Table of contents for Understanding digital marketing : marketing strategies for engaging the digital generation / Damian Ryan & Calvin Jones.

Bibliographic record and links to related information available from the Library of Congress catalog

Information from electronic data provided by the publisher. May be incomplete or contain other coding.


1. Going digital – the evolution of marketing

Our chapter pledge to you; In the beginning…; The changing face of advertising; The technology behind digital marketing; Enough technology – let’s talk about people

2. Strategic thinking

Our chapter pledge to you; Why you need a digital marketing strategy; Your business and digital marketing; Defining your digital marketing strategy; Understanding the digital consumer; Mind your Ps; Eyes on the prize; Bringing it all together

3. Your window to the digital world

Our chapter pledge to you; Your website – the hub of your digital marketing world; Building an effective website; The main steps of building your website; Before you start; Choosing your domain name; Hosting – your website’s home on the internet; How to choose a web designer or developer; Arranging your information; Writing effective web content; Website design summary

4. The search for success

Our chapter pledge to you; Search: the online marketer’s holy grail; About the engines; Optimizing your site for the engines; Advertising on the search engines; Black Hat, the darker side of search; Bringing in the pros; Universal search – more opportunities to rank

5. Website intelligence and return on investment

Our chapter pledge to you; Measuring your way to digital marketing success; Getting started; How information is measured; Measuring what’s important to you; Testing, investing, tweaking, reinvesting; Action stations; Harness the power of online data, and watch your ROI take off

6. E-mail marketing

Our chapter pledge to you; The new direct mail; What exactly is e-mail marketing?; Before you start; Planning your campaign; Dos and don’ts of an e-mail marketing campaign; Measuring your success; Still a vital component of digital marketing

7. Social media and online consumer engagement

Our chapter pledge to you; Join the conversation; What are social media?; The different forms of social media; The rules of engagement; Adding social media to your own site

8. Online PR and reputation management

Our chapter pledge to you; Fostering a positive online image; Promoting your business through online channels; Monitoring the conversation – reputation management; Damage limitation: turning the tide when things go wrong

9. Affiliate marketing and strategic partnerships

Our chapter pledge to you; Recognizing opportunities for strategic partnership; What is affiliate marketing?; The click that really counts; What advertisers should do

10. Digital media creative

Our chapter pledge to you; Creative application of digital media; Using an agency; Doing it yourself; Digital creative: what works and what doesn’t

11. A lot to look forward to

Our chapter pledge to you; The future’s bright: head towards the light; Word of mouth: savvy consumers control the future; Search: a constantly evolving marketing powerhouse; Mobile: marketing on the move; Tracking and measuring human behaviour; In-game advertising; Holistic marketing: blurring lines and integrating media; Dynamic, unpredictable, exciting – and essential

Library of Congress subject headings for this publication:
Internet marketing.
Social media.
Strategic planning.
Marketing -- Management.