Understanding digital marketing : marketing strategies for engaging the digital generation
Record details
- ISBN: 9780749471026 (paperback)
- ISBN: 0749471026 (paperback)
- ISBN: 9780749471033 (ebook)
-
Physical Description:
print
xx, 409 pages : illustrations ; 23 cm - Edition: Third edition.
- Publisher: London ; Philadelphia : Kogan Page, [2014]
Content descriptions
General Note: | Includes index. |
Formatted Contents Note: | Machine generated contents note: 01. 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 -- 02.@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 -- 03. 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 -- Case study: Alpharooms -- 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 -- 04. Is it working? -- Owned, paid and earned. |
Search for related items by subject
Subject: | Internet marketing Social media Strategic planning Marketing Management |
Available copies
- 1 of 1 copy available at Kirtland Community College.
Holds
- 0 current holds with 1 total copy.
Show Only Available Copies
Location | Call Number / Copy Notes | Barcode | Shelving Location | Status | Due Date |
---|---|---|---|---|---|
Kirtland Community College Library | HF 5415.1265 .R93 2014 | 30775305483415 | General Collection | Available | - |
Understanding Digital Marketing : Marketing Strategies for Engaging the Digital Generation
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Table of Contents
Understanding Digital Marketing : Marketing Strategies for Engaging the Digital Generation
Section | Section Description | Page Number |
---|---|---|
Preface | ||
Contributors' biographies | ||
Acknowledgements | ||
01 | 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 | ||
02 | @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 | ||
03 | 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 | ||
04 | 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 | ||
05 | 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 | ||
06 | 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 | ||
07 | 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 | ||
08 | 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 | ||
09 | Understanding performance marketing | |
Recognizing opportunities for strategic partnership | ||
What is performance marketing? | ||
Case study: Number One Shoes | ||
10 | Understanding online public relations | |
Google - judge and jury | ||
Online - it's where PR lives now | ||
11 | Understanding content marketing | |
Why content? - an overview | ||
Content strategy | ||
Content production | ||
Promoting your content | ||
The future of online content | ||
Case study: Makino | ||
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 | ||
13 | What's next? | |
Prediction 1 | ||
Prediction 2 | ||
Prediction 3 | ||
Prediction 4 | ||
Prediction 5 | ||
Prediction 6 | ||
Prediction 7 | ||
Prediction 8 | ||
Prediction 9 | ||
Prediction 10 | ||
The end bit | ||
Case study: UEFA Europa League 378 | ||
Glossary | ||
Index |