Digital Marketing Strategy

An Integrated Approach to Online Marketing
1. Auflage 2016
ISBN: 978-0-7494-7470-6
Verlag: Kogan Page

Buch, Englisch, 344 Seiten, Format (B × H): 154 mm x 233 mm, Gewicht: 524 g

The modern marketer needs to learn how to employ strategic thinking alongside the use of digital media to deliver measurable and accountable business success. Digital Marketing Strategy covers the essential elements of achieving exactly this by guiding you through every step of creating your perfect digital marketing strategy. This book analyzes the essential techniques and platforms of digital marketing including social media, content marketing, SEO, user experience, personalization, display advertising and CRM, as well as the broader aspects of implementation including planning, integration with overall company aims and presenting to decision makers.

Simon Kingsnorth brings digital marketing strategy to life through best practice case studies, illustrations, checklists and summaries, to give you insightful and practical guidance. Rather than presenting a restrictive 'one size fits all' model, this book gives you the tools to tailor-make your own strategy according to your unique business needs and demonstrates how an integrated and holistic approach to marketing leads to greater success. Digital Marketing Strategy is also supported by a wealth of online resources, including budget and strategy templates, lecture slides and a bonus chapter.

Autoren/Hrsg.

Kingsnorth, Simon

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing

Inhaltsverzeichnis

Chapter - 01: What is Digital Marketing?; Chapter - 02: Aligning With Your Business Strategy; Chapter - 03: Barriers and Considerations; Chapter - 04: Planning; Chapter - 05: Search Engine Optimization; Chapter - 06: Paid Search; Chapter - 07: Display; Chapter - 08: Social Media; Chapter - 09: User Experience and Transformation; Chapter - 10: CRM and Retention; Chapter - 11: True Personalization; Chapter - 12: Customer Service; Chapter - 13: Content Strategy; Chapter - 14: Analytics and Reporting; Chapter - 15: Presenting Your Strategy

Über Autor(innen)

Kingsnorth, Simon
Simon Kingsnorth is a recognized digital marketing expert with over 20 years of industry experience, he was formerly the Global Head of Digital Marketing at Citi Bank and has provided consultancy services to leading brands such as Vodafone, Asda and Lloyds TSB. He is currently the Founder and CEO of SK, which is a Strategic marketing company that supports small and large businesses around the world to build and execute highly successful marketing strategies.

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.