Understanding Digital Marketing: A Complete Guide to Engaging Customers and Implementing Successful Digital Campaigns

Praise for Understanding Digital Marketing 5th Edition
Title Page
Copyright Page
Contents
About the Author
Preface
Acknowledgements
List of Contributors
01 Introduction: Digital transformation
	In the beginning…
	But this is a book about marketing in the digital age – the present and the future
	The technology behind digital marketing
	Digital transformation
	Enough technology… let’s talk about people
	Case Study: SSE
	References
02 Digital marketing strategy setting
	Why you need a digital marketing strategy
	Your business and digital marketing
	Defining your digital marketing strategy
	Understanding the digital consumer
	The four Ps of marketing and the 10 Ps of digital marketing
	Eyes on the prize
	Bringing it all together
	Case Study: Folly Farm Leisure Limited
	References
03 Being online: Welcoming the world
	Your website – the hub of your digital marketing world
	Building an effective website
	The main steps of building your website
	Before you start
	Choosing your domain name
	Hosting – your website’s home on the internet
	How to choose a web designer/developer
	Arranging your information
	Writing effective web content
	Case study: Save the Children Australia
	References
04 Search: Being found online
	Search: still the online marketer’s holy grail
	About the engines
	Optimizing your site for the engines
	Case study: Bris
	Advertising on the search engines
	Mobile search
	Black hat, the darker side of search
	Bringing in the pros
	Universal search – more opportunities to rank
	Shifting goalposts – search innovation and the quest for relevance
	Case study: Homewise
	References
05 Email marketing
	Email – the power channel
	What exactly is email marketing?
	Before you start
	Planning your campaign
	Measuring your success
	Email – a vital component of digital marketing
	Case study: Fitness Superstore
	References
06 Mobile marketing
	Mobile – market size and rate of growth
	So what can mobile marketing be used for?
	The rise and rise of mobile advertising
	Location, location, location
	The role of voice and voice-enabled devices
	Mobile gaming
	Mobile applications
	Mobile privacy
	Mobile data
	Further exploration
	Building a multichannel marketing strategy
	Case study: UKTV Play
	References
07 Social media
	Join the conversation
	What is social media?
	Different forms of social media
	Social media dashboards – all your updates in one place
	The rules of engagement
	Case Study: Virgin Trains and the Toilet Role
	References
08 Content marketing and native content
	Nothing has changed, but everything has changed
	Why content? An overview
	Content strategy
	Content production
	Promoting your content
	Case study: WW Just Watch Me_________
	References
09 Programmatic marketing
	What is programmatic ad buying?
	What do digital marketers need to know about programmatic buying?
	Deeper dive
	In-housing your programmatic media
	The impact of GDPR and other privacy legislation on programmatic advertising
	Dos and don’ts of programmatic advertising
	The future challenges of programmatic for marketers
	Case study: The Programmatic Company
	References
10 Performance marketing
	Recognizing opportunities for strategic partnership
	What is performance marketing?
	Summary
	Case study: Shaw Academy
11 How to form meaningful insights from data
	Log files versus page tagging
	Augmenting information using cookies
	Test and test again
	Measuring paid media
	Attribution modelling
	Who am I talking to?
	The return of GRP
	The problem of earned media
	What are you trying to achieve?
	The need for trust
	Case study: CITRIX
Index