DIGITAL MARKETING STRATEGY: an integrated approach to online marketing

Description

The modern marketer needs to learn how to employ strategic thinking alongside the use of digital media to deliver measurable and accountable business success. Digital Marketing Strategy covers the essential elements of achieving exactly this by guiding you through every step of creating your perfect digital marketing strategy. It contains analysis of the essential techniques and platforms of digital marketing including social media, content marketing, SEO, user experience, personalization, display advertising and CRM, as well as the broader aspects of implementation including planning, integration with overall company aims and presenting to decision makers. Simon Kingsnorth brings digital marketing strategy to life through best practice case studies, illustrations, checklists and summaries, to give you insightful and practical guidance. Rather than presenting a restrictive 'one size fits all' model, this book gives you the tools to tailor-make... 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: Lead generation that delivers results Chapter - 14: Content strategy - A key pillar of success Chapter - 15: Personalizing the customer journey and digital experience Section - FOUR: Conversion, retention and measurement Chapter - 16: Effective design, e-commerce and user experience (UX) Chapter - 17: Managing loyalty, CRM and data Chapter - 18: Providing a smooth online service and customer experience Chapter - 19: Measuring success through data analytics and reporting Section - FIVE: Tailoring your final digital marketing strategy Chapter - 20: Putting together your digital marketing strategy Chapter - 21: Index