Digital Marketing ISE

Höfundur: Raj Sachdev (Útgáfa: 2)
Digital Marketing ISE

Kaup valmöguleikar

Digital Marketing is targeted primarily for undergraduate courses with flexibility to support certificate and graduate programs. Twelve chapters with three foundational chapters covering general topics of digital marketing and seven chapters focused on how to use marketing theory and concepts, in combination with digital marketing tools, to “do digital marketing”. Relevant chapters designed to engage students through “Thinking about Global Digital Marketing”, “Legal and Ethical Issues”, “Privacy and Security Considerations” and “Value Creation”.

Nánar um bókina

Útgefandi
McGraw-Hill Higher Education (International)
ISBN
9781264560172
Print ISBN
9781265064976
Format
ePub
Útgáfa
2
Höfundar
Raj Sachdev
Tungumál
English
Útgefið
2025-07-01
Prent takmörkun á líftíma
100
Prent takmörkun
2
Afritunar takmörkun
2

Kaflar

  • Table of Contents and Preface
  • Cover Page
  • Title Page
  • Copyright Information
  • Brief Contents
  • Contents
  • About the Author
  • Preface
  • New to this Release
  • Instructor Support
  • Connect
  • Acknowledgments
  • Chapter 1: Digital Marketing in a Digital World
  • Chapter 1: Introduction
  • What Is Digital Marketing?
  • Evolution and Environment of Digital Marketing
  • The Evolution of Digital Marketing
  • Digital Marketing Macro-Environment
  • Digital Marketing Micro-Environment
  • Types of Digital Marketing
  • Email Marketing
  • Website Marketing
  • Search Engine Optimization, Search Engine Marketing, and Generative AI Marketing
  • Social Media and Community Marketing
  • Mobile Marketing
  • Metaverse Marketing
  • Smart-Environment Marketing
  • Digital Marketing Value
  • Value and Digital Marketing
  • Digital Brand, Trust, and Reputation
  • Digital Segmentation, Targeting, and Positioning (STP)
  • Digital Sales
  • Digital Consumer Behavior and Customer Relationship and Experience Management
  • Integrated Marketing Communications and Digital Marketing
  • The Digital Marketing Mix
  • The Traditional 4P’s Marketing Mix
  • The 7A’s of Digital Marketing
  • Digital Marketing Objectives
  • Conversion
  • Gain Customer Insights
  • Enhance Retention and Loyalty
  • Establish Expertise
  • Provide Interactive Sales and Exceptional Customer Service
  • Build Brand Image, Reputation, and Trust
  • Provide Information
  • Digital Marketing Analytics
  • Key Terms
  • Chapter Summary and Learning Objectives
  • Questions for Review
  • Mini Group Exercise/In-Class Discussion
  • Digital Marketing Case Study
  • Domino’s AnyWare
  • Case Questions
  • Chapter 2: Creating Value through Digital Marketing Strategy
  • Chapter 2: Introduction
  • Introduction to Digital Marketing Strategy
  • The Strategic Digital Marketing Planning Process
  • Stage 1: Organizational and Marketing Overview
  • Stage 2: Situation Analysis and Digital Marketing Objectives, Strategies, and Tactics
  • Stage 3: Digital Marketing Analytics and Implementation Plan
  • Basic Digital Marketing Strategies and Tactics
  • Digital Marketing and the 4P’s
  • The 7A’s of Digital Marketing
  • Competitor Analysis
  • The Strategic Digital Marketing Plan
  • Cover Page
  • Executive Summary
  • Section 1: Organizational Mission, Vision, and Objectives
  • Section 2: Overall Marketing Strategies and Objectives
  • Section 3: Digital Marketing Situation Analysis (Digital SWOT)
  • Section 4: Digital Marketing Objectives, Digital STP, and Digital Value Proposition
  • Section 5: Digital Marketing Strategies and Tactics
  • Section 6: Digital Marketing Privacy, Security, Legal, and Ethical Considerations
  • Section 7: Digital Marketing Analytics, Evaluation, and Measurement
  • Section 8: Digital Marketing Implementation Control Plan and Budget
  • References and Appendix
  • Key Terms
  • Chapter Summary and Learning Objectives
  • Questions for Review
  • Mini Group Exercise/In-Class Discussion
  • Project 2-1
  • Outline a Strategic Digital Marketing Plan
  • Project 2-2
  • Create a Strategic Digital Marketing Plan
  • Chapter 3: Digital Consumer Behavior and Customer Relationship and Experience Management
  • Chapter 3: Introduction
  • Digital Consumer Behavior and Influences
  • Who Is the Digital Consumer?
  • Digital Consumer Behavior
  • Influences on the Digital Consumer
  • Digital Conversion Funnel
  • Digital Conversion Funnel in Action
  • Digital Marketing Consumer Decision-Making Process
  • Digital Consumer Decision-Making Process in Action
  • Digital Buyer Persona
  • Digital Customer Relationship Management
  • Digital Customer Experience (DCX) Management
  • User Experience (UX)
  • User Interface (UI)
  • Interaction Design (IxD)
  • Information Architecture (IA)
  • Microanimation and Microinteraction
  • Minimalism and Simplified Experiences
  • Language, Voice, Tone, and Style
  • Colors, Contrast, Icons, and Shape Experiences
  • Consistent and Transparent Experience
  • Digital Customer Experience Analytics
  • Key Terms
  • Chapter Summary and Learning Objectives
  • Questions for Review
  • Mini Group Exercise/In-Class Discussion
  • Digital Marketing Case Study
  • Digital Customer Experience (DCX) at Gucci
  • Case Questions
  • Chapter 4: Website Marketing Strategy
  • Chapter 4: Introduction
  • Website Evolution and Value
  • Website Marketing Objectives
  • Conversion
  • Gain Customer Insights
  • Enhance Retention and Loyalty
  • Establish Expertise
  • Provide Interactive Sales and Exceptional Customer Service
  • Build Brand Image, Reputation, Trust, and Credibility
  • Provide Information
  • Website Marketing Considerations, Strategies, and Tactics
  • Website-Creation Strategy Considerations
  • Website Design Strategies and Tactics
  • Website Promotion Strategies
  • Website Content Strategies
  • Value for the Target Market
  • Language, Voice, Tone, and Style
  • Interactive, Dynamic, and Personalized Content and Media
  • SEO Content Strategy
  • Content Currency
  • Legal and Ethical Content
  • Website Marketing Analytics
  • An Example: Google Analytics
  • Key Terms
  • Chapter Summary and Learning Objectives
  • Questions for Review
  • Mini Group Exercise/In-Class Discussion
  • Digital Marketing Case Study
  • Netflix.com Website Design
  • Case Questions
  • Chapter Project
  • Create a Website
  • Chapter 5: Search Engine Optimization (SEO) Strategy
  • Chapter 5: Introduction
  • Evolution and Value of Search Engine Optimization
  • Value through Search Engine Optimization
  • SEO Objectives
  • Traffic, Leads, and Conversion
  • Build or Increase Brand Image, Reputation, Awareness, and Trust
  • SEO Considerations, Strategies, and Tactics
  • Keyword Strategies and Tactics
  • Website SEO Strategies and Tactics
  • Local SEO or Local Search Optimization (LSO) Strategies and Tactics
  • People Also Ask (PAA) SEO
  • SEO Content Strategies and Tactics
  • Unique, Engaging, Creative, and Specific Content
  • Content Planning
  • Technical Considerations for Content
  • SEO Analytics
  • Popular SEO Analytics Tools
  • Page-Load-Speed Analytics
  • Backlink Analytics
  • Key Terms
  • Chapter Summary and Learning Objectives
  • Questions for Review
  • Mini Group Exercise/In-Class Discussion
  • Digital Marketing Case Study
  • Search Engine Optimization
  • Case Questions
  • Chapter 6: Search Engine Marketing (SEM) and Generative AI (GenAI) Marketing Strategy
  • Chapter 6: Introduction
  • Evolution and Value of Search Engine Marketing
  • SEM Objectives
  • Increase Traffic, Leads, and Conversion
  • Gain Customer Insights
  • Establish Expertise
  • Build or Increase Brand Image, Reputation, and Trust
  • SEM Considerations, Strategies, and Tactics
  • Search Engine Selection Strategy
  • Account, Campaign, and Group Strategies and Tactics
  • Search Ad Auction and Bidding Strategy
  • Keyword Strategy
  • Display Ad Strategies and Tactics
  • Remarketing and Audience-Targeting Strategies
  • Landing Page and Website-Related Strategies
  • Budgeting Strategies and Tactics
  • SEM Content Strategies and Tactics
  • Search Ad Copy and Content Strategy
  • Responsive Ad Content
  • Relevant and Brand-Appropriate Content
  • Personalized Content
  • Culturally Sensitive Content
  • Testing Content
  • GenAI Content
  • SEM Analytics
  • GenAI Marketing
  • GenAI Marketing Strategies and Tactics
  • Key Terms
  • Chapter Summary and Learning Objectives
  • Questions for Review
  • Mini Group Exercise/In-Class Discussion
  • Digital Marketing Case Study
  • SEM
  • Case Questions
  • Chapter Project
  • Keyword Plan
  • Optional Certification
  • Chapter 7: Email Marketing Strategy
  • Chapter 7: Introduction
  • Evolution and Value of Email Marketing
  • Email Marketing Objectives
  • Increase Awareness and Information
  • Gain Leads, Traffic, Sales, and Conversion
  • Increase Retention and Loyalty
  • Build Brand Image and Reputation
  • Email Marketing Considerations, Strategies, and Tactics
  • Email Marketing Plan
  • Types of Email Marketing
  • Email Campaign Strategies and Tactics
  • Email Marketing Content and Design Strategies and Tactics
  • Mobile-First Strategy
  • Subject Line
  • Strategies and Tactics for Writing Effective and Sticky Body Text
  • Design and Experience Strategies and Tactics
  • Personalization
  • Calls to Action
  • Sensitive and Inclusive Content
  • GenAI Content Strategy
  • Email Marketing Analytics
  • Key Terms
  • Chapter Summary and Learning Objectives
  • Questions for Review
  • Mini Group Exercise/In-Class Discussion
  • Digital Marketing Case Study
  • Email Marketing with Discount Tire Direct
  • Case Questions
  • Chapter Project
  • Create an Email Marketing Plan and Sample Marketing Email
  • Optional Certification: Email Marketing
  • Email Marketing
  • Chapter 8: Social Media and Community Marketing Strategy
  • Chapter 8: Introduction
  • Evolution and Value of Social Media and Community Marketing
  • Social Media and Community Marketing Objectives
  • Increase Brand Awareness, Exposure, and Image
  • Increase Traffic, Leads, Sales, and Conversion
  • Improve Customer Service
  • Increase Engagement
  • Establish Expertise
  • Increase Community and Build Long-Lasting Relationships
  • Increase Retention and Loyalty
  • Social Media and Community Marketing Considerations, Strategies, and Tactics
  • Social Media Marketing Plan
  • Social Media Platform Strategies and Tactics
  • Social Media Management Platform Strategies and Tactics
  • Social Media Username and Account Strategies and Tactics
  • Social Media Optimization (SMO) and Community Optimization Strategies and Tactics
  • Social Media Audit
  • Social Listening Strategy
  • Influencer, Advocate, and Guest Strategies and Tactics
  • Podcasting Strategies and Tactics
  • Social Media and Community Mobile Strategies and Tactics
  • Social Media Accessibility Strategy
  • Social Media and Community Marketing Content Strategies and Tactics
  • Content Type and Scheduling Strategies and Tactics
  • Language, Voice, Tone, and Style
  • Social and Community Storytelling Strategies and Tactics
  • Personalized Content
  • Current or Evergreen Content?
  • Syndicated Content
  • Content Optimized for Mobile-First
  • GenAI Content
  • Platform-Specific Content Strategies and Considerations
  • Social Media and Community Marketing Analytics
  • Platform Analytics
  • Community Marketing Analytics
  • Key Terms
  • Chapter Summary and Learning Objectives
  • Questions for Review
  • Mini Group Exercise/In-Class Discussion
  • Digital Marketing Case Study
  • Fabletics Ad Promoted on X
  • Case Questions
  • Chapter Project
  • Social Media and Community Marketing Plan and Sample Post or Ad
  • Optional Certification
  • Social Media Marketing
  • Chapter 9: Mobile Marketing Strategy
  • Chapter 9: Introduction
  • Evolution and Value of Mobile Marketing
  • Mobile Marketing Objectives
  • Increase Brand Awareness, Exposure, and Image
  • Increase Leads, Traffic, Sales, and Conversion
  • Improve Customer Service
  • Increase Engagement, Retention, and Loyalty, and Build Relationships
  • Mobile Marketing Considerations, Strategies, and Tactics
  • Mobile Marketing Plan
  • Mobile Marketing Strategies and Tactics
  • Mobile Marketing Content Strategies and Tactics
  • Tone and Voice
  • Personalized Content
  • Textual versus Video, Image, and Interactive Content
  • Digital Realities
  • Length and Placement of Content
  • Mobile Text Campaign Content Strategy and Tactics
  • Mobile Marketing Analytics
  • Mobile App Analytics
  • Mobile Texting Analytics
  • Key Terms
  • Chapter Summary and Learning Objectives
  • Questions for Review
  • Mini Group Exercise/In-Class Discussion
  • Digital Marketing Case Study
  • Canva’s App Store Page
  • Case Questions
  • Chapter Project
  • Create a Mobile Marketing Plan, Sample Mobile App Icon, and Text Message
  • Chapter 10: Digital Brand, Trust, and Reputation Management Strategy
  • Chapter 10: Introduction
  • What Are Digital Brand, Trust, and Reputation Management?
  • Digital Brand, Trust, and Reputation Management Objectives
  • Digital Brand, Trust, and Reputation Management Considerations, Strategies, and Tactics
  • Digital Brand Strategies and Tactics
  • Digital Trust and Reputation Management Strategies and Tactics
  • Digital Brand, Trust, and Reputation Management Analytics
  • Key Terms
  • Chapter Summary and Learning Objectives
  • Questions for Review
  • Mini Group Exercise/In-Class Discussion
  • Digital Marketing Case Study
  • Digital Brand, Trust, and Reputation Management
  • Case Questions
  • Chapter 11: Digital Marketing Legal, Ethical, Privacy, and Security Considerations
  • Chapter 11: Introduction
  • Digital Marketing Legal and Ethical Framework
  • Brief Overview of Law and Legal Framework
  • Specific Digital Marketing Rules
  • Digital Influencer Marketing and the Law
  • Intellectual Property in Digital Marketing
  • Contract Law for Digital Marketing
  • Americans with Disabilities Act (ADA) and Digital Marketing
  • Global Digital Marketing Law and Regulation
  • Digital Marketing Ethical Challenges
  • Digital Marketing Legal and Ethical Considerations, Strategies, and Tactics
  • Conduct Truthful and Fair Digital Marketing
  • Disclose and Disclaim Where Required or Valuable
  • Use Simple Language and Build Trust
  • Create Policies and Review Content for Legal and Ethical Considerations
  • Seek Ethical Digital Partnerships
  • Factor in International and Local Legal and Ethical Considerations
  • Be Aware of the Changing Legal and Ethical Landscape
  • Digital Marketing Privacy and Security Framework
  • Personal Data or Personally Identifiable Information
  • Common Privacy and Cybersecurity Threats and Attacks in Digital Marketing
  • Privacy and Security Law and Regulation for Digital Marketing
  • Frameworks, Industry Standards, and Self-Regulation
  • Platform Terms, Conditions, Contracts, and Approaches
  • Digital Marketing Privacy and Security Considerations, Strategies, and Tactics
  • Obtain Consent and Show Value Provided
  • Track Only as Needed
  • Provide Consumer Choice and Control
  • Employ at Least Reasonable Security and Privacy Measures
  • Follow All Applicable Laws and Rules
  • Avoid False or Exaggerated Claims and Promises
  • Have Clear Privacy Policies and Be Transparent
  • Minimize Data You Collect
  • Employ Due Diligence When Using Third-Party Services
  • Keep Up with Evolving Privacy and Security Environments
  • Key Terms
  • Chapter Summary and Learning Objectives
  • Questions for Review
  • Mini Group Exercise/In-Class Discussion
  • Digital Marketing Case Study
  • Legal, Ethical, Privacy, and Security Considerations
  • Case Questions
  • Chapter 12: Trends and the Future of Digital Marketing
  • Chapter 12: Introduction
  • Trends and the Future of Digital Marketing
  • Next Generation of Search
  • Smarter Marketing Automation
  • Generative AI (ChatGPT, Microsoft Copilot, Google Gemini, Stable Fusion, Grok AI, etc.)
  • Cloud Services and Digital Marketing-as-a-Service
  • IoT and IoE
  • A Cookieless World or Not?
  • Phygital
  • Smarter Environments
  • Blockchain and NFTs
  • Digital Campfires
  • Agile Project Management for Digital Marketing
  • Digital Realities
  • Metaverse
  • AI in Digital Marketing
  • Digital Consumer–Machine Collaboration
  • Digital Marketing Trends and Future Considerations, Strategies, and Tactics
  • Embrace Change but Balance Emerging Technologies
  • Implement Voice Search Optimization with Context
  • Embrace Smart Environments and Provide Value
  • Employ Marketing Automation Where Relevant
  • Embrace Privacy and Security in Futuristic Digital Marketing
  • Broaden Ways to Understand Consumers
  • Key Terms
  • Chapter Summary and Learning Objectives
  • Questions for Review
  • Mini Group Exercise/In-Class Discussion
  • Digital Marketing Case Study
  • Smart Digital Marketing
  • Case Questions
  • Appendix to Chapter 2: Sample Strategic Digital Marketing Plan (Simplified)
  • Appendix 2: Introduction
  • Cover Page
  • Considerations
  • Executive Summary
  • Considerations
  • Section 1: Organizational Mission, Vision, and Objectives
  • Considerations
  • Section 2: Overall Marketing Strategy and Objectives
  • Considerations
  • Section 3: Digital Marketing Situation Analysis (Digital SWOT)
  • Considerations
  • Section 4: Digital Marketing Objectives, Digital Value Proposition, and Digital STP
  • Considerations
  • Section 5: Digital Marketing Strategies and Tactics
  • Considerations
  • Section 6: Digital Marketing Privacy, Security, Legal, and Ethical Considerations
  • Considerations
  • Section 7: Digital Marketing Analytics, Evaluation, and Measurement
  • Considerations
  • Section 8: Digital Marketing Implementation/Control Plan and Budget
  • Considerations
  • Endmatter: References and Appendix
  • Considerations:
  • Glossary
  • Glossary
  • Index
  • Index
  • Accessibility Content: Extended Descriptions for Images
  • Exhibit 1-1 Extended Description (Chapter 1)
  • Exhibit 1-2 Extended Description (Chapter 1)
  • A Part of Email Extended Description (Chapter 1)
  • A Box is Titled Extended Description (Chapter 1)
  • A Google Search for Nike Extended Description (Chapter 1)
  • Nike’s Instagram Page Extended Description (Chapter 1)
  • A Page Titled Extended Description (Chapter 1)
  • Thecarolbike’s Instagram Extended Description (Chapter 1)
  • The Carol Website Extended Description (Chapter 1)
  • The Home Page Extended Description (Chapter 1)
  • A Box Shows a Photograph Extended Description (Chapter 1)
  • Exhibit 1-9 Extended Description (Chapter 1)
  • A Domino’s Anywhere Extended Description (Chapter 1)
  • An Adidas Home Extended Description (Chapter 2)
  • A Page Titled Drops Extended Description (Chapter 2)
  • An Adidas Instagram Extended Description (Chapter 2)
  • A Box with the Question Extended Description (Chapter 2)
  • An Amazon Prime Extended Description (Chapter 2)
  • The My Duke Health Extended Description (Chapter 2)
  • The Instagram Page of Leo Extended Description (Chapter 2)
  • Seven Menu Icons Extended Description (Chapter 2)
  • A Screenshot Titled Extended Description (Chapter 2)
  • A Screenshot Titled, Help Extended Description (Chapter 2)
  • A Call to Action Extended Description (Chapter 2)
  • A Home Depot Extended Description (Chapter 2)
  • A Rezdy Software Extended Description (Chapter 2)
  • A Rezdy Help and Training Extended Description (Chapter 2)
  • Few Lines of Text Extended Description (Chapter 2)
  • Exhibit 2-4 Extended Description (Chapter 2)
  • Exhibit 2-6 Extended Description (Chapter 2)
  • Exhibit 2-7 Extended Description (Chapter 2)
  • An Advertisement of Echo Extended Description (Chapter 2)
  • A Peloton Web-Page Extended Description (Chapter 2)
  • A Video Titled Nike’s Extended Description (Chapter 2)
  • The Huda Beauty Extended Description (Chapter 3)
  • The Home Page of the Huda Extended Description (Chapter 3)
  • Exhibit 3-1 Extended Description (Chapter 3)
  • Exhibit 3-2 Extended Description (Chapter 3)
  • Exhibit 3-3 Extended Description (Chapter 3)
  • An Amazon Customer Extended Description (Chapter 3)
  • Exhibit 3-5 Extended Description (Chapter 3)
  • The Flipkart Homepage Extended Description (Chapter 3)
  • A Chart Interprets Extended Description (Chapter 3)
  • The Gucci Webpage Extended Description (Chapter 3)
  • The Gucci Webpage with Section Extended Description (Chapter 3)
  • The Gucci Webpage with Section Authenticity Extended Description (Chapter 3)
  • An Amazon Web Page Extended Description (Chapter 4)
  • An Amazon Web Page Shows Extended Description (Chapter 4)
  • A Zenni Web Page Extended Description (Chapter 4)
  • The Dollar Shave Club Extended Description (Chapter 4)
  • The Dollar Shave Club Website Extended Description (Chapter 4)
  • Expedia Web-Page Extended Description (Chapter 4)
  • Bartlett Tree Experts Extended Description (Chapter 4)
  • An Amtrack Virtual Extended Description (Chapter 4)
  • Prime Try Before Extended Description (Chapter 4)
  • An Levi’s Virtual Extended Description (Chapter 4)
  • The Loreal Virtual Extended Description (Chapter 4)
  • An Apple Advertisement Extended Description (Chapter 4)
  • A Web Page at the Center Extended Description (Chapter 4)
  • A Logo for SSL Extended Description (Chapter 4)
  • A Website Shows Informal Extended Description (Chapter 4)
  • A Gillette Website Extended Description (Chapter 4)
  • A Box with the Head Extended Description (Chapter 4)
  • A Best Buy Web Extended Description (Chapter 4)
  • Set of Multiple Extended Description (Chapter 4)
  • A Heat Map Extended Description (Chapter 4)
  • Exhibit 4-6 Extended Description (Chapter 4)
  • Boston University Extended Description (Chapter 4)
  • The Second Section Extended Description (Chapter 4)
  • A List of 4 Movies Extended Description (Chapter 4)
  • A Page Displays Extended Description (Chapter 4)
  • Google Analytics Extended Description (Chapter 4)
  • Google Analytics 4 Extended Description (Chapter 4)
  • Google Analytics Page Extended Description (Chapter 4)
  • Google Analytics Page Titled Extended Description (Chapter 4)
  • Google Analytics Page Titled, Engagement Extended Description (Chapter 4)
  • Google Analytics Page Titled, Purchase Extended Description (Chapter 4)
  • Google Analytics Page Titled, Monetization Extended Description (Chapter 4)
  • Google Analytics Page Titled, Retention Extended Description (Chapter 4)
  • Google Analytics Page Titled, Tech Extended Description (Chapter 4)
  • A Screenshot of Netflix Extended Description (Chapter 4)
  • A Screenshot of Netflix Website Extended Description (Chapter 4)
  • A Page Shows Description Extended Description (Chapter 4)
  • A Google Search Page Extended Description (Chapter 5)
  • A Google Search for Money Extended Description (Chapter 5)
  • A Google Search for Christmas Extended Description (Chapter 5)
  • The Walmart Webpage Extended Description (Chapter 5)
  • A Moz Website Extended Description (Chapter 5)
  • A Page Shows keyword Extended Description (Chapter 5)
  • A Google Search for Pizza Extended Description (Chapter 5)
  • The Go Daddy Extended Description (Chapter 5)
  • The Go Daddy Webpage Extended Description (Chapter 5)
  • A Page Titled Microsoft Extended Description (Chapter 5)
  • A Google Search Result Extended Description (Chapter 5)
  • Four Questions Under Extended Description (Chapter 5)
  • Search Results for Cooking Extended Description (Chapter 5)
  • A Rectangular Box Extended Description (Chapter 5)
  • An Excel Sheet Extended Description (Chapter 5)
  • A Google Search Console Extended Description (Chapter 5)
  • A Ring Graph Extended Description (Chapter 5)
  • A SEO Report Extended Description (Chapter 5)
  • A Page Titled, Pagespeed Insights Extended Description (Chapter 5)
  • A Page Titled, Pagespeed Insights. The Page shows Extended Data Extended Description (Chapter 5)
  • A Page Titled, Pagespeed Insights. The Page shows Extended Data and a Panel Extended Description (Chapter 5)
  • A Backlink Profile Extended Description (Chapter 5)
  • A Menu Bar Extended Description (Chapter 5)
  • A Google Search Extended Description (Chapter 6)
  • A Page Titled with Extended Description (Chapter 6)
  • A Google Search for Deodorant Extended Description (Chapter 6)
  • A Google Search for Buy Extended Description (Chapter 6)
  • A Microsoft Bing Extended Description (Chapter 6)
  • A Yahoo Search Extended Description (Chapter 6)
  • Exhibit 6-2 Extended Description (Chapter 6)
  • Exhibit 6-3 Extended Description (Chapter 6)
  • A Result Page from Google Extended Description (Chapter 6)
  • Exhibit 6-4 Extended Description (Chapter 6)
  • A Google Search for Bikes Extended Description (Chapter 6)
  • A Google Search for Buy Extended Description (Chapter 6)
  • A Yahoo Search for Adoption Extended Description (Chapter 6)
  • A Yahoo Search for Dogs Extended Description (Chapter 6)
  • A Box Titled, Found Extended Description (Chapter 6)
  • A Box Titled, 36 Extended Description (Chapter 6)
  • An Advertisement Extended Description (Chapter 6)
  • An Etrade Advertisement Extended Description (Chapter 6)
  • Four Illustrations Extended Description (Chapter 6)
  • A Box with a Link Extended Description (Chapter 6)
  • Three Links for Reusable Extended Description (Chapter 6)
  • A Screengrab of Microsoft Extended Description (Chapter 6)
  • A Box with 3 Links Extended Description (Chapter 6)
  • A Snip of a Target Extended Description (Chapter 7)
  • A Best Buy Extended Description (Chapter 7)
  • Exhibit 7-2 Extended Description (Chapter 7)
  • An Email Invite Extended Description (Chapter 7)
  • A Mailchimp Page Extended Description (Chapter 7)
  • A Mailchimp Window Extended Description (Chapter 7)
  • A Page Titled Extended Description (Chapter 7)
  • A Page Shows Extended Description (Chapter 7)
  • A Drip Webpage Extended Description (Chapter 7)
  • A Statista Webpage Extended Description (Chapter 7)
  • A Box with the Head Extended Description (Chapter 7)
  • A Square Space Extended Description (Chapter 7)
  • Three Boxes on the Left Extended Description (Chapter 7)
  • A Box Titled, Best Buy Extended Description (Chapter 7)
  • An Email Extended Description (Chapter 7)
  • A Box Titled, Free Extended Description (Chapter 7)
  • A Snip of an Extended Description (Chapter 7)
  • An Advertisement Extended Description (Chapter 7)
  • An Advertisement from Coursera Extended Description (Chapter 7)
  • An Advertisement from Culver Extended Description (Chapter 7)
  • The Copy AI Extended Description (Chapter 7)
  • The Copy AI Webpage Extended Description (Chapter 7)
  • A Text Box to Manage Extended Description (Chapter 7)
  • A Federal Trade Extended Description (Chapter 7)
  • A Line Graph Plots Extended Description (Chapter 7)
  • A Report Lists Extended Description (Chapter 7)
  • A Dashboard Extended Description (Chapter 7)
  • A Page Titled Extended Description (Chapter 7)
  • A Discount Tire Extended Description (Chapter 7)
  • An Advertisement Extended Description (Chapter 8)
  • A Facebook Page Extended Description (Chapter 8)
  • A Planet Fitness Extended Description (Chapter 8)
  • A Wells Fargo Extended Description (Chapter 8)
  • A Bobbi Brown Extended Description (Chapter 8)
  • A WebMD Post Extended Description (Chapter 8)
  • Exhibit 8-2 Extended Description (Chapter 8)
  • A Tab Titled Extended Description (Chapter 8)
  • A Facebook Post Extended Description (Chapter 8)
  • A Facebook Message Extended Description (Chapter 8)
  • An Advertisement for Adidas Extended Description (Chapter 8)
  • An Arlington Mesh Extended Description (Chapter 8)
  • A Pinterest Homepage Extended Description (Chapter 8)
  • A McDonald’s Extended Description (Chapter 8)
  • A Tesco Pinterest Extended Description (Chapter 8)
  • An Ad for Haagen-Dazs Extended Description (Chapter 8)
  • Louis Vuitton’s X Extended Description (Chapter 8)
  • An Advertisement Extended Description (Chapter 8)
  • A Post by PepsiCo Extended Description (Chapter 8)
  • A Repost by Clean Extended Description (Chapter 8)
  • A Box Titled, Promoted Extended Description (Chapter 8)
  • A Snapchat Profile Extended Description (Chapter 8)
  • A TikTok Profile Extended Description (Chapter 8)
  • A TikTok Page with “my product” Extended Description (Chapter 8)
  • The WWE YouTube Extended Description (Chapter 8)
  • A Hootsuite Extended Description (Chapter 8)
  • A Box Titled Extended Description (Chapter 8)
  • A Social Webpage Extended Description (Chapter 8)
  • An Instagram Account of Lilmiquela Extended Description (Chapter 8)
  • A Benefit Cosmetics Extended Description (Chapter 8)
  • An Apple Extended Description (Chapter 8)
  • A Bulleted List of Social Extended Description (Chapter 8)
  • An Excel Sheet Extended Description (Chapter 8)
  • Hootsuite’s AutoScheduler Extended Description (Chapter 8)
  • A Mailchimp Twitter Extended Description (Chapter 8)
  • A Mailchimp Post Extended Description (Chapter 8)
  • It’s a Lovely Life Extended Description (Chapter 8)
  • SocialBee Webpage Extended Description (Chapter 8)
  • A Hootsuite Homepage with Header Extended Description (Chapter 8)
  • A Bedroom Goals Extended Description (Chapter 8)
  • A Facebook Post by Lowe’s Extended Description (Chapter 8)
  • Six Instagram Extended Description (Chapter 8)
  • A LinkedIn Post by Lowe’s Extended Description (Chapter 8)
  • A LinkedIn Post Extended Description (Chapter 8)
  • The Home Page of the Moz Extended Description (Chapter 8)
  • A Page Shows the Alerts Extended Description (Chapter 8)
  • A Page Titled, Report Extended Description (Chapter 8)
  • A Page Titled, Channel Extended Description (Chapter 8)
  • A Page Lists the Subheads Extended Description (Chapter 8)
  • A Window Shows Extended Description (Chapter 8)
  • An Analytics Dashboard Extended Description (Chapter 8)
  • Sprout Social Window Extended Description (Chapter 8)
  • Zoho Analytics Blog Extended Description (Chapter 8)
  • An Advertisement Post by Fabletics Extended Description (Chapter 8)
  • Starbucks Page Extended Description (Chapter 9)
  • The Logo and Brand Extended Description (Chapter 9)
  • A Target Chat Extended Description (Chapter 9)
  • A Text Message Extended Description (Chapter 9)
  • Exhibit 9-2 Extended Description (Chapter 9)
  • An Advertisement Extended Description (Chapter 9)
  • A Playable ad from Homescapes Extended Description (Chapter 9)
  • A List of Apps Extended Description (Chapter 9)
  • Duolingo: Language Extended Description (Chapter 9)
  • The Google Play Extended Description (Chapter 9)
  • The Google Play Page with the Apps Extended Description (Chapter 9)
  • The Mobile App is Titled Extended Description (Chapter 9)
  • A Target Mobile App with List of Three Items Extended Description (Chapter 9)
  • A Target mobile app with sections for women’s Extended Description (Chapter 9)
  • A Homepage with Header Extended Description (Chapter 9)
  • A Spotify Page Extended Description (Chapter 9)
  • The Amazon Shopping App Extended Description (Chapter 9)
  • A Mobile Screen Extended Description (Chapter 9)
  • A Beauty by C’Balm Extended Description (Chapter 9)
  • A Text Message Extended Description (Chapter 9)
  • Two Text Messages Extended Description (Chapter 9)
  • Lowe’s Interactive Extended Description (Chapter 9)
  • Sephora Homepage Extended Description (Chapter 9)
  • The Ikea Web Page Extended Description (Chapter 9)
  • The Web Page of Shopify Extended Description (Chapter 9)
  • A Text Message Notification Extended Description (Chapter 9)
  • A Line Graph by Google Extended Description (Chapter 9)
  • A Firebase Report Extended Description (Chapter 9)
  • A Chart has Concentric Extended Description (Chapter 9)
  • A Window Shows Extended Description (Chapter 9)
  • Canva: Design Extended Description (Chapter 9)
  • An Interbrand Page Extended Description (Chapter 10)
  • A Web-Page of Black Berry Extended Description (Chapter 10)
  • An H & M Group Extended Description (Chapter 10)
  • An Olive Garden’s Extended Description (Chapter 10)
  • Twitter Page of Olive Extended Description (Chapter 10)
  • Olive Garden’s Facebook Extended Description (Chapter 10)
  • A Facebook Page Displaying Extended Description (Chapter 10)
  • A Facebook Page Displaying the Feedback Extended Description (Chapter 10)
  • An Ebay Web Page Extended Description (Chapter 10)
  • A Set of Three Quotes by Traveler Extended Description (Chapter 10)
  • Screenshot of a Page Extended Description (Chapter 10)
  • A Brand24 Web Page Extended Description (Chapter 10)
  • A Screenshot of Insights Extended Description (Chapter 10)
  • A Repustate Web Page Extended Description (Chapter 10)
  • A Web Page Displays Extended Description (Chapter 10)
  • Swell Webpage Extended Description (Chapter 10)
  • A Page Titled, Online Extended Description (Chapter 10)
  • A Screenshot Shows Justice Extended Description (Chapter 10)
  • A Federal Trade Extended Description (Chapter 11)
  • A Facebook Page Displaying Extended Description (Chapter 11)
  • A Text Block Extended Description (Chapter 11)
  • A Snapchat Page Extended Description (Chapter 11)
  • Carnival Webpage Extended Description (Chapter 11)
  • A Page Titled, Phishing Extended Description (Chapter 11)
  • Federal Trade Commission Extended Description (Chapter 11)
  • A Web Page from Shell Extended Description (Chapter 11)
  • Privacy Web Page Extended Description (Chapter 11)
  • A Chart Lists Extended Description (Chapter 11)
  • Salesforce Webpage Extended Description (Chapter 11)
  • A Page Titled, 10 Hot Extended Description (Chapter 12)
  • An Amazon Go ad Extended Description (Chapter 12)
  • A Page, Titled Smart City Index Extended Description (Chapter 12)
  • An Advertisement Poster Extended Description (Chapter 12)
  • Tommy Hilfiger Extended Description (Chapter 12)
  • A Poster Advertising Extended Description (Chapter 12)
  • The Sandbox Home Extended Description (Chapter 12)
  • Developer Web Page Extended Description (Chapter 12)
  • Salesforce Einstein Extended Description (Chapter 12)
  • A Prediction Page Extended Description (Chapter 12)
  • A Screenshot of Free Keyword Extended Description (Appendix)