Efnisyfirlit

• Cover
• Praise for Understanding Digital Marketing 5th Edition
• Title Page
• Contents
• List of Figures
• List of Tables
• About the author
• Preface
• Acknowledgements
• List of contributors
• 01 Introduction: Digital transformation
• In the beginning…
• But this is a book about marketing in the digital age – the present and the future
• The technology behind digital marketing
• Digital transformation
• Enough technology… let’s talk about people
• Case study: SSE
• References
• 02 Digital marketing strategy setting
• Why you need a digital marketing strategy
• Your business and digital marketing
• Defining your digital marketing strategy
• Understanding the digital consumer
• The four Ps of marketing and the 10 Ps of digital marketing
• Eyes on the prize
• Bringing it all together
• Case study: Folly Farm Leisure Limited
• References
• 03 Being online: Welcoming the world
• 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
• Case study: Save the Children Australia
• References
• 04 Search: Being found online
• Search: still the online marketer’s holy grail
• About the engines
• Optimizing your site for the engines
• Case study: Bris
• Advertising on the search engines
• Mobile 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
• Case study: Homewise
• References
• 05 Email marketing
• Email – the power channel
• What exactly is email marketing?
• Before you start
• Planning your campaign
• Measuring your success
• Email – a vital component of digital marketing
• Case study: Fitness Superstore
• References
• 06 Mobile marketing
• Mobile – market size and rate of growth
• So what can mobile marketing be used for?
• The rise and rise of mobile advertising
• Location, location, location
• The role of voice and voice-enabled devices
• Mobile gaming
• Mobile applications
• Mobile privacy
• Mobile data
• Further exploration
• Building a multichannel marketing strategy
• Case study: UKTV Play
• References
• 07 Social media
• 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
• Case study: Virgin Trains and the Toilet Role
• References
• 08 Content marketing and native content
• Nothing has changed, but everything has changed
• Why content? An overview
• Content strategy
• Content production
• Promoting your content
• Case study: WW Just Watch Me_________
• References
• 09 Programmatic marketing
• What is programmatic ad buying?
• What do digital marketers need to know about programmatic buying?
• Deeper dive
• In-housing your programmatic media
• The impact of GDPR and other privacy legislation on programmatic advertising
• Dos and don’ts of programmatic advertising
• The future challenges of programmatic for marketers
• Case study: The Programmatic Company
• References
• 10 Performance marketing
• Recognizing opportunities for strategic partnership
• What is performance marketing?
• Top five tips to publisher success
• Summary
• Case study: Shaw Academy
• 11 How to form meaningful insights from data
• Log files versus page tagging
• Augmenting information using cookies
• Test and test again
• Measuring paid media
• Attribution modelling
• Who am I talking to?
• The return of GRP
• The problem of earned media
• What are you trying to achieve?
• The need for trust
• Case study: CITRIX
• Index
• Copyright Page