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Digital Marketing Strategy

Book Description

This book is a complete guide to developing and implementing a digital marketing strategy.

Table of Contents

  1. Cover
  2. Praise for <span xmlns="http://www.w3.org/1999/xhtml" xmlns:epub="http://www.idpf.org/2007/ops" class="normal">Digital Marketing Strategy</span>
  3. Dedication
  4. Title Page
  5. Contents
  6. About the author
  7. About the contributors
  8. Introduction
    1. What is a digital strategy?
    2. What’s the story of this book?
    3. How to get the most from this book
  9. 01    What is digital marketing?
    1. A history of digital marketing
    2. The 4 Ps of marketing
    3. Porter’s five forces
    4. Brand or perceptual positioning map
    5. Customer lifetime value
    6. Segmentation
    7. Boston Consulting Group matrix
    8. Summary
    9. Further reading
    10. References
  10. 02    Aligning with your business strategy
    1. Customer centricity
    2. Business model
    3. Global strategy
    4. Brand
    5. Vision
    6. Culture
    7. Research and insight
    8. KPIs
    9. Summary
    10. Further reading
    11. References
  11. 03    Barriers and considerations
    1. Technology
    2. Skills
    3. Budget and resources
    4. Business priorities
    5. Regulation
    6. Summary
    7. Further reading
    8. References
  12. 04    Planning
    1. The planning process
    2. The phased approach
    3. Goals
    4. Objectives and strategies
    5. Action plans
    6. Controls
    7. People
    8. Budgeting and forecasting
    9. Summary
    10. Further reading
  13. 05    Search engine optimization
    1. A history of SEO
    2. Researching your SEO strategy
    3. Technical SEO
    4. Site structure
    5. Content
    6. Mobile
    7. Location
    8. Penalties
    9. Organizational structure and SEO
    10. Summary
    11. Further reading
    12. References
  14. 06    Paid search
    1. An introduction to paid search
    2. Setting up a campaign
    3. Measurement and optimization
    4. Advanced paid search
    5. Managing paid search campaigns – humans versus robots
    6. Summary
    7. Further reading
  15. 07    Display
    1. A brief history
    2. Programmatic advertising
    3. Types and formats of display advertising
    4. Ad servers and technological delivery
    5. Types of display campaign
    6. Planning and targeting display campaigns
    7. Display campaign measurement and attribution modelling
    8. Summary
    9. Further reading
    10. References
  16. 08    Social media
    1. History of social media
    2. Should I or shouldn’t I?
    3. Customer service and reputation management
    4. The SEO angle
    5. Where to start?
    6. Types of social media
    7. Content
    8. Social advertising
    9. Measurement
    10. Summary
    11. References
  17. 09    User experience and transformation
    1. User experience (UX)
    2. Digital transformation
    3. Summary
    4. Further reading
    5. References
  18. 10    CRM and retention
    1. Defining CRM and retention
    2. Contact strategy
    3. Cross-selling and up-selling
    4. Predictive analytics
    5. CRM systems
    6. Social CRM (SCRM)
    7. Loyalty
    8. Summary
    9. Further reading
    10. References
  19. 11    True personalization
    1. What is personalization?
    2. Defining true personalization
    3. User-defined personalization
    4. Behavioural personalization
    5. Tactical personalization
    6. Single customer view
    7. Summary
    8. Further reading
    9. References
  20. 12    Customer service
    1. Customer service principles
    2. Service channels
    3. Social customer service
    4. Measurement
    5. Summary
    6. Further reading
    7. References
  21. 13    Content strategy
    1. What is content marketing?
    2. What is content?
    3. What content types should you use?
    4. Why content marketing?
    5. People and process for creating content
    6. Distribution
    7. Measuring the value of content
    8. International content
    9. Audit checklist
    10. Summary
    11. Further reading
    12. References
  22. 14    Analytics and reporting
    1. The data landscape
    2. The reliability of data-based decisions
    3. What are analytics?
    4. Tools and technology
    5. Attribution modelling
    6. Reporting
    7. Summary
    8. Further reading
    9. References
  23. 15    Presenting your strategy
    1. Decision making
    2. Budget
    3. Key channel benefits
    4. How channels interact
    5. Website
    6. Further considerations
    7. Structuring your proposal
    8. Advocacy
    9. Summary
    10. Further reading
    11. References
  24. Bringing it all together
  25. Index
  26. Copyright