Simon Kingsnorth

Digital Marketing Strategy

An Integrated Approach to Online Marketing

• Broschiertes Buch

Produktbeschreibung

Create a successful, highly efficient digital marketing plan using this top-rated manual, covering a wide range of topics from seamless AI integration to the utilization of digital analytical tools.

Digital Marketing Strategy is an international bestseller, providing practical information on structuring and implementing a more strategic approach to digital marketing. In this fully updated fourth edition, Simon Kingsnorth explores AI in marketing, e-commerce, marketing automation and the utilization of digital analytical tools. This new edition also includes fresh real-world examples and platform recommendations around AI.

With new cutting-edge insights on AI in advertising, NFTs, the metaverse and Web3, Digital Marketing Strategy serves as an ideal roadmap for navigating digital channels and operations. This book includes checklists, key terminology, and insights from leading industry experts to aid in the development of your own digital marketing strategy.

Supplemented by online resources consisting of practical implementation guides, presentation slides and activity sheets. This is an essential guide for marketers and students seeking to build an effective digital strategy.

Produktdetails

• Verlag: Kogan Page
• Artikelnr. des Verlages: 16735
• 4. Aufl.
• Seitenzahl: 440
• Erscheinungstermin: 3. November 2025
• Englisch
• Abmessung: 234mm x 156mm x 24mm
• Gewicht: 653g
• ISBN-13: 9781398622067
• ISBN-10: 1398622060
• Artikelnr.: 71827530

Autorenporträt

Simon Kingsnorth is a marketing expert with over 25 years' industry experience. Based in Reading, UK, he has held senior marketing roles at leading brands, is CEO of the global marketing agency SK and is a regular keynote speaker and contributor to industry publications. He is the author of The Digital Marketing Handbook and Marketing in Web 3.0 also published by Kogan Page.

Inhaltsangabe

• • Chapter - 00: Introduction: How will this book transform your digital marketing strategy?;
  • Chapter - 01: Foundations
• 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
  • Chapter - 11: Tailoring your social media strategy;
  • Chapter - 12: Marketing automation, messaging and email marketing
  • Chapter - 13: Affiliate schemes and partnerships
  • Chapter - 14: Lead generation
  • Chapter - 15: eCommerce
  • Chapter - 16: Content strategy
  • Chapter - 17: Personalizing the customer journey and digital experience
• Section - FOUR: Conversion, retention and measurement;
• • Chapter - 18: Effective experience design
  • Chapter - 19: Managing loyalty, CRM and data;
  • Chapter - 20: Providing a smooth online service and customer experience
  • Chapter - 21: Data analytics and reporting
• Section - FIVE: Tailoring your final digital marketing strategy;
• • Chapter - 22: Putting together your digital marketing strategy;

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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