Emarketing excellence : planning and optimizing your digital marketing.

Cover
Title
Copyright
Contents
List of figures
List of tables
Preface to the fifth edition
Acknowledgements
Chapter 1 Introduction to digital marketing
	1.1 Introduction
	1.2 Situation – the connected world
	1.3 Situation – B2C, B2B, C2B and C2C
	1.4 Situation – digital marketing definitions
	1.5 Situation – sloppy digital marketing
	1.6 Objectives
	1.7 Objective – sell – using the Internet as a sales tool
	1.8 Objective – serve – using the Internet as a customer-service tool
	1.9 Objective – speak – using the Internet as a communications tool
	1.10 Objective – save – using the Internet for cost reduction
	1.11 Objective – sizzle – using the Internet as a brand-building tool
	1.12 Introduction to digital marketing strategy objectives
	1.13 Tactics, action and control
Chapter 2 Remix
	2.1 Introduction to remix
	2.2 What is the marketing mix?
	2.3 Beyond the mix
	2.4 The mix is morphing
	2.5 Product
	2.6 Price
	2.7 Place
	2.8 Promotion
	2.9 People
	2.10 Physical evidence
	2.11 Process
	2.12 An extra ‘P’ – partnerships
Chapter 3 Digital models
	3.1 Introduction to digital models
	3.2 Online revenue models
	3.3 Intermediary models
	3.4 Attribution models
	3.5 Communications models
	3.6 Customer information processing models
	3.7 Customer buying process models
	3.8 Loyalty models
	3.9 Social media models
	3.10 Social business models and the Ladder of Engagement
Chapter 4 Digital customers
	4.1 Introduction to digital customers
	4.2 Motivations
	4.3 Expectations
	4.4 Fears and phobias
	4.5 Online information processing
	4.6 The online buying process
	4.7 Online relationships and loyalty
	4.8 Communities and social networks
	4.9 Customer profiles
	4.10 Researching the online customer
	4.11 The post-literate customer
Chapter 5 Social media marketing
	5.1 What is social media marketing and why is it important?
	5.2 Benchmarking and setting goals for social media marketing
	5.3 Create strategy and plan to manage social media
	5.4 Social listening and online reputation management
	5.5 Develop the content marketing and engagement strategy for your brand
	5.6 Define social media communications strategy
	5.7 Define approaches for the core social media platforms
	5.8 Social media optimization (SMO)
Chapter 6 Designing digital experiences
	6.1 Introduction to site design
	6.2 Integrated design
	6.3 Online value proposition
	6.4 Customer orientation
	6.5 Dynamic design and personalization
	6.6 Aesthetics
	6.7 Page design
	6.8 Content strategy and copywriting
	6.9 Navigation and structure
	6.10 Interaction
	6.11 Mobile site design
Chapter 7 Traffic building
	7.1 Introduction to traffic building
	7.2 Search engine marketing: SEO
	7.3 Paid or Pay Per Click search marketing
	7.4 Banner advertising
	7.5 Native advertising
	7.6 Online PR
	7.7 Online partnerships
	7.8 Opt-in email
	7.9 Viral marketing
	7.10 Offline traffic building
Chapter 8 Customer lifecycle communications and CRM
	8.1 Introduction to e-CRM
	8.2 Relationship to customer lifecycle marketing
	8.3 Database marketing and marketing automation
	8.4 Using marketing technology to support CRM
	8.5 Profiling
	8.6 Personalization
	8.7 Email marketing
	8.8 Control issues
	8.9 Cleaning the database
	8.10 Making it happen
Chapter 9 Managing digital marketing
	9.1 Introduction
	9.2 Transformation to digital business
	9.3 Creating the social business through implementing social CRM
	9.4 The endless journey – reviewing digital marketing capabilities
	9.5 Budgeting for digital marketing
	9.6 Making the business case for digital marketing investment
	9.7 Selecting the right suppliers for digital marketing
	9.8 Change management for digital transformation
	9.9 Measuring and optimization digital marketing with digital analytics
	9.10 Automation
	9.11 Implementing new systems
	9.12 Managing data quality
	9.13 Digital business security
Chapter 10 Digital marketing plan
	10.1 Introduction to digital marketing planning
	10.2 Situational analysis
	10.3 Objectives
	10.4 Strategy
	10.5 Tactics
	10.6 Actions
	10.7 Control
	10.8 The 3Ms resources: Men, Money and Minutes
	Appendix: Huawei smartphones – digital promotional plan for the Irish market
Glossary
Index