Hjem

00: Introduction - How will this book transform your digital marketing strategy?;
01: The foundations of digital marketing; ONE: Knowing your business objectives and your customer;
02: Understanding the digital ecosystem;
03: Integrating digital into wider organization strategy;
04: Understanding the evolving digital consumer;
05: Barriers, considerations and data protection in digital marketing strategy; TWO: Integrating digital change into your wider organization;
06: Enabling technologies for online marketing and digital transformation;
07: Planning your digital marketing strategy - Objectives, teams and budgeting; THREE: Using channel strategy to reach your customers;
08: SEO strategy and organic techniques;
09: Building and optimizing a winning paid search strategy;
10: Display advertising and programmatic targeting;
11: Tailoring your social media strategy;
12: Marketing automation, messaging and email marketing - The unsung heroes;
13: Lead generation that delivers results;
14: Content strategy - A key pillar of success;
15: Personalizing the customer journey and digital experience; FOUR: Conversion, retention and measurement;
16: Effective design, e-commerce and user experience (UX);
17: Managing loyalty, CRM and data;
18: Providing a smooth online service and customer experience;
19: Measuring success through data analytics and reporting; FIVE: Tailoring your final digital marketing strategy;
20: Putting together your digital marketing strategy;
21: Index