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


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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.