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Plan, implement and optimize a tailored, end-to-end digital marketing strategy that aligns with business objectives with this new edition of the global bestseller.
List of contents
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: Affiliate schemes and partnerships to deliver highly targeted leads; Chapter - 14: Lead generation that delivers results; Chapter - 15: Content strategy - a key pillar of success; Chapter - 16: Personalizing the customer journey and digital experience; Section - FOUR: Conversion, retention and measurement; Chapter - 17: Effective Experience Design (XD); Chapter - 18: Optimizing your e-commerce platform; Chapter - 19: Managing loyalty, CRM and data; Chapter - 20: Measuring success through data analytics and reporting; Section - FIVE: Tailoring your final digital marketing strategy; Chapter - 21: Providing a smooth online service and customer experience; Chapter - 22: Putting together your digital marketing strategy
About the author
Simon Kingsnorth is a recognized digital marketing expert with over 20 years of industry experience, he was formerly the Global Head of Digital Marketing at Citi Bank and has provided consultancy services to leading brands such as Vodafone, Asda and Lloyds TSB. He is currently the Founder and CEO of SK, which is a Strategic marketing company that supports small and large businesses around the world to build and execute highly successful marketing strategies.
Summary
Plan, implement and optimize a tailored, end-to-end digital marketing strategy that aligns with business objectives with this new edition of the global bestseller.
