business model
38(3)
Global strategy
41(2)
Brand
43(2)
Vision
45(1)
Culture
46(1)
Innovation
47(2)
Research and insight
49(2)
KPIs
51(1)
Summary
51(1)
Further reading
52(1)
References
53(1)
4 Understanding the evolving digital consumer
54(7)
What we will cover in this chapter
54(1)
Who is the digital consumer?
55(1)
Digital consumer behaviour
56(2)
How technology affects the digital consumer
58(1)
What does this mean for digital marketing?
59(1)
Summary
59(1)
Further reading
59(1)
References
59(2)
5 Barriers, considerations and data protection in digital marketing strategy
61(20)
What we will cover in this chapter
61(2)
Technology
63(2)
Skills
65(2)
Budget and resources
67(2)
Business priorities
69(2)
Regulation
71(6)
Summary
77(1)
Further reading
78(1)
References
79(2)
Part Two Integrating digital change into your wider organization 81(38)
6 Enabling technologies for online marketing and digital transformation
83(12)
What we will cover in this chapter
83(1)
What is digital transformation?
84(6)
Technology development techniques
90(3)
What does this mean for digital marketing?
93(1)
Summary
93(1)
Further reading
94(1)
References
94(1)
7 Planning your digital marketing strategy - Objectives, teams and budgeting
95(24)
What we will cover in this chapter
95(2)
The planning process
97(6)
The phased approach
103(1)
Goals
104(2)
Objectives and strategies
106(3)
Action plans
109(2)
Controls
111(2)
People
113(2)
Budgeting and forecasting
115(2)
Summary
117(1)
Further reading
118(1)
Part Three Using channel strategy to reach your customers 119(144)
8 SEO strategy and organic techniques
121(18)
What we will cover in this chapter
121(1)
The SEO triangle
122(2)
Researching your SEO strategy
124(4)
Technical SEO
128(1)
Site structure
129(2)
Content and SEO
131(1)
Links and penalties
132(2)
The changing landscape
134(1)
Organizational structure and SEO
135(2)
Summary
137(1)
Further reading
138(1)
References
138(1)
9 Building and optimizing a winning paid search strategy
139(16)
What we will cover in this chapter
139(1)
An introduction to paid search
140(2)
Setting up a campaign
142(5)
Measurement and optimization
147(2)
Advanced paid search
149(4)
Managing paid search campaigns - humans versus robots
153(1)
Summary
153(1)
Further reading
154(1)
10 Display advertising and programmatic targeting
155(19)
What we will cover in this chapter
155(2)
Programmatic advertising
157(3)
Types and formats of display advertising
160(1)
Key technology in ad delivery
161(1)
Types of display campaign
162(2)
Planning and targeting programmatic display campaigns
164(4)
Display campaign measurement
168(4)
Summary
172(1)
Further reading
173(1)
11 Tailoring your social media strategy
174(22)
What we will cover in this chapter
174(1)
The evolution of social media
175(1)
Where to start?
176(2)
Types of social media
178(5)
The social networks
183(4)
Content
187(1)
Influencers
188(1)
Social advertising
189(3)
Measurement
192(2)
Summary
194(1)
Further reading
194(1)
References
195(1)
12 Marketing automation, messaging and e-mail marketing - the unsung heroes
196(15)
What we will cover in this chapter
196(1)
E-mail marketing today
197(2)
The 5 Ts of e-mail marketing
199(3)
How are businesses using e-mail marketing?
202(2)
Account management versus centralized communications
204(1)
Follow-up
204(1)
Regulation
204(1)
Platforms
205(1)
Messaging and SMS
206(1)
Measurement
207(2)
Summary
209(1)
Further reading
209(1)
References
210(1)
13 Lead generation that delivers results
211(9)
What we will cover in this chapter
211(1)
Push versus pull - the changing landscape
212(1)
Lead scoring
212(1)
Lead generation across the digital channels
213(4)
Keeping the lead alive
217(1)
Measurement
218(1)
Summary
219(1)
Further reading
219(1)
Reference
219(1)
14 Content strategy - a key pillar of success
220(31)
What we will cover in this chapter
220(1)
What is content marketing?
221(4)
What is content?
225(1)
What content types should you use?
225(2)
Why content marketing?
227(3)
People and process for creating content
230(11)
Distribution
241(2)
Measuring the value of content
243(4)
International content
247(1)
Audit checklist
248(1)
Summary
248(2)
Further reading
250(1)
References
250(1)
15 Personalizing the customer journey and digital experience
251(12)
What we will cover in this chapter
251(1)
What is personalization?
252(2)
Defining true personalization
254(1)
User-defined personalization
254(2)
Behavioural personalization
256(3)
Tactical personalization
259(1)
Single customer view
259(1)
Summary
260(1)
Further reading
261(1)
References
261(2)
Part Four Conversion, retention and measurement 263(76)
16 Effective design, e-commerce and user experience (UX)
265(13)
What we will cover in this chapter
265(1)
User experience (UX)
266(5)
UX research
271(3)
Design thinking
274(2)
Summary
276(1)
Further reading
277(1)
References
277(1)
17 Managing loyalty, CRM and data
278(17)
What we will cover in this chapter
278(1)
Defining CRM
279(3)
Contact strategy
282(5)
Cross-selling and up-selling
287(1)
Predictive analytics
288(1)
Technology platforms
289(1)
Loyalty
290(3)
Summary
293(1)
Further reading
294(1)
References
294(1)
18 Providing a smooth online service and customer experience
295(20)
What we will cover in this chapter
295(1)
Customer service principles
296(5)
Service channels
301(8)
Social customer service
309(2)
Measurement
311(2)
Summary
313(1)
Further reading
314(1)
References
314(1)
19 Measuring success through data analytics and reporting
315(24)
What we will cover in this chapter
315(1)
The data landscape
316(1)
The reliability of data-based decisions
317(1)
What are analytics?
318(3)
Tools and technology
321(9)
Attribution modelling
330(2)
Reporting
332(3)
Summary
335(1)
Further reading
336(1)
References
337(2)
Part Five Tailoring your final digital marketing strategy 339(15)
20 Putting together your digital marketing strategy
341(13)
What we will cover in this chapter
341(1)
Where to start
341(1)
Stage one: assessment
342(2)
Stage two: the foundations
344(3)
Stage three: sophistication
347(2)
Stage four: formalize
349(2)
Stage five: continuous improvement
351(1)
Summary
352(1)
Further reading
353(1)
Index 354
Bestselling author Simon Kingsnorth is a recognized digital leader and strategist, and is currently Global Head of Digital Marketing at Citi Private Bank. Highly experienced at leading teams in digital marketing, digital transformation and user experience, he is a regular keynote speaker and contributor to industry publications.

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