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Digital Marketing Strategy: An Integrated Approach to Online Marketing
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DIGITAL MARKETING STRATEGY: AN INTEGRATED APPROACH TO ONLINE MARKETING

PAPERBACK BY KINGSNORTH, SIMON

£26.99

ISBN
9780749474706
IMPRINT
KOGAN PAGE LTD
 
 
EDITION
PUBLISHER
KOGAN PAGE LTD
STOCK FOR DELIVERY
IN STOCK
FORMAT
PAPERBACK
PAGES
344 pages
PUBLICATION DATE
03 MAY 2016

DESCRIPTION

The modern marketer needs to learn how to employ strategic thinking alongside the use of digital media to deliver measurable and accountable business success. Digital Marketing Strategy covers the essential elements of achieving exactly this by guiding you through every step of creating your perfect digital marketing strategy. This book analyzes the essential techniques and platforms of digital marketing including social media, content marketing, SEO, user experience, personalization, display advertising and CRM, as well as the broader aspects of implementation including planning, integration with overall company aims and presenting to decision makers. Simon Kingsnorth brings digital marketing strategy to life through best practice case studies, illustrations, checklists and summaries, to give you insightful and practical guidance. Rather than presenting a restrictive 'one size fits all' model, this book gives you the tools to tailor-make your own strategy according to your unique business needs and demonstrates how an integrated and holistic approach to marketing leads to greater success. Digital Marketing Strategy is also supported by a wealth of online resources, including budget and strategy templates, lecture slides and a bonus chapter.

CONTENTS

Chapter - 01: What is Digital Marketing?; Chapter - 02: Aligning With Your Business Strategy; Chapter - 03: Barriers and Considerations; Chapter - 04: Planning; Chapter - 05: Search Engine Optimization; Chapter - 06: Paid Search; Chapter - 07: Display; Chapter - 08: Social Media; Chapter - 09: User Experience and Transformation; Chapter - 10: CRM and Retention; Chapter - 11: True Personalization; Chapter - 12: Customer Service; Chapter - 13: Content Strategy; Chapter - 14: Analytics and Reporting; Chapter - 15: Presenting Your Strategy