Understanding digital marketing. (2014)

• Record Type: Book
• Further Information: Note: Damian Ryan.
• Other Names: Ryan, Damian
• Contents: Machine generated contents note: Preface -- Contributors' biographies -- Acknowledgements 01 So ... You want to go digital? -- In the beginning ... -- The changing face of advertising -- The technology behind digital marketing -- Enough technology ... let's talk about people -- Case study: Harley-Davidson02 @first ... think! -- Why you need a digital marketing strategy -- Your business and digital marketing -- Defining your digital marketing strategy -- Understanding the digital consumer -- Mind your Ps -- Eyes on the prize -- Bringing it all together -- Case study: Mercadolibre03 Then build your channel -- 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: Hg204 Is it working? -- Owned, paid and earned -- Log files versus page tagging -- Augmenting information using cookies -- Test and test again -- Measuring paid media -- Attribution modelling -- Who am I talking to? -- Making Measurements Make Sense (3MS) -- The return of GRP -- The problem of earned media -- What are you trying to achieve? -- Why KPIs are important -- Choosing effective KPIs -- The need for trust05 Are customers finding you? -- Search: still the online marketer's holy grail -- About the engines -- Optimizing your site for the engines -- 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 -- Looking forward -- Case study: The Entertainer06 Understanding 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 -- Adding social media to your own site -- Case study: Bennetts Bike Social07 Understanding e-mail marketing -- The new direct mail -- What exactly is e-mail marketing? -- Before you start -- Planning your campaign -- Measuring your success -- E-mail -- a vital component of digital marketing -- Case study: Help for Heroes08 Understanding mobile marketing -- Mobile -- market size and rate of growth -- Mobile -- Web2.0 -- 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 -- Building a multichannel marketing strategy -- Case study: Dubizzle.com09 Understanding performance marketing -- Recognizing opportunities for strategic partnership -- What is performance marketing? -- Case study: Number One Shoes10 Understanding online public relations -- Google -- judge and jury -- Online -- it's where PR lives now11 Understanding content marketing -- Why content? -- an overview -- Content strategy -- Content production -- Promoting your content -- The future of online content -- Case study: Makino12 Convincing your boss to invest in digital marketing -- Understanding your objectives -- Your market and website function -- Understanding decision making and knowing your decision makers -- Budget considerations -- Key channel benefits -- The perfect website -- Further considerations -- Structuring your proposal -- Advocacy 13 What's next? -- Prediction 1 -- a new internet -- Prediction 2 -- democratization of marketing knowledge -- Prediction 3 -- natural selection of content -- Prediction 4 -- greater learning and being more competitive -- Prediction 5 -- lessons from the emerging markets -- Prediction 6 -- the case for a circular marketing economy ... -- Prediction 7 -- agencies go arbitrage -- Prediction 8 -- fast and super fast -- Prediction 9 -- radio -- Prediction 10 -- your online persona -- The end bit -- Case study: UEFA Europa League 378 Glossary -- Index.
• Edition: Third edition
• Publisher Details: London Philadelphia : Kogan Page
• Publication Date: 2014
• Extent: 1 online resource
• Subjects: 658.8/72; BUSINESS & ECONOMICS / E-Commerce / Internet Marketing; Internet marketing; Social media; Strategic planning; Marketing -- Management; BUSINESS & ECONOMICS -- Marketing -- General; BUSINESS & ECONOMICS -- E-Commerce -- Internet Marketing; BUSINESS & ECONOMICS -- Advertising & Promotion; BUSINESS & ECONOMICS -- Industrial Management; BUSINESS & ECONOMICS -- Management; BUSINESS & ECONOMICS -- Management Science; BUSINESS & ECONOMICS -- Organizational Behavior; Internet marketing; Marketing -- Management; Social media; Strategic planning; BUSINESS & ECONOMICS / Marketing / General; Public Relations; Internet Guides & Online Services; Advertising; Electronic books
• Languages: English
• ISBNs: 9780749471033; 0749471034
• Related ISBNs: 9780749471026; 0749471026
• Notes: Note: Print version record.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.