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Digital Marketing Strategy: An Integrated Approach to Online Marketing 3rd Revised edition [Minkštas viršelis]

3.79/5 (286 ratings by Goodreads)
  • Formatas: Paperback / softback, 416 pages, aukštis x plotis x storis: 234x157x22 mm, weight: 625 g
  • Išleidimo metai: 03-May-2022
  • Leidėjas: Kogan Page Ltd
  • ISBN-10: 1398605972
  • ISBN-13: 9781398605978
Kitos knygos pagal šią temą:
Digital Marketing Strategy: An Integrated Approach to Online Marketing 3rd Revised editionDidesnis paveikslėlis
  • Formatas: Paperback / softback, 416 pages, aukštis x plotis x storis: 234x157x22 mm, weight: 625 g
  • Išleidimo metai: 03-May-2022
  • Leidėjas: Kogan Page Ltd
  • ISBN-10: 1398605972
  • ISBN-13: 9781398605978
Kitos knygos pagal šią temą:
Pastovi nuoroda: https://www.kriso.lt/db/9781398605978.html
Raktažodžiai:
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.

Build an effective and practical digital strategy with this bestselling guide to digital marketing, covering everything from automation and analytics to integrating AI.

Digital Marketing Strategy is a global bestseller, and a one-stop guide to digital marketing and how to structure and build a more strategic approach. Recommended by the Chartered Institute of Marketing (CIM), a professional marketing body. Now fully updated, this third edition covers the integration of AI in marketing, marketing automation and how to use digital analytical tools, plus new strategies for third-party data and privacy protection.

Digital Marketing Strategy will show you how to effectively select, align and manage digital channels and operations, to streamline a winning digital marketing strategy for measurable, optimized results. Learn from real-world case studies including Coca-Cola, MoneySupermarket.com, Bloom & Wild, Airbnb, Adidas, Uber so you can view best-practice examples so you can build your own digital marketing strategy.

Accompanying online resources consist of practical implementation guides spanning SEO, paid-search, email, lead-generation, as well as lecture slides and activity sheets. This is an invaluable guide for digital marketing students and entry-level to mid-management professionals.

Recenzijos

"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 * "It is very rare to find such applicable, accurate and up to date advice in a single resource, which is exactly what Digital Marketing Strategy offers. Simon's in-depth understanding of such a broad range of digital marketing channels and topics makes this book undoubtedly an essential read for both budding and experienced digital marketing professionals alike." * Carl Hewitt, CEO and Co-Founder, Hewitt Matthews * "One of the issues with marketing and marketing books today is pre-pandemic thinking. With this third edition of Digital Marketing Strategy, Simon has really taken the time to bring the book up-to-date with modern case studies and chapters. This really is a marketing book for the post-pandemic world." * Tim Hughes, Co-Founder and CEO, Digital Leadership Associates * "Impressive depth and rigor, with excellent insights and practical tips. A must-have resource for every marketer and business leader. This is a book you will keep coming back to over and over again." * Arek Dvornechuck, Branding Expert, Ebaqdesign * "This is everything that you need and want to know about digital marketing. Simon Kingsnorth expertly combines the logic and magic of the discipline and brings it together in an engaging and comprehensive way. A master class wrapped up in a book that you should read and use to develop your marketing strategy and grow as a marketer." * Suki Thompson, Founder, Lets Reset * "I have used and recommended Digital Marketing Strategy for a number of years to digital marketing students. This latest edition has made sure that it has kept up to date and is supported by some detailed case studies. The publication continues to be a valuable resource for both students and practitioners." * Bradley Lansdale, Lecturer and CIM Examiner *

About the author xiv
About the contributors xv
Introduction: How will this book transform your digital marketing strategy? 1(5)
What is a digital strategy?
1(1)
What's the story of this book?
2(2)
How to get the most from this book
4(2)
01 The foundations of digital marketing
6(25)
What we will cover in this chapter
6(2)
The 4 Ps of marketing
8(4)
Porter's five forces
12(6)
Brand or perceptual positioning map
18(2)
Customer lifetime value
20(2)
Segmentation
22(3)
Boston Consulting Group matrix
25(2)
Customer and market insight
27(2)
Summary
29(1)
Further reading
29(1)
References
30(1)
PART ONE Knowing your business objectives and your customer
31(54)
02 Understanding the digital ecosystem
33(6)
What we will cover in this chapter
33(1)
Paid and organic search interaction
34(1)
Social signals for SEO
34(1)
The broad reach of content strategy
35(1)
Display advertising and data strategy
35(1)
Brand and proposition effect
36(1)
The halo effect
36(1)
Attribution and omni-channel
37(1)
The full ecosystem
37(1)
Summary
38(1)
Reference
38(1)
03 Integrating digital into wider organization strategy
39(18)
What we will cover in this chapter
39(1)
Business model
40(3)
Global strategy
43(2)
Brand
45(1)
Vision
46(1)
Culture
47(1)
Innovation
48(2)
Insight, research and analysis
50(4)
KPIs
54(1)
Summary
55(1)
Further reading
55(1)
References
56(1)
04 Understanding the evolving digital consumer
57(8)
What we will cover in this chapter
57(1)
Who is the digital consumer?
58(2)
Digital consumer behaviour
60(2)
How technology affects the digital consumer
62(1)
What does this mean for digital marketing?
63(1)
Summary
63(1)
Further reading
64(1)
References
64(1)
05 Barriers, considerations and data protection in digital marketing strategy
65(20)
What we will cover in this chapter
65(2)
Technology
67(2)
Skills
69(2)
Budget and resources
71(2)
Business priorities
73(2)
Regulation
75(7)
Summary
82(1)
Further reading
83(1)
References
84(1)
PART TWO Integrating digital change into your wider organization
85(38)
06 Enabling technologies for online marketing and digital transformation
87(12)
What we will cover in this chapter
87(1)
What is digital transformation?
87(8)
Technology development techniques
95(2)
What does this mean for digital marketing?
97(1)
Summary
97(1)
Further reading
98(1)
References
98(1)
07 Planning your digital marketing strategy - Objectives, teams and budgeting
99(24)
What we will cover in this chapter
99(2)
The planning process
101(6)
The phased approach
107(1)
Goals
108(2)
Objectives and strategies
110(4)
Action plans
114(1)
Controls
115(2)
People
117(3)
Budgeting and forecasting
120(1)
Summary
121(1)
Further reading
122(1)
PART THREE Using channel strategy to reach your customers
123(160)
08 SEO strategy and organic techniques
125(18)
What we will cover in this chapter
125(1)
The SEO triangle
126(2)
Researching your SEO strategy
128(4)
Technical SEO
132(1)
Site structure
133(2)
Content and SEO
135(1)
Links and penalties
136(2)
The changing landscape
138(1)
Organizational structure and SEO
139(2)
Summary
141(1)
Further reading
142(1)
09 Building and optimizing a winning paid search strategy
143(18)
What we will cover in this chapter
143(1)
An introduction to paid search
144(2)
Setting up a campaign
146(5)
Measurement and optimization
151(2)
Advanced paid search
153(5)
Managing paid search campaigns -- humans versus robots
158(1)
Summary
159(1)
Further reading
160(1)
Reference
160(1)
10 Display advertising and programmatic targeting
161(20)
What we will cover in this chapter
161(2)
Programmatic advertising
163(3)
Types and formats of display advertising
166(1)
Key technology in ad delivery
167(2)
Types of display campaign
169(1)
Planning and targeting programmatic display campaigns
170(5)
Display campaign measurement
175(4)
Summary
179(1)
Further reading
180(1)
11 Tailoring your social media strategy
181(22)
What we will cover in this chapter
181(1)
The evolution of social media
182(1)
Where to start?
183(2)
Types of social media
185(5)
The social networks
190(5)
Content
195(2)
Influencers
197(1)
Social advertising
197(3)
Measurement
200(1)
Summary
201(1)
Further reading
202(1)
References
202(1)
12 Marketing automation, messaging and email marketing -- the unsung heroes
203(17)
What we will cover in this chapter
203(1)
Email marketing today
204(2)
The 5 Ts of email marketing
206(4)
How are businesses using email marketing?
210(2)
Account management versus centralized communications
212(1)
Follow-up
213(1)
Regulation
213(1)
Platforms
213(2)
Messaging and SMS
215(1)
Measurement
216(2)
Summary
218(1)
Further reading
218(1)
References
218(2)
13 Affiliate schemes and partnerships to deliver highly targeted leads
220(10)
What we will cover in this chapter
220(1)
An introduction to affiliate marketing
220(3)
Setting up an affiliate programme
223(3)
Affiliate networks
226(1)
Affiliate marketing assets
227(1)
Tracking and measurement
227(1)
Summary
228(1)
Reference
229(1)
14 Lead generation that delivers results
230(9)
What we will cover in this chapter
230(1)
Push versus pull -- the changing landscape
231(1)
Lead scoring
231(1)
Lead generation across the digital channels
232(4)
Keeping the lead alive
236(1)
Measurement
237(1)
Summary
238(1)
Further reading
238(1)
Reference
238(1)
15 Content strategy -- a key pillar of success
239(32)
What we will cover in this chapter
239(1)
What is content marketing?
240(5)
What is content?
245(1)
What content types should you use?
246(1)
Why content marketing?
247(3)
People and process for creating content
250(11)
Distribution
261(2)
Measuring the value of content
263(4)
International content
267(1)
Audit checklist
268(1)
Summary
268(2)
Further reading
270(1)
References
270(1)
16 Personalizing the customer journey and digital experience
271(12)
What we will cover in this chapter
271(1)
What is personalization?
271(2)
Defining true personalization
273(1)
User-defined personalization
274(2)
Behavioural personalization
276(3)
Tactical personalization
279(1)
Single customer view
279(2)
Summary
281(1)
Further reading
281(1)
References
281(2)
PART FOUR Conversion, retention and measurement
283(72)
17 Effective Experience Design (XD)
285(16)
What we will cover in this chapter
285(1)
Experience Design
285(1)
XD maturity
286(1)
Three critical requirements
287(11)
Summary
298(1)
Further reading
299(1)
References
299(2)
18 Optimizing your e-commerce platform
301(12)
What we will cover in this chapter
301(1)
Introduction
301(1)
E-commerce platforms
302(2)
E-commerce marketing
304(2)
Digital cross- and up-selling
306(1)
Purchasing and payments
307(3)
Consumer trust
310(1)
Summary
311(1)
References
312(1)
19 Managing loyalty, CRM and data
313(19)
What we will cover in this chapter
313(1)
Defining CRM
313(4)
Contact strategy
317(5)
Cross-selling and up-selling
322(1)
Predictive analytics
323(1)
Technology platforms
324(2)
Loyalty
326(4)
Summary
330(1)
Further reading
331(1)
References
331(1)
20 Measuring success through data analytics and reporting
332(23)
What we will cover in this chapter
332(1)
The data landscape
332(2)
The reliability of data-based decisions
334(2)
What are analytics?
336(3)
Tools and technology
339(9)
Attribution modelling
348(2)
Reporting
350(3)
Summary
353(1)
Further reading
354(1)
Reference
354(1)
PART FIVE Tailoring your final digital marketing strategy
355(34)
21 Providing a smooth online service and customer experience
357(20)
What we will cover in this chapter
357(1)
Customer service principles
358(5)
Service channels
363(8)
Social customer service
371(2)
Measurement
373(2)
Summary
375(1)
Further reading
376(1)
References
376(1)
22 Putting together your digital marketing strategy
377(12)
What we will cover in this chapter
377(1)
Where to start
377(1)
Stage One Assessment
378(2)
Stage Two The foundations
380(3)
Stage Three Sophistication
383(2)
Stage Four Formalize
385(2)
Stage Five Continuous Improvement
387(1)
Summary
387(1)
Further reading
388(1)
Index 389
Simon Kingsnorth is a digital marketing expert with over 20 years' industry experience. Based in Reading, UK, he was formerly the Global Head of Digital Marketing at Citi Bank and has provided consultancy services to leading brands such as Vodafone, Asda and Lloyds TSB. A regular conference keynote speaker and contributor to industry publications, he is the author of The Digital Marketing Handbook, also published by Kogan Page.