Understanding Digital Marketing: A Complete Guide to Engaging Customers and Implementing Successful Digital Campaigns

Description

The world of digital media is constantly changing, as technologies continue to transform the way we interact and communicate on a global scale. In this climate, Understanding Digital Marketing provides a practical, no-nonsense guide to digital marketing, from strategy and digital transformation to best-practice basics and trends. Clear, informative and packed with case studies and examples, it gives an essential grounding in SEO, email marketing, social media, content marketing, performance marketing and much more. This fifth edition of the bestselling Understanding Digital Marketing is fully updated to reflect the latest global developments in the industry. Complete with first-hand accounts of what success in digital marketing looks like, this book is an essential resource for practitioners and students alike. It is now required reading for more than 100 universities and colleges, and has received endorsements from Harvard University, Hult Business School and the Chartered Institute of Marketing. Praise for Understanding Digital Marketing 5th Edition Title Page Copyright Page Contents About the Author Preface Acknowledgements List of Contributors 01 Introduction: Digital transformation In the beginning… But this is a book about marketing in the digital age – the present and the future The technology behind digital marketing Digital transformation Enough technology… let’s talk about people Case Study: SSE References 02 Digital marketing strategy setting Why you need a digital marketing strategy Your business and digital marketing Defining your digital marketing strategy Understanding the digital consumer The four Ps of marketing and the 10 Ps of digital marketing Eyes on the prize Bringing it all together Case Study: Folly Farm Leisure Limited References 03 Being online: Welcoming the world Your website – the hub of your digital marketing world Building an effective website The main steps of building your website Before you start Choosing your domain name Hosting – your website’s home on the internet How to choose a web designer/developer Arranging your information Writing effective web content Case study: Save the Children Australia References 04 Search: Being found online Search: still the online marketer’s holy grail About the engines Optimizing your site for the engines Case study: Bris Advertising on the search engines Mobile search Black hat, the darker side of search Bringing in the pros Universal search – more opportunities to rank Shifting goalposts – search innovation and the quest for relevance Case study: Homewise References 05 Email marketing Email – the power channel What exactly is email marketing? Before you start Planning your campaign Measuring your success Email – a vital component of digital marketing Case study: Fitness Superstore References 06 Mobile marketing Mobile – market size and rate of growth So what can mobile marketing be used for? The rise and rise of mobile advertising Location, location, location The role of voice and voice-enabled devices Mobile gaming Mobile applications Mobile privacy Mobile data Further exploration Building a multichannel marketing strategy Case study: UKTV Play References 07 Social media Join the conversation What is social media? Different forms of social media Social media dashboards – all your updates in one place The rules of engagement Case Study: Virgin Trains and the Toilet Role References 08 Content marketing and native content Nothing has changed, but everything has changed Why content? An overview Content strategy Content production Promoting your content Case study: WW Just Watch Me_________ References 09 Programmatic marketing What is programmatic ad buying? What do digital marketers need to know about programmatic buying? Deeper dive In-housing your programmatic media The impact of GDPR and other privacy legislation on programmatic advertising Dos and don’ts of programmatic advertising The future challenges of programmatic for marketers Case study: The Programmatic Company References 10 Performance marketing Recognizing opportunities for strategic partnership What is performance marketing? Summary Case study: Shaw Academy 11 How to form meaningful insights from data Log files versus page tagging Augmenting information using cookies Test and test again Measuring paid media Attribution modelling Who am I talking to? The return of GRP The problem of earned media What are you trying to achieve? The need for trust Case study: CITRIX Index