Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation

Description

Full of behind-the-scenes insights into campaign strategy, implementation and results, it explores how businesses and agencies, large and small, have harnessed social media, blogs, video, e-mail, mobile and search to boost their brand and engage with consumers. Covering a wide range of world-class, award-winning campaigns including Red Bull and Stratos, Peugeot: Let Your Body Drive, and Students Beans’ Freshersfields.com, The Best Digital Marketing Campaigns in the World II is an inspirational showcase of digital creativity Contents Preface Contributors’ Biographies Acknowledgements 01 So... you want to go digital??? In the beginning... The changing face of advertising The technology behind digital marketing Enough technology... let’s talk about people Case study: Harley-Davidson 02 @first... think! Why you need a digital marketing strategy Your business and digital marketing Defining your digital marketing strategy Understanding the digital consumer Mind your Ps Eyes on the prize Bringing it all together Case study: MercadoLibre 03 Then build your channel 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: Hg2 04 Is it working? Owned, paid and earned Log files versus page tagging Augmenting information using cookies Test and test again Measuring paid media Attribution modelling Who am I talking to? Making Measurement Make Sense (3MS) The return of GRP The problem of earned media What are you trying to achieve? Why KPIs are important Choosing effective KPIs The need for trust 05 Are customers finding you? Search: still the online marketer’s holy grail About the engines Optimizing your site for the engines 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 Looking forward Case study: The Entertainer 06 Understanding 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 Adding social media to your own site Case study: Bennetts Bike Social 07 Understanding e-mail marketing The new direct mail What exactly is e-mail marketing? Before you start Planning your campaign Measuring your success E-mail – a vital component of digital marketing Case study: Help for Heroes 08 Understanding mobile marketing Mobile – market size and rate of growth Mobile – Web 2.0 Mobile marketing – a game-changing channel, or just another conduit? Case study: Accor Hotels Location, location, location Mobile gaming Case study: Kiip Mobile applications Measuring mobile Mobile privacy Mobile data Further exploration Building a multichannel marketing strategy Case study: Dubizzle.com 09 Understanding performance marketing Recognizing opportunities for strategic partnership What is performance marketing? Case study: Number One Shoes 10 Understanding online public relations Google – judge and jury Online – it’s where PR lives now Case study: Royal Mail gold post boxes Case study: Bristol-Myers Squibb Case study: NatWest 11 Understanding content marketing Why content? – an overview Case study: East Coast Case study: Littlewoods Content strategy Content production Promoting your content The future of online content Case study: Makino 12 Convincing your boss to invest in digital marketing Understanding your objectives Your market and website function Understanding decision making and knowing your decision makers Budget considerations Key channel benefits The perfect website Further considerations Structuring your proposal Advocacy 13 What’s next? Prediction 1 – a new internet Prediction 2 – democratization of marketing knowledge Prediction 3 – natural selection of content Prediction 4 – greater learning and being more competitive Prediction 5 – lessons from the emerging markets Prediction 6 – the case for a circular marketing economy... Prediction 7 – agencies go arbitrage Prediction 8 – fast and super fast Prediction 9 – radio Prediction 10 – your online persona The end bit Case study: UEFA Europa League Glossary Index