The art of digital marketing : the definitive guide to creating strategic, targeted and measurable online campaigns / Ian Dodson.
2016
HF5415.1265 .D63 2016
Formats
| Format | |
|---|---|
| BibTeX | |
| MARCXML | |
| TextMARC | |
| MARC | |
| DublinCore | |
| EndNote | |
| NLM | |
| RefWorks | |
| RIS |
Linked e-resources
Details
Title
The art of digital marketing : the definitive guide to creating strategic, targeted and measurable online campaigns / Ian Dodson.
Author
ISBN
9781119265719 (electronic bk.)
1119265711 (electronic bk.)
9781119267102 (electronic bk.)
1119267102 (electronic bk.)
9781119265726 (electronic bk.)
111926572X (electronic bk.)
9781119265702 (hardcover)
1119265703
1119265711 (electronic bk.)
9781119267102 (electronic bk.)
1119267102 (electronic bk.)
9781119265726 (electronic bk.)
111926572X (electronic bk.)
9781119265702 (hardcover)
1119265703
Published
Hoboken, New Jersey : John Wiley & Sons, Inc., [2016]
Copyright
©20
Language
English
Description
1 online resource (viii, 385 pages)
Call Number
HF5415.1265 .D63 2016
System Control No.
(OCoLC)942611598
Summary
"The premier guide to digital marketing that works, and a solid framework for success The Digital Marketing Playbook is the comprehensive guide to cracking the digital marketing 'code, ' and reaching, engaging, and serving the empowered consumer. Based on the industry's leading certification from the Digital Marketing Institute (DMI), this book presents an innovative methodology for successful digital marketing: start with the customer and work backwards. A campaign is only effective as it is reflective of the consumer's wants, needs, preferences, and inclinations; the DMI framework provides structured, implementable, iterative direction for getting it right every time. The heart of the framework is a three-step process called the 3i Principles: Initiate, Iterate, and Integrate. This simple idea translates into higher engagement, real customer interaction, and multichannel campaigns that extend even into traditional marketing channels. The evolution of digital marketing isn't really about the brands; it's about consumers exercising more control over their choices. This book demonstrates how using this single realization as a starting point helps you build and implement more effective campaigns. Get inside the customer's head with deep consumer research Constantly improve your campaigns based on feedback and interactions Integrate digital activities across channels, including traditional marketing Build campaigns based on customer choice and control Digital marketing turns traditional marketing models on their heads. Instead of telling the customer what to think, you find out what they already think and go from there. Instead of front-loading resources, you continually adjust your approach based on real interactions with real customers every day. Digital marketing operates within its own paradigm, and The Digital Marketing Playbook opens the door for your next campaign"-- Provided by publisher
"The Digital Marketing Playbook is based off the Digital Marketing Institute's introductory program and provides an innovative methodology for implementing digital marketing. The principle behind the book can best be summed up as "Start with the customer and work backwards". Digital marketing fundamentally is the story of the empowered consumer. The evolution of the Internet is not about brands like Google or Facebook or Apple, it's actually about the evolution of consumer control over their choices and their existence. So the impact or effectiveness of any digital marketing campaign is only as good as the extent to which it takes into account and bases its activities on an empowered digital consumer. The Digital Marketing Playbook provides a structured, implementable, iterative framework that teaches people how to implement and manage digital marketing. It's based on a three-step process called the 3i Principles: Initiate, Iterate, and Integrate. - INITIATE: A digital campaign is only as strong as the time you spend interacting with the customer to find out what they want, where they are online, and how they like to be engaged with. - ITERATE: The digital model turns traditional marketing models on their head. Most traditional campaigns adopt a big bang approach that require a front loading of investment and resources. Digital marketing is an iterative, ongoing, always improving process based on customer interactions and outcomes. - INTEGRATE: The third and crucial step in the process is about how it is crucial to integrate digital activities across various channels and also the means by which they are integrated with traditional marketing channels"-- Provided by publisher
"The Digital Marketing Playbook is based off the Digital Marketing Institute's introductory program and provides an innovative methodology for implementing digital marketing. The principle behind the book can best be summed up as "Start with the customer and work backwards". Digital marketing fundamentally is the story of the empowered consumer. The evolution of the Internet is not about brands like Google or Facebook or Apple, it's actually about the evolution of consumer control over their choices and their existence. So the impact or effectiveness of any digital marketing campaign is only as good as the extent to which it takes into account and bases its activities on an empowered digital consumer. The Digital Marketing Playbook provides a structured, implementable, iterative framework that teaches people how to implement and manage digital marketing. It's based on a three-step process called the 3i Principles: Initiate, Iterate, and Integrate. - INITIATE: A digital campaign is only as strong as the time you spend interacting with the customer to find out what they want, where they are online, and how they like to be engaged with. - ITERATE: The digital model turns traditional marketing models on their head. Most traditional campaigns adopt a big bang approach that require a front loading of investment and resources. Digital marketing is an iterative, ongoing, always improving process based on customer interactions and outcomes. - INTEGRATE: The third and crucial step in the process is about how it is crucial to integrate digital activities across various channels and also the means by which they are integrated with traditional marketing channels"-- Provided by publisher
Note
Includes index.
Formatted Contents Note
The Digital Marketing Playbook: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns
Contents
Preface
Chapter 1: An Introduction to Digital Marketing
What Makes This Book Different?
Start with the Customer and Work Backward
People Power
Market Research versus Market Reality
Let's Make This Real!
What Are the 3i Principles?
Principle 1: Initiate
Principle 2: Iterate
Principle 3: Integrate
Chapter 2: Search Engine Optimization
An Introduction
The Process
Key Terms and Concepts
Search Engine Result Pages: Positioning
Organic versus Paid Listings
Location-Based Search
Knowledge Graph Listing
Data Highlighter
Search Behavior
Stage 1: Goals
Stage 2: On-Page Optimization
Keyword Research
Key Terms
Offline Keyword Research
Online Keyword Research
A Word of Warning
The On-Page Optimization Process
Style and Structure
Up-to-Date Content
Optimizing the Technical Mechanics of Your Page
URLs
Page Names
Meta Tags
Breadcrumb Navigation
On-Page Headings
First Paragraph
Body of Text
Anchor Text
Images and Alt Text
Social Sharing
Site Map
The Technical Aspects of SEO
Compatibility
Structured Data Markup
Houston, We Have a Problem
Site Maps and Google Search Console
Sitemaps
Robots: Helping You Hide
GSC Tool Reports
Stage 3: Off-Page Optimization
Link Formats
Link Building
Content Marketing
Social Sharing
Stage 4: Analyze
An Ongoing Process
Law and Order: SEO
So, What Have You Learned in This Chapter?
Chapter 3: Pay Per Click
An Introduction
Process
Key Terms and Concepts
Stage 1: Goals
Goals: What's the Point?
The Not-So-Secret Formula
How to Set Goals
Stage 2: Setup
Part One
Creating a Google AdWords Account.
Campaign Architecture
Campaign Setup
Targeting
Part Two
Bid Strategy
Delivery
Ad Scheduling
Ad Rotation
Keyword Selection
Keyword Research Tools
Keyword Match Types
Process
Ad Copy Composition
Creating the Ad
Ad Extensions
Landing Pages
Bidding
Google Display Network (GDN)
Remarketing
Stage 3: Manage
Navigating the Interface
Which Tool Should I Choose?
Stage 4: Analyze
Key Performance Reports
Keyword Performance Report
Ad Performance Report
Campaign Performance Report
Dimensions Report
Data Segmentation
Receiving Your Reports
Columns-Supporting Your Reports
KPIs
Is Google AdWords Working for Me?
Laws and Guidelines
Data Protection
Privacy
Copyright
So, What Have You Learned in This Chapter?
Chapter 4: Digital Display Advertising
An Introduction
Process
Key Terms and Concepts
Display Advertising: An Industry Overview
Ad Spend: Offline and Online
The Move to Online
Going Mobile
Technology and Mechanics
Display Ads: Key Terms
How Display Advertising Works
Display Technology
Benefits and Challenges of Display
Stage 1: Define
Finding the Audience
Researching Publishers
Setting Objectives
Stage 2: Format
Ad Formats
Types of Display Ads
Creative Ad Formats
Display Ads on Social Media
Allocating Budgets
Media and Format Options
Ad Copy
Stage 3: Configure
Targeting
Tracking
Going Live
Stage 4: Analyze
Measure
Laws and Guidelines
Maintaining Privacy
Creative Copyright
Accessibility
So, What Have You Learned in This Chapter?
Chapter 5: Email Marketing
An Introduction
Definition
Process
Key Terms and Concepts
Stage 1: Data-Email Marketing Process
Spam, Spammity Spam
Examples of Spam.
Spam Really Is in the Eye of the Beholder
Five Ways to Avoid the Damning Judgment: Spam!
Avoid Spam Filters
Save Subscriber Lists from Spam
Stay Relevant to Stop Spam
Don't Conceal Your Identity
Don't Buy or Share Lists
Subscriber Management
Data Collection
Data Segmentation
Data Management
Stage 2: Design and Content
Email Interaction Process
(Email) Client Confidential
Compelling Email Copy
Imagery Is Everything
When Mobile and Email Combine
Stage 3: Delivery
ESPs
Let Me Check My Schedule
Stage 4: Discovery
Reporting and Analysis
Laws and Guidelines
So, What Have You Learned in This Chapter?
Chapter 6: Social Media Marketing (Part 1)
An Introduction
Process
Key Terms and Concepts
Stage 1: Goals
Media Types: Earned, Owned, and Paid
Forms of Social Media
Stakeholders of SMM
Trying It On for Size
Going for Gold
Stage 2: Channels
Facebook
Creating Your Business Page
Making Your Page Engaging
Using Analytics
About Social Plug-Ins
Facebook Features
Twitter
A Bird's-Eye View
Creating Your Account
Ready, Set, Tweet!
Key Features
To Tweet or Not to Tweet ...
LinkedIn
About LinkedIn
Creating Your Profile
Building Your Network
Groups and Pages
Is LinkedIn Right for You?
Google+
About Google+
Google Circles
Google Hangouts
Getting Started
Google+ Analytics
YouTube
About YouTube
Setting Up Your Channel
Types of Video
Creating and Sharing Content
Making It Work for You
Blogs
Blogs in Brief
Best Practices
Business/Community Blogging
Promoting Your Blog
So, What Have You Learned in This Chapter?
Chapter 7: Social Media Marketing (Part 2)
An Introduction
Process
Key Terms and Concepts
Stage 3: Implementation
Understanding Your Fit
Resources.
People and Skills
Budget
Listening
Influencers
Engage with Happy Customers
Engage with Unhappy Customers
Find and Engage with New Customers
Being Reactive
Being Proactive
Tools
Content Planning
B2B versus B2C Content
Content Scheduling
Platform Specificity
Action Plan
Marketing Goals
Quality Scale of Interaction
Facebook Strategy and Advertising
Facebook Page Strategy
Increasing Your Engagement Level
How to Post Consistently and Regularly
Select Your Audience Carefully
Have a Heart!
When the Price Is Right
Boosting Your Post
Facebook Ads
Ads Manager
Audience Insights
Objectives
Audience
Advanced Training
Writing the Ad
Budget Setting
Reports and Insights
Places
Facebook Groups
Apps
LinkedIn Advertising
LinkedIn Groups
Leader of the Pack
Group Access
Promote
Searching
LinkedIn Premium
Using LinkedIn to Search for a Job
Using LinkedIn to Find Your Next Hire
LinkedIn Advertising
Sponsored Content
Sponsored InMail Campaigns
LinkedIn KPIs
Twitter
Twitter Advertising
Creating the Ad
Creating a Twitter Card
Tweet Activity Dashboard
Twitter KPIs
Additional Platforms
YouTube
Option 1: In Search Results
Option 2: Before Videos (Rolling Ad)
Option 3: Beside Videos
Pinterest
Pinterest Analytics
Signing Up for a Pinterest Business Account
Pinterest Ads
Instagram
Snapchat
Stage 4: Analyze
What Gets Measured, Gets Done
Facebook Insights
LinkedIn Analytics
Twitter Analytics
Google+ Insights
YouTube Analytics
Google Analytics
Social Media KPIs
Laws and Guidelines
Data Protection and Privacy
Copyright Issues
Organizational Policy Documents
So, What Have You Learned in This Chapter?
Chapter 8: Mobile Marketing
An Introduction.
Process
Key Terms and Concepts
Stage 1: Opportunity
A Mobile Industry
Opportunities
Challenges
Stage 2: Optimize
Mobile-Optimized Websites
Changes in Mobile Marketing
Characteristics of an Effective Mobile Site
Touch Design: The Fundamentals
Phone Integration: The Fundamentals
Advantages of Mobile Sites
Advantages of Apps
Apps versus Web Apps
Getting Started
App Development
An 'Appy Marketplace
App Development: The Fundamentals
Getting Started
Stage 3: Advertise
About Mobile Advertising
Mobile Ad Formats
Mobile Search
In-App Ads
Mobile Sites
Branded Apps
Mobile Networks
WiFi
Getting Started
Mobile Advertising: Key Tips
Proximity Marketing
About Proximity Marketing
Advances in Proximity Marketing
SMS Marketing
SMS: Highs and Lows
Getting Started
Stage 4: Analyze
Mobile Analytics
Emerging Trends
Current Trends
Laws and Guidelines
Laying Down the Law
So, What Have You Learned in This Chapter?
Chapter 9: Analytics
An Introduction
Process
Key Terms and Concepts
Stage 1: Goals
Key Concepts
Key Terms
Stage 2: Setup
GA Overview
Why GA?
GA Account Structure
GA Access Levels
GA Account Setup
GA Navigation
Stage 3: Monitor
Audience Overview
Demographics
Geo
Behavior
User Journey
Technology
Mobile
Offline Implications
Acquisition
Acquisition Reporting
Important Traffic Channels
Referral Traffic
Social
Campaigns
AdWords
Google URL Builder
Behavior
Using Analytics to Understand the User Journey
Using Site Search and Event Reporting
Stage 4: Analyze
Attribution
Customization
Why Use Customization?
Views and Advanced Segments
KPIs
Why KPIs?
Analytics and KPIs
The Four-Step KPI Iterative Process.
Contents
Preface
Chapter 1: An Introduction to Digital Marketing
What Makes This Book Different?
Start with the Customer and Work Backward
People Power
Market Research versus Market Reality
Let's Make This Real!
What Are the 3i Principles?
Principle 1: Initiate
Principle 2: Iterate
Principle 3: Integrate
Chapter 2: Search Engine Optimization
An Introduction
The Process
Key Terms and Concepts
Search Engine Result Pages: Positioning
Organic versus Paid Listings
Location-Based Search
Knowledge Graph Listing
Data Highlighter
Search Behavior
Stage 1: Goals
Stage 2: On-Page Optimization
Keyword Research
Key Terms
Offline Keyword Research
Online Keyword Research
A Word of Warning
The On-Page Optimization Process
Style and Structure
Up-to-Date Content
Optimizing the Technical Mechanics of Your Page
URLs
Page Names
Meta Tags
Breadcrumb Navigation
On-Page Headings
First Paragraph
Body of Text
Anchor Text
Images and Alt Text
Social Sharing
Site Map
The Technical Aspects of SEO
Compatibility
Structured Data Markup
Houston, We Have a Problem
Site Maps and Google Search Console
Sitemaps
Robots: Helping You Hide
GSC Tool Reports
Stage 3: Off-Page Optimization
Link Formats
Link Building
Content Marketing
Social Sharing
Stage 4: Analyze
An Ongoing Process
Law and Order: SEO
So, What Have You Learned in This Chapter?
Chapter 3: Pay Per Click
An Introduction
Process
Key Terms and Concepts
Stage 1: Goals
Goals: What's the Point?
The Not-So-Secret Formula
How to Set Goals
Stage 2: Setup
Part One
Creating a Google AdWords Account.
Campaign Architecture
Campaign Setup
Targeting
Part Two
Bid Strategy
Delivery
Ad Scheduling
Ad Rotation
Keyword Selection
Keyword Research Tools
Keyword Match Types
Process
Ad Copy Composition
Creating the Ad
Ad Extensions
Landing Pages
Bidding
Google Display Network (GDN)
Remarketing
Stage 3: Manage
Navigating the Interface
Which Tool Should I Choose?
Stage 4: Analyze
Key Performance Reports
Keyword Performance Report
Ad Performance Report
Campaign Performance Report
Dimensions Report
Data Segmentation
Receiving Your Reports
Columns-Supporting Your Reports
KPIs
Is Google AdWords Working for Me?
Laws and Guidelines
Data Protection
Privacy
Copyright
So, What Have You Learned in This Chapter?
Chapter 4: Digital Display Advertising
An Introduction
Process
Key Terms and Concepts
Display Advertising: An Industry Overview
Ad Spend: Offline and Online
The Move to Online
Going Mobile
Technology and Mechanics
Display Ads: Key Terms
How Display Advertising Works
Display Technology
Benefits and Challenges of Display
Stage 1: Define
Finding the Audience
Researching Publishers
Setting Objectives
Stage 2: Format
Ad Formats
Types of Display Ads
Creative Ad Formats
Display Ads on Social Media
Allocating Budgets
Media and Format Options
Ad Copy
Stage 3: Configure
Targeting
Tracking
Going Live
Stage 4: Analyze
Measure
Laws and Guidelines
Maintaining Privacy
Creative Copyright
Accessibility
So, What Have You Learned in This Chapter?
Chapter 5: Email Marketing
An Introduction
Definition
Process
Key Terms and Concepts
Stage 1: Data-Email Marketing Process
Spam, Spammity Spam
Examples of Spam.
Spam Really Is in the Eye of the Beholder
Five Ways to Avoid the Damning Judgment: Spam!
Avoid Spam Filters
Save Subscriber Lists from Spam
Stay Relevant to Stop Spam
Don't Conceal Your Identity
Don't Buy or Share Lists
Subscriber Management
Data Collection
Data Segmentation
Data Management
Stage 2: Design and Content
Email Interaction Process
(Email) Client Confidential
Compelling Email Copy
Imagery Is Everything
When Mobile and Email Combine
Stage 3: Delivery
ESPs
Let Me Check My Schedule
Stage 4: Discovery
Reporting and Analysis
Laws and Guidelines
So, What Have You Learned in This Chapter?
Chapter 6: Social Media Marketing (Part 1)
An Introduction
Process
Key Terms and Concepts
Stage 1: Goals
Media Types: Earned, Owned, and Paid
Forms of Social Media
Stakeholders of SMM
Trying It On for Size
Going for Gold
Stage 2: Channels
Creating Your Business Page
Making Your Page Engaging
Using Analytics
About Social Plug-Ins
Facebook Features
A Bird's-Eye View
Creating Your Account
Ready, Set, Tweet!
Key Features
To Tweet or Not to Tweet ...
About LinkedIn
Creating Your Profile
Building Your Network
Groups and Pages
Is LinkedIn Right for You?
Google+
About Google+
Google Circles
Google Hangouts
Getting Started
Google+ Analytics
YouTube
About YouTube
Setting Up Your Channel
Types of Video
Creating and Sharing Content
Making It Work for You
Blogs
Blogs in Brief
Best Practices
Business/Community Blogging
Promoting Your Blog
So, What Have You Learned in This Chapter?
Chapter 7: Social Media Marketing (Part 2)
An Introduction
Process
Key Terms and Concepts
Stage 3: Implementation
Understanding Your Fit
Resources.
People and Skills
Budget
Listening
Influencers
Engage with Happy Customers
Engage with Unhappy Customers
Find and Engage with New Customers
Being Reactive
Being Proactive
Tools
Content Planning
B2B versus B2C Content
Content Scheduling
Platform Specificity
Action Plan
Marketing Goals
Quality Scale of Interaction
Facebook Strategy and Advertising
Facebook Page Strategy
Increasing Your Engagement Level
How to Post Consistently and Regularly
Select Your Audience Carefully
Have a Heart!
When the Price Is Right
Boosting Your Post
Facebook Ads
Ads Manager
Audience Insights
Objectives
Audience
Advanced Training
Writing the Ad
Budget Setting
Reports and Insights
Places
Facebook Groups
Apps
LinkedIn Advertising
LinkedIn Groups
Leader of the Pack
Group Access
Promote
Searching
LinkedIn Premium
Using LinkedIn to Search for a Job
Using LinkedIn to Find Your Next Hire
LinkedIn Advertising
Sponsored Content
Sponsored InMail Campaigns
LinkedIn KPIs
Twitter Advertising
Creating the Ad
Creating a Twitter Card
Tweet Activity Dashboard
Twitter KPIs
Additional Platforms
YouTube
Option 1: In Search Results
Option 2: Before Videos (Rolling Ad)
Option 3: Beside Videos
Pinterest Analytics
Signing Up for a Pinterest Business Account
Pinterest Ads
Snapchat
Stage 4: Analyze
What Gets Measured, Gets Done
Facebook Insights
LinkedIn Analytics
Twitter Analytics
Google+ Insights
YouTube Analytics
Google Analytics
Social Media KPIs
Laws and Guidelines
Data Protection and Privacy
Copyright Issues
Organizational Policy Documents
So, What Have You Learned in This Chapter?
Chapter 8: Mobile Marketing
An Introduction.
Process
Key Terms and Concepts
Stage 1: Opportunity
A Mobile Industry
Opportunities
Challenges
Stage 2: Optimize
Mobile-Optimized Websites
Changes in Mobile Marketing
Characteristics of an Effective Mobile Site
Touch Design: The Fundamentals
Phone Integration: The Fundamentals
Advantages of Mobile Sites
Advantages of Apps
Apps versus Web Apps
Getting Started
App Development
An 'Appy Marketplace
App Development: The Fundamentals
Getting Started
Stage 3: Advertise
About Mobile Advertising
Mobile Ad Formats
Mobile Search
In-App Ads
Mobile Sites
Branded Apps
Mobile Networks
WiFi
Getting Started
Mobile Advertising: Key Tips
Proximity Marketing
About Proximity Marketing
Advances in Proximity Marketing
SMS Marketing
SMS: Highs and Lows
Getting Started
Stage 4: Analyze
Mobile Analytics
Emerging Trends
Current Trends
Laws and Guidelines
Laying Down the Law
So, What Have You Learned in This Chapter?
Chapter 9: Analytics
An Introduction
Process
Key Terms and Concepts
Stage 1: Goals
Key Concepts
Key Terms
Stage 2: Setup
GA Overview
Why GA?
GA Account Structure
GA Access Levels
GA Account Setup
GA Navigation
Stage 3: Monitor
Audience Overview
Demographics
Geo
Behavior
User Journey
Technology
Mobile
Offline Implications
Acquisition
Acquisition Reporting
Important Traffic Channels
Referral Traffic
Social
Campaigns
AdWords
Google URL Builder
Behavior
Using Analytics to Understand the User Journey
Using Site Search and Event Reporting
Stage 4: Analyze
Attribution
Customization
Why Use Customization?
Views and Advanced Segments
KPIs
Why KPIs?
Analytics and KPIs
The Four-Step KPI Iterative Process.
Source of Description
Online resource; title from digital title page (viewed on May 17, 2016).
Available in Other Form
Print version: Dodson, Ian. Art of digital marketing. 1. Hoboken : Wiley, 2016
Linked Resources
Record Appears in