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