Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation / Edition 3

Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation / Edition 3

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by Damian Ryan
     
 

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ISBN-10: 0749471026

ISBN-13: 9780749471026

Pub. Date: 06/28/2014

Publisher: Kogan Page, Ltd

Forrester Research has predicted that in 2016, $77 billion will be spent on interactive marketing. This equals the amount that is spent on television advertising today, so it is increasingly important to know how to effectively use digital marketing.

Understanding Digital Marketing looks at the world of digital marketing: how it got started, how it got

Overview

Forrester Research has predicted that in 2016, $77 billion will be spent on interactive marketing. This equals the amount that is spent on television advertising today, so it is increasingly important to know how to effectively use digital marketing.

Understanding Digital Marketing looks at the world of digital marketing: how it got started, how it got to where it is today and where the thought leaders in the industry believe it is headed in the future. This new edition demonstrates in a practical and comprehensive way, how to harness the power of digital media and use it to achieve the utmost success in business.

The author deals with key topics in detail, including: search marketing, social media, mobile marketing, affiliate marketing, e-mail marketing, customer engagement and digital marketing strategies.

This book will help readers to:
- choose online marketing channels to get their products and services to market
- understand the origins of digital marketing and the trends that are shaping its future
- achieve the competitive edge to keep them ahead

Including new case studies that reflect the changed marketplace, Understanding Digital Marketing provides readers with the tools to utilize the power of the internet to take their businesses wherever they want them to go.

Product Details

ISBN-13:
9780749471026
Publisher:
Kogan Page, Ltd
Publication date:
06/28/2014
Edition description:
Third Edition
Pages:
432
Sales rank:
188,516
Product dimensions:
5.90(w) x 9.10(h) x 0.90(d)

Table of Contents

Preface
Contributors’ biographies
Acknowledgements

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
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
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
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 – Web2.0
Mobile marketing – a game-changing channel, or just another conduit?
Location, location, location
Mobile gaming
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
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

11 Understanding content marketing
Why content? – an overview
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
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 378

Glossary
Index

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Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation 5 out of 5 based on 0 ratings. 1 reviews.
NatoshaM More than 1 year ago
A large guide into the world of digital marketing! I was impressed with how much is covered inside. The details and examples through case studies really help. This is perfect for beginners or anyone trying to go public with a brand, job, product or trying to promote themselves. It really covers so many great topics and each is with complete details and helpful tips.