Digital Marketing Strategy: An Integrated Approach to Online Marketing

Front Cover
Kogan Page Publishers, Apr 3, 2019 - Business & Economics - 384 pages

Effectively select, align and manage digital channels and operations using this second edition of the bestselling guide, Digital Marketing Strategy. This accessible, step-by-step framework enables the planning, integration and measurement of each digital platform and technique, all tailored to achieve overarching business objectives.

Ranging from social media, SEO, content marketing and user experience, to customer loyalty, automation and personalization, this edition features cutting edge updates on marketing automation, messaging and email, online and offline integration, the power of technologies such as AI, plus new data protection and privacy strategies. Accompanied by downloadable templates and resources, Digital Marketing Strategy is an ideal road map for any marketer to streamline a digital marketing strategy for measurable, optimized results. Online resources include practical implementation guides spanning SEO, paid-search, email, lead-generation and more, as well as group activities, which will be regularly updated to equip readers as digital marketing continues to evolve.

 

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nice book.. learning digital marketing is good.

Contents

How will this book transform your digital marketing strategy?
1
01 The foundations of digital marketing
6
PART ONE Knowing your business objectives and your customer
29
PART TWO Integrating digital change into your wider organization
81
PART THREE Using channel strategy to reach your customers
119
PART FOUR Conversion retention and measurement
263
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About the author (2019)

Bestselling author Simon Kingsnorth is a recognized digital leader and strategist, and is currently Global Head of Digital Marketing at Citi Private Bank. Highly experienced at leading teams in digital marketing, digital transformation and user experience, he is a regular keynote speaker and contributor to industry publications.

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