Understanding Digital Marketing : Marketing Strategies for Engaging the Digital Generation

by Ryan, Damian; Jones, Calvin

• ISBN13: 9780749464271
• ISBN10: 0749464275
• Edition: 2nd
• Format: Paperback
• Copyright: 2012-04-28
• Publisher: Kogan Page Ltd

Summary

Understanding Digital Marketinglooks at the world of digital marketing: how it got started, how it got to where it is today, and where the thought leaders in the industry believe it is headed in the future. This book demonstrates how to harness the power of digital media and use it to achieve the utmost success in business, now and in the future. The authors deal with every key topic in detail, including: -search marketing -social media -mobile marketing -affiliate marketing -e mail marketing -customer engagement Essential reading for both practitioners and students alike, and including real world examples of digital marketing successes and expert opinions, Understanding Digital Marketingprovides readers with the tools to utilize the power of the internet to take their businesses wherever they want them to go.

Author Biography

Damian Ryan is a digital media and marketing expert who has been working at the forefront of the media industry for 27 years. He established the first digital agency in the United Kingdom and Ireland in 1997 before moving into corporate finance as a digital media specialist. He is founding partner of Mediaventura and can be contacted at www.linkedin.com/in/understandingdigital.com. Calvin Jones is an online content strategist and author who is widely recognized as an authoritative and knowledgeable commentator in the emerging world of digital marketing. You can contact Calvin at www.linkedin.com in Calvin Jones. They are both the authors of The Best Digital Marketing Campaigns in the World also published by Kogan Page.

Table of Contents

Preface	p. viii
Acknowledgments	p. xiv
Going digital the evolution of marketing	p. 1
Our chapter pledge to you	p. 1
In the beginning	p. 2
The changing face of advertising	p. 2
The technology behind digital marketing	p. 4
Enough technology let's talk about people	p. 11
Strategic thinking	p. 18
Our chapter pledge to you	p. 18
Why you need a digital marketing strategy	p. 19
Your business and digital marketing	p. 20
Defining your digital marketing strategy22
Understanding the digital consumer	p. 24
Mind your Ps	p. 28
Eyes on the prize	p. 31
Bringing it all together	p. 33
Your window to the digital world	p. 36
Our chapter pledge to you	p. 36
Your website the hub of your digital marketing world	p. 37
Building an effective website	p. 38
The main steps of building your website	p. 38
Before you start	p. 39
Choosing your domain name	p. 42
Hosting your website's home on the internet	p. 44
How to choose a web designer developer	p. 47
Arranging your information	p. 48
Writing effective web content	p. 50
Website design summary	p. 55
The search for success	p. 60
Our chapter pledge to you	p. 60
Search: still the online marketer's holy grail	p. 61
About the engines	p. 63 "
Optimizing your site for the engines	p. 65
Advertising on the search	p. 82
Black hat, the darker side of search	p. 85
Bringing in the pros	p. 89
Universal search-more opportunities to rank	p. 90
Shifting goalposts: Search innovation and the quest for relevance	p. 92
Website intelligence and return on invesments	p. 96
Our chapter pledge to you	p. 96
Measuring your way to digital marketing success	p. 97
Getting started	p. 101
How information is measured	p. 102
Measuring what's important to you	p. 112
Testing, investing, tweaking, reinvesting	p. 115
Action stations	p. 117
Harness the power of online data and watch you ROI take off	p. 118
E-mail marketing	p. 125
Our chapter pledge to you	p. 125
The new direct mail	p. 126
Wht exactly is e-mail marketing?	p. 127
Before you start	p. 129
Planning your campaign	p. 133
Measuring your success	p. 143
E-mail: vital component of digital marketing	p. 148
Social media and online consumer engagement to you	p. 151
Our chapter pledge to you	p. 151
Join the conversation	p. 152
What is social media?	p. 152
Different forms of social media	p. 157
Social media dashboards all your updates in one place	p. 168
The rules of engagement	p. 169
Adding social media to your own site	p. 170
Online PR and reputation management	p. 175
Our chapter pledge to you	p. 175
Fostering a positive online image	p. 176
Promoting your business through online channels	p. 177
Monitoring the conversation reputation management	p. 188
Damage limitation: turning the tide when things go wrong	p. 191
Affiliate marketing and strategic partnerships	p. 198
Our chapter pledge to you	p. 198
Recognizing opportunities for strategic partnership	p. 199
Affiliate marketing	p. 201
Your marketing in your prospect's pocket	p. 213
Our chapter pledge to you	p. 213
Mobile: market size and rate of growth	p. 214
Mobile: Web 2.0	p. 216
Mobile marketing: a game-changing channel or just another conduit?	p. 216
Location, location, location	p. 224
Mobile gaming	p. 228
Mobile applications	p. 230
Measuring mobile	p. 233
Mobile privacy	p. 234
Mobile data	p. 236
Further exploration	p. 239
What's next?	p. 243
Our chapter pledge to you	p. 243
The future's bright: head towards the light	p. 244
Word of mouth: savvy consumers control the future	p. 244
Collaborative consumption	p. 245
Co-creation	p. 246
Search: a constantly evolving marketing powerhouse	p. 247
Mobile: whoah... it's finally here!	p. 250
Tracking and measuring human behaviour	p. 254
In-game advertising	p. 255
Video; two screens; wrappers	p. 256
Holistic marketing: blurring lines and integrating media	p. 257
Dynamic, unpredictable, exciting and essential	p. 263
Glossary	p. 265
Index	p. 276
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