Understanding Digital Marketing Marketing Strategies for Engaging the Digital Generation

ISBN-10: 0749464275
ISBN-13: 9780749464271
Edition: 2nd 2012
List price: $29.95 Buy it from $3.00
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Book details

List price: $29.95
Edition: 2nd
Copyright year: 2012
Publisher: Kogan Page, Limited
Publication date: 4/28/2012
Binding: Paperback
Pages: 304
Size: 6.25" wide x 9.25" long x 0.75" tall
Weight: 0.990
Language: English

Damian Ryan has been at the forefront of the Irish media and advertising business for many years. His current role is as a specialist investor and dealmaker in the mergers and acquisitions business.

Preface
Acknowledgments
Going digital the evolution of marketing
Our chapter pledge to you
In the beginning
The changing face of advertising
The technology behind digital marketing
Enough technology let's talk about people
Strategic thinking
Our chapter pledge to you
Why you need a digital marketing strategy
Your business and digital marketing
Defining your digital marketing strategy22
Understanding the digital consumer
Mind your Ps
Eyes on the prize
Bringing it all together
Your window to the digital world
Our chapter pledge to you
Your website the hub of your digital marketing world
Building an effective website
The main steps of building your website
Before you start
Choosing your domain name
Hosting your website's home on the internet
How to choose a web designer developer
Arranging your information
Writing effective web content
Website design summary
The search for success
Our chapter pledge to you
Search: still the online marketer's holy grail
About the engines
Optimizing your site for the engines
Advertising on the search
Black hat, the darker side of search
Bringing in the pros
Universal search-more opportunities to rank
Shifting goalposts: Search innovation and the quest for relevance
Website intelligence and return on invesments
Our chapter pledge to you
Measuring your way to digital marketing success
Getting started
How information is measured
Measuring what's important to you
Testing, investing, tweaking, reinvesting
Action stations
Harness the power of online data and watch you ROI take off
E-mail marketing
Our chapter pledge to you
The new direct mail
Wht exactly is e-mail marketing?
Before you start
Planning your campaign
Measuring your success
E-mail: vital component of digital marketing
Social media and online consumer engagement to you
Our chapter pledge to you
Join the conversation
What is social media?
Different forms of social media
Social media dashboards all your updates in one place
The rules of engagement
Adding social media to your own site
Online PR and reputation management
Our chapter pledge to you
Fostering a positive online image
Promoting your business through online channels
Monitoring the conversation reputation management
Damage limitation: turning the tide when things go wrong
Affiliate marketing and strategic partnerships
Our chapter pledge to you
Recognizing opportunities for strategic partnership
Affiliate marketing
Your marketing in your prospect's pocket
Our chapter pledge to you
Mobile: market size and rate of growth
Mobile: Web 2.0
Mobile marketing: a game-changing channel or just another conduit?
Location, location, location
Mobile gaming
Mobile applications
Measuring mobile
Mobile privacy
Mobile data
Further exploration
What's next?
Our chapter pledge to you
The future's bright: head towards the light
Word of mouth: savvy consumers control the future
Collaborative consumption
Co-creation
Search: a constantly evolving marketing powerhouse
Mobile: whoah... it's finally here!
Tracking and measuring human behaviour
In-game advertising
Video; two screens; wrappers
Holistic marketing: blurring lines and integrating media
Dynamic, unpredictable, exciting and essential
Glossary
Index

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