| Edition |
Third edition. |
| Description |
xx, 409 pages : illustrations ; 23 cm |
| Note |
Includes index. |
| Summary |
"Forrester Research has predicted that in 2016, $77 billion will be spent on interactive marketing. This equals the amount that is spent on television advertising today, so it is increasingly important to know how to effectively use digital marketing.Understanding Digital Marketing looks 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 new edition demonstrates in a practical and comprehensive way, how to harness the power of digital media and use it to achieve the utmost success in business.The author deals with key topics in detail, including: search marketing, social media, mobile marketing, affiliate marketing, e-mail marketing, customer engagement and digital marketing strategies.This book will help readers to: - choose online marketing channels to get their products and services to market - understand the origins of digital marketing and the trends that are shaping its future - achieve the competitive edge to keep them aheadIncluding new case studies that reflect the changed marketplace, Understanding Digital Marketing provides readers with the tools to utilize the power of the internet to take their businesses wherever they want them to go"-- Provided by publisher. |
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"The bestselling Understanding Digital Marketing is the ultimate guide to digital marketing. It demonstrates how to harness the power of digital media and deals with every key topic and channel in detail. Thoroughly revised throughout it covers all key topics including social media, SEO, email marketing, online advertising, online PR and reputation management, mobile marketing, and includes new chapters on native content marketing, analytics, building digital channels, digital campaign management and integrating your digital strategy. Essential reading for both practitioners and students alike it includes examples of digital marketing successes from top brands including Nokia, Apple, Coca-Cola, BMW, Nike and more. This fully revised and updated third edition will provide you with the tools to utilize the power of digital and take you and your company wherever you want it to go"-- Provided by publisher. |
| Contents |
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. |
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Contents note continued: 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. |
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Contents note continued: 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 -- Web 2.0 -- Mobile marketing -- a game-changing channel, or just another conduit? -- Case study: Accor Hotels -- Location, location, location -- Mobile gaming -- Case study: Kiip -- 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. |
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Contents note continued: 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 -- Case study: Royal Mail gold post boxes -- Case study: Bristol-Myers Squibb -- Case study: NatWest -- 11. Understanding content marketing -- Why content? -- an overview -- Case study: East Coast -- Case study: Littlewoods -- 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 a new internet -- Prediction 2 democratization of marketing knowledge. |
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Contents note continued: Prediction 3 natural selection of content -- Prediction 4 greater learning and being more competitive -- Prediction 5 lessons from the emerging markets -- Prediction 6 the case for a circular marketing economy ... -- Prediction 7 agencies go arbitrage -- Prediction 8 fast and super fast -- Prediction 9 radio -- Prediction 10 your online persona -- The end bit -- Case study: UEFA Europa League. |
| Subject |
Internet marketing.
|
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Social media.
|
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Strategic planning.
|
|
Marketing -- Management.
|
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BUSINESS & ECONOMICS / Marketing / General.
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BUSINESS & ECONOMICS / E-Commerce / Internet Marketing.
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BUSINESS & ECONOMICS / Advertising & Promotion.
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Strategisches Management. (DE-588)4124261-0
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Online-Marketing. (DE-588)7706419-7
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World Wide Web 2.0. (DE-588)7548364-6
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Soziale Software. (DE-588)7550143-0
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Internet marketing. (OCoLC)fst00977272
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Marketing -- Management.
(OCoLC)fst01010209
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Social media. (OCoLC)fst01741098
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Strategic planning. (OCoLC)fst01134371
|
| ISBN |
9780749471026 (paperback) |
|
0749471026 (paperback) |
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