Understanding digital marketing: marketing strategies for engaging the digital generation

Title page......Page 2
Copyright......Page 3
Table of contents......Page 4
Preface: Welcome to a brave new world......Page 7
Acknowledgements......Page 11
Our chapter pledge to you......Page 14
In the beginning. . .......Page 15
The changing face of advertising......Page 16
The technology behind digital marketing......Page 17
Enough technology – let’s talk about people......Page 25
Our chapter pledge to you......Page 31
Why you need a digital marketing strategy......Page 32
Your business and digital marketing......Page 33
Defining your digital marketing strategy......Page 35
Understanding the digital consumer......Page 37
Mind your Ps......Page 43
Eyes on the prize......Page 46
Bringing it all together......Page 48
Our chapter pledge to you......Page 52
Your website – the hub of your digital marketing world......Page 53
Building an effective website......Page 54
Before you start......Page 55
Choosing your domain name......Page 59
Hosting – your website’s home on the internet......Page 61
How to choose a web designer or developer......Page 64
Arranging your information......Page 65
Writing effective web content......Page 68
Website design summary......Page 73
Our chapter pledge to you......Page 78
Search: the online marketer’s holy grail......Page 79
About the engines......Page 81
Optimizing your site for the engines......Page 83
Advertising on the search engines......Page 102
Black Hat, the darker side of search......Page 106
Bringing in the pros......Page 110
Universal search – more opportunities to rank......Page 111
Our chapter pledge to you......Page 117
Measuring your way to digital marketing success......Page 118
Getting started......Page 123
How information is measured......Page 124
Measuring what’s important to you......Page 131
Testing, investing, tweaking, reinvesting......Page 135
Action stations......Page 137
Harness the power of online data, and watch your ROI take off......Page 138
Our chapter pledge to you......Page 145
The new direct mail......Page 146
What exactly is e-mail marketing?......Page 147
Before you start......Page 150
Planning your campaign......Page 154
Dos and don’ts of an e-mail marketing campaign......Page 155
Measuring your success......Page 159
Still a vital component of digital marketing......Page 160
Our chapter pledge to you......Page 163
Join the conversation......Page 164
What is social media?......Page 165
The different forms of social media......Page 170
The rules of engagement......Page 182
Adding social media to your own site......Page 184
Our chapter pledge to you......Page 189
Fostering a positive online image......Page 190
Promoting your business through online channels......Page 191
Monitoring the conversation – reputation management......Page 204
Damage limitation: turning the tide when things go wrong......Page 206
Our chapter pledge to you......Page 215
Recognizing opportunities for strategic partnership......Page 216
What is affiliate marketing?......Page 219
The click that really counts......Page 222
What advertisers should do......Page 223
Our chapter pledge to you......Page 229
Using an agency......Page 230
Doing it yourself......Page 231
Digital creative: what works and what doesn't......Page 240
Our chapter pledge to you......Page 249
Word of mouth: savvy consumers control the future......Page 250
Search: a constantly evolving marketing powerhouse......Page 252
Mobile: marketing on the move......Page 257
Tracking and measuring human behaviour......Page 261
In-game advertising......Page 262
Holistic marketing: blurring lines and integrating media......Page 263
Dynamic, unpredictable, exciting - and essential......Page 268
Glossary......Page 270
Further reading......Page 282
Index......Page 285