Digital Marketing Strategy: An Integrated Approach to Online Marketing

Digital Marketing Strategy: An Integrated Approach to Online Marketing

by Simon Kingsnorth

NOOK Book(eBook)

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Overview

Effectively select, align and manage digital channels and operations using this second edition of the bestselling guide, Digital Marketing Strategy. This accessible, step-by-step framework enables the planning, integration and measurement of each digital platform and technique, all tailored to achieve overarching business objectives.

Ranging from social media, SEO, content marketing and user experience, to customer loyalty, automation and personalization, this edition features cutting edge updates on marketing automation, messaging and email, online and offline integration, the power of technologies such as AI, plus new data protection and privacy strategies. Accompanied by downloadable templates and resources, Digital Marketing Strategy is an ideal road map for any marketer to streamline a digital marketing strategy for measurable, optimized results. Online resources include lecture slides, activity sheets, practical implementation guides and templates, which will be regularly updated to equip readers as digital marketing continues to evolve.

Product Details

ISBN-13: 9780749484231
Publisher: Kogan Page, Ltd.
Publication date: 04/03/2019
Sold by: Barnes & Noble
Format: NOOK Book
Pages: 384
Sales rank: 974,958
File size: 5 MB

About the Author

Bestselling author Simon Kingsnorth is a recognized digital leader and strategist, and is currently Global Head of Digital Marketing at Citi Private Bank. Highly experienced at leading teams in digital marketing, digital transformation and user experience, he is a regular keynote speaker and contributor to industry publications.
Simon Kingsnorth is a senior digital leader and strategist with a core skillset in digital marketing, digital transformation and user experience. His specialities include paid search, SEO, social media, affiliate and email marketing, as well as website design and development, acquisition, CRM, analytics, targeting and personalization.

Table of Contents

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  • <ul style='padding-top:0;list-style:none;'>
  • Chapter - 00: Introduction – How will this book transform your digital marketing strategy?;
  • Chapter - 01: The foundations of digital marketing;
  • Section - ONE: Knowing your business objectives and your customer;
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  • Chapter - 02: Understanding the digital ecosystem;
  • Chapter - 03: Integrating digital into wider organization strategy;
  • Chapter - 04: Understanding the evolving digital consumer;
  • Chapter - 05: Barriers, considerations and data protection in digital marketing strategy;
  • Section - TWO: Integrating digital change into your wider organization;
  • <ul style='padding-top:0;list-style:none;'>
  • Chapter - 06: Enabling technologies for online marketing and digital transformation;
  • Chapter - 07: Planning your digital marketing strategy – Objectives, teams and budgeting;
  • Section - THREE: Using channel strategy to reach your customers;
  • <ul style='padding-top:0;list-style:none;'>
  • Chapter - 08: SEO strategy and organic techniques;
  • Chapter - 09: Building and optimizing a winning paid search strategy;
  • Chapter - 10: Display advertising and programmatic targeting;
  • Chapter - 11: Tailoring your social media strategy;
  • Chapter - 12: Marketing automation, messaging and e-mail marketing – the unsung heroes;
  • Chapter - 13: Lead generation that delivers results;
  • Chapter - 14: Content strategy – a key pillar of success;
  • Chapter - 15: Personalizing the customer journey and digital experience;
  • Section - FOUR: Conversion, retention and measurement;
  • <ul style='padding-top:0;list-style:none;'>
  • Chapter - 16: Effective design, e-commerce and user experience (UX);
  • Chapter - 17: Managing loyalty, CRM and data;
  • Chapter - 18: Providing a smooth online service and customer experience;
  • Chapter - 19: Measuring success through data analytics and reporting;
  • Section - FIVE: Tailoring your final digital marketing strategy;
  • <ul style='padding-top:0;list-style:none;'>
  • Chapter - 20: Putting together your digital marketing strategy;
  • Chapter - 21: Index
  • Customer Reviews

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    Digital Marketing Strategy: An Integrated Approach to Online Marketing 5 out of 5 based on 0 ratings. 1 reviews.
    NatoshaM More than 1 year ago
    The different strategies mentioned is useful and some I had no idea about, but this book covers them and even shares with each section some reference to check it out at. It really is useful for those who do marketing online or in any kind of digital way! The information is very useful and can come in handy. I really love that most of the information clears up some questions I always had about digital marketing and some things I never even knew about some social media marketing ideas. So I am very pleased with the information and helpful tips and guidance from this book!