Digital marketing strategy : an integrated approach to online marketing
"Digital and social media are essential aspects of a marketing department's function; therefore, it is important that they are integrated into the organization's wider goals. Uniting digital marketing techniques with business strategy and established marketing models such as the 7 P's, Porter's Five Forces, and Customer Lifetime Value, author Simon Kingsnorth demonstrates how to formulate the best strategy for a company. Rather than presenting a "one size fits all" model, Kingsnorth brings various strategies to life through case studies, charts, illustrations, and checklists. Digital Marketing Strategy covers what digital marketing is, how to budget and forecast, acquisition, personalization, customer service, user experience, content strategy, how to analyze and perform social measurements, and how to structure and present a digital marketing plan in order to win support and funding"-- Résumé de l'éditeur
Ressources Internet
1 ressource en ligne (xiv, 330 pages)
9780749474713, 9780749474706, 0749474718, 074947470X
981957135
About the author
About the contributors Introduction
What is a digital strategy?
What's the story of this book?
How to get the most from this book 01 What is digital marketing?
A history of digital marketing
The 4 Ps of marketing
Porter's five forces
Brand or perceptual positioning map
Customer lifetime value
Segmentation
Boston Consulting Group matrix
Summary
Further reading
References 02 Aligning with your business strategy
Customer centricity
Business model
Global strategy
Brand
Vision
Culture
Research and insight
KPIs
Summary
Further reading
References 03 Barriers and considerations
Technology
Skills
Budget and resources
Business priorities
Regulation
Summary
Further reading
References 04 Planning
The planning process
The phased approach
Goals
Objectives and strategies
Action plans
Controls
People
Budgeting and forecasting
Summary
Further reading 05 Search engine optimization
A history of SEO
Researching your SEO strategy
Technical SEO
Site structure
Content
Mobile
Location
Penalties
Organizational structure and SEO
Summary
Further reading
References 06 Paid search
An introduction to paid search
Setting up a campaign
Measurement and optimization
Advanced paid search
Managing paid search campaigns
humans versus robots
Summary
Further reading 07 Display
A brief history
Programmatic advertising
Types and formats of display advertising
Ad servers and technological delivery
Types of display campaign
Planning and targeting display campaigns
Display campaign measurement and attribution modelling
Summary
Further reading
References 08 Social media
History of social media
Should I or shouldn't I?
Customer service and reputation management
The SEO angle
Where to start?
Types of social media
Content
Social advertising
Measurement
Summary
References 09 User experience and transformation
User experience (UX)
Digital transformation
Summary
Further reading
References 10 CRM and retention
Defining CRM and retention
Contact strategy
Cross-selling and up-selling
Predictive analytics
CRM systems
Social CRM (SCRM)
Loyalty
Summary
Further reading
References 11 True personalization
What is personalization?
Defining true personalization
User-defined personalization
Behavioural personalization
Tactical personalization
Single customer view
Summary
Further reading
References 12 Customer service
Customer service principles
Channels
Social customer service
Measurement
Summary
Further reading
References 13 Content strategy
What is content marketing?
What is content?
What content types should you use?
Why content marketing?
People and process for creating content
Distribution
Measuring the value of content
International content
Audit checklist
Summary
Further reading
References 14 Analytics and reporting
The data landscape
The reliability of data-based decisions
What are analytics?
Tools and technology
Attribution modelling
Reporting
Summary
Further reading
References 15 Presenting your strategy
Decision making
Budget
Key channel benefits
How channels interact
Website
Further considerations
Structuring your proposal
Advocacy
Summary
Further reading
References Bringing it all together
Index