Digital Marketing Strategy

An Integrated Approach to Online Marketing
4. Auflage 2025
ISBN: 978-1-3986-2207-4
Verlag: Kogan Page

Buch, Englisch, 424 Seiten, Format (B × H): 161 mm x 240 mm, Gewicht: 822 g

Create a successful, highly efficient digital marketing plan using this top-rated manual, covering a wide range of topics from seamless AI integration to the utilization of digital analytical tools. Digital Marketing Strategy stands as a global bestseller, providing practical information on structuring and implementing a more strategic approach to digital marketing. In this fully updated fourth edition, Kingsnorth explores AI in marketing, e-commerce, marketing automation and the utilization of digital analytical tools. This new edition also includes fresh real-world examples and platform recommendations around AI. With new cutting-edge insights on AI in advertising, NFTs, the metaverse, Web3, Digital Marketing Strategy serves as an ideal roadmap for navigating digital channels and operations. This book includes checklists, key terminology, and insights from leading industry experts to aid in the development of your own digital marketing strategy. Supplemented by online resources consisting of practical implementation guides, presentation slides and activity sheets. This is an essential guide for marketers seeking to build an effective digital strategy.

Autoren/Hrsg.

Kingsnorth, Simon

Fachgebiete

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

Inhaltsverzeichnis

• • Chapter - 00: Introduction: How will this book transform your digital marketing strategy?;
  • Chapter - 01: The foundations of digital marketing;
• Section - ONE: Knowing your business objectives and your customer;
• • Chapter - 02: Understanding the digital ecosystem;
  • Chapter - 03: Integrating digital into wider organization strategy;
  • Chapter - 04: Understanding the evolving digital consumer;
  • Chapter - 05: Barriers, considerations and data protection in digital marketing strategy;
• Section - TWO: Integrating digital change into your wider organization;
• • Chapter - 06: Enabling technologies for online marketing and digital transformation;
  • Chapter - 07: Planning your digital marketing strategy – Objectives, teams and budgeting;
• Section - THREE: Using channel strategy to reach your customers;
• • Chapter - 08: SEO strategy and organic techniques;
  • Chapter - 09: Building and optimizing a winning paid search strategy;
  • Chapter - 10: Display advertising and programmatic targeting;
  • Chapter - 11: Tailoring your social media strategy;
  • Chapter - 12: Marketing automation, messaging and email marketing – the unsung heroes;
  • Chapter - 13: Affiliate schemes and partnerships to deliver highly targeted leads;
  • Chapter - 14: Lead generation that delivers results;
  • Chapter - 15: Content strategy – a key pillar of success;
  • Chapter - 16: Personalizing the customer journey and digital experience;
• Section - FOUR: Conversion, retention and measurement;
• • Chapter - 17: Effective Experience Design (XD);
  • Chapter - 18: Optimizing your e-commerce platform;
  • Chapter - 19: Managing loyalty, CRM and data;
  • Chapter - 20: Measuring success through data analytics and reporting;
• Section - FIVE: Tailoring your final digital marketing strategy;
• • Chapter - 21: Providing a smooth online service and customer experience;
  • Chapter - 22: Putting together your digital marketing 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 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.