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Taking down Goliath : digital marketing strategies for beating competitors with 100 times your spending power /

David has never had a better chance at beating Goliath, but digital marketing remains a mystery to the vast majority of would-be marketers. In other words, marketing automation will only get you so far. You still need a solid strategy. Whether you run a big company or a one-man marketing team, the d...

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Bibliographic Details
Main Authors: Ryan, Kevin M. (Author), Graham, Rob (Author)
Format: Book
Language:English
Published: New York : Palgrave Macmillan, 2014.
Edition:First edition.
Subjects:
Internet marketing.
Small business marketing.
Internet marketing > Case studies.
Small business marketing > Case studies.
BUSINESS & ECONOMICS > Marketing > General.
BUSINESS & ECONOMICS > Small Business.
Table of Contents:
  • Foreword
  • Chapter 1:Exploring Marketing Models
  • Available tools
  • Auction-based media
  • Search
  • Marketing Fundamentals
  • The Consumer Experience
  • Consumer Buying Models
  • Creating Targeted Marketing Messages
  • Chapter 2: The Digital Advertising Ecosystem
  • The Digital Media Landscape
  • The Advertising Cycle
  • Digital Advertising Overview
  • Digital Display Advertising
  • Digital Display Media Channels
  • Chapter 3: Rich Media Features and Formats
  • The Evolution of Rich Media Evolution
  • Rich Media Video Solutions
  • Rich Media Ad Buying
  • Chapter 4: Search Engine Advertising
  • SEM Overview
  • Google AdSense and Analytics
  • SEM Keyword Strategies
  • Search Ad Creation
  • Chapter 5: Search Engine Optimization
  • SEO Evolution
  • On-Page Optimization
  • Workshop
  • SEO Site Analysis
  • Off-Page Optimization
  • Chapter 6: Email Marketing
  • Email Marketing Overview
  • Email Marketing Best Practices
  • List and Data Management
  • Email Campaign Management
  • Email Marketing Pitfalls to Avoid
  • Chapter 7: Social Media Marketing
  • The Social Media Revolution
  • Social Media Marketing Strategies
  • Developing an SMM Voice
  • Exploring the Blogosphere
  • Social Media Networks
  • Facebook
  • Social Media Networks
  • Twitter
  • Social Media Networks
  • LinkedIn
  • Social Media Networks
  • YouTube
  • The Content on Demand Ecosystem
  • Chapter 8: Mobile Marketing
  • The Mobile Revolution
  • Mobile Marketing Strategies
  • Mobile Targeting & Measurement
  • Chapter 9: Online Audience Targeting
  • Audience Targeting Overview
  • Audience Targeting Hierarchy
  • Behavioral Targeting
  • Cluster & Segment Targeting
  • Emerging Targeting Models
  • Chapter 10: Digital Measurement and Analytics
  • Why Measure?
  • Defining Digital Measurement
  • Research Methods and Sources
  • Web and Site Analytics
  • Channel Research Tools
  • Chapter 11: Digital Marketing Strategies
  • Capturing Consumer Data
  • Landing Page Design
  • Group Buying Sites and Crowdsourcing
  • Real-Time Consumer Support
  • Podcasts, Ebooks and More
  • Open-Source Marketing Tools
  • Chapter 12: Digital Advertising Creation Strategies
  • Digital Media Landscape
  • Digital Ad Creative Strategies
  • Digital Campaign Evaluation Guidelines.