Digital Marketing

Integrating Strategy and Tactics with Values, A Guidebook for Executives, Managers, and Students
1. Auflage 2014
ISBN: 978-0-415-71675-8
Verlag: Taylor & Francis Ltd

Buch, Englisch, 368 Seiten, Format (B × H): 190 mm x 240 mm, Gewicht: 892 g

Digital Marketing: Integrating Strategy and Tactics with Values is an easy-to-understand guidebook that draws on the latest digital tactics and strategic insights to help organizations generate sustainable growth through digital integration. It provides a roadmap to adopt a digital mindset, incorporate digital trends strategically, and integrate the most effective digital tactics and tools with core values to achieve competitive advantage.

Bringing the reader through its five-step Path to Digital Integration (Mindset, Model, Strategy, Implementation, and Sustainability), Digital Marketing seeks to

- Outline the key drivers of change and leading digital marketing trends executives need to understand and incorporate to drive business opportunity.

- Evaluate the digital channels and technologies management teams can leverage to execute a successful Integrated Digital Marketing strategy. This includes insight into the latest digital tactics (website, social, mobile, search, content, and email marketing; data analytics) and social tools (Facebook, Twitter, YouTube, LinkedIn, Instagram, Pinterest, and Google Plus).

- Discover the impact of digital transformation on the organization, from the effect of digital tactics on the customer experience (CX) to the value of integrating internal digital strategies to facilitate collaboration and innovation.

- Guide aspiring leaders on how to combine core values and business goals with progressive digital strategies, tactics, and tools to generate sustainable outcomes for all stakeholders.

This interactive guidebook provides a truly Connected Digital Experience (CDE): the Zappar augmented reality mobile app allows the reader to activate the "Discover More" and "Play Video" icons found throughout the book, instantly connecting the reader, via their mobile device, to additional content housed on our companion website, Digital Marketing Resource Center (www.dmresourcecenter.org). "Play Video" icons incorporate point-in-time video commenting solution Vusay to enable interactive social conversations around each video.

Digital Marketing is the ideal guide for aspiring leaders – executives, instructors, owners, entrepreneurs, managers, students – at all stages of digital literacy.

To request access to the resources in the Digital Marketing Resources Center, please contact Ira Kaufman at [e-mail].

Zielgruppe

General, Professional, and Undergraduate

Autoren/Hrsg.

Kaufman, Ira (Entwine, Inc., USA)

Kaufman, Ira

Horton, Chris (SyneCore Tech, USA)

Horton, Chris

Fachgebiete

• Mathematik | Informatik EDV | Informatik EDV & Informatik Allgemein
• Mathematik | Informatik EDV | Informatik Professionelle Anwendung
• Wirtschaftswissenschaften Betriebswirtschaft Management Wissensmanagement

Inhaltsverzeichnis

Foreword 1. Philip Kotler Foreword 2. David Edelman Preface: What is Digital and Why Should I Care? Introduction: Your Roadmap to Digital Integration Part I: Mindset 1. Transforming from Traditional to Digital Values 2. A Digitally Challenged Enterprise 3. Drivers of Change Part II: Model 4. Fundamentals of the New Marketing Normal 5. Managing the New Marketing Normal 6. Integrated Digital Marketing Part III: Strategy 7. Define and Establish 8. Convey and Promote 9. Connect and Convert 10. Measure and Refine Part IV: Implementation 11. Digital Alignment 12. Structural Integration 13. Evaluation and ROI Part V: Sustainability 14. Building Shared Value 15. Social Business to Digitally Integrated Organization. Afterword: Moving On: Digital Transformation and Marketing Development

Über Autor(innen)

Ira Kaufman has 35 years of marketing experience spanning three worlds – business, non-profit, and education. Earning his PhD in marketing from Northwestern’s Kellogg School of Management, he advanced initiatives in social marketing with Professor Philip Kotler. As Executive Director of Legacy International, Ira developed a cultural sensitivity by integrating values and sustainability into workshops on marketing strategy in Asia and the Middle East. He taught digital marketing at the senior executive programs of Kellogg and Virginia Tech, and currently is designing innovative courses on digital marketing and social entrepreneurship at Lynchburg College School of Business and Economics. As a digital strategist, he helps companies ranging from multinationals to start-ups with their social branding and integrated digital marketing and transformation strategies.

Chris Horton is a content creator and digital strategist for Minneapolis-based integrated digital marketing agency, Synecore. An avid tech enthusiast, Chris has written hundreds of blogs and numerous ebooks on various topics related to digital marketing, including SEO, inbound, content, social, mobile, apps, digital branding and PR, Internet trends, and digital transformation. His work has been widely syndicated on leading marketing and technology blog directories, including Technorati, Social Media Today, and Business2Community. Chris’ digital marketing tips can be found on Synecore’s Marketing Technology for Growth blog.