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Digital marketing strategy : an integrated approach to online marketing / Simon Kingsnorth.

By: Kingsnorth, Simon [author.]Publisher: London : KoganPage, 2022Edition: Third editionDescription: 288 pages : illustrations (black and white)Content type: text | still image Media type: unmediated Carrier type: volume001: BDZ0049126125ISBN: 9781398605978 (pbk.) :Subject(s): Electronic commerce -- Management | Internet marketing

| Strategic planning

| Business and Management | Business & Management | Sales & marketing

| Sales & marketing management | Web-marketingDDC classification: 658.872 LOC classification: HF5548.32 | .K566 2022

Contents:

<ul style='padding-top:0;padding-left:0;list-style:none;'&g t; <ul style='padding-top:0;list-style:none;'> Chapter - 00: Introduction - How will this book transform your digital marketing strategy?; Chapter - 01: The foundations of digital marketing; Section - PART ONE: Knowing your business objectives and your customer; <ul style='padding-top:0;list-style:none;'> Chapter - 02: Understanding the digital ecosystem; Chapter - 03: Integrating digital into wider organization strategy; Chapter - 04: Understanding the evolving digital consumer; Chapter - 05: Barriers, considerations and data protection in digital marketing strategy; Section - PART TWO: Integrating digital change into your wider organization; <ul style='padding-top:0;list-style:none;'> Chapter - 06: Enabling technologies for online marketing and digital transformation; Chapter - 07: Planning your digital marketing strategy – Objectives, teams and budgeting; Section - PART THREE: Using channel strategy to reach your customers; <ul style='padding-top:0;list-style:none;'> Chapter - 08: SEO strategy and organic techniques; Chapter - 09: Building and optimizing a winning paid search strategy; Chapter - 10: Display advertising and programmatic targeting; Chapter - 11: Tailoring your social media strategy; Chapter - 12: Marketing automation, messaging and email marketing – the unsung heroes; Chapter - 13: Affiliate schemes and partnerships to deliver highly targeted leads; Chapter - 14: Lead generation that delivers results; Chapter - 15: Content strategy – a key pillar of success; Chapter - 16: Personalizing the customer journey and digital experience; Section - PART FOUR: Conversion, retention and measurement; <ul style='padding-top:0;list-style:none;'> Chapter - 17: Effective Experience Design (XD); Chapter - 18: Optimizing your e-commerce platform; Chapter - 19: Managing loyalty, CRM and data; Chapter - 20: Measuring success through data analytics and reporting; Section - PART FIVE: Tailoring your final digital marketing strategy; <ul style='padding-top:0;list-style:none;'> Chapter - 21: Providing a smooth online service and customer experience; Chapter - 22: Putting together your digital marketing strategy;

Summary: Plan, implement and optimize a tailored, end-to-end digital marketing strategy that aligns with business objectives with this new edition of the global bestseller. Build an effective and practical digital marketing strategy with this bestselling guide, covering everything from automation and analytics to integrating AI. Digital Marketing Strategy is a global bestseller, and a one-stop guide to structuring and building a more strategic approach to digital marketing. Now fully updated, this third edition covers the integration of AI in marketing, e-commerce, marketing automation, affiliate marketing and how to use digital analytical tools, plus new strategies for the latest cookie changes and privacy protection. Digital Marketing Strategy will show you how to effectively select, align and manage digital channels and operations, to streamline a successful digital marketing strategy for measurable, optimized results. Recommended by the Chartered Institute of Marketing (CIM), it is supported by real-world case studies from the likes of Coca-Cola, Spotify, Airbnb, Adidas and Hostelworld as well as checklists, key terms and insights from leading industry practitioners to help you develop your own digital marketing strategy. This book is an invaluable guide for both digital marketing students and entry-level to mid-management marketing professionals. Accompanying online resources consist of practical implementation guides spanning SEO, paid-search, email, lead-generation, as well as presentation slides and activity sheets.

Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	MAIN LIBRARY Book	PRINT	658.872 KIN (Browse shelf(Opens below))	1	Available		114502
Book	MAIN LIBRARY Book	PRINT	658.872 KIN (Browse shelf(Opens below))	2	Available		115057
Book	MAIN LIBRARY Book	PRINT	658.872 KIN (Browse shelf(Opens below))	3	Checked out	04/06/2024	115058

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Enhanced descriptions from Syndetics:

Build an effective and practical digital marketing strategy with this bestselling guide, covering everything from automation and analytics to integrating AI. Digital Marketing Strategy is a global bestseller, and a one-stop guide to structuring and building a more strategic approach to digital marketing. Now fully updated, this third edition covers the integration of AI in marketing, e-commerce, marketing automation, affiliate marketing and how to use digital analytical tools, plus new strategies for the latest cookie changes and privacy protection. Digital Marketing Strategy will show you how to effectively select, align and manage digital channels and operations, to streamline a successful digital marketing strategy for measurable, optimized results. Recommended by the Chartered Institute of Marketing (CIM), it is supported by real-world case studies from the likes of Coca-Cola, Spotify, Airbnb, Adidas and Hostelworld as well as checklists, key terms and insights from leading industry practitioners to help you develop your own digital marketing strategy. This book is an invaluable guide for both digital marketing students and entry-level to mid-management marketing professionals. Accompanying online resources consist of practical implementation guides spanning SEO, paid-search, email, lead-generation, as well as presentation slides and activity sheets.

Previous edition: 2019.

Includes bibliographical references and index.

Plan, implement and optimize a tailored, end-to-end digital marketing strategy that aligns with business objectives with this new edition of the global bestseller. Build an effective and practical digital marketing strategy with this bestselling guide, covering everything from automation and analytics to integrating AI. Digital Marketing Strategy is a global bestseller, and a one-stop guide to structuring and building a more strategic approach to digital marketing. Now fully updated, this third edition covers the integration of AI in marketing, e-commerce, marketing automation, affiliate marketing and how to use digital analytical tools, plus new strategies for the latest cookie changes and privacy protection. Digital Marketing Strategy will show you how to effectively select, align and manage digital channels and operations, to streamline a successful digital marketing strategy for measurable, optimized results. Recommended by the Chartered Institute of Marketing (CIM), it is supported by real-world case studies from the likes of Coca-Cola, Spotify, Airbnb, Adidas and Hostelworld as well as checklists, key terms and insights from leading industry practitioners to help you develop your own digital marketing strategy. This book is an invaluable guide for both digital marketing students and entry-level to mid-management marketing professionals. Accompanying online resources consist of practical implementation guides spanning SEO, paid-search, email, lead-generation, as well as presentation slides and activity sheets.

Reviews provided by Syndetics

CHOICE Review

Building on a foundation of basic marketing and management theories, Kingsnorth (a strategic marketing consultant from the UK) explores all major aspects of digital marketing. The book offers a road map for integrating common practices with modern methods, also affording tremendous detail with regard to the newly charted territory. Relevant statistics, tables, and exhibits are sprinkled in liberally to underscore key points. Most informative are the miniature case studies--largely, though not exclusively, from Europe--which provide important real-world examples in many areas. The volume is presented in a convenient, sequential format mirroring the typical business decision-making process, allowing readers to consult areas of especial interest to them selectively. In almost textbook fashion, the author includes chapter goals and lists of key terms to keep the reader on point. The book is a useful practical supplement for 21st-century marketers. Summing Up: Recommended. Upper-division undergraduates, graduate students, and professionals. --Sylvia D. Clark, St. John's University (NY)

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