Understanding Digital Marketing : Marketing Strategies for Engaging the Digital Generation (3TH)

Understanding Digital Marketing : Marketing Strategies for Engaging the Digital Generation (3TH)

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  • 製本 Hardcover:ハードカバー版/ページ数 409 p.
  • 言語 ENG,ENG
  • 商品コード 9780749476335
  • DDC分類 380

Full Description


The world of digital media is changing at a phenomenal pace. Constantly evolving technologies 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 web marketing, the rules of new media and researching the new generation of digital consumers. Clear, informative and entertaining, it covers key topics such as search marketing, social media, Google, mobile marketing, affiliate marketing, email marketing, performance marketing, customer engagement and digital marketing strategies.One of the best-selling books in the industry, this third edition of Understanding Digital Marketing has been thoroughly revised with more information on core areas such as search, analytics, online PR and content marketing. Complete with in-depth insider accounts of digital marketing successes from brands including Harley-Davidson, Help for Heroes, MercadoLibre and the UEFA Europa League, it remains 'one of the most comprehensive yet easy-to-read books on digital marketing available' (The Marketer) and is therefore essential reading for both practitioners and students alike.

Table of Contents

Preface                                            ix
Contributors' biographies xiv
Acknowledgements xix
1 So... you want to go digital??? 1 (20)
In the beginning... 1 (1)
The changing face of advertising 2 (2)
The technology behind digital marketing 4 (8)
Enough technology... let's talk about people 12 (5)
Case study: Harley-Davidson 17 (4)
2 @first... think! 21 (22)
Why you need a digital marketing strategy 21 (1)
Your business and digital marketing 22 (3)
Defining your digital marketing strategy 25 (2)
Understanding the digital consumer 27 (6)
Mind your Ps 33 (4)
Eyes on the prize 37 (2)
Bringing it all together 39 (1)
Case study: MercadoLibre 40 (3)
3 Then build your channel 43 (26)
Your website ? the hub of your digital 43 (2)
marketing world
Building an effective website 45 (1)
The main steps of building your website 46 (1)
Before you start 46 (3)
Case study: Alpharooms 49 (2)
Choosing your domain name 51 (2)
Hosting ? your website's home on the Internet 53 (4)
How to choose a web designer/developer 57 (1)
Arranging your information 58 (2)
Writing effective web content 60 (6)
Case study: Hg2 66 (3)
4 Is it working? 69 (34)
Owned, paid and earned 70 (2)
Log files versus page tagging 72 (1)
Augmenting information using cookies 73 (1)
Test and test again 74 (2)
Measuring paid media 76 (1)
Attribution modelling 77 (2)
Who am I talking to? 79 (2)
Making Measurements Make Sense (3MS) 81 (1)
The return of GRP 82 (1)
The problem of earned media 83 (1)
What are you trying to achieve? 84 (1)
Why KPIs are important 84 (1)
Choosing effective KPIs 85 (4)
The need for trust 89 (14)
5 Are customers finding you? 103(47)
Search: still the online marketer's holy grail 103(3)
About the engines 106(2)
Optimizing your site for the engines 108(20)
Advertising on the search engines 128(8)
Mobile search 136(1)
Black hat, the darker side of search 137(4)
Bringing in the pros 141(1)
Universal search ? more opportunities to rank 142(1)
Shifting goalposts ? search innovation and 143(4)
the quest for relevance
Looking forward 147(1)
Case study: The Entertainer 147(3)
6 Understanding social media 150(28)
Join the conversation 150(1)
What is social media? 151(5)
Different forms of social media 156(13)
Social media dashboards ? all your updates in 169(1)
one place
The rules of engagement 170(2)
Adding social media to your own site 172(2)
Case study: Bennetts Bike Social 174(4)
7 Understanding e-mail marketing 178(28)
The new direct mail 178(2)
What exactly is e-mail marketing? 180(2)
Before you start 182(5)
Planning your campaign 187(11)
Measuring your success 198(5)
E-mail ? a vital component of digital 203(1)
marketing
Case study: Help for Heroes 203(3)
8 Understanding mobile marketing 206(30)
Mobile ? market size and rate of growth 206(3)
Mobile ? Web 2.0 209(1)
Mobile marketing ? a game-changing channel, 209(7)
or just another conduit?
Case study: Accor Hotels 216(2)
Location, location, location 218(1)
Mobile gaming 219(2)
Case study: Kiip 221(1)
Mobile applications 222(2)
Measuring mobile 224(2)
Mobile privacy 226(2)
Mobile data 228(3)
Further exploration 231(1)
Building a multichannel marketing strategy 232(1)
Case study: Dubizzle.com 233(3)
9 Understanding performance marketing 236(28)
Recognizing opportunities for strategic 236(3)
partnership
What is performance marketing? 239(22)
Case study: Number One Shoes 261(3)
10 Understanding online public relations 264(34)
Google ? judge and jury 265(1)
Online ? it's where PR lives now 266(4)
Case study: Royal Mail gold post boxes 270(9)
Case study: Bristol-Myers Squibb 279(3)
Case study: NatWest 282(16)
11 Understanding content marketing 298(29)
Why content? ? an overview 298(3)
Case study: East Coast 301(4)
Case study: Littlewoods 305(3)
Content strategy 308(6)
Content production 314(4)
Promoting your content 318(3)
The future of online content 321(1)
Case study: Makino 322(5)
12 Convincing your boss to invest in digital 327(40)
marketing
Understanding your objectives 328(6)
Your market and website function 334(2)
Understanding decision making and knowing 336(3)
your decision makers
Budget considerations 339(2)
Key channel benefits 341(9)
The perfect website 350(2)
Further considerations 352(6)
Structuring your proposal 358(7)
Advocacy 365(2)
13 What's next? 367(20)
Prediction 1 a new internet 367(2)
Prediction 2 democratization of marketing 369(1)
knowledge
Prediction 3 natural selection of content 370(1)
Prediction 4 greater learning and being more 370(1)
competitive
Prediction 5 lessons from the emerging markets 371(1)
Prediction 6 the case for a circular 372(2)
marketing economy...
Prediction 7 agencies go arbitrage 374(1)
Prediction 8 fast and super fast 375(1)
Prediction 9 radio 376(1)
Prediction 10 your online persona 376(1)
The end bit 377(1)
Case study: UEFA Europa League 378(9)
Glossary 387(12)
Index 399