Understanding digital marketing : marketing strategies for engaging the digital generation.
Damian Ryan
Bok Engelsk 2014 · Electronic books.
| Utgitt | London : : Kogan Page, , 2014.
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| Omfang | XXXV, 424 sider : ill.
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| Utgave | Fourth edition
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| Opplysninger | Includes index.. - Contents; Preface; Contributors' Biographies; Acknowledgements; 01 So... you want to go digital???; In the beginning...; The changing face of advertising; The technology behind digital marketing; Enough technology... let's talk about people; Case study: Harley-Davidson; 02 @first... think!; Why you need a digital marketing strategy; Your business and digital marketing; Defining your digital marketing strategy; Understanding the digital consumer; Mind your Ps; Eyes on the prize; Bringing it all together; Case study: MercadoLibre; 03 Then build your channel. - Case study: Royal Mail gold post boxes. - Mobile marketing - a game-changing channel, or just another conduit?Case study: Accor Hotels; Location, location, location; Mobile gaming; Case study: Kiip; Mobile applications; Measuring mobile; Mobile privacy; Mobile data; Further exploration; Building a multichannel marketing strategy; Case study: Dubizzle.com; 09 Understanding performance marketing; Recognizing opportunities for strategic partnership; What is performance marketing?; Case study: Number One Shoes; 10 Understanding online public relations; Google - judge and jury; Online - it's where PR lives now. - The problem of earned mediaWhat are you trying to achieve?; Why KPIs are important; Choosing effective KPIs; The need for trust; 05 Are customers finding you?; Search: still the online marketer's holy grail; About the engines; Optimizing your site for the engines; 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; Looking forward; Case study: The Entertainer; 06 Understanding 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; Adding social media to your own site; Case study: Bennetts Bike Social; 07 Understanding e-mail marketing; The new direct mail; What exactly is e-mail marketing?; Before you start; Planning your campaign; Measuring your success; E-mail - a vital component of digital marketing; Case study: Help for Heroes; 08 Understanding mobile marketing; Mobile - market size and rate of growth; Mobile - Web 2.0. - Your website - the hub of your digital marketing worldBuilding 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: Hg2; 04 Is it working?; Owned, paid and earned; Log files versus page tagging; Augmenting information using cookies; Test and test again; Measuring paid media; Attribution modelling; Who am I talking to?; Making Measurement Make Sense (3MS); The return of GRP. - The world of digital media is changing at a phenomenal pace. Constantly evolving technologies, and the way people are using them, are transforming not just how we access our information but how we interact and communicate with one another on a global scale.Understanding Digital Marketing is a practical, no-nonsense guide to digital marketing channels and strategy. Clear, informative and entertaining it will help readers to:. Understand and choose online marketing channels to get their products and services to market with detailed chapters on: search; email; social media; mobile; performance ma
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| ISBN | 9780749471026
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Understanding digital marketing : marketing strategies for engaging the digital generation
Damian Ryan & Calvin Jones
Bok · Engelsk · 2012
Damian Ryan & Calvin Jones
Bok · Engelsk · 2012
Understanding digital marketing : marketing strategies for engaging the digital generation
Damian Ryan & Calvin Jones
Bok · Engelsk · 2009
Damian Ryan & Calvin Jones
Bok · Engelsk · 2009
