Build an effective and practical digital marketing strategy with this bestselling guide, covering everything from automation and analytics to integrating AI. Digital Marketing Strategy is a global bestseller, and a one-stop guide to structuring and building a more strategic approach to digital marketing. Now fully updated, this third edition covers the integration of AI in marketing, e-commerce, marketing automation, affiliate marketing and how to use digital analytical tools, plus new strategies for the latest cookie changes and privacy protection. Digital Marketing Strategy will show you how…mehr
Build an effective and practical digital marketing strategy with this bestselling guide, covering everything from automation and analytics to integrating AI. Digital Marketing Strategy is a global bestseller, and a one-stop guide to structuring and building a more strategic approach to digital marketing. Now fully updated, this third edition covers the integration of AI in marketing, e-commerce, marketing automation, affiliate marketing and how to use digital analytical tools, plus new strategies for the latest cookie changes and privacy protection. Digital Marketing Strategy will show you how to effectively select, align and manage digital channels and operations, to streamline a successful digital marketing strategy for measurable, optimized results. Recommended by the Chartered Institute of Marketing (CIM), it is supported by real-world case studies from the likes of Coca-Cola, Spotify, Airbnb, Adidas and Hostelworld as well as checklists, key terms and insights from leading industry practitioners to help you develop your own digital marketing strategy. This book is an invaluable guide for both digital marketing students and entry-level to mid-management marketing professionals. Accompanying online resources consist of practical implementation guides spanning SEO, paid-search, email, lead-generation, as well as presentation slides and activity sheets.
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: Affiliate schemes and partnerships to deliver highly targeted leads; Chapter 14: Lead generation that delivers results; Chapter 15: Content strategy a key pillar of success; Chapter 16: Personalizing the customer journey and digital experience; Section FOUR: Conversion, retention and measurement; Chapter 17: Effective Experience Design (XD); Chapter 18: Optimizing your e commerce platform; Chapter 19: Managing loyalty, CRM and data; Chapter 20: Measuring success through data analytics and reporting; Section FIVE: Tailoring your final digital marketing strategy; Chapter 21: Providing a smooth online service and customer experience; Chapter 22: Putting together your digital marketing strategy
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: Affiliate schemes and partnerships to deliver highly targeted leads;
Chapter - 14: Lead generation that delivers results;
Chapter - 15: Content strategy - a key pillar of success;
Chapter - 16: Personalizing the customer journey and digital experience;
Section - FOUR: Conversion, retention and measurement;
Chapter - 17: Effective Experience Design (XD);
Chapter - 18: Optimizing your e-commerce platform;
Chapter - 19: Managing loyalty, CRM and data;
Chapter - 20: Measuring success through data analytics and reporting;
Section - FIVE: Tailoring your final digital marketing strategy;
Chapter - 21: Providing a smooth online service and customer experience;
Chapter - 22: Putting together your digital marketing strategy
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: Affiliate schemes and partnerships to deliver highly targeted leads; Chapter 14: Lead generation that delivers results; Chapter 15: Content strategy a key pillar of success; Chapter 16: Personalizing the customer journey and digital experience; Section FOUR: Conversion, retention and measurement; Chapter 17: Effective Experience Design (XD); Chapter 18: Optimizing your e commerce platform; Chapter 19: Managing loyalty, CRM and data; Chapter 20: Measuring success through data analytics and reporting; Section FIVE: Tailoring your final digital marketing strategy; Chapter 21: Providing a smooth online service and customer experience; Chapter 22: Putting together your digital marketing strategy
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: Affiliate schemes and partnerships to deliver highly targeted leads;
Chapter - 14: Lead generation that delivers results;
Chapter - 15: Content strategy - a key pillar of success;
Chapter - 16: Personalizing the customer journey and digital experience;
Section - FOUR: Conversion, retention and measurement;
Chapter - 17: Effective Experience Design (XD);
Chapter - 18: Optimizing your e-commerce platform;
Chapter - 19: Managing loyalty, CRM and data;
Chapter - 20: Measuring success through data analytics and reporting;
Section - FIVE: Tailoring your final digital marketing strategy;
Chapter - 21: Providing a smooth online service and customer experience;
Chapter - 22: Putting together your digital marketing strategy
Rezensionen
"This new edition of Simon Kingsnorth's book keeps pace with the latest developments in digital marketing, which continues to make it a key source of information for digital marketing students during their studies and beyond." Dr Emma Louise Slade, Lecturer in Marketing, University of Bristol
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