DIGITAL MARKETING STRATEGY: an integrated approach to online marketing 9780749498085, 0749498080

The modern marketer needs to learn how to employ strategic thinking alongside the use of digital media to deliver measur

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English Year 2019;2016

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DIGITAL MARKETING STRATEGY: an integrated approach to online marketing
9780749498085, 0749498080

Author / Uploaded
Kingsnorth
Simon

Table of contents :
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

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