Digital Marketing Strategy

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

Kaup valmöguleikar

CoachMeÞessi bók hjálpar þér að læra

Bókin er með æfingaspurningar sem birtast í henni sjálfri á meðan þú lest, svo þú sérð strax hvort efnið er að festast.

  • Spurningar jafnóðum í spássíunni, og stutt próf í lok hvers kafla
  • Svar strax, þú mátt reyna aftur, engin einkunn og enginn sér svörin
  • Fylgir bókinni, ekkert aukagjald
Sjá hvernig það virkar →

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.

Themes include: Digital marketing strategy, AI integration and marketing automation, Practical frameworks and tools, Career development and impact, Real-world case studies

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