Understanding digital marketing : marketing strategies for engaging the digital generation / Damian Ryan.

Includes index.

CW819

[Part 1: So... You want to go digital?] In the beginning... -- The changing face of advertising -- The technology behind digital marketing -- Enough technology... let's talk about people -- Case study: Harley-Davidson.

[Part 2: @first... think!] Why you need a digital marketing strategy -- Your business and digital marketing -- Defining your digital marketing strategy -- Understanding the digital consumer -- Mind your Ps -- Eyes on the prize -- Bringing it all together -- Case study: Mercadolibre.

[Part 3: Then build your channel] Your website -- the hub of your digital marketing world -- Building an effective website -- The main steps of building your website -- Before you start -- Choosing your domain name -- Hosting -- your website's home on the internet -- How to choose a web designer/developer -- Arranging your information -- Writing effective web content -- Case study: Hg2.

[Part 4: Is it working?] Owned, paid and earned -- Log files versus page tagging -- Augmenting information using cookies -- Test and test again -- Measuring paid media -- Attribution modelling -- Who am I talking to? -- Making Measurements Make Sense (3MS) -- The return of GRP -- The problem of earned media -- What are you trying to achieve? -- Why KPIs are important -- Choosing effective KPIs -- The need for trust.

[Part 5: Are customers finding you?] Search: still the online marketer's holy grail -- About the engines -- Optimizing your site for the engines -- Advertising on the search engines -- Mobile search -- Black hat, the darker side of search -- Bringing in the pros -- Universal search -- more opportunities to rank -- Shifting goalposts -- search innovation and the quest for relevance -- Looking forward -- Case study: The Entertainer.

[Part 6: Understanding social media] Join the conversation -- What is social media? -- Different forms of social media -- Social media dashboards -- all your updates in one place -- The rules of engagement -- Adding social media to your own site -- Case study: Bennetts Bike Social.

[Part 7: Understanding e-mail marketing] The new direct mail -- What exactly is e-mail marketing? -- Before you start -- Planning your campaign -- Measuring your success -- E-mail -- a vital component of digital marketing -- Case study: Help for Heroes.

[Part 8: Understanding mobile marketing] Mobile -- market size and rate of growth -- Mobile -- Web2.0 -- Mobile marketing -- a game-changing channel, or just another conduit? -- Location, location, location -- Mobile gaming -- Mobile applications -- Measuring mobile -- Mobile privacy -- Mobile data -- Further exploration -- Building a multichannel marketing strategy -- Case study: Dubizzle.com.

[Part 9: Understanding performance marketing] Recognizing opportunities for strategic partnership -- What is performance marketing? -- Case study: Number One Shoes.

[Part 10: Understanding online public relations] Google -- judge and jury -- Online -- it's where PR lives now.

[Part 11: Understanding content marketing] Why content? -- an overview -- Content strategy -- Content production -- Promoting your content -- The future of online content -- Case study: Makino.

[Part 12: Convincing your boss to invest in digital marketing] Understanding your objectives -- Your market and website function -- Understanding decision making and knowing your decision makers -- Budget considerations -- Key channel benefits -- The perfect website -- Further considerations -- Structuring your proposal -- Advocacy.

[Part 13: What's next?] Prediction 1 -- a new internet -- Prediction 2 -- democratization of marketing knowledge -- Prediction 3 -- natural selection of content -- Prediction 4 -- greater learning and being more competitive -- Prediction 5 -- lessons from the emerging markets -- Prediction 6 -- the case for a circular marketing economy... -- Prediction 7 -- agencies go arbitrage -- Prediction 8 -- fast and super fast -- Prediction 9 -- radio -- Prediction 10 -- your online persona -- The end bit -- Case study: UEFA Europa League 378 Glossary -- Index.

25.99