Digital Marketing For Dummies


Author: Ryan Deiss,Russ Henneberry
Publisher: John Wiley & Sons
ISBN: 1119235596
Category: Business & Economics
Page: 360
View: 3464

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Does your digital marketing pack a punch? Written with the marketer's best interests in mind, this friendly, down-to-earth guide shows you how to use proven digital marketing strategies and tactics to expand the reach of your brand, increase audience engagement, and acquire and monetize customers. From current best practices in SEO and SEM to the latest ways to effectively use content marketing and influencer marketing—and everything in between—Digital Marketing For Dummies helps you get the most out of all your digital marketing efforts. What worked in digital marketing just a few years ago is quickly losing relevance as electronic platforms—and the people who use them—continue to evolve. So how do you keep afloat in this fast-paced and ultra-competitive environment? Don't sweat it! Digital Marketing For Dummies takes the guesswork out of marketing in the digital age, offering the latest tips and techniques for utilizing technology to get your product or services out to the masses. Whether you're looking to craft a killer campaign from scratch or just want to beef up your social media presence, you'll find everything you need to meet your business goals—and boost your bottom line. Develop an individually tailored digital marketing campaign Offer an effective lead magnet to convert visitors Keep your audience invested in your brand, products, and services Create a return path with frequent and strategic communication with your customers If you're ready to benefit from the latest and greatest digital marketing has to offer, this no-nonsense guide sets you up for success.

The Art of Digital Marketing

The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns
Author: Ian Dodson
Publisher: John Wiley & Sons
ISBN: 1119265703
Category: Business & Economics
Page: 400
View: 6187

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"The Digital Marketing Playbook is based off the Digital Marketing Institute's introductory program and provides an innovative methodology for implementing digital marketing. The principle behind the book can best be summed up as "Start with the customer and work backwards". Digital marketing fundamentally is the story of the empowered consumer. The evolution of the Internet is not about brands like Google or Facebook or Apple, it's actually about the evolution of consumer control over their choices and their existence. So the impact or effectiveness of any digital marketing campaign is only as good as the extent to which it takes into account and bases its activities on an empowered digital consumer. The Digital Marketing Playbook provides a structured, implementable, iterative framework that teaches people how to implement and manage digital marketing. It's based on a three-step process called the 3i Principles: Initiate, Iterate, and Integrate. - INITIATE: A digital campaign is only as strong as the time you spend interacting with the customer to find out what they want, where they are online, and how they like to be engaged with. - ITERATE: The digital model turns traditional marketing models on their head. Most traditional campaigns adopt a big bang approach that require a front loading of investment and resources. Digital marketing is an iterative, ongoing, always improving process based on customer interactions and outcomes. - INTEGRATE: The third and crucial step in the process is about how it is crucial to integrate digital activities across various channels and also the means by which they are integrated with traditional marketing channels"--

Understanding Digital Marketing

Marketing Strategies for Engaging the Digital Generation
Author: Damian Ryan
Publisher: Kogan Page Publishers
ISBN: 0749478446
Category: Business & Economics
Page: 464
View: 5881

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The world of digital media is changing at a phenomenal pace. Constantly evolving technologies are transforming not just how we access our information but how we interact and communicate with one another on a global scale. Understanding Digital Marketing is a practical, no-nonsense guide to web-marketing, the rules of new media and researching the new generation of digital consumers. Clear, informative and entertaining, it covers key topics such as search marketing, social media, Google, mobile marketing, affiliate marketing, email marketing, performance marketing, customer engagement and digital marketing strategies. One of the best-selling books in the industry, this fourth edition of Understanding Digital Marketing has been thoroughly revised with more information, fresh examples and case studies, and the latest developments in the industry. Complete with in-depth insider accounts of digital marketing successes from internationally recognised brands and digital marketing campaigns, it is essential reading for both practitioners and students alike.

Digital Marketing

Global Strategies from the World's Leading Experts
Author: Yoram (Jerry) Wind,Vijay Mahajan
Publisher: John Wiley & Sons
ISBN: 0471008753
Category: Business & Economics
Page: 432
View: 9666

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The first in a series of books from Wharton's prestigious SEI Center, managed by Professor Jerry Wind, this reference focuses on marketing strategies, methods, and cases used specifically for e-commerce businesses operating globally. It includes contributed chapters from leading thinkers from top U.S. business schools including Wharton, the University of Texas, Columbia, Harvard, Northwestern, University of Michigan, Duke, and MIT. Many of the contributors, in addition to teaching MBA and Executive Education seminars, also consult to major corporations around the world.

Digital Marketing Analytics

Making Sense of Consumer Data in a Digital World
Author: Chuck Hemann,Ken Burbary
Publisher: Que Publishing
ISBN: 0134998650
Category: Business & Economics
Page: 272
View: 3039

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Distill Maximum Value from Your Digital Data! Do It Now! Why hasn’t all that data delivered a whopping competitive advantage? Because you’ve barely begun to use it, that’s why! Good news: neither have your competitors. It’s hard! But digital marketing analytics is 100% doable, it offers colossal opportunities, and all of the data is accessible to you. Chuck Hemann and Ken Burbary will help you chop the problem down to size, solve every piece of the puzzle, and integrate a virtually frictionless system for moving from data to decision, action to results! Scope it out, pick your tools, learn to listen, get the metrics right, and then distill your digital data for maximum value for everything from R&D to customer service to social media marketing! Prioritize—because you can’t measure and analyze everything Use analysis to craft experiences that profoundly reflect each customer’s needs, expectations, and behaviors Measure real digital media ROI: sales, leads, and customer satisfaction Track the performance of all paid, earned, and owned digital channels Leverage digital data way beyond PR and marketing: for strategic planning, product development, and HR Start optimizing digital content in real time Implement advanced tools, processes, and algorithms for accurately measuring influence Make the most of surveys, focus groups, and offline research synergies Focus new marketing investments where they’ll deliver the most value • Identify and understand your most important audiences across the digital ecosystem “Chuck and Ken lead marketers clearly and efficiently through the minefield of digital marketing measurement. And they do so with a lightness of touch and absence of jargon so rare in this overhyped, much-misunderstood ecosystem.” —Sam Knowles, Founder & MD of Insight Agents; author of Narrative by Numbers: How to Tell Powerful & Purposeful Stories with Data

Digital Marketing Strategy

An Integrated Approach to Online Marketing
Author: Simon Kingsnorth
Publisher: Kogan Page Publishers
ISBN: 0749474718
Category: Business & Economics
Page: 344
View: 7556

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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. Digital Marketing Strategy is also supported by a wealth of online resources, including budget and strategy templates, lecture slides and a bonus chapter.

Digital Marketing Excellence

Planning, Optimizing and Integrating Online Marketing
Author: Dave Chaffey,PR Smith
Publisher: Taylor & Francis
ISBN: 1317276736
Category: Business & Economics
Page: 660
View: 7101

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Now in its fifth edition, the hugely popular Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing is fully updated, keeping you in line with the changes in this dynamic and exciting field and helping you create effective and up-to-date customer-centric digital marketing plans. A practical guide to creating and executing digital marketing plans, it combines established approaches to marketing planning with the creative use of new digital models and digital tools. It is designed to support both marketers and digital marketers, and students of business or marketing who want a thorough yet practical grounding in digital marketing. Written by two highly experienced digital marketing consultants, the book shows you how to: Draw up an outline digital marketing plan Evaluate and apply digital marketing principles and models Integrate online and offline communications Implement customer-driven digital marketing Reduce costly trial and error Measure and enhance your digital marketing Learn best practices for reaching and engaging your audiences using the key digital marketing platforms like Apple, Facebook, Google and Twitter. This new edition seamlessly integrates the latest changes in social media technology, including expanded coverage of mobile technology, demonstrating how these new ways to reach customers can be integrated into your marketing plans. It also includes new sections on data analytics, clearly demonstrating how marketers can leverage data to their advantage. Offering a highly structured and accessible guide to a critical and far-reaching subject, Digital Marketing Excellence, Fifth Edition, provides a vital reference point for all students and managers involved in marketing strategy and implementation.

Digital Marketing

Integrating Strategy and Tactics with Values, A Guidebook for Executives, Managers, and Students
Author: Ira Kaufman,Chris Horton
Publisher: Routledge
ISBN: 1317999746
Category: Business & Economics
Page: 368
View: 3744

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Digital Marketing: Integrating Strategy and Tactics with Values is an easy-to-understand guidebook that draws on the latest digital tactics and strategic insights to help organizations generate sustainable growth through digital integration. It provides a roadmap to adopt a digital mindset, incorporate digital trends strategically, and integrate the most effective digital tactics and tools with core values to achieve competitive advantage. Bringing the reader through its five-step Path to Digital Integration (Mindset, Model, Strategy, Implementation, and Sustainability), Digital Marketing seeks to Outline the key drivers of change and leading digital marketing trends executives need to understand and incorporate to drive business opportunity. Evaluate the digital channels and technologies management teams can leverage to execute a successful Integrated Digital Marketing strategy. This includes insight into the latest digital tactics (website, social, mobile, search, content, and email marketing; data analytics) and social tools (Facebook, Twitter, YouTube, LinkedIn, Instagram, Pinterest, and Google Plus). Discover the impact of digital transformation on the organization, from the effect of digital tactics on the customer experience (CX) to the value of integrating internal digital strategies to facilitate collaboration and innovation. Guide aspiring leaders on how to combine core values and business goals with progressive digital strategies, tactics, and tools to generate sustainable outcomes for all stakeholders. This interactive guidebook provides a truly Connected Digital Experience (CDE): the Zappar augmented reality mobile app allows the reader to activate the "Discover More" and "Play Video" icons found throughout the book, instantly connecting the reader, via their mobile device, to additional content housed on our companion website, Digital Marketing Resource Center (www.dmresourcecenter.org). "Play Video" icons incorporate point-in-time video commenting solution Vusay to enable interactive social conversations around each video. Digital Marketing is the ideal guide for aspiring leaders – executives, instructors, owners, entrepreneurs, managers, students – at all stages of digital literacy. To request access to the resources in the Digital Marketing Resources Center, please contact Ira Kaufman at [email protected]

Digital Marketing

A Practical Approach
Author: Alan Charlesworth
Publisher: Routledge
ISBN: 1351707647
Category: Business & Economics
Page: 326
View: 8086

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As in the previous editions of this book, whilst strategic issues are included where appropriate, by concentrating on the operational and functional aspects of this dynamic subject, Digital Marketing: A Practical Approach provides a step-by-step guide to implementing the key aspects of online marketing. Similarly, although primarily aimed at an academic market, the practical – rather than purely theoretical – nature of the book means that it will be equally useful in both training and self-learning scenarios. After reading this book - and completing the exercises within it - the reader will be equipped to undertake any digital marketing role within a variety of organizations. The practical case-study exercises - based on theory and recognized good practice - will ensure that readers will be able to analyse situations within the work place, identify the most appropriate course of action and implement the strategies and tactics that will help the organization meet its online objectives. A key aspect to this digital marketing book is the use of a number of bespoke case studies that are designed to make clear how the impact of each online application varies between organizations and markets. For each section of every chapter there is a case study question that is pertinent to that subject - though readers are welcome to switch case studies for each question if they so wish, or even substitute their own organization. This makes the book an excellent text for work-based learning programmes such as Degree Apprenticeships. As the subject has evolved in recent years, so too has the structure of the third edition of this book. The book is now in two distinct parts. Part I considers the environment in which digital marketing is practised, digital buyer behaviour and has a chapter that includes sections covering strategic digital issues such as content marketing, attribution, influencers and digital marketing objectives. Part II replicates the successful structure of the first two editions of the book by having chapters devoted to the key elements of operational digital marketing. Essential updates made necessary by both technology and consumer behaviour are made to all elements, but specifically to programmatic advertising and marketing on social media. There is also the addition of a chapter devoted to e-metrics and online analytics. Online support and subject updates that both compliment and enhance each chapter’s content can be found on the author’s website at AlanCharlesworth.com/DigitalMarketing.

Digital Marketing in the Zone

The Ultimate System for Digital Marketing Success
Author: David Reske
Publisher: Morgan James Publishing
ISBN: 1683502698
Category: Business & Economics
Page: N.A
View: 9611

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In this age of marketing complexity, some marketers have risen above the fray and are accelerating the results of their digital marketing campaigns. They have a complete view of the market and their place in it, and have developed strategies and plans that work. They are not confused at all about the types of campaigns that are available, and they have complete confidence in the ads, messages, offers, and content they are producing. Most marketers, however, don’t live life this way. They struggle with their campaigns and live in a perpetual state of confusion, wishful thinking, and risk-taking. Along with their professional frustrations, they experience negative emotions and are never totally happy with their work. Digital Marketing in the Zone breaks through the clutter and provides a clear blueprint to enable marketers to be confident and successful in Digital Marketing.

The Digital Marketing Handbook

A Step-By-Step Guide to Creating Websites That Sell
Author: Robert W. Bly
Publisher: Entrepreneur Press
ISBN: 1613083815
Category: Business & Economics
Page: 274
View: 5655

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What's Your Website's ROI? Written to help marketers—from the Fortune 1000 to small business owners and solopreneurs—turn their websites from cost centers to profit centers, The Digital Marketing Handbook by legendary copywriting pioneer and marketing expert Robert W. Bly teaches you the proven models and processes for generating a steady stream of traffic, conversions, leads, opt-ins, and sales. Whether you are marketing an online-based business, brick-and-mortar store, or a hybrid business, Bly will teach you how to: Integrate a digital marketing plan with traditional marketing outreach efforts Maximize open rates, click-through rates, conversions, and sales Avoid the most common internet marketing mistakes that cause people to fail online Build a large and responsive opt-in email list Master Google AdWords, Facebook Advertising, and other traffic-generating tactics Drive quality leads to your online and offline storefronts Produce brand awareness and generate leads with Snapchat, Instagram, Periscope, Pinterest, and other social media platforms Design hub sites, landing pages, and "squeeze pages" guaranteed to bring in leads Plus, Bly shares tested direct response methods that can increase your online revenues by 50, 100, and even 200 percent along with an extensive resource section to give your website a competitive edge.

How to Measure Digital Marketing

Metrics for Assessing Impact and Designing Success
Author: L. Flores
Publisher: Springer
ISBN: 113734069X
Category: Business & Economics
Page: 255
View: 6633

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Measuring the Success of Digital Marketing explains how to determine the success of a digital marketing campaign by demonstrating what digital marketing metrics are as well as how to measure and use them. Including real life case studies and experts viewpoints that help marketers navigate the digital world.

Digital Marketing

Communicating, Selling and Connecting
Author: Charles F. Hofacker
Publisher: Edward Elgar Publishing
ISBN: 178811535X
Category:
Page: 224
View: 5761

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Technology has forever changed the way that businesses engage with customers, and has changed the role of marketing significantly. Across 27 chapters, this textbook provides a complete introduction to the background of digital marketing, particularly the ways in which customers use digital media, and how technology can be used to fulfil the three key goals of digital marketing:effectively engaging with customers, selling to customers and using the power of networks to make connections with customers.

Digital Marketers Sound Off

Tips, Tactics, Tools, and Predictions from 101 Digital Marketing Specialists
Author: Matt Chiera
Publisher: N.A
ISBN: 9780692121597
Category:
Page: N.A
View: 9962

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Digital Marketers Sound Off is a compilation of first-hand insights from 101 digital marketing specialists who are "in the trenches" executing campaigns.

The Future of Artificial Intelligence in Digital Marketing

The next big technological break
Author: Maria Johnsen
Publisher: Maria Johnsen
ISBN: 1976001064
Category: Business & Economics
Page: 233
View: 7296

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Not long ago, Artificial Intelligence (AI) only existed in the realm of science fiction. Today, it’s a reality and is only growing more prominent each day, spreading across both every imaginable industry and countries around the world. But what is the number one AI modern person interacting with on a daily basis? The Internet. While search engine technology has been around for a few years, page-rank algorithms have been revolutionized by the introduction of AI technologies. Because this trend will continue into the foreseeable future, and become increasingly more important as the years go on, any digital marketer, small business owner, or social media user needs to know how it all works—and how you can use it to your advantage. In The Future of Artificial Intelligence in Digital Marketing, you will dive into the details of artificial intelligence (AI) and how it has dramatically affected digital marketing. Documenting the advancement of AI digital marketing, The Future of Artificial Intelligence in Digital Marketing offers proven solutions to mastering digital processes and search engines. The importance of applying empathic machines in digital marketing can’t be overstated—nor can the benefits of using humanized AI digital marketing. Revolutionize your digital marketing world with The Future of Artificial Intelligence in Digital Marketing.

Digital Marketing

Using New Technologies to Get Closer to Your Customers
Author: Will Rowan
Publisher: Kogan Page Publishers
ISBN: 9780749436643
Category: Business & Economics
Page: 246
View: 4392

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* Redefines the role of marketing in a digital, networked marketplace

Strategic Digital Marketing: Top Digital Experts Share the Formula for Tangible Returns on Your Marketing Investment


Author: Eric Greenberg,Alexander Kates
Publisher: McGraw Hill Professional
ISBN: 0071819517
Category: Business & Economics
Page: 352
View: 4045

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THE ULTIMATE CRASH COURSE IN DIGITAL MARKETING The digital age is here—and it’s developing rapidly. Regardless of your industry, sector, or geography, you need to understand the power of digital strategies to market your brand, reach your audience, and broaden your framework for success. This comprehensive, all-in-one guide combines the collective insights of top digital marketers, consultants, and academics—each one an expert in his or her field. With the proven techniques of Strategic Digital Marketing, you’ll be able to: Plan, strategize, and implement a complete marketing campaign that best suits you and your company. Use social media like Facebook and Twitter to not only engage your target audience, but get real results. Improve your website and supersize your media presence through liquid content, mobile apps, engaging videos, social contests, and more. Develop a logical and balanced approach to digital, using the proper tools, to measure and maximize return on investment (ROI). Reshape your management framework and redesign your company for digital-era growth, functionality, and success. These are the same market-tested strategies Fortune 500 companies are using to take advantage of the exciting new opportunities that only digital media provides. You’ll discover the 10 traits of digital leadership, the six habits of highly-successful firms, and the one true goal of digital marketing. You’ll read first-hand accounts of social media in action—and follow real-world case studies of the hottest companies trending today. You’ll also find need-to-know information on red-button subjects like emerging mobile technologies, legal guidelines for digital marketing, search engine optimization, and so much more. Digital media has changed the world as we know it. Strategic Digital Marketing will change the way you live, work, grow . . . and succeed.

Digital Marketing


Author: DAVE. ELLIS-CHADWICK CHAFFEY (FIONA.),Fiona Ellis-Chadwick
Publisher: N.A
ISBN: 9781292241579
Category:
Page: 656
View: 8161

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B2B Digital Marketing

Using the Web to Market Directly to Businesses
Author: Michael Miller
Publisher: Que Publishing
ISBN: 0132811634
Category: Business & Economics
Page: 320
View: 5945

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The only 100% B2B-focused guide to high-profit, low-cost digital marketing! Finally, there’s a comprehensive guide to digital marketing specifically for B2B companies. In B2B Digital Marketing, Michael Miller thoroughly explains how to use each leading digital marketing vehicle to successfully market any product or service to your target companies. You’ll start with planning, discovering how to choose your best platforms and strategies for customer acquisition, sales conversion, and retention. Next, master crucial execution skills for web, search, social, and mobile marketing, online advertising, email, blogs, YouTube, online PR, and more. Finally, discover exactly how to measure your effectiveness, refocus based on what you learn, and prepare for the newest developments in B2B digital marketing. Whether you’re a B2B marketer, product manager, sales professional, PR specialist, manager, or entrepreneur, this book will help you use new low-cost techniques to build stronger relationships, close more sales, and earn higher profits—starting today! You’ll Learn How To: • Define realistic, measurable goals for your B2B digital marketing initiative • Segment your audience and identify the best digital platforms and vehicles for connecting with them • Systematically address the entire B2B buying continuum: reach, acquisition, conversion, retention, and loyalty • Create a flexible, actionable B2B digital marketing plan • Design a website that helps B2B buyers quickly find exactly what they need • Optimize your site for today’s search engines and today’s customers • Use tailored, targeted email to reach more customers and prospects at lower cost • Craft online advertising to reinforce organic search, support promotions, and attract web seminar participants • Drive real value from Facebook, LinkedIn, Google+, and Twitter • Effectively utilize blogs, podcasts, and streaming media MICHAEL MILLER has written more than 100 nonfiction books, including The Ultimate Web Marketing Guide; Using Google® AdWords and AdSense; Using Google® Search; The Complete Idiot’s Guide to Search Engine Optimization; Sams Teach Yourself Google Analytics in 10 Minutes; and Facebook for Grown-Ups. Miller’s books have sold more than one million copies worldwide. He has established a reputation for clearly explaining technical subjects to non-technical readers, and offering exceptionally useful real-world advice on complex topics. More information can be found at his website, www.molehillgroup.com.