Understanding Digital Marketing : Marketing Strategies for Engaging the Digital Generation
ISBN: 9780749464271 | 0749464275
Edition: 2ndFormat: Paperback
Publisher: Kogan Page Ltd
Pub. Date: 4/28/2012
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Understanding Digital Marketinglooks 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 book demonstrates how to harness the power of digital media and use it to achieve the utmost success in business, now and in the future. The authors deal with every key topic in detail, including: -search marketing -social media -Google -mobile marketing -affiliate marketing -e-mail marketing -customer engagement -digital marketing stra... MORE
| Preface | p. viii |
| Acknowledgments | p. xiv |
| Going digital the evolution of marketing | p. 1 |
| Our chapter pledge to you | p. 1 |
| In the beginning | p. 2 |
| The changing face of advertising | p. 2 |
| The technology behind digital marketing | p. 4 |
| Enough technology let's talk about people | p. 11 |
| Strategic thinking | p. 18 |
| Our chapter pled... MORE | p. 18 |
| Why you need a digital marketing strategy | p. 19 |
| Your business and digital marketing | p. 20 |
| Defining your digital marketing strategy22 | |
| Understanding the digital consumer | p. 24 |
| Mind your Ps | p. 28 |
| Eyes on the prize | p. 31 |
| Bringing it all together | p. 33 |
| Your window to the digital world | p. 36 |
| Our chapter pledge to you | p. 36 |
| Your website the hub of your digital marketing world | p. 37 |
| Building an effective website | p. 38 |
| The main steps of building your website | p. 38 |
| Before you start | p. 39 |
| Choosing your domain name | p. 42 |
| Hosting your website's home on the internet | p. 44 |
| How to choose a web designer developer | p. 47 |
| Arranging your information | p. 48 |
| Writing effective web content | p. 50 |
| Website design summary | p. 55 |
| The search for success | p. 60 |
| Our chapter pledge to you | p. 60 |
| Search: still the online marketer's holy grail | p. 61 |
| About the engines | p. 63 " |
| Optimizing your site for the engines | p. 65 |
| Advertising on the search | p. 82 |
| Black hat, the darker side of search | p. 85 |
| Bringing in the pros | p. 89 |
| Universal search-more opportunities to rank | p. 90 |
| Shifting goalposts: Search innovation and the quest for relevance | p. 92 |
| Website intelligence and return on invesments | p. 96 |
| Our chapter pledge to you | p. 96 |
| Measuring your way to digital marketing success | p. 97 |
| Getting started | p. 101 |
| How information is measured | p. 102 |
| Measuring what's important to you | p. 112 |
| Testing, investing, tweaking, reinvesting | p. 115 |
| Action stations | p. 117 |
| Harness the power of online data and watch you ROI take off | p. 118 |
| E-mail marketing | p. 125 |
| Our chapter pledge to you | p. 125 |
| The new direct mail | p. 126 |
| Wht exactly is e-mail marketing? | p. 127 |
| Before you start | p. 129 |
| Planning your campaign | p. 133 |
| Measuring your success | p. 143 |
| E-mail: vital component of digital marketing | p. 148 |
| Social media and online consumer engagement to you | p. 151 |
| Our chapter pledge to you | p. 151 |
| Join the conversation | p. 152 |
| What is social media? | p. 152 |
| Different forms of social media | p. 157 |
| Social media dashboards all your updates in one place | p. 168 |
| The rules of engagement | p. 169 |
| Adding social media to your own site | p. 170 |
| Online PR and reputation management | p. 175 |
| Our chapter pledge to you | p. 175 |
| Fostering a positive online image | p. 176 |
| Promoting your business through online channels | p. 177 |
| Monitoring the conversation reputation management | p. 188 |
| Damage limitation: turning the tide when things go wrong | p. 191 |
| Affiliate marketing and strategic partnerships | p. 198 |
| Our chapter pledge to you | p. 198 |
| Recognizing opportunities for strategic partnership | p. 199 |
| Affiliate marketing | p. 201 |
| Your marketing in your prospect's pocket | p. 213 |
| Our chapter pledge to you | p. 213 |
| Mobile: market size and rate of growth | p. 214 |
| Mobile: Web 2.0 | p. 216 |
| Mobile marketing: a game-changing channel or just another conduit? | p. 216 |
| Location, location, location | p. 224 |
| Mobile gaming | p. 228 |
| Mobile applications | p. 230 |
| Measuring mobile | p. 233 |
| Mobile privacy | p. 234 |
| Mobile data | p. 236 |
| Further exploration | p. 239 |
| What's next? | p. 243 |
| Our chapter pledge to you | p. 243 |
| The future's bright: head towards the light | p. 244 |
| Word of mouth: savvy consumers control the future | p. 244 |
| Collaborative consumption | p. 245 |
| Co-creation | p. 246 |
| Search: a constantly evolving marketing powerhouse | p. 247 |
| Mobile: whoah... it's finally here! | p. 250 |
| Tracking and measuring human behaviour | p. 254 |
| In-game advertising | p. 255 |
| Video; two screens; wrappers | p. 256 |
| Holistic marketing: blurring lines and integrating media | p. 257 |
| Dynamic, unpredictable, exciting and essential | p. 263 |
| Glossary | p. 265 |
| Index | p. 276 |
| Table of Contents provided by Ingram. All Rights Reserved. |
Damian Ryan is a digital media and marketing expert who has been working at the forefront of the media industry for 27 years. He established the first digital agency in the United Kingdom and Ireland in 1997 before moving into corporate finance as a digital media specialist. He is founding partner of Mediaventura and can be contacted at www.linkedin.com/in/understandingdigital.com. Calvin Jones is an online content strategist and author who is widely recognized as an authoritative and knowledgeable commentator in the emerging world of digital marketing. You can contact Calvin at www.linkedin.com in Calvin Jones. They are both the authors of The Best Digital Marketing Campaigns in the World also published by Kogan Page.
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