Digital Marketing Strategy: An Integrated Approach to Online Marketing

Front Cover
Kogan Page, 2016 - BUSINESS & ECONOMICS - 324 pages

The modern marketer needs to learn how to employ strategic thinking alongside the use of digital media to deliver measurable and accountable business success. Digital Marketing Strategy covers the essential elements of achieving exactly this by guiding you through every step of creating your perfect digital marketing strategy. It contains analysis of the essential techniques and platforms of digital marketing including social media, content marketing, SEO, user experience, personalization, display advertising and CRM, as well as the broader aspects of implementation including planning, integration with overall company aims and presenting to decision makers.

Simon Kingsnorth brings digital marketing strategy to life through best practice case studies, illustrations, checklists and summaries, to give you insightful and practical guidance. Rather than presenting a restrictive 'one size fits all' model, this book gives you the tools to tailor-make your own strategy according to your unique business needs and demonstrates how an integrated and holistic approach to marketing leads to greater success. Digital Marketing Strategy is also supported by a wealth of online resources, including budget and strategy templates, lecture slides and a bonus chapter.

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About the author (2016)

Simon Kingsnorth is the Global Head of Digital Marketing at Citi Private Bank. His research interests include paid search, SEO, social media, affiliate and email marketing, CRM, and website design and development. Contributors:
Glen Conybeare
, Chief Commercial Officer, StickyeyesMurray Cox, Digital Strategy Director, Pancentric DigitalJames Bourner, Digital Advertising Expert, Jellyfish

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