Digital Marketing Strategy

Höfundur: Simon Kingsnorth (Útgáfa: 4)
Digital Marketing Strategy

Kaup valmöguleikar

Ready to develop and implement a digital marketing strategy that elevates your career? Digital Marketing Strategy is a practical guide designed for mid-career professionals seeking to build credibility and lead with confidence. Written by marketing expert Simon Kingsnorth, the fourth edition of his top-rated manual offers detailed models and frameworks to help you apply strategic principles across AI integration, marketing automation and digital analytics.

With fresh real-world examples and actionable tools, it empowers you to optimize your digital marketing efforts and deliver measurable impact. You'll learn how to: - Develop a strategic digital marketing plan using proven frameworks - 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.

Nánar um bókina

Útgefandi
Kogan Page
ISBN
9781398622050
Print ISBN
9781398622067
Format
ePub
Útgáfa
4
Höfundar
Simon Kingsnorth
Tungumál
English
Útgefið
2025-11-03
Prent takmörkun á líftíma
100
Prent takmörkun
10
Afritunar takmörkun
10

Kaflar

  • Cover
  • Endorsements
  • Titlepage
  • Dedication
  • Contents
  • List of figures and tables
  • Figures
  • Tables
  • About the author
  • Introduction: How will this book transform your digital marketing strategy?
  • What is a strategy?
  • What’s the story of this book?
  • How to get the most from this book
  • 01 The foundations of digital marketing
  • What we will cover in this chapter
  • The 4 Ps of marketing
  • Porter’s five forces
  • Brand or perceptual positioning map
  • Customer lifetime value
  • Segmentation
  • The Boston Consulting Group matrix
  • Customer and market insight
  • Summary
  • Further reading
  • References
  • PART ONE Knowing your business objectives and your customer
  • 02 Understanding the digital ecosystem
  • What we will cover in this chapter
  • Paid and organic search interaction
  • Social signals for SEO
  • The broad reach of content strategy
  • Display advertising and data strategy
  • Brand and proposition effect
  • The halo effect
  • Attribution and omnichannel
  • The full ecosystem
  • Summary
  • Reference
  • 03 Integrating digital into wider organization strategy
  • What we will cover in this chapter
  • Business model
  • Global strategy
  • Brand
  • Vision
  • Culture
  • Innovation
  • Insight, research and analysis
  • Key performance indicators
  • Summary
  • Further reading
  • References
  • 04 Understanding the evolving digital consumer
  • What we will cover in this chapter
  • Who is the digital consumer?
  • Digital consumer behaviour
  • How technology affects the digital consumer
  • What does this mean for digital marketing?
  • Summary
  • Further reading
  • References
  • 05 Barriers, considerations and data protection in digital marketing strategy
  • What we will cover in this chapter
  • Technology
  • Skills
  • Budget and resources
  • Business priorities
  • Regulation
  • Summary
  • Further reading
  • References
  • PART TWO Integrating digital change into your wider organization
  • 06 Enabling technologies for online marketing and digital transformation
  • What we will cover in this chapter
  • What is digital transformation?
  • Technology development techniques
  • Web 3.0
  • What does this mean for digital marketing?
  • Summary
  • Further reading
  • References
  • 07 Planning your digital marketing strategy – objectives, teams and budgeting
  • What we will cover in this chapter
  • The planning process
  • The phased approach
  • Goals
  • Objectives and strategies
  • Action plans
  • Controls
  • People
  • Budgeting and forecasting
  • Using AI in your planning process
  • Summary
  • Further reading
  • PART THREE Using channel strategy to reach your customers
  • 08 SEO strategy and organic techniques
  • What we will cover in this chapter
  • The SEO triangle
  • Researching your SEO strategy
  • Technical SEO
  • Site structure
  • Content and SEO
  • Links and penalties
  • The changing landscape
  • Organizational structure and SEO
  • Measuring SEO
  • Summary
  • Further reading
  • Reference
  • 09 Building and optimizing a winning paid search strategy
  • What we will cover in this chapter
  • An introduction to paid search
  • Setting up a campaign
  • Measurement and optimization
  • Advanced paid search
  • Summary
  • Further reading
  • References
  • 10 Display and social media advertising
  • What we will cover in this chapter
  • Programmatic advertising
  • Types and formats of display advertising
  • Key technology in ad delivery
  • Types of display campaign
  • Planning and targeting programmatic display campaigns
  • Display campaign measurement
  • Summary
  • Further reading
  • References
  • 11 Tailoring your social media strategy
  • What we will cover in this chapter
  • The evolution of social media
  • Where to start?
  • Types of social media
  • The social networks
  • Content
  • Influencers
  • Social advertising
  • Measurement
  • Summary
  • Further reading
  • References
  • 12 Marketing automation, messaging and email marketing – the unsung heroes
  • What we will cover in this chapter
  • Email marketing today
  • The 5 Ts of email marketing
  • How are businesses using email marketing?
  • Account management versus centralized communications
  • Follow-up
  • Regulation
  • Platforms
  • Messaging and SMS
  • Measurement
  • Summary
  • Further reading
  • References
  • 13 Affiliate schemes and partnerships to deliver highly targeted leads
  • What we will cover in this chapter
  • An introduction to affiliate marketing
  • Setting up an affiliate programme
  • Affiliate networks
  • Affiliate marketing assets
  • Tracking and measurement
  • The role of artificial intelligence
  • Summary
  • Further reading
  • Reference
  • 14 Lead generation that delivers results
  • What we will cover in this chapter
  • Push versus pull – the changing landscape
  • Lead scoring
  • Lead generation across the digital channels
  • Keeping the lead alive
  • Account-based marketing (ABM)
  • Measurement
  • Summary
  • Further reading
  • References
  • 15 Content strategy – a key pillar of success
  • What we will cover in this chapter
  • What is content marketing?
  • What is content?
  • What content types should you use?
  • Why content marketing?
  • People and process for creating content
  • Distribution
  • Measuring the value of content
  • Audit checklist
  • Summary
  • Further reading
  • References
  • 16 Personalizing the customer journey and digital experience
  • What we will cover in this chapter
  • What is personalization?
  • Defining true personalization
  • User-defined personalization
  • Behavioural personalization
  • Tactical personalization
  • Single customer view
  • Real-time personalization
  • Predictive analytics
  • Generative AI
  • Summary
  • Further reading
  • References
  • PART FOUR Conversion, retention and measurement
  • 17 Effective Experience Design (XD)
  • What we will cover in this chapter
  • Experience Design
  • XD maturity
  • Three critical requirements
  • No-code development
  • CMS systems
  • Summary
  • Further reading
  • References
  • 18 Optimizing your e-commerce platform
  • What we will cover in this chapter
  • Introduction
  • E-commerce platforms
  • E-commerce marketing
  • Digital cross- and up-selling
  • Purchasing and payments
  • Consumer trust
  • AI and e-commerce
  • Summary
  • References
  • 19 Managing loyalty, CRM and data
  • What we will cover in this chapter
  • Defining CRM
  • Contact strategy
  • Cross-selling and up-selling
  • Predictive analytics
  • Loyalty
  • Summary
  • Further reading
  • References
  • 20 Measuring success through data analytics and reporting
  • What we will cover in this chapter
  • The data landscape
  • The reliability of data-based decisions
  • What are analytics?
  • Tools and technology
  • Attribution modelling
  • Reporting
  • Summary
  • Further reading
  • Reference
  • PART FIVE Tailoring your final digital marketing strategy
  • 21 Providing a smooth online service and customer experience
  • What we will cover in this chapter
  • Customer service principles
  • Service channels
  • Social customer service
  • Omnichannel support
  • Measurement
  • Summary
  • Further reading
  • References
  • 22 Putting together your digital marketing strategy
  • What we will cover in this chapter
  • Where to start
  • Stage one: assessment
  • Stage two: the foundations
  • Stage three: sophistication
  • Stage four: formalize
  • Stage five: continuous improvement
  • Summary
  • Further reading
  • Index
  • Copyright