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DIGITAL MARKETING STRATEGY : An Integrated approach to online marketing
KINGSNORTH, SIMON
2019
BOOKS
| Category |
E-COMMERCE
DIGITAL MARKETING
STRATEGIC PLANNING
INTERNET MARKETING
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| Abstract |
Introduction: how will this book inform your digital marketing strategy? -- The foundations of digital marketing -- Knowing your business objectives and your customer -- Understanding the digital ecosystem -- Integrating digital into wider organization strategy -- Understanding the evolving digital consumer -- Barriers, considerations and data protection in digital marketing strategy -- Integrating digital change into your wider organization -- Enabling technologies for online marketing and digital transformation -- Planning your digital marketing strategy : objectives, teams and budgeting -- Using channel strategy to reach your customers -- Seo strategy and organic techniques -- Building and optimizing a winning paid search strategy -- Display advertising and programmatic targeting -- Tailoring your social media strategy -- Marketing automation, messaging and e-mail marketing : the unsung heroes -- Lead generation that delivers results -- Content strategy : a key pillar of success -- Personalizing the customer journey and digital experience -- Conversion, retention and measurement -- Effective design, e-commerce and user experience (ux) -- Managing loyalty, crm and data -- Providing a smooth online service and customer experience -- Measuring success through data analytics and reporting -- Tailoring your final digital marketing strategy -- Putting together your digital marketing strategy -- Index.
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| ISBN |
9780749484224
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| Author(s) |
KINGSNORTH, SIMON
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| Credits |
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| Edition |
2ND ED
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| Year |
2019
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| Publisher |
KOGAN PAGE
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| Type |
BOOKS
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| Keywords |
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| Language |
English |
| Collation |
364P, 25CM
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