Digital Marketing Foundations and Strategy

Cover
Contents
Preface
About the Authors
Part I: Building the Foundations of Digital Marketing
	Chapter 1: The Digital Marketing Landscape and Foundations
		How Internet Marketing Has Evolved Into Digital Marketing
		The Direct Marketing Roots of Digital Marketing
		The Internet as a Direct Response Medium
		Generic Direct Marketing Strategies
		Critical Strategy Elements of Direct Marketing
		Disruptive Change
		The Waves of Internet Change
		Digital Disruption and Digital Transformation
		A Profile of Digital Users
		Summary
		Discussion Questions
		Endnotes
	Chapter 2: The Supply Chain Becomes a Value Ecosystem
		The Impact of Digital Transformation on Supply Chains
		The Virtual Value Chain
		Next Step - the Digital Value Ecosystem
		The Platform Economy
		Technologies That Enable Value Chains and Ecosystems
		What Comes Next for the Supply Chain?
		Summary
		Discussion Questions
		Endnotes
	Chapter 3: Business Models and Strategies
		Understanding Business Models
		Evolving Business Models - IBM, GE, and Amazon
		The Value Proposition
		Types of Business Models
		Identifying Basic Business Models
		Business Models in Action
		Business Models Evolve with New Technologies
		Summary
		Discussion Questions
		Endnotes
	Chapter 4: Supporting the Digital Customer Journey
		The Customer Journey in the Digital Age
		Creating a Satisfying CX in the Digital Age
		The Importance of Customer Service and Satisfaction
		Omnichannel in the Digital Age: How to Make It Work
		How Can Businesses Achieve Customer Service Goals?
		Summary
		Discussion Questions
		Endnotes
	Chapter 5: Measuring and Evaluating Digital Marketing Programs
		Demonstrating Marketing Effectiveness Through Metrics
		Website Performance
		Collecting Website Traffic, Audience, and Campaign Data
		Using Google Analytics and Segmenting Visitors
		From Metrics to KPIs
		Summary
		Discussion Questions
		Endnotes
Part II: Creating Visibility and Attracting Customers
	Chapter 6: Developing and Maintaining Effective Online and Mobile Websites
		The Role of Websites and Mobile Apps
		What Makes a Website Effective?
		The Website Development Process
		Usability Testing
		Designing Sites for Mobile
		Summary
		Discussion Questions
		Endnotes
	Chapter 7: Search Engine Marketing
		The Growing Impact of Search
		Search Engine Marketing
		Organic Search Building Blocks
		How Search Engines Work
		Optimizing for Organic Search
		The Relationship between Search and Social Media
		Summary
		Discussion Questions
		Endnotes
	Chapter 8: Paid Search and Social Advertising
		The Growing Impact of Paid Search and Mobile Technology
		PPC or Paid Search Defined
		The Emergence of Paid Social Advertising and Google's Display Ads
		Display Ads on Major Social Media Platforms
		Promoted Posts and Other Social Media Ad Options
		Summary
		Discussion Questions
		Endnotes
	Chapter 9: Social Media Marketing as a Cornerstone of Strategy
		How Marketers Can Strategically Use Social Media - The P.O.S.T. Methodology
		People: The 5cs of Consumer Motivations for Using Social Media
		Objectives
		Social Media Influencers
		Social Media Algorithms
		Embedding SMM in the Organization
		Summary
		Discussion Questions
		Endnotes
	Chapter 10: Display and Mobile Advertising for Customer Acquisition
		Digital Customer Acquisition Techniques
		Digital Display Advertising
		Digital Ad Serving
		Audience Targeting
		Privacy Concerns and Regulations
		Mobile Advertising
		Additional Acquisition Techniques
		Integrated Marketing Communications for Reach and Impact
		Summary
		Discussion Questions
		Endnotes
Part III: Maintaining and Strengthening Relationships
	Chapter 11: Email Marketing to Build Consumer and Business Relationships
		The Importance of Email Marketing
		Levels of Permission Marketing
		Developing a Strategic Email Marketing Campaign
		Designing an Effective Email Campaign
		Present and Future Email Marketing Laws
		The Vibrant Future of Email Marketing
		Summary
		Discussion Questions
		Endnotes
	Chapter 12: Content Marketing
		Content Marketing Is More Than Entertaining Digital Content
		What Exactly Is Content Marketing?
		Who Uses Content Marketing - What and How Much?
		The Content Marketing Strategy Process
		Native Advertising - Promotion That Looks Like Content
		Using Content to Engage Readers - Storytelling and More
		Technology and the Future of Content Marketing
		Summary
		Discussion Questions
		Endnotes
	Chapter 13: Demand Generation and Conversion in B2B Markets
		Demand Generation and Customer Conversion
		The B2B Buy Cycle and the Customer Journey
		The Changing Behavior of the B2B Buyer
		Automation Systems Fill the Gap
		The B2B Process Today: Demand Generation
		Beyond Demand Generation: Buying Group Concept
		The Organizational Approach
		Summary
		Discussion Questions
		Endnotes
	Chapter 14: Customer Relationship Development and Retention Marketing
		Why Are CRM and CLV Invaluable to Marketers?
		The Transactional versus the Relationship Perspective
		Developing CRM Strategy
		The Processes of CRM - Operational and Analytical
		Targeting and Personalization
		Aspects Needed When Creating a Comprehensive CRM
		Summary
		Discussion Questions
		Endnotes
Appendix: Comprehensive Class Project
Glossary
Index