Simon Kingsnorth

Digital Marketing Strategy

An Integrated Approach to Online Marketing

• Gebundenes Buch

Produktbeschreibung

Plan, implement and optimize a tailored, end-to-end digital marketing strategy that aligns with business objectives with this new edition of the global bestseller.

Produktdetails

• Verlag: Kogan Page
• 3rd edition
• Seitenzahl: 416
• Erscheinungstermin: 31. Mai 2022
• Englisch
• Abmessung: 234mm x 156mm x 32mm
• Gewicht: 762g
• ISBN-13: 9781398605992
• ISBN-10: 1398605999
• Artikelnr.: 62548235

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