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The Art of Digital Marketing is the comprehensive guide to cracking the digital marketing 'code,' and reaching, engaging, and serving the empowered consumer. Based on the industry's leading certification from the Digital Marketing Institute (DMI), this book presents an innovative methodology for successful digital marketing: start with the customer and work backwards. A campaign is only effective as it is reflective of the consumer's wants, needs, preferences, and inclinations; the DMI framework provides structured, implementable, iterative direction for getting it right every time. The heart of the framework is a three-step process called the 3i Principles: Initiate, Iterate, and Integrate. This simple idea translates into higher engagement, real customer interaction, and multichannel campaigns that extend even into traditional marketing channels.
The evolution of digital marketing isn't really about the brands; it's about consumers exercising more control over their choices. This book demonstrates how using this single realization as a starting point helps you build and implement more effective campaigns.
* Get inside the customer's head with deep consumer research
* Constantly improve your campaigns based on feedback and interactions
* Integrate digital activities across channels, including traditional marketing
* Build campaigns based on customer choice and control
Digital marketing turns traditional marketing models on their heads. Instead of telling the customer what to think, you find out what they already think and go from there. Instead of front-loading resources, you continually adjust your approach based on real interactions with real customers every day. Digital marketing operates within its own paradigm, and The Art of Digital Marketing opens the door for your next campaign.
The Art of Digital Marketing is the comprehensive guide to cracking the digital marketing 'code,' and reaching, engaging, and serving the empowered consumer. Based on the industry's leading certification from the Digital Marketing Institute (DMI), this book presents an innovative methodology for successful digital marketing: start with the customer and work backwards. A campaign is only effective as it is reflective of the consumer's wants, needs, preferences, and inclinations; the DMI framework provides structured, implementable, iterative direction for getting it right every time. The heart of the framework is a three-step process called the 3i Principles: Initiate, Iterate, and Integrate. This simple idea translates into higher engagement, real customer interaction, and multichannel campaigns that extend even into traditional marketing channels.
The evolution of digital marketing isn't really about the brands; it's about consumers exercising more control over their choices. This book demonstrates how using this single realization as a starting point helps you build and implement more effective campaigns.
* Get inside the customer's head with deep consumer research
* Constantly improve your campaigns based on feedback and interactions
* Integrate digital activities across channels, including traditional marketing
* Build campaigns based on customer choice and control
Digital marketing turns traditional marketing models on their heads. Instead of telling the customer what to think, you find out what they already think and go from there. Instead of front-loading resources, you continually adjust your approach based on real interactions with real customers every day. Digital marketing operates within its own paradigm, and The Art of Digital Marketing opens the door for your next campaign.
IAN DODSON is Co-founder and Director of the Digital Marketing Institute. The Institute has defined a set of qualifications for the digital marketing industry which are now the most widely taught global certifications - available in over 70 countries worldwide. These qualifications act as an educational and professional pathway for students, educators and employers.
Passionate about student centric outcomes and an advocate of education and digital literacy, Ian believes digital technologies are enabling tools for raising economic and social standards globally.
Preface vii
Chapter 1 An Introduction to Digital Marketing 1
What Makes This Book Different? 1
Start with the Customer and Work Backward 2
What Are the 3i Principles? 4
Chapter 2 Search Engine Optimization 7
An Introduction 7
Search Engine Result Pages: Positioning 9
Search Behavior 11
Stage 1: Goals 14
Stage 2: On-Page Optimization 16
Stage 3: Off-Page Optimization 34
Stage 4: Analyze 38
So, What Have You Learned in This Chapter? 41
Chapter 3 Pay Per Click 45
An Introduction 45
Stage 1: Goals 47
Stage 2: Setup 51
Stage 3: Manage 76
Stage 4: Analyze 81
So, What Have You Learned in This Chapter? 87
Chapter 4 Digital Display Advertising 91
An Introduction 91
Display Advertising: An Industry Overview 93
Stage 1: Define 98
Stage 2: Format 101
Stage 3: Configure 111
Stage 4: Analyze 114
So, What Have You Learned in This Chapter? 118
Chapter 5 Email Marketing 121
An Introduction 121
Stage 1: Data-Email Marketing Process 123
Stage 2: Design and Content 134
Stage 3: Delivery 141
Stage 4: Discovery 143
So, What Have You Learned in This Chapter? 149
Chapter 6 Social Media Marketing (Part 1) 153
An Introduction 153
Stage 1: Goals 155
Stage 2: Channels 158
So, What Have You Learned in This Chapter? 183
Chapter 7 Social Media Marketing (Part 2) 187
An Introduction 187
Stage 3: Implementation 188
Stage 4: Analyze 228
Laws and Guidelines 244
So, What Have You Learned in This Chapter? 246
Chapter 8 Mobile Marketing 249
An Introduction 249
Stage 1: Opportunity 251
Stage 2: Optimize 254
Stage 3: Advertise 266
Stage 4: Analyze 278
So, What Have You Learned in This Chapter? 283
Chapter 9 Analytics 287
An Introduction 287
Stage 1: Goals 289
Stage 2: Setup 291
Stage 3: Monitor 296
Stage 4: Analyze 313
So, What Have You Learned in This Chapter? 326
Chapter 10 Strategy and Planning 331
An Introduction 331
Stage 1: Approach 333
Stage 2: Audience 338
Stage 3: Activities 345
Stage 4: Analysis 352
So, What Have You Learned in This Chapter? 355
Conclusion 357
Acknowledgments 359
Glossary 361
Additional Resources 369
About the Digital Marketing Institute 371
About the Author 373
Index 375
| Erscheinungsjahr: | 2016 |
|---|---|
| Fachbereich: | Management |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Buch |
| Inhalt: | 400 S. |
| ISBN-13: | 9781119265702 |
| ISBN-10: | 1119265703 |
| Sprache: | Englisch |
| Einband: | Gebunden |
| Autor: | Dodson, Ian |
| Hersteller: |
Wiley
John Wiley & Sons |
| Maße: | 261 x 182 x 40 mm |
| Von/Mit: | Ian Dodson |
| Erscheinungsdatum: | 18.04.2016 |
| Gewicht: | 0,829 kg |
IAN DODSON is Co-founder and Director of the Digital Marketing Institute. The Institute has defined a set of qualifications for the digital marketing industry which are now the most widely taught global certifications - available in over 70 countries worldwide. These qualifications act as an educational and professional pathway for students, educators and employers.
Passionate about student centric outcomes and an advocate of education and digital literacy, Ian believes digital technologies are enabling tools for raising economic and social standards globally.
Preface vii
Chapter 1 An Introduction to Digital Marketing 1
What Makes This Book Different? 1
Start with the Customer and Work Backward 2
What Are the 3i Principles? 4
Chapter 2 Search Engine Optimization 7
An Introduction 7
Search Engine Result Pages: Positioning 9
Search Behavior 11
Stage 1: Goals 14
Stage 2: On-Page Optimization 16
Stage 3: Off-Page Optimization 34
Stage 4: Analyze 38
So, What Have You Learned in This Chapter? 41
Chapter 3 Pay Per Click 45
An Introduction 45
Stage 1: Goals 47
Stage 2: Setup 51
Stage 3: Manage 76
Stage 4: Analyze 81
So, What Have You Learned in This Chapter? 87
Chapter 4 Digital Display Advertising 91
An Introduction 91
Display Advertising: An Industry Overview 93
Stage 1: Define 98
Stage 2: Format 101
Stage 3: Configure 111
Stage 4: Analyze 114
So, What Have You Learned in This Chapter? 118
Chapter 5 Email Marketing 121
An Introduction 121
Stage 1: Data-Email Marketing Process 123
Stage 2: Design and Content 134
Stage 3: Delivery 141
Stage 4: Discovery 143
So, What Have You Learned in This Chapter? 149
Chapter 6 Social Media Marketing (Part 1) 153
An Introduction 153
Stage 1: Goals 155
Stage 2: Channels 158
So, What Have You Learned in This Chapter? 183
Chapter 7 Social Media Marketing (Part 2) 187
An Introduction 187
Stage 3: Implementation 188
Stage 4: Analyze 228
Laws and Guidelines 244
So, What Have You Learned in This Chapter? 246
Chapter 8 Mobile Marketing 249
An Introduction 249
Stage 1: Opportunity 251
Stage 2: Optimize 254
Stage 3: Advertise 266
Stage 4: Analyze 278
So, What Have You Learned in This Chapter? 283
Chapter 9 Analytics 287
An Introduction 287
Stage 1: Goals 289
Stage 2: Setup 291
Stage 3: Monitor 296
Stage 4: Analyze 313
So, What Have You Learned in This Chapter? 326
Chapter 10 Strategy and Planning 331
An Introduction 331
Stage 1: Approach 333
Stage 2: Audience 338
Stage 3: Activities 345
Stage 4: Analysis 352
So, What Have You Learned in This Chapter? 355
Conclusion 357
Acknowledgments 359
Glossary 361
Additional Resources 369
About the Digital Marketing Institute 371
About the Author 373
Index 375
| Erscheinungsjahr: | 2016 |
|---|---|
| Fachbereich: | Management |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Buch |
| Inhalt: | 400 S. |
| ISBN-13: | 9781119265702 |
| ISBN-10: | 1119265703 |
| Sprache: | Englisch |
| Einband: | Gebunden |
| Autor: | Dodson, Ian |
| Hersteller: |
Wiley
John Wiley & Sons |
| Maße: | 261 x 182 x 40 mm |
| Von/Mit: | Ian Dodson |
| Erscheinungsdatum: | 18.04.2016 |
| Gewicht: | 0,829 kg |
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