Taking Down Goliath : Digital Marketing Strategies for Beating Competitors With 100 Times Your Spending Power

著者名：Ryan, Kevin/Graham, Rob "Spider"

Palgrave Macmillan（2014/12/09発売）

• 言語：ENG
• ISBN：9781349495580
• eISBN：9781137444219

Description

Advances in software, auction-based media, analytics, and big data have made it possible for the average marketer to compete with marketers with 100 times the spending power. Taking Down Goliath profiles the ways in which digital marketing can level the playing field, if you know how to use it.

Table of Contents

Foreword Chapter 1:Exploring Marketing Models Available tools Auction-based media Search Marketing Fundamentals The Consumer Experience Consumer Buying Models Creating Targeted Marketing Messages Chapter 2: The Digital Advertising Ecosystem The Digital Media Landscape The Advertising Cycle Digital Advertising Overview Digital Display Advertising Digital Display Media Channels Chapter 3: Rich Media Features and Formats The Evolution of Rich Media Evolution Rich Media Video Solutions Rich Media Ad Buying Chapter 4: Search Engine Advertising SEM Overview Google AdSense and Analytics SEM Keyword Strategies Search Ad Creation Chapter 5: Search Engine Optimization SEO Evolution On-Page Optimization Workshop - SEO Site Analysis Off-Page Optimization Chapter 6: Email Marketing Email Marketing Overview Email Marketing Best Practices List and Data Management Email Campaign Management Email Marketing Pitfalls to Avoid Chapter 7: Social Media Marketing The Social Media Revolution Social Media Marketing Strategies Developing an SMM Voice Exploring the Blogosphere Social Media Networks – Facebook Social Media Networks - Twitter Social Media Networks - LinkedIn Social Media Networks - YouTube The Content on Demand Ecosystem Chapter 8: Mobile Marketing The Mobile Revolution Mobile Marketing Strategies Mobile Targeting & Measurement Chapter 9: Online Audience Targeting Audience Targeting Overview Audience Targeting Hierarchy Behavioral Targeting Cluster & Segment Targeting Emerging Targeting Models Chapter 10: Digital Measurement and Analytics Why Measure? Defining Digital Measurement Research Methods and Sources Web and Site Analytics Channel Research Tools Chapter 11: Digital Marketing Strategies Capturing Consumer Data Landing Page Design Group Buying Sites and Crowdsourcing Real-Time Consumer Support Podcasts, Ebooks and More Open-Source Marketing Tools Chapter 12: Digital Advertising Creation Strategies Digital Media Landscape Digital Ad Creative Strategies Digital CampaignEvaluation Guidelines