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Understanding digital marketing: marketing strategies for engaging the digital generation
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English
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Table of Contents
From the Book - Third edition.
Machine generated contents note: 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-Davidson
02.@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: MercadoLibre
03. 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
Case study: Alpharooms
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: Hg2
04. Is it working?
Owned, paid and earned.
Contents note continued: 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 trust
05. 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 Entertainer
06. Understanding social media
Join the conversation
What is social media?
Different forms of social media.
Contents note continued: Social media dashboards
all your updates in one place
The rules of engagement
Adding social media to your own site
Case study: Bennetts Bike Social
07. 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 Heroes
08. Understanding mobile marketing
Mobile
market size and rate of growth
Mobile
Web 2.0
Mobile marketing
a game-changing channel, or just another conduit?
Case study: Accor Hotels
Location, location, location
Mobile gaming
Case study: Kiip
Mobile applications
Measuring mobile
Mobile privacy
Mobile data
Further exploration
Building a multichannel marketing strategy
Case study: Dubizzle.com
09. Understanding performance marketing
Recognizing opportunities for strategic partnership.
Contents note continued: What is performance marketing?
Case study: Number One Shoes
10. Understanding online public relations
Google
judge and jury
Online
it's where PR lives now
Case study: Royal Mail gold post boxes
Case study: Bristol-Myers Squibb
Case study: NatWest
11. Understanding content marketing
Why content?
an overview
Case study: East Coast
Case study: Littlewoods
Content strategy
Content production
Promoting your content
The future of online content
Case study: Makino
12. 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.
Contents note continued: 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.
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ISBN
9780749471026