Now in its fifth edition, the hugely popular Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing is fully updated, keeping you in line with the changes in this dynamic and exciting field and helping you create effective and up-to-date customer-centric digital marketing plans.A practical guide to creating and executing digital marketing plans, it combines established approaches to marketing planning with the creative use of new digital models and digital tools. It is designed to support both marketers and digital marketers, and students of business or marketing who want a thorough yet practical grounding in digital marketing.Written by two highly experienced digital marketing consultants, the book shows you how to:Draw up an outline digital marketing planEvaluate and apply digital marketing principles and modelsIntegrate online and offline communicationsImplement customer-driven digital marketingReduce costly trial and errorMeasure and enhance your digital marketingLearn best practices for reaching and engaging your audiences using the key digital marketing platforms like Apple, Facebook, Google and Twitter.This new edition seamlessly integrates the latest changes in social media technology, including expanded coverage of mobile technology, demonstrating how these new ways to reach customers can be integrated into your marketing plans. It also includes new sections on data analytics, clearly demonstrating how marketers can leverage data to their advantage.Offering a highly structured and accessible guide to a critical and far-reaching subject, Digital Marketing Excellence, Fifth Edition, provides a vital reference point for all students and managers involved in marketing strategy and implementation.
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PrefaceAcknowledgementsChapter 1 – Introduction to digital marketing1.1 Introduction1.2 Situation – the connected world1.3 Situation – B2C, B2B, C2B and C2C1.4 Situation – Digital marketing definitions1.5 Situation – sloppy digital marketing1.6 Objectives 1.7 Objective – sell – using the Internet as a sales tool1.8 Objective – serve – using the Internet as a customer service tool1.9 Objective – speak – using the Internet as a communications tool1.10 Objective – save – using the Internet for cost reduction1.11 Objective – sizzle – using the Internet as a brand-building tool1.12 Introduction to Digital marketing strategy1.13 Tactics, action and control Chapter 2 – Remix2.1 Introduction to remix2.2 What is the marketing mix?2.3 Beyond the mix 2.4 The mix is morphing 2.5 Product2.6 Price2.7 Place2.8 Promotion 2.9 People 2.10 Physical evidence 2.11 Process2.12 An extra ‘P’– partnershipsChapter 3 – Digital models3.1 Introduction to digital models3.2 Online revenue models 3.3 Intermediary models3.4 Attribution models3.5 Communications models3.6 Costumer information processing models3.7 Customer buying models3.8 Loyalty models3.9 Social media models3.10 Social business models and the Ladder of EngagementChapter 4 – Digital customers4.1 Introduction to digital customers4.2 Motivations4.3 Expectations 4.4 Fears and Phobias4.5 Online information processing4.6 The online buying process4.7 Relationships and loyalty 4.8 Communities and social networks4.9 Customer profiles4.10 Researching the online customer4.11 The post-literate customer Chapter 5 – Social media marketing5.1 What is social media marketing and why is it important?5.2 Benchmarking and setting goals for social media marketing5.3 Create strategy and plan to manage social media5.4 Social listening and online reputation management 5.5 Develop the content marketing and engagement strategy for your brand5.6 Define social media communications strategy 5.7 Define approaches for the core social media platforms5.8 Social media optimization (SMO)Chapter 6 – Designing Digital Experiences6.1 Introduction to site design 6.2 Integrated design6.3 Online value proposition 6.4 Customer orientation 6.5 Dynamic design and personalization6.6 Aesthetics 6.7 Page design6.8 Content strategy and copywriting6.9 Navigation and structure 6.10 Interaction 6.11 Mobile site designChapter 7 – Traffic building7.1 Introduction to traffic building 7.2 Search engine marketing: SEO7.3 Search engine marketing Advertising: PPC7.4 Display advertising7.5 Native advertising7.6 Online PR7.7 Online partnerships7.8 Opt-in email7.9 Viral Marketing7.10 Offline traffic buildingChapter 8 – Customer lifecycle communications and CRM8.1 Introduction to CRM8.2 Relationship to customer lifecycle marketing8.3 Database marketing and marketing automation8.4 Using Martech to support CRM8.5 Profiling8.6 Personalization8.7 Email marketing8.8 Control issues8.9 Cleaning the database8.10 Making it happenChapter 9 – Managing digital marketing9.1 Introduction9.2 Transformation to digital business9.3 Creating the social business through implementing social CRM9.4 The endless journey – reviewing digital marketing capabilities9.5 Budgeting for digital marketing9.6 Making the business case for digital media and technology investment9.7 Selecting the right suppliers for digital marketing 9.8 Change management for digital transformation9.9 Measuring and optimization digital marketing with digital analytics9.10 Automation9.11 Implementing new systems9.12 Managing data quality9.13 E Digital business securityChapter 10 – Digital Marketing Plan 10.1 Introduction to digital marketing planning10.2 Situational analysis10.3 Objectives10.4 Strategy10.5 Tactics10.6 Actions10.7 Control10.8 The 3M resources: ‘men’, money and minutesGlossaryIndex
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Digital Marketing Excellence is a practical textbook for all marketing executives, managers and students who plan and implement digital campaigns. The book is engaging, practical, easy to follow and comprehensive and is highly recommended by the IDM.Tracey Poulson, Director of Learning, Institute of Direct and Digital Marketing, UK.Digital marketing has transformed the marketing arena. It offers opportunities for better target profiling and informed strategic decisions. Chaffey & Smith have supported that evolution from the start. Their book, Digital Marketing Excellence 5e, covers elements of how to turn data into information and information into insight - and insight is the fuel that drives digital marketing success. Marialena Zinopoulou, CEO - The Digital Marketing Association - Analytics Lecturer - IoT Researcher, UK.Our School of Marketing places an emphasis on analytics in our digital marketing education. In Digital Marketing Excellence, the leading edge examples demonstrate data driven decision making in practice. The SOSTAC® framework is an element that our students take from the classroom to the workplace and use as a systematic and comprehensive approach to digital marketing planning.Etain Kidney, Programme Director, Digital Marketing, DIT, Ireland.
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Produktdetaljer

ISBN
9781138191686
Publisert
2017-03-27
Utgave
5. utgave
Utgiver
Vendor
Routledge
Vekt
1440 gr
Høyde
246 mm
Bredde
189 mm
Aldersnivå
U, P, 05, 06
Språk
Product language
Engelsk
Format
Product format
Innbundet
Antall sider
690

Biographical note

Dave Chaffey is a leading internet marketing consultant, trainer and author. Recognised by the CIM as one of 50 gurus who have shaped the future of marketing, Dave is an examiner on the CIM e-Marketing Award and course director for CIM e-marketing workshops since 1997. Dave Chaffey is CEO of SmartInsights.com, an online publisher and consultancy providing advice on digital marketing strategy to members in over 100 countries worldwide. PR Smith is an international speaker, marketing consultant and author of a range of books including digital marketing planning and integrated marketing communications. PR created SOSTAC® Planning framework, voted in the Top 3 business models worldwide by CIM and recently adopted by many companies including LinkedIn and KPMG. Paul just launched the SOSTAC® Certified Planners online portal www.sostac.org. He also founded www.GreatSportsmanship.org, an NFP programme which combines short stories and social media to inspire a new generation of global citizens.