- Catalog Home
- » Understanding digital marketing: marketing strategies for engaging the digital generation
Understanding digital marketing: marketing strategies for engaging the digital generation
Average Rating
Author
Publisher
Varies, see individual formats and editions
Publication Date
Varies, see individual formats and editions
Language
English
Description
Loading Description...
Table of Contents
From the Book - Third edition.
Machine generated contents note: Preface
Contributors' biographies
Acknowledgements 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-Davidson02 @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: Mercadolibre03 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
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: Hg204 Is it working?
Owned, paid and earned
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 trust05 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 Entertainer06 Understanding social media
Join the conversation
What is social media?
Different forms of social media
Social media dashboards
all your updates in one place
The rules of engagement
Adding social media to your own site
Case study: Bennetts Bike Social07 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 Heroes08 Understanding mobile marketing
Mobile
market size and rate of growth
Mobile
Web2.0
Mobile marketing
a game-changing channel, or just another conduit?
Location, location, location
Mobile gaming
Mobile applications
Measuring mobile
Mobile privacy
Mobile data
Further exploration
Building a multichannel marketing strategy
Case study: Dubizzle.com09 Understanding performance marketing
Recognizing opportunities for strategic partnership
What is performance marketing?
Case study: Number One Shoes10 Understanding online public relations
Google
judge and jury
Online
it's where PR lives now11 Understanding content marketing
Why content?
an overview
Content strategy
Content production
Promoting your content
The future of online content
Case study: Makino12 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
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 378 Glossary
Index.
From the Book - Second edition.
Preface
Acknowledgments
Going digital : the evolution of marketing
Strategic thinking
Your window to the digital world
The search for success
Website intelligence and return on investment
E-mail marketing
Social media and online consumer engagement
Online pr and reputation management
Affiliate marketing and strategic partnerships
Your marketing in your prospect's pocket
What's next?.
Excerpt
Loading Excerpt...
Author Notes
Loading Author Notes...
More Details
Contributors
ISBN
9780749464271
9780749453893
9780749464288
9780749471026
9780749478438
9780749453893
9780749464288
9780749471026
9780749478438
Reviews from GoodReads
Loading GoodReads Reviews.
Staff View
Loading Staff View.