The Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns

The Digital Marketing Playbook: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns
	Contents
	Preface
	Chapter 1: An Introduction to Digital Marketing
		What Makes This Book Different?
		Start with the Customer and Work Backward
			People Power
			Market Research versus Market Reality
			Let\'s Make This Real!
		What Are the 3i Principles?
			Principle 1: Initiate
			Principle 2: Iterate
			Principle 3: Integrate
	Chapter 2: Search Engine Optimization
		An Introduction
			The Process
			Key Terms and Concepts
		Search Engine Result Pages: Positioning
			Organic versus Paid Listings
			Location-Based Search
			Knowledge Graph Listing
			Data Highlighter
		Search Behavior
		Stage 1: Goals
		Stage 2: On-Page Optimization
			Keyword Research
				Key Terms
				Offline Keyword Research
				Online Keyword Research
				A Word of Warning
			The On-Page Optimization Process
				Style and Structure
				Up-to-Date Content
			Optimizing the Technical Mechanics of Your Page
				URLs
				Page Names
				Meta Tags
				Breadcrumb Navigation
				On-Page Headings
				First Paragraph
				Body of Text
				Anchor Text
				Images and Alt Text
				Social Sharing
				Site Map
			The Technical Aspects of SEO
				Compatibility
				Structured Data Markup
				Houston, We Have a Problem
			Site Maps and Google Search Console
				Sitemaps
				Robots: Helping You Hide
				GSC Tool Reports
		Stage 3: Off-Page Optimization
			Link Formats
			Link Building
			Content Marketing
			Social Sharing
		Stage 4: Analyze
			An Ongoing Process
			Law and Order: SEO
		So, What Have You Learned in This Chapter?
	Chapter 3: Pay Per Click
		An Introduction
			Process
			Key Terms and Concepts
		Stage 1: Goals
			Goals: What\'s the Point?
			The Not-So-Secret Formula
			How to Set Goals
		Stage 2: Setup
			Part One
				Creating a Google AdWords Account
				Campaign Architecture
				Campaign Setup
				Targeting
			Part Two
				Bid Strategy
				Delivery
				Ad Scheduling
				Ad Rotation
				Keyword Selection
				Keyword Research Tools
				Keyword Match Types
			Process
				Ad Copy Composition
				Creating the Ad
				Ad Extensions
				Landing Pages
				Bidding
				Google Display Network (GDN)
				Remarketing
		Stage 3: Manage
			Navigating the Interface
			Which Tool Should I Choose?
		Stage 4: Analyze
			Key Performance Reports
				Keyword Performance Report
				Ad Performance Report
				Campaign Performance Report
				Dimensions Report
			Data Segmentation
			Receiving Your Reports
			Columns-Supporting Your Reports
			KPIs
			Is Google AdWords Working for Me?
			Laws and Guidelines
				Data Protection
				Privacy
				Copyright
		So, What Have You Learned in This Chapter?
	Chapter 4: Digital Display Advertising
		An Introduction
			Process
			Key Terms and Concepts
		Display Advertising: An Industry Overview
			Ad Spend: Offline and Online
			The Move to Online
			Going Mobile
			Technology and Mechanics
				Display Ads: Key Terms
				How Display Advertising Works
				Display Technology
			Benefits and Challenges of Display
		Stage 1: Define
			Finding the Audience
			Researching Publishers
			Setting Objectives
		Stage 2: Format
			Ad Formats
				Types of Display Ads
				Creative Ad Formats
				Display Ads on Social Media
			Allocating Budgets
			Media and Format Options
			Ad Copy
		Stage 3: Configure
			Targeting
			Tracking
			Going Live
		Stage 4: Analyze
			Measure
			Laws and Guidelines
				Maintaining Privacy
				Creative Copyright
				Accessibility
		So, What Have You Learned in This Chapter?
	Chapter 5: Email Marketing
		An Introduction
			Definition
			Process
			Key Terms and Concepts
		Stage 1: Data-Email Marketing Process
			Spam, Spammity Spam
			Examples of Spam
			Spam Really Is in the Eye of the Beholder
			Five Ways to Avoid the Damning Judgment: Spam!
				Avoid Spam Filters
				Save Subscriber Lists from Spam
				Stay Relevant to Stop Spam
				Don\'t Conceal Your Identity
				Don\'t Buy or Share Lists
			Subscriber Management
				Data Collection
				Data Segmentation
				Data Management
		Stage 2: Design and Content
			Email Interaction Process
			(Email) Client Confidential
			Compelling Email Copy
			Imagery Is Everything
			When Mobile and Email Combine
		Stage 3: Delivery
			ESPs
			Let Me Check My Schedule
		Stage 4: Discovery
			Reporting and Analysis
			Laws and Guidelines
		So, What Have You Learned in This Chapter?
	Chapter 6: Social Media Marketing (Part 1)
		An Introduction
			Process
			Key Terms and Concepts
		Stage 1: Goals
			Media Types: Earned, Owned, and Paid
			Forms of Social Media
			Stakeholders of SMM
			Trying It On for Size
			Going for Gold
		Stage 2: Channels
			Facebook
				Creating Your Business Page
				Making Your Page Engaging
				Using Analytics
				About Social Plug-Ins
				Facebook Features
			Twitter
				A Bird\'s-Eye View
				Creating Your Account
				Ready, Set, Tweet!
				Key Features
				To Tweet or Not to Tweet…
			LinkedIn
				About LinkedIn
				Creating Your Profile
				Building Your Network
				Groups and Pages
				Is LinkedIn Right for You?
			Google+
				About Google+
				Google Circles
				Google Hangouts
				Getting Started
				Google+ Analytics
			YouTube
				About YouTube
				Setting Up Your Channel
				Types of Video
				Creating and Sharing Content
				Making It Work for You
			Blogs
				Blogs in Brief
				Best Practices
				Business/Community Blogging
				Promoting Your Blog
		So, What Have You Learned in This Chapter?
	Chapter 7: Social Media Marketing (Part 2)
		An Introduction
			Process
			Key Terms and Concepts
		Stage 3: Implementation
			Understanding Your Fit
			Resources
				People and Skills
				Budget
			Listening
			Influencers
				Engage with Happy Customers
				Engage with Unhappy Customers
				Find and Engage with New Customers
			Being Reactive
			Being Proactive
			Tools
			Content Planning
				B2B versus B2C Content
				Content Scheduling
				Platform Specificity
				Action Plan
				Marketing Goals
				Quality Scale of Interaction
			Facebook Strategy and Advertising
			Facebook Page Strategy
				Increasing Your Engagement Level
				How to Post Consistently and Regularly
				Select Your Audience Carefully
				Have a Heart!
				When the Price Is Right
			Boosting Your Post
			Facebook Ads
				Ads Manager
				Audience Insights
				Objectives
				Audience
				Advanced Training
				Writing the Ad
				Budget Setting
				Reports and Insights
				Places
			Facebook Groups
			Apps
			LinkedIn Advertising
			LinkedIn Groups
				Leader of the Pack
				Group Access
				Promote
				Searching
			LinkedIn Premium
			Using LinkedIn to Search for a Job
			Using LinkedIn to Find Your Next Hire
			LinkedIn Advertising
				Sponsored Content
				Sponsored InMail Campaigns
				LinkedIn KPIs
			Twitter
			Twitter Advertising
				Creating the Ad
				Creating a Twitter Card
			Tweet Activity Dashboard
			Twitter KPIs
			Additional Platforms
			YouTube
				Option 1: In Search Results
				Option 2: Before Videos (Rolling Ad)
				Option 3: Beside Videos
			Pinterest
				Pinterest Analytics
				Signing Up for a Pinterest Business Account
				Pinterest Ads
			Instagram
			Snapchat
		Stage 4: Analyze
			What Gets Measured, Gets Done
			Facebook Insights
			LinkedIn Analytics
			Twitter Analytics
			Google+ Insights
			YouTube Analytics
			Google Analytics
			Social Media KPIs
		Laws and Guidelines
			Data Protection and Privacy
			Copyright Issues
			Organizational Policy Documents
		So, What Have You Learned in This Chapter?
	Chapter 8: Mobile Marketing
		An Introduction
			Process
			Key Terms and Concepts
		Stage 1: Opportunity
			A Mobile Industry
			Opportunities
			Challenges
		Stage 2: Optimize
			Mobile-Optimized Websites
				Changes in Mobile Marketing
				Characteristics of an Effective Mobile Site
				Touch Design: The Fundamentals
				Phone Integration: The Fundamentals
				Advantages of Mobile Sites
				Advantages of Apps
				Apps versus Web Apps
				Getting Started
			App Development
				An \'Appy Marketplace
				App Development: The Fundamentals
				Getting Started
		Stage 3: Advertise
			About Mobile Advertising
				Mobile Ad Formats
				Mobile Search
				In-App Ads
				Mobile Sites
				Branded Apps
				Mobile Networks
				WiFi
				Getting Started
				Mobile Advertising: Key Tips
			Proximity Marketing
				About Proximity Marketing
				Advances in Proximity Marketing
			SMS Marketing
				SMS: Highs and Lows
				Getting Started
		Stage 4: Analyze
			Mobile Analytics
			Emerging Trends
			Current Trends
			Laws and Guidelines
			Laying Down the Law
		So, What Have You Learned in This Chapter?
	Chapter 9: Analytics
		An Introduction
			Process
			Key Terms and Concepts
		Stage 1: Goals
			Key Concepts
			Key Terms
		Stage 2: Setup
			GA Overview
				Why GA?
				GA Account Structure
				GA Access Levels
				GA Account Setup
				GA Navigation
		Stage 3: Monitor
			Audience Overview
				Demographics
				Geo
			Behavior
				User Journey
				Technology
				Mobile
				Offline Implications
			Acquisition
				Acquisition Reporting
				Important Traffic Channels
				Referral Traffic
				Social
				Campaigns
				AdWords
				Google URL Builder
			Behavior
				Using Analytics to Understand the User Journey
				Using Site Search and Event Reporting
		Stage 4: Analyze
			Attribution
			Customization
				Why Use Customization?
				Views and Advanced Segments
			KPIs
				Why KPIs?
				Analytics and KPIs
				The Four-Step KPI Iterative Process
		So, What Have You Learned in This Chapter?
	Chapter 10: Strategy and Planning
		An Introduction
			Process
			Key Terms and Concepts
		Stage 1: Approach
			Structure the Plan-Before You Paint the Picture, Frame It
			The Customer Is Always…First
				Getting to Know You
				Are We There Yet?
			Digital Marketing Plan: Structure
			Situation Analysis: Time to Embrace Your Inner Socrates
		Stage 2: Audience
			Information Gathering-What\'s Everybody Up To?
			Google Tools
			Building a Customer Profile
			Audience Ranking
			Hitting the Sweet Spot
			Multiscreening
			Using Social Media in the Business Environment
			Here Comes Google!
		Stage 3: Activities
			Gaining the Competitive Edge
			Defining Your Value Proposition
			Setting Objectives
				Being Smart
				Knowing Your Focus
			Channel Suitability
			Budget
			Content
			Tools
			Calendars
		Stage 4: Analysis
			Keep the Wheel Spinning
				Focus on Google Analytics
				Return on Investment
			The Wheel That Never Stops Turning
		So, What Have You Learned in This Chapter?
	Conclusion
	Acknowledgments
	Glossary
	Additional Resources
	About the Digital Marketing Institute
		Gain Up-to-Date Industry Knowledge
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	About the Author
	Index
	End User License Agreement