Digital Marketing Strategy An Integrated Approach to Online Marketing
Produktdetaljer
Biografisk notat
Simon Kingsnorth is a marketing expert with over 25 years' industry experience. Based in Reading, UK, he has held senior marketing roles at leading brands, is CEO of the global marketing agency SK and is a regular keynote speaker and contributor to industry publications. He is the author of The Digital Marketing Handbook and Marketing in Web 3.0 also published by Kogan Page.Digital Marketing Strategy An Integrated Approach to Online Marketing
"Kingsnorth's expertise shines through in his ability to demystify complex topics and present them in a clear, accessible framework. The inclusion of the latest trends and technologies ensures that readers are equipped with the most current knowledge to navigate the ever-evolving digital landscape. I wholeheartedly recommend this book to anyone serious about mastering digital marketing. It is a must-read for students who are embarking on their careers and an invaluable reference for seasoned professionals who want to stay at the forefront of the industry."
Eamonn O'Raghallaigh, Teaching Fellow in Digital Marketing & AI, Trinity Business School, Dublin
"With this fourth edition, Simon Kingsnorth captures the latest trends around AI and the changing marketing landscape perfectly whilst retaining the core strategic approach that this book is so well regarded for."
Simon Schneiders, Founder & CEO, Blue Array SEO
"<b><i>Digital Marketing Strategy</i></b> by Simon Kingsnorth captures the next wave of digital marketing with clarity and insight. Reviewing the impact of AI, automation and Web3 this book provides detailed and practical direction in a fast-changing digital landscape. The addition of prompts, key takeaways and tailored further reading makes it invaluable for both teaching and practice."
Hannah Edyvean, Senior Lecturer, Leeds Beckett University
- Implement AI-driven tools to enhance campaign efficiency - Optimize marketing performance with data-backed decision making - Build career credibility through advanced digital marketing skills - New to this edition: Use AI to build a strategy, the metaverse, Web3 and NFTs, plus updates to data points, platform features and real-world examples With comprehensive chapters and supportive online resources, this guide equips you to navigate emerging digital trends while driving tangible results in your organization and career. Themes include: Digital marketing strategy, AI integration and marketing automation, Practical frameworks and tools, Career development and impact, Real-world case studies
- 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 and social media advertising;
- 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;
"Kingsnorth's expertise shines through in his ability to demystify complex topics and present them in a clear, accessible framework. The inclusion of the latest trends and technologies ensures that readers are equipped with the most current knowledge to navigate the ever-evolving digital landscape. I wholeheartedly recommend this book to anyone serious about mastering digital marketing. It is a must-read for students who are embarking on their careers and an invaluable reference for seasoned professionals who want to stay at the forefront of the industry."
Eamonn O'Raghallaigh, Teaching Fellow in Digital Marketing & AI, Trinity Business School, Dublin
"With this fourth edition, Simon Kingsnorth captures the latest trends around AI and the changing marketing landscape perfectly whilst retaining the core strategic approach that this book is so well regarded for."
Simon Schneiders, Founder & CEO, Blue Array SEO
"<b><i>Digital Marketing Strategy</i></b> by Simon Kingsnorth captures the next wave of digital marketing with clarity and insight. Reviewing the impact of AI, automation and Web3 this book provides detailed and practical direction in a fast-changing digital landscape. The addition of prompts, key takeaways and tailored further reading makes it invaluable for both teaching and practice."
Hannah Edyvean, Senior Lecturer, Leeds Beckett University
- Implement AI-driven tools to enhance campaign efficiency - Optimize marketing performance with data-backed decision making - Build career credibility through advanced digital marketing skills - New to this edition: Use AI to build a strategy, the metaverse, Web3 and NFTs, plus updates to data points, platform features and real-world examples With comprehensive chapters and supportive online resources, this guide equips you to navigate emerging digital trends while driving tangible results in your organization and career. Themes include: Digital marketing strategy, AI integration and marketing automation, Practical frameworks and tools, Career development and impact, Real-world case studies
- 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 and social media advertising;
- 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;