| Edition |
Second edition. |
| Description |
1 online resource (xv, 169 pages) : illustrations (some color). |
| Physical Medium |
polychrome |
| Description |
text file |
| Series |
Digital and social media marketing and advertising collection,
2333-8830
|
|
Digital and social media marketing and advertising collection.
2333-8830
|
| Bibliography |
Includes bibliographical references and index. |
| Contents |
Part I. Foundations. Chapter 1. How did we get here? Definitions and background ; Chapter 2. Creating the strategic digital marketing objective ; Chapter 3. Web and mobile design -- Part II. Delivery. Chapter 4. Search engine marketing ; Chapter 5. E-mail marketing ; Chapter 6. Content marketing, social media and the role of mobile -- Part III. Context. Chapter 7. Customer relationship management (CRM) and the role of leadership in digital marketing ; Chapter 8. Legal issues: data privacy, security, and intellectual property ; Chapter 9. The customer database, analytics, and the data-driven organization ; Chapter 10. Managing the digital marketing enterprise in a world of marketing automation ; Chapter 11. Concluding thoughts. |
| Access |
Access restricted to authorized users and institutions. |
| Summary |
This book is for managers and would-be managers who need to upgrade their knowledge of digital marketing. Told from the perspective of marketing strategy, it puts digital marketing in the context of firm strategy selection. The first step in digital marketing is to understand your company and your brand. The next step is to put content and keywords on your web and mobile sites so that they can be found in search. Then use the delivery platforms of digital content, e-mail, social, and mobile, to deploy that content to the customer. The final topics in the book focus on the importance of data management and privacy as well as the emerging roles of analytics, artificial intelligence and marketing automation. Without quality data, no digital marketing program can be successful. This data can then be used in data analytics applications for predictive modeling. After reading this book, the reader will have a good idea of where to start on the path to an integrated digital marketing management strategy. Each chapter concludes with a list of action steps or "what to do next" to get started on implementing a digital marketing strategy as well as review questions and key terminology. |
| Form |
Also available in print. |
| System Details |
Mode of access: World Wide Web. |
|
System requirements: Adobe Acrobat reader. |
| Provenance |
Purchased with the Phippen Library Fund. |
| Subject |
Internet marketing.
|
|
Internet marketing. |
| Indexed Term |
Digital marketing. |
|
Search engine marketing. |
|
E-mail marketing. |
|
Social media marketing. |
|
Data quality. |
|
Database management. |
|
Data analytics. |
| Genre/Form |
Electronic books.
|
| Other Form: |
Print version: 9781951527921 |
| ISBN |
9781951527938 e-book |
|
9781951527921 print |
|
