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E-book
Author Dodson, Ian, author

Title The art of digital marketing : the definitive guide to creating strategic, targeted and measurable online campaigns / Ian Dodson
Published Hoboken, New Jersey : John Wiley & Sons, Inc., [2016]
©20

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Description 1 online resource (viii, 385 pages)
Contents The Digital Marketing Playbook: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns -- Contents -- Preface -- Chapter 1: An Introduction to Digital Marketing -- What Makes This Book Different? -- Start with the Customer and Work Backward -- People Power -- Market Research versus Market Reality -- Let's Make This Real! -- What Are the 3i Principles? -- Principle 1: Initiate -- Principle 2: Iterate -- Principle 3: Integrate -- Chapter 2: Search Engine Optimization -- An Introduction -- The Process -- Key Terms and Concepts -- Search Engine Result Pages: Positioning -- Organic versus Paid Listings -- Location-Based Search -- Knowledge Graph Listing -- Data Highlighter -- Search Behavior -- Stage 1: Goals -- Stage 2: On-Page Optimization -- Keyword Research -- Key Terms -- Offline Keyword Research -- Online Keyword Research -- A Word of Warning -- The On-Page Optimization Process -- Style and Structure -- Up-to-Date Content -- Optimizing the Technical Mechanics of Your Page -- URLs -- Page Names -- Meta Tags -- Breadcrumb Navigation -- On-Page Headings -- First Paragraph -- Body of Text -- Anchor Text -- Images and Alt Text -- Social Sharing -- Site Map -- The Technical Aspects of SEO -- Compatibility -- Structured Data Markup -- Houston, We Have a Problem -- Site Maps and Google Search Console -- Sitemaps -- Robots: Helping You Hide -- GSC Tool Reports -- Stage 3: Off-Page Optimization -- Link Formats -- Link Building -- Content Marketing -- Social Sharing -- Stage 4: Analyze -- An Ongoing Process -- Law and Order: SEO -- So, What Have You Learned in This Chapter? -- Chapter 3: Pay Per Click -- An Introduction -- Process -- Key Terms and Concepts -- Stage 1: Goals -- Goals: What's the Point? -- The Not-So-Secret Formula -- How to Set Goals -- Stage 2: Setup -- Part One -- Creating a Google AdWords Account
Campaign Architecture -- Campaign Setup -- Targeting -- Part Two -- Bid Strategy -- Delivery -- Ad Scheduling -- Ad Rotation -- Keyword Selection -- Keyword Research Tools -- Keyword Match Types -- Process -- Ad Copy Composition -- Creating the Ad -- Ad Extensions -- Landing Pages -- Bidding -- Google Display Network (GDN) -- Remarketing -- Stage 3: Manage -- Navigating the Interface -- Which Tool Should I Choose? -- Stage 4: Analyze -- Key Performance Reports -- Keyword Performance Report -- Ad Performance Report -- Campaign Performance Report -- Dimensions Report -- Data Segmentation -- Receiving Your Reports -- Columns-Supporting Your Reports -- KPIs -- Is Google AdWords Working for Me? -- Laws and Guidelines -- Data Protection -- Privacy -- Copyright -- So, What Have You Learned in This Chapter? -- Chapter 4: Digital Display Advertising -- An Introduction -- Process -- Key Terms and Concepts -- Display Advertising: An Industry Overview -- Ad Spend: Offline and Online -- The Move to Online -- Going Mobile -- Technology and Mechanics -- Display Ads: Key Terms -- How Display Advertising Works -- Display Technology -- Benefits and Challenges of Display -- Stage 1: Define -- Finding the Audience -- Researching Publishers -- Setting Objectives -- Stage 2: Format -- Ad Formats -- Types of Display Ads -- Creative Ad Formats -- Display Ads on Social Media -- Allocating Budgets -- Media and Format Options -- Ad Copy -- Stage 3: Configure -- Targeting -- Tracking -- Going Live -- Stage 4: Analyze -- Measure -- Laws and Guidelines -- Maintaining Privacy -- Creative Copyright -- Accessibility -- So, What Have You Learned in This Chapter? -- Chapter 5: Email Marketing -- An Introduction -- Definition -- Process -- Key Terms and Concepts -- Stage 1: Data-Email Marketing Process -- Spam, Spammity Spam -- Examples of Spam
Spam Really Is in the Eye of the Beholder -- Five Ways to Avoid the Damning Judgment: Spam! -- Avoid Spam Filters -- Save Subscriber Lists from Spam -- Stay Relevant to Stop Spam -- Don't Conceal Your Identity -- Don't Buy or Share Lists -- Subscriber Management -- Data Collection -- Data Segmentation -- Data Management -- Stage 2: Design and Content -- Email Interaction Process -- (Email) Client Confidential -- Compelling Email Copy -- Imagery Is Everything -- When Mobile and Email Combine -- Stage 3: Delivery -- ESPs -- Let Me Check My Schedule -- Stage 4: Discovery -- Reporting and Analysis -- Laws and Guidelines -- So, What Have You Learned in This Chapter? -- Chapter 6: Social Media Marketing (Part 1) -- An Introduction -- Process -- Key Terms and Concepts -- Stage 1: Goals -- Media Types: Earned, Owned, and Paid -- Forms of Social Media -- Stakeholders of SMM -- Trying It On for Size -- Going for Gold -- Stage 2: Channels -- Facebook -- Creating Your Business Page -- Making Your Page Engaging -- Using Analytics -- About Social Plug-Ins -- Facebook Features -- Twitter -- A Bird's-Eye View -- Creating Your Account -- Ready, Set, Tweet! -- Key Features -- To Tweet or Not to Tweet ... -- LinkedIn -- About LinkedIn -- Creating Your Profile -- Building Your Network -- Groups and Pages -- Is LinkedIn Right for You? -- Google+ -- About Google+ -- Google Circles -- Google Hangouts -- Getting Started -- Google+ Analytics -- YouTube -- About YouTube -- Setting Up Your Channel -- Types of Video -- Creating and Sharing Content -- Making It Work for You -- Blogs -- Blogs in Brief -- Best Practices -- Business/Community Blogging -- Promoting Your Blog -- So, What Have You Learned in This Chapter? -- Chapter 7: Social Media Marketing (Part 2) -- An Introduction -- Process -- Key Terms and Concepts -- Stage 3: Implementation -- Understanding Your Fit -- Resources
People and Skills -- Budget -- Listening -- Influencers -- Engage with Happy Customers -- Engage with Unhappy Customers -- Find and Engage with New Customers -- Being Reactive -- Being Proactive -- Tools -- Content Planning -- B2B versus B2C Content -- Content Scheduling -- Platform Specificity -- Action Plan -- Marketing Goals -- Quality Scale of Interaction -- Facebook Strategy and Advertising -- Facebook Page Strategy -- Increasing Your Engagement Level -- How to Post Consistently and Regularly -- Select Your Audience Carefully -- Have a Heart! -- When the Price Is Right -- Boosting Your Post -- Facebook Ads -- Ads Manager -- Audience Insights -- Objectives -- Audience -- Advanced Training -- Writing the Ad -- Budget Setting -- Reports and Insights -- Places -- Facebook Groups -- Apps -- LinkedIn Advertising -- LinkedIn Groups -- Leader of the Pack -- Group Access -- Promote -- Searching -- LinkedIn Premium -- Using LinkedIn to Search for a Job -- Using LinkedIn to Find Your Next Hire -- LinkedIn Advertising -- Sponsored Content -- Sponsored InMail Campaigns -- LinkedIn KPIs -- Twitter -- Twitter Advertising -- Creating the Ad -- Creating a Twitter Card -- Tweet Activity Dashboard -- Twitter KPIs -- Additional Platforms -- YouTube -- Option 1: In Search Results -- Option 2: Before Videos (Rolling Ad) -- Option 3: Beside Videos -- Pinterest -- Pinterest Analytics -- Signing Up for a Pinterest Business Account -- Pinterest Ads -- Instagram -- Snapchat -- Stage 4: Analyze -- What Gets Measured, Gets Done -- Facebook Insights -- LinkedIn Analytics -- Twitter Analytics -- Google+ Insights -- YouTube Analytics -- Google Analytics -- Social Media KPIs -- Laws and Guidelines -- Data Protection and Privacy -- Copyright Issues -- Organizational Policy Documents -- So, What Have You Learned in This Chapter? -- Chapter 8: Mobile Marketing -- An Introduction
Process -- Key Terms and Concepts -- Stage 1: Opportunity -- A Mobile Industry -- Opportunities -- Challenges -- Stage 2: Optimize -- Mobile-Optimized Websites -- Changes in Mobile Marketing -- Characteristics of an Effective Mobile Site -- Touch Design: The Fundamentals -- Phone Integration: The Fundamentals -- Advantages of Mobile Sites -- Advantages of Apps -- Apps versus Web Apps -- Getting Started -- App Development -- An 'Appy Marketplace -- App Development: The Fundamentals -- Getting Started -- Stage 3: Advertise -- About Mobile Advertising -- Mobile Ad Formats -- Mobile Search -- In-App Ads -- Mobile Sites -- Branded Apps -- Mobile Networks -- WiFi -- Getting Started -- Mobile Advertising: Key Tips -- Proximity Marketing -- About Proximity Marketing -- Advances in Proximity Marketing -- SMS Marketing -- SMS: Highs and Lows -- Getting Started -- Stage 4: Analyze -- Mobile Analytics -- Emerging Trends -- Current Trends -- Laws and Guidelines -- Laying Down the Law -- So, What Have You Learned in This Chapter? -- Chapter 9: Analytics -- An Introduction -- Process -- Key Terms and Concepts -- Stage 1: Goals -- Key Concepts -- Key Terms -- Stage 2: Setup -- GA Overview -- Why GA? -- GA Account Structure -- GA Access Levels -- GA Account Setup -- GA Navigation -- Stage 3: Monitor -- Audience Overview -- Demographics -- Geo -- Behavior -- User Journey -- Technology -- Mobile -- Offline Implications -- Acquisition -- Acquisition Reporting -- Important Traffic Channels -- Referral Traffic -- Social -- Campaigns -- AdWords -- Google URL Builder -- Behavior -- Using Analytics to Understand the User Journey -- Using Site Search and Event Reporting -- Stage 4: Analyze -- Attribution -- Customization -- Why Use Customization? -- Views and Advanced Segments -- KPIs -- Why KPIs? -- Analytics and KPIs -- The Four-Step KPI Iterative Process
Summary "The premier guide to digital marketing that works, and a solid framework for success The Digital Marketing Playbook is the comprehensive guide to cracking the digital marketing 'code, ' and reaching, engaging, and serving the empowered consumer. Based on the industry's leading certification from the Digital Marketing Institute (DMI), this book presents an innovative methodology for successful digital marketing: start with the customer and work backwards. A campaign is only effective as it is reflective of the consumer's wants, needs, preferences, and inclinations; the DMI framework provides structured, implementable, iterative direction for getting it right every time. The heart of the framework is a three-step process called the 3i Principles: Initiate, Iterate, and Integrate. This simple idea translates into higher engagement, real customer interaction, and multichannel campaigns that extend even into traditional marketing channels. The evolution of digital marketing isn't really about the brands; it's about consumers exercising more control over their choices. This book demonstrates how using this single realization as a starting point helps you build and implement more effective campaigns. Get inside the customer's head with deep consumer research Constantly improve your campaigns based on feedback and interactions Integrate digital activities across channels, including traditional marketing Build campaigns based on customer choice and control Digital marketing turns traditional marketing models on their heads. Instead of telling the customer what to think, you find out what they already think and go from there. Instead of front-loading resources, you continually adjust your approach based on real interactions with real customers every day. Digital marketing operates within its own paradigm, and The Digital Marketing Playbook opens the door for your next campaign"-- Provided by publisher
"The Digital Marketing Playbook is based off the Digital Marketing Institute's introductory program and provides an innovative methodology for implementing digital marketing. The principle behind the book can best be summed up as "Start with the customer and work backwards". Digital marketing fundamentally is the story of the empowered consumer. The evolution of the Internet is not about brands like Google or Facebook or Apple, it's actually about the evolution of consumer control over their choices and their existence. So the impact or effectiveness of any digital marketing campaign is only as good as the extent to which it takes into account and bases its activities on an empowered digital consumer. The Digital Marketing Playbook provides a structured, implementable, iterative framework that teaches people how to implement and manage digital marketing. It's based on a three-step process called the 3i Principles: Initiate, Iterate, and Integrate. - INITIATE: A digital campaign is only as strong as the time you spend interacting with the customer to find out what they want, where they are online, and how they like to be engaged with. - ITERATE: The digital model turns traditional marketing models on their head. Most traditional campaigns adopt a big bang approach that require a front loading of investment and resources. Digital marketing is an iterative, ongoing, always improving process based on customer interactions and outcomes. - INTEGRATE: The third and crucial step in the process is about how it is crucial to integrate digital activities across various channels and also the means by which they are integrated with traditional marketing channels"-- Provided by publisher
Notes Includes index
Online resource; title from digital title page (viewed on May 17, 2016)
Subject Internet marketing.
Strategic planning.
BUSINESS & ECONOMICS -- Marketing -- General.
BUSINESS & ECONOMICS -- Industrial Management.
BUSINESS & ECONOMICS -- Management.
BUSINESS & ECONOMICS -- Management Science.
BUSINESS & ECONOMICS -- Organizational Behavior.
Internet marketing
Strategic planning
Màrqueting per Internet.
Planificació estratègica.
Genre/Form Llibres electrònics.
Form Electronic book
LC no. 2016010091
ISBN 9781119265719
1119265711
9781119267102
1119267102
9781119265726
111926572X