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THE ULTIMATE CRASH COURSE IN DIGITAL MARKETING The digital age is here—and it's developing rapidly. Regardless of your industry, sector, or geography, you need to understand the power of digital strategies to market your brand, reach your audience, and broaden your framework for success. This comprehensive, all-in-one guide combines the collective insights of top digital marketers, consultants, and academics—each one an expert in his or her field.
With the proven techniques of Strategic Digital Marketing, you'll be able to:
Plan, strategize, and implement a complete marketing campaign that best suits you and your company. Use social media like Facebook and Twitter to not only engage your target audience, but get real results. Improve your website and supersize your media presence through liquid content, mobile apps, engaging videos, social contests, and more. Develop a logical and balanced approach to digital, using the proper tools, to measure and maximize return on investment (ROI). Reshape your management framework and redesign your company for digital-era growth, functionality, and success.
These are the same market-tested strategies Fortune 500 companies are using to take advantage of the exciting new opportunities that only digital media provides. You'll discover the 10 traits of digital leadership, the six habitsof highly-successful firms, and the one true goal of digital marketing. You'll read first-hand accounts of social media in action—and follow real-world case studies of the hottest companies trending today. You'll also find need-to-know information on red-button subjects like emerging mobile technologies, legal guidelines for digital marketing, search engine optimization, and so much more.
Digital media has changed the world as we know it. Strategic Digital Marketing will change the way you live, work, grow . . . and succeed.
Contents
contentsIntroductionPart 1: Our New Digital World1 The Digital Paradigm (by Alexander Kates and Eric Greenberg) 3The New World of Marketing 4The Modern Digital Consumer 7The New Consumer's Journey 112 Marketing Strategies for a Digital World (by Alexander Katesand Eric Greenberg) 17State of the Modern Digital Ecosystem 17Being Liquid: The Marketer's New Role 19Getting Started: Learning by Example 22The Ultimate Goal of Digital Marketing: ROI 26A Framework for Digital Success 323 Managing Content in a Digital Age (by Neil Perkin,Only Dead Fish & eConsultancy) 35The Importance of Content Marketing 37Holistic Liquid Content Strategies and Frameworks 39The 70/20/10 Content Planning Model 47Part 2: Ac hievin g Succ ess in Digital Marketin g Channels 514 Search Marketing: If They Can't Find It, They Can't Buy It(by Mike Moran, author of Do It Wrong Quickly [2007]and Search Engine Marketing, Inc.[2008]) 53 Why Search is Important 54How Searchers Work 56The Types of Search Marketing 58The Language of Search 59Succeeding at Search Marketing 60Measuring Search Success 70Search Trends 735 Mobile Marketing: Innovation On-the-Go (by Alexander Kates) 77The Mobile World We Live In 79The Modern Mobile Consumer 81Mobile Unwires Marketers from Former Constraints 84Mobile Website Considerations 90SMS and MMS Campaigns 92Mobile Applications: The Low-Down 93Mobile Technologies to Watch: Snacks for Thought 99Measuring Mobile Marketing Success 105Device Convergence and the Future Mobile Landscape 108Closing Thoughts 1116 Video Marketing (by Greg Jarboe, author of Youtube &Video Marketing: An Hour a Day [2011]) 115Who Discovers and Watches Videos? 118Steps to Plan, Shoot, Edit, and Publish 120Building Video Channel Strategy 124Viewing Experience and Programming 127Building Community and Promoting Your Videos 130Jumpstart Your Traffic with an Ad Campaign 134Who's Watching Your Videos? 1357 Social Media Marketing (by Stan Smith, PushingSocial.com) 143What is Social Media? 144The Real Definition of Social Media 145The New Digital Experience 146Why Social Media is Important 151Social Media Channel Strategy 153Tools of the Trade 162Best-in-Class Examples 166Social Media ROI 169The Future of Social Media 1728 Building a Website with Purpose that Generates Results(by Jeremy Floyd, Bluegill Creative) 177Introduction 177Begin with Purpose 179The Process and Considerations for (re)Building Your Website 183Ten Steps: From Discovery to Launch 185Tools for Success 195Conclusion 2009 Measurement and ROI of Digital Strategies(by Rob Peterson, BarnRaisers LLC) 203Introduction to the World of Measurement 203The Importance of Measurement 206Demystifying the Buzzword: The Definition of Analytics 209Measurements for a Digital World 211Measurement Tool Mini-Handbook 221Best-in-Class Examples 226Budgeting for Digital Measurement 228The Future of Measurement 22910 Understanding the Law in Digital Marketing(by Glen Gilmore Esq., author of Social Media Law forBusiness [est. 2012]) 235Keeping Pace with the Law in Digital Marketing 235Creating a Framework for Social Media Governance andCompliance 238Understanding the FTC's Social Media Marketing Guidelines 242First Case Study for the FTC's New Social MediaGuidelines Endorsement 246Two Tweets and Nike Runs into Regulatory Problems:The Ethos of Transparency 247Understanding the FTC's New Privacy Framework: Privacy byDesign, Simplified Choice, and Greater Transparency 249Understanding the Children's Online Privacy Protection Act 250"Pin This": Copyright and Fair Use, The Basics 251Marketing on the WorldWide Web Requires Compliancewith International Law 253There's an App for Nearly Everything—And There AreGuidelines for Apps 253Staying on the Right Side of the Law in Social MediaContests 254Digital Marketing Compliance in Highly-Regulated Industries 257Trends and the Future of Digital Marketing Law 258contents viiPart 3: Completing the Digital Transformation 26111 Digital Leadership Principles (by Bob Pearson,author of Pre-Commerce) 263How We Digitally Transform Ourselves and Our Organizations 263Address the Largest Barrier to Innovation First 265The Importance of Forward-Leaning Learning 268How to Undergo Transformational Change in Your Company 269Ten Traits of Digital Leadership 27412 Designing Organizations for Digital Success (by Amy Kates,Kates-Kessler Consulting, author of Designing DynamicOrganizations [2001], Designing Your Organization [2007],and Leading Organization Design [2010]) 283Introduction 283What Do We Mean by "Digital"? 284The STAR Model™ for Organization Design 286Asking the Right Questions in Digital Organization Design 288Conclusion 307Suggested Reading 30813 The Path to an Innovative, Digital-Centric Organization(by Alexander Kates and Eric Greenberg) 311Six Habits of Highly Successful Firms 311Digital Transformation Framework 319Concluding Thoughts 333Index 337
