Title Digital Marketing Strategy, 2/e
Subtitle An Integrated Approach to Online Marketing
Author Simon Kingsnorth
ISBN 9780749484224
List price GBP 29.99
Price outside India Available on Request
Original price
Binding Paperback
No of pages 384
Book size 153 x 229 mm
Publishing year 2019
Original publisher Kogan Page Limited
Published in India by .
Exclusive distributors Viva Books Private Limited
Sales territory India, Sri Lanka, Bangladesh, Pakistan, Nepal, .
Status New Arrival
About the book
  
 

Reviews:

 “A strong resource that covers all of the key digital marketing disciplines and how to build them into a winning strategy. Essential reading for beginner and expert alike.”

Matt Owen, Director, Oban International

“A well-structured and insightful guide to building an effective and practical digital strategy.”

Daniel Rowles, CEO, Target Internet

“The first edition of Simon Kingsnorth’s Digital Marketing Strategy was a great resource for digital marketing students, and the update in terms of content, structure and case examples makes the second edition an essential read and key companion as they start their marketing careers.”

Dr Emma Louise Slade, Lecturer in Marketing, University of Bristol

“A thorough and highly readable summary of everything marketers and business leaders need to know as they navigate our complex digital world. Kingsnorth pulls off the difficult task of balancing theoretical summary with both actionable steps and clarity in a vital book for marketers.”

Jon Mowat, Managing Director, Hurricane Media

“An excellent all-in-one text for today’s digital entrepreneur.”

Jonathan Gabay, keynote speaker, lecturer, brand psychologist

Description:

Effectively select, align and manage digital channels and operations using this second edition of the bestselling guide, Digital Marketing Strategy. This accessible, step-by-step framework enables the planning, integration and measurement of each digital platform and technique, all tailored to achieve overarching business objectives.

Ranging from social media, SEO, content marketing and user experience, to customer loyalty, automation and personalization, this edition features cutting edge updates on marketing automation, messaging and email, online and offline integration, the power of technologies such as AI, plus new data protection and privacy strategies. Accompanied by downloadable templates and resources, Digital Marketing Strategy is an ideal road map for any marketer to streamline a digital marketing strategy for measurable, optimized results. Online resources include lecture slides, activity sheets, practical implementation guides and templates, which will be regularly updated to equip readers as digital marketing continues to evolve.


Contents:

About the author

About the contributors

Introduction: How will this book transform your digital marketing strategy? • What is a digital strategy? • What’s the story of this book? • How to get the most from this book

Chapter 1. The foundations of digital marketing • The 4 Ps of marketing • Porter’s five forces • Brand or perceptual positioning map • Customer lifetime value • Segmentation • Boston Consulting Group matrix • Summary • Further reading • References

Part One. Knowing Your Business Objectives and Your Customer

Chapter 2. Understanding the digital ecosystem • Paid and organic search interaction • Social signals for SEO • The broad reach of content strategy • Display advertising and data strategy • Brand and proposition effect • The halo effect • Attribution and omni-channel • The full ecosystem • Summary

Chapter 3. Integrating digital into wider organization strategy • Business model • Global strategy • Brand • Vision • Culture • Innovation • Research and insight • KPIs • Summary • Further reading

References

Chapter 4. Understanding the evolving digital consumer • Who is the digital consumer? • Digital consumer behaviour • How technology affects the digital consumer • What does this mean for digital marketing? • Summary • Further reading • References

Chapter 5. Barriers, considerations and data protection in digital marketing strategy • Technology • Skills • Budget and resources • Business priorities • Regulation • Summary • Further reading • References

 

Part Two. Integrating Digital Change into Your Wider Organization

Chapter 6. Enabling technologies for online marketing and digital transformation • What is digital transformation? • Technology development techniques • What does this mean for digital marketing? • Summary • Further reading • References

Chapter 7. Planning your digital marketing strategy – Objectives, teams and budgeting • The planning process • The phased approach • Goals • Objectives and strategies • Action plans • Controls • People • Budgeting and forecasting • Summary • Further reading


Part Three. Using Channel Strategy to Reach Your Customers

Chapter 8. SEO strategy and organic techniques • The SEO triangle • Researching your SEO strategy • Technical SEO • Site structure • Content and SEO • Links and penalties • The changing landscape • Organizational structure and SEO • Summary • Further reading • References

Chapter 9. Building and optimizing a winning paid search strategy • An introduction to paid search • Setting up a campaign • Measurement and optimization • Advanced paid search • Managing paid search campaigns – humans versus robots • Summary • Further reading

Chapter 10. Display advertising and programmatic targeting • Programmatic advertising • Types and formats of display advertising • Key technology in ad delivery • Types of display campaign • Planning and targeting programmatic display campaigns • Display campaign measurement • Summary • Further reading

Chapter 11. Tailoring your social media strategy • The evolution of social media • Where to start? • Types of social media • The social networks • Content • Influencers • Social advertising • Measurement • Summary • Further reading • References

Chapter 12. Marketing automation, messaging and e-mail marketing – the unsung heroes • E-mail marketing today • The 5 Ts of e-mail marketing • How are businesses using e-mail marketing? • Account management versus centralized communications • Follow-up • Regulation • Platforms • Messaging and SMS • Measurement • Summary • Further reading • References

Chapter 13. Lead generation that delivers results • Push versus pull – the changing landscape • Lead scoring • Lead generation across the digital channels • Keeping the lead alive • Measurement • Summary • Further reading • References

Chapter 14. Content strategy – a key pillar of success • What is content marketing? • What is content? • What content types should you use? • Why content marketing? • People and process for creating content • Distribution • Measuring the value of content • International content • Audit checklist • Summary • Further reading • References

Chapter 15. Personalizing the customer journey and digital experience • What is personalization? • Defining true personalization • User-defined personalization • Behavioural personalization • Tactical personalization • Single customer view • Summary • Further reading • References


Part Four. Conversion, Retention and Measurement

Chapter 16. Effective design, e-commerce and user experience (UX) • User experience (UX) • UX research • Design thinking • Summary • Further reading • References

Chapter 17. Managing loyalty, CRM and data • Defining CRM and retention • Contact strategy • Cross-selling and up-selling • Predictive analytics • CRM systems • Social CRM (SCRM) • Loyalty • Summary • Further reading • References

Chapter 18. Providing a smooth online service and customer experience • Customer service principles • Service channels • Social customer service • Measurement • Summary • Further reading • References

Chapter 19. Measuring success through data analytics and reporting • The data landscape • The reliability of data-based decisions • What are analytics? • Tools and technology • Attribution modelling • Reporting • Summary • Further reading • References


Part Five. Tailoring Your Final Digital Marketing Strategy

Chapter 20. Putting together your digital marketing strategy • Where to start • Stage one: assessment • Stage two: the foundations • Stage three: sophistication • Stage four: formalize • Stage five: continuous improvement • Summary • Further reading

Index


About the Author:

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.


Target Audience:

People interested in E-commerce management, internet marketing and strategic planning.

 

 
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