Digital Marketing Strategy

An Integrated Approach to Online Marketing
3. Auflage 2022
ISBN: 978-1-3986-0597-8
Verlag: Kogan Page

Buch, Englisch, 416 Seiten, Format (B × H): 155 mm x 232 mm, Gewicht: 657 g

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.

Autoren/Hrsg.

Kingsnorth, Simon

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing

Inhaltsverzeichnis

• • 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

Über Autor(innen)

Kingsnorth, Simon
Simon Kingsnorth is a recognized digital marketing expert with over 20 years of industry experience, 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. He is currently the Founder and CEO of SK, which is a Strategic marketing company that supports small and large businesses around the world to build and execute highly successful marketing strategies.

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.