Simon Kingsnorth

Digital Marketing Strategy

An Integrated Approach to Online Marketing

• Broschiertes Buch

Produktbeschreibung

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.

Produktdetails

• Verlag: Kogan Page
• Artikelnr. des Verlages: 14204
• 3. Aufl.
• Seitenzahl: 416
• Erscheinungstermin: 31. Mai 2022
• Englisch
• Abmessung: 232mm x 155mm x 25mm
• Gewicht: 625g
• ISBN-13: 9781398605978
• ISBN-10: 1398605972
• Artikelnr.: 62547224

Autorenporträt

Simon Kingsnorth is a senior digital leader and strategist with a core skillset in digital marketing, digital transformation and user experience. His specialities include paid search, SEO, social media, affiliate and email marketing, as well as website design and development, acquisition, CRM, analytics, targeting and personalization.

Inhaltsangabe

• • 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

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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