Digital marketing strategy : an integrated approach to online marketing / Simon Kingsnorth.
Material type: TextLanguage: English. Publisher: New York : Kogan Page Limited, c2022Edition: Third editionDescription: xvi, 399 pages : illustrations ; 24 cmISBN: 9781398605978Subject(s): Electronic commerce -- Management | Internet marketing | Strategic planningLOC classification: CIR HF 5548.32 | K56 2022Item type | Current location | Collection | Shelving location | Call number | Copy number | Status | Date due | Barcode |
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Book | Cavite State University - CCAT Campus | Book | GCS | CIR HF 5548.32 K56 2022 (Browse shelf) | 1 | Available | R0013346 |
Includes bibliographical references and index.
Introduction : how will this book transform your digital marketing strategy?
PART I - Knowing your business objectives and your customer
1 - The foundations of digital marketing
2 - Understanding the digital ecosystem
3 - Integrating digital into wider organization strategy
4 - Understanding the evolving digital consumer
5 - Barriers, considerations and data protection in digital marketing strategy
PART II - Integrating digital change into your wider organization
6 - Enabling technologies for online marketing and digital transformation
7 - Planning your digital marketing - objectives, teams and budgeting
PART III - Using channel strategy to reach your customers
8 - SEO strategy and organic techniques
9 - Building and optimizing a winning paid search strategy
10 - Display advertising and programmatic targeting
11 - Tailoring your social media strategy
12 - Marketing automation, messaging and email marketing-the unsung heroes
13 - Affiliate schemes and partnerships to deliver highly targeted leads
14 - Lead generation that delivers results
15 - Content strategy - a key pillar of success
16 - Personalizing the customer journey and digital experience
PART IV - Conversion, retention and measurement
17 - Effective experience design (XD)
18 - Optimizing your e-commerce platform
19 - Managing loyalty, CRM and data
20 - Measuring success through data analytics and reporting
PART V - Tailoring your final digital marketing strategy
21 - Providing a smooth online service and customer
22 - Putting together your digital marketing strategy
Index
13346
In English text.
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