Digital Impact: The Two Secrets to Online Marketing Success

Contents

Acknowledgments

Part I

Chapter 1: Introduction

Digital Impact: The Secrets of Performance Measurement and Magnetic Content

A Crash Course in the New Marketing Landscape

A New Approach: The Two Secrets to Online Success

Chapter 2: Secret #1: The Right Approach to Performance Measurement

Seven Metrics Every Digital Marketer Should Know

Conclusion

Chapter 3: Secret #2: Magnetic Content—Why Attraction Beats Distraction

The Magnetic Content Approach: A New “Best Practice”

Defining True Magnetic Content: A Five-Factor Framework

Seven Steps for Developing Your Own Magnetic Content

Conclusion

Part II

Chapter 4: Search

The Search Landscape Today

Magnetic Content and Search: Five Best Practices

Deploying Performance Measurement in Search

Conclusion

Chapter 5: Online Display Ads

Online Display Ads Play Multiple Roles Today

New Challenges and Opportunities in the Online Ad Marketplace

Six Best Practices for Magnetizing Customers through Display Ads

Performance Measurement for Display Advertising

Conclusion

Chapter 6: E-mail Marketing

Creating Magnetic Content for E-mail Marketing

Driving Impact through Performance Measurement

Conclusion

Chapter 7: Social Media: Connections That Count

The Social Media Landscape

Social Media Demands the Magnetic Content Approach

Social Media Performance Measurement That Works

Creating a Framework for Measuring Social Media

Conclusion

Chapter 8: Mobile: The Always On, Anytime, Anywhere Channel

The Mobile Marketing Landscape

Magnetizing with Mobile: ...