Digital Marketing Strategy

Viser: Digital Marketing Strategy - An Integrated Approach to Online Marketing

An Integrated Approach to Online Marketing

Simon Kingsnorth

(2019)

Sprog: Engelsk

Kogan Page, Limited

387,00 kr.

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2. Udgave
Paperback: 384 sider
Udgiver: Kogan Page, Limited (April 2019)
ISBN: 9780749484224

Beskrivelse
Indhold

Effectively select, align and manage digital channels and operations using this second edition of the bestselling guide, Digital Marketing Strategy. This accessible, step-by-step framework enables the planning, integration and measurement of each digital platform and technique, all tailored to achieve overarching business objectives.

Ranging from social media, SEO, content marketing and user experience, to customer loyalty, automation and personalization, this edition features cutting edge updates on marketing automation, messaging and email, online and offline integration, the power of technologies such as AI, plus new data protection and privacy strategies. Accompanied by downloadable templates and resources, Digital Marketing Strategy is an ideal road map for any marketer to streamline a digital marketing strategy for measurable, optimized results. Online resources include practical implementation guides spanning SEO, paid-search, email, lead-generation and more, as well as group activities, which will be regularly updated to equip readers as digital marketing continues to evolve.

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