Digital marketing strategy : an integrated approach to online marketing
著者
書誌事項
Digital marketing strategy : an integrated approach to online marketing
Kogan Page, 2019
2nd ed
大学図書館所蔵 全3件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
注記
Previous ed.: 2016
Includes bibliographical references and index
内容説明・目次
内容説明
Optimize your digital channels and ensure your marketing strategy aligns with business objectives, with this second edition of the bestselling guide to digital marketing - recommended by the Chartered Institute of Marketing.
There is no shortage of digital marketing resources yet finding a book that covers all disciplines can be a challenge. This essential and highly readable book provides an accessible, step-by-step framework to the planning, integration and measurement of each digital platform and technique, all tailored to achieve overarching business objectives.
Now featuring cutting edge updates on social media, SEO, content marketing, user experience and customer loyalty, Digital Marketing Strategy is an ideal road map for navigating:
-Marketing automation, personalization, messaging and email
-Online and offline integration
-The power of technologies, such as AI
-New data protection and privacy strategies
Accompanied by downloadable practical implementation guides spanning SEO, paid-search, email, lead-generation and more, Digital Marketing Strategy will show you how to effectively select, align and manage digital channels and operations, to streamline a winning digital marketing strategy for measurable, optimized results. It is an essential guide for any marketer to build an effective and practical digital strategy.
目次
- 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: Lead generation that delivers results
- Chapter - 14: Content strategy - A key pillar of success
- Chapter - 15: Personalizing the customer journey and digital experience
- Section - FOUR: Conversion, retention and measurement
- Chapter - 16: Effective design, e-commerce and user experience (UX)
- Chapter - 17: Managing loyalty, CRM and data
- Chapter - 18: Providing a smooth online service and customer experience
- Chapter - 19: Measuring success through data analytics and reporting
- Section - FIVE: Tailoring your final digital marketing strategy
- Chapter - 20: Putting together your digital marketing strategy
- Chapter - 21: Index
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