Digital marketing strategy
Subtitle: an integrated approach to online marketing
By: Simon Kingsnorth
Edition: 1st edition.
Publisher: Kogan Page
Published: 2016
Language: eng
Number of pages: 324
ISBN-13: 9780749474706; 9780749474713
Subjects: Management; Internet marketing; Electronic commerce; Marketing; Strategic Planning; E-Commerce; General; Strategic planning; BUSINESS & ECONOMICS; Internet Marketing
Description: "Digital and social media are essential aspects of a marketing department's function; therefore, it is important that they are integrated into the organization's wider goals. Uniting digital marketing techniques with business strategy and established marketing models such as the 7 P's, Porter's Five Forces, and Customer Lifetime Value, author Simon Kingsnorth demonstrates how to formulate the best strategy for a company. Rather than presenting a "one size fits all" model, Kingsnorth brings various strategies to life through case studies, charts, illustrations, and checklists. Digital Marketing Strategy covers what digital marketing is, how to budget and forecast, acquisition, personalization, customer service, user experience, content strategy, how to analyze and perform social measurements, and how to structure and present a digital marketing plan in order to win support and funding"--

"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. It contains analysis of 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"--
Notes: Includes bibliographical references and index.
Table of contents: title: Introduction; title: What is digital marketing?; title: Aligning with your business strategy; title: Barriers and considerations; title: Planning; title: Search engine optimization; title: Paid search; title: Display; title: Social media; title: User experience and transformation; title: CRM and retention; title: True personalization; title: Customer service; title: Content strategy; title: Analytics and reporting; title: Presenting your strategy; title: Bringing it all together.