Digital marketing strategy : an integrated approach to online marketing / Simon Kingsnorth.

By:

Kingsnorth, Simon [edt]

Material type:

TextPublication details: London, etc. : Kogan Page, 2016.Edition: 1st edDescription: xiii, 324 p. : ill. b&w. ; 23 cmISBN:

9780749474706

Subject(s):

DDC classification:

658.8

Contents:

Introduction -- Ch. 1. What is digital marketing -- Ch. 2. Aligning with your business strategy -- Ch. 3. Barriers and consideration -- Ch. 4. Planning -- Ch. 5. Search engine optimization -- Ch. 6. Paid search -- Ch. 7. Display -- Ch. 8. Social media -- Ch. 9. User experience and transformation -- Ch. 10. CRM and retention -- Ch. 11. True personalization -- Ch. 12. Customer service -- Ch. 13. Content strategy -- Ch. 14. Analytics and reporting -- Ch. 15. Presenting your strategy.

Summary: The modern marketer needs to learn how to employ strategic thinking alongside the use of digital media to deliver measurable and accountable business success. Digital Marketing Strategy covers the essential elements of achieving exactly this by guiding you through every step of creating your perfect digital marketing strategy. It contains analysis of the essential techniques and platforms of digital marketing including social media, content marketing, SEO, user experience, personalization, display advertising and CRM, as well as the broader aspects of implementation including planning, integration with overall company aims and presenting to decision makers. Simon Kingsnorth brings digital marketing strategy to life through best practice case studies, illustrations, checklists and summaries, to give you insightful and practical guidance. Rather than presenting a restrictive 'one size fits all' model, this book gives you the tools to tailor-make your own strategy according to your unique business needs and demonstrates how an integrated and holistic approach to marketing leads to greater success.

List(s) this item appears in: BA40097O: Principles of Digital and Social Media Marketing Advertising

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Holdings
Item type	Current library	Call number	Status	Barcode
Books	Marbella International University Centre Library	658.8 KIN dig (Browse shelf(Opens below))	Available	11449

Introduction --
Ch. 1. What is digital marketing --
Ch. 2. Aligning with your business strategy --
Ch. 3. Barriers and consideration --
Ch. 4. Planning --
Ch. 5. Search engine optimization --
Ch. 6. Paid search --
Ch. 7. Display --
Ch. 8. Social media --
Ch. 9. User experience and transformation --
Ch. 10. CRM and retention --
Ch. 11. True personalization --
Ch. 12. Customer service --
Ch. 13. Content strategy --
Ch. 14. Analytics and reporting --
Ch. 15. Presenting your strategy.

The modern marketer needs to learn how to employ strategic thinking alongside the use of digital media to deliver measurable and accountable business success. Digital Marketing Strategy covers the essential elements of achieving exactly this by guiding you through every step of creating your perfect digital marketing strategy. It contains analysis of the essential techniques and platforms of digital marketing including social media, content marketing, SEO, user experience, personalization, display advertising and CRM, as well as the broader aspects of implementation including planning, integration with overall company aims and presenting to decision makers.

Simon Kingsnorth brings digital marketing strategy to life through best practice case studies, illustrations, checklists and summaries, to give you insightful and practical guidance. Rather than presenting a restrictive 'one size fits all' model, this book gives you the tools to tailor-make your own strategy according to your unique business needs and demonstrates how an integrated and holistic approach to marketing leads to greater success.

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