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Understanding digital marketing : marketing strategies for engaging the digital generation /

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The bestselling Understanding Digital Marketing is the ultimate guide to digital marketing. It demonstrates how to harness the power of digital media and deals with every key topic and channel in detail. Thoroughly revised throughout it covers all key topics including social media, SEO, email market...

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Bibliographic Details
Main Author: Ryan, Damian
Format: Book
Language:English
Published: London ; Philadelphia : Kogan Page, [2014]
Edition:Third edition.
Subjects:
Internet marketing.
Social media.
Strategic planning.
Marketing > Management.
BUSINESS & ECONOMICS / Marketing / General.
BUSINESS & ECONOMICS / E-Commerce / Internet Marketing.
BUSINESS & ECONOMICS / Advertising & Promotion.
Table of Contents:
  • Machine generated contents note: 01. So ... you want to go digital???
  • In the beginning ...
  • The changing face of advertising
  • The technology behind digital marketing
  • Enough technology ... let's talk about people
  • Case study: Harley-Davidson
  • 02.@first ... think!
  • Why you need a digital marketing strategy
  • Your business and digital marketing
  • Defining your digital marketing strategy
  • Understanding the digital consumer
  • Mind your Ps
  • Eyes on the prize
  • Bringing it all together
  • Case study: MercadoLibre
  • 03. Then build your channel
  • Your website
  • the hub of your digital marketing world
  • Building an effective website
  • The main steps of building your website
  • Before you start
  • Case study: Alpharooms
  • Choosing your domain name
  • Hosting
  • your website's home on the internet
  • How to choose a web designer/developer
  • Arranging your information
  • Writing effective web content
  • Case study: Hg2
  • 04. Is it working?
  • Owned, paid and earned.
  • Contents note continued: Log files versus page tagging
  • Augmenting information using cookies
  • Test and test again
  • Measuring paid media
  • Attribution modelling
  • Who am I talking to?
  • Making Measurements Make Sense (3MS)
  • The return of GRP
  • The problem of earned media
  • What are you trying to achieve?
  • Why KPIs are important
  • Choosing effective KPIs
  • The need for trust
  • 05. Are customers finding you?
  • Search: still the online marketer's holy grail
  • About the engines
  • Optimizing your site for the engines
  • Advertising on the search engines
  • Mobile search
  • Black hat, the darker side of search
  • Bringing in the pros
  • Universal search
  • more opportunities to rank
  • Shifting goalposts
  • search innovation and the quest for relevance
  • Looking forward
  • Case study: The Entertainer
  • 06. Understanding social media
  • Join the conversation
  • What is social media?
  • Different forms of social media.
  • Contents note continued: Social media dashboards
  • all your updates in one place
  • The rules of engagement
  • Adding social media to your own site
  • Case study: Bennetts Bike Social
  • 07. Understanding e-mail marketing
  • The new direct mail
  • What exactly is e-mail marketing?
  • Before you start
  • Planning your campaign
  • Measuring your success
  • E-mail
  • a vital component of digital marketing
  • Case study: Help for Heroes
  • 08. Understanding mobile marketing
  • Mobile
  • market size and rate of growth
  • Mobile
  • Web 2.0
  • Mobile marketing
  • a game-changing channel, or just another conduit?
  • Case study: Accor Hotels
  • Location, location, location
  • Mobile gaming
  • Case study: Kiip
  • Mobile applications
  • Measuring mobile
  • Mobile privacy
  • Mobile data
  • Further exploration
  • Building a multichannel marketing strategy
  • Case study: Dubizzle.com
  • 09. Understanding performance marketing
  • Recognizing opportunities for strategic partnership.
  • Contents note continued: What is performance marketing?
  • Case study: Number One Shoes
  • 10. Understanding online public relations
  • Google
  • judge and jury
  • Online
  • it's where PR lives now
  • Case study: Royal Mail gold post boxes
  • Case study: Bristol-Myers Squibb
  • Case study: NatWest
  • 11. Understanding content marketing
  • Why content?
  • an overview
  • Case study: East Coast
  • Case study: Littlewoods
  • Content strategy
  • Content production
  • Promoting your content
  • The future of online content
  • Case study: Makino
  • 12. Convincing your boss to invest in digital marketing
  • Understanding your objectives
  • Your market and website function
  • Understanding decision making and knowing your decision makers
  • Budget considerations
  • Key channel benefits
  • The perfect website
  • Further considerations
  • Structuring your proposal
  • Advocacy
  • 13. What's next?
  • Prediction 1 a new internet
  • Prediction 2 democratization of marketing knowledge.
  • Contents note continued: Prediction 3 natural selection of content
  • Prediction 4 greater learning and being more competitive
  • Prediction 5 lessons from the emerging markets
  • Prediction 6 the case for a circular marketing economy ...
  • Prediction 7 agencies go arbitrage
  • Prediction 8 fast and super fast
  • Prediction 9 radio
  • Prediction 10 your online persona
  • The end bit
  • Case study: UEFA Europa League.