Digital Marketing Strategy An Integrated Approach to Online Marketing

Heftet / 2019 / Engelsk

Produktdetaljer

ISBN13
9780749484224
Publisert
2019
Utgave
2. utgave
Utgiver
Vendor
Kogan Page Ltd
Aldersnivå
05, 06, U, P
Språk
Product language
Engelsk
Format
Product format
Heftet
Sider
384
Vekt
590 gr
Høyde
235 mm
Bredde
157 mm
Tykkelse
22 mm
Se alle
Forfatter

Digital Marketing Strategy An Integrated Approach to Online Marketing

Heftet / 2019 / Engelsk
Optimize your digital channels and ensure your marketing strategy aligns with business objectives, with this second edition of the bestselling guide to digital marketing - recommended by the Chartered Institute of Marketing. There is no shortage of digital marketing resources yet finding a book that covers all disciplines can be a challenge. This essential and highly readable book provides an accessible, step-by-step framework to the planning, integration and measurement of each digital platform and technique, all tailored to achieve overarching business objectives. Now featuring cutting edge updates on social media, SEO, content marketing, user experience and customer loyalty, Digital Marketing Strategy is an ideal road map for navigating: -Marketing automation, personalization, messaging and email -Online and offline integration -The power of technologies, such as AI -New data protection and privacy strategies Accompanied by downloadable practical implementation guides spanning SEO, paid-search, email, lead-generation and more, Digital Marketing Strategy will show you how to effectively select, align and manage digital channels and operations, to streamline a winning digital marketing strategy for measurable, optimized results. It is an essential guide for any marketer to build an effective and practical digital strategy.
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Plan, implement and optimize a tailored, end-to-end digital marketing strategy that aligns to wider business objectives with this bestseller, including updates on mobile, automation, AI and new data protection laws.
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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: Lead generation that delivers results;Chapter - 14: Content strategy - A key pillar of success;Chapter - 15: Personalizing the customer journey and digital experience;Section - FOUR: Conversion, retention and measurement;Chapter - 16: Effective design, e-commerce and user experience (UX);Chapter - 17: Managing loyalty, CRM and data;Chapter - 18: Providing a smooth online service and customer experience;Chapter - 19: Measuring success through data analytics and reporting;Section - FIVE: Tailoring your final digital marketing strategy;Chapter - 20: Putting together your digital marketing strategy;Chapter - 21: Index
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"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
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Bestselling author Simon Kingsnorth is a recognized digital leader and strategist, and is currently Global Head of Digital Marketing at Citi Private Bank, based in the UK. Highly experienced at leading teams in digital marketing, digital transformation and user experience, he is a regular keynote speaker and contributor to industry publications.
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Levering 3-20 dager

Produktdetaljer

ISBN13
9780749484224
Publisert
2019
Utgave
2. utgave
Utgiver
Vendor
Kogan Page Ltd
Aldersnivå
05, 06, U, P
Språk
Product language
Engelsk
Format
Product format
Heftet
Sider
384
Vekt
590 gr
Høyde
235 mm
Bredde
157 mm
Tykkelse
22 mm
Se alle
Forfatter