Digital Marketing : A Practical Approach

As in the previous editions of this book, whilst strategic issues are included where appropriate, by concentrating on the operational and functional aspects of this dynamic subject, Digital Marketing: A Practical Approach provides a step-by-step guide to implementing the key aspects of online marketing. Similarly, although primarily aimed at an academic market, the practical - rather than purely theoretical - nature of the book means that it will be equally useful in both training and self-learning scenarios. After reading this book - and completing the exercises within it - the reader will be equipped to undertake any digital marketing role within a variety of organizations. The practical case-study exercises - based on theory and recognized good practice - will ensure that readers will be able to analyse situations within the work place, identify the most appropriate course of action and implement the strategies and tactics that will help the organization meet its online objectives. A key aspect to this digital marketing book is the use of a number of bespoke case studies that are designed to make clear how the impact of each online application varies between organizations and markets. For each section of every chapter there is a case study question that is pertinent to that subject - though readers are welcome to switch case studies for each question if they so wish, or even substitute their own organization. This makes the book an excellent text for work-based learning programmes such as Degree Apprenticeships. As the subject has evolved in recent years, so too has the structure of the third edition of this book. The book is now in two distinct parts. Part I considers the environment in which digital marketing is practised, digital buyer behaviour and has a chapter that includes sections covering strategic digital issues such as content marketing, attribution, influencers and digital marketing objectives. Part II replicates the successful structure of the first two editions of the book by having chapters devoted to the key elements of operational digital marketing. Essential updates made necessary by both technology and consumer behaviour are made to all elements, but specifically to programmatic advertising and marketing on social media. There is also the addition of a chapter devoted to e-metrics and online analytics. Online support and subject updates that both complement and enhance each chapter's content can be found on the author's website at(http://AlanCharlesworth.com/DigitalMarketing) AlanCharlesworth.com/DigitalMarketing . MuPDF error: syntax error: invalid key in dict MuPDF error: syntax error: invalid key in dict MuPDF error: syntax error: invalid key in dict MuPDF error: syntax error: invalid key in dict MuPDF error: syntax error: invalid key in dict MuPDF error: syntax error: invalid key in dict MuPDF error: syntax error: invalid key in dict MuPDF error: syntax error: invalid key in dict MuPDF error: syntax error: invalid key in dict Cover 1 Half Title 2 Title Page 4 Copyright Page 5 Table of Contents 8 List of figures 11 List of tables 13 Acknowledgements 14 Preface 15 Part I: Marketing in the digital world 28 Chapter 1 The digital environment 30 1.1 Introduction 30 1.2 Digital transformation 31 1.3 Programmatic marketing 36 1.4 Artificial intelligence 36 1.5 Virtual and augmented reality 38 Chapter 2 Digital customers 41 2.1 Introduction 41 2.2 Online buying behaviour 42 2.3 Privacy 48 Chapter 3 Marketing goes digital 53 3.1 Introduction 54 3.2 Digital isn’t the only option 54 3.3 Non-marketing digital marketers 56 3.4 Personalization 59 3.5 Viral marketing 63 3.6 Paid, earned, owned 66 3.7 Content marketing 67 3.8 Influencers 69 3.9 Affiliate marketing 71 3.10 Attribution 73 3.11 Public relations and reputation management 75 3.12 Integrated marketing communications 76 3.13 Gaming 77 3.14 Legal considerations 78 3.15 Strategic digital marketing 80 3.16 Digital marketing objectives 81 Part II: Operational digital marketing 88 Chapter 4 Search engine optimization 90 4.1 Introduction 90 4.2 How search engines work 96 4.3 Keyword selection 100 4.4 On-site optimization 107 4.5 Off-site optimization 112 4.6 Strategic search engine optimization 119 4.7 Third-party search engine ranking 122 Chapter 5 Website development 126 5.1 Introduction 127 5.2 Web presence ownership, management and development 130 5.3 Usability 141 5.4 The basics 153 5.5 Content development 163 5.6 The B2B website 180 5.7 The global web presence 184 Chapter 6 E-commerce 190 6.1 Introduction 190 6.2 Multi-channel retailing 195 6.3 Fulfilment 197 6.4 Comparison shopping engines, e-marketplaces and third-party shopping websites 204 6.5 The e-commerce website 210 Chapter 7 Advertising online 224 7.1 Introduction 224 7.2 Programmatic advertising 226 7.3 Objectives and management 237 7.4 Online ad formats 240 7.5 Search advertising 246 7.6 Network advertising 254 7.7 Landing pages 260 Chapter 8 Email marketing 265 8.1 Introduction 265 8.2 Email as a medium for direct marketing 265 8.3 Email as a medium for marketing messages 275 8.4 Email newsletters 282 Chapter 9 Marketing on social media 285 9.1 Introduction 285 9.2 Blogging 298 9.3 Consumer reviews and ratings 300 9.4 Social networking 306 9.5 Social sharing 310 9.6 Social media service and support 315 9.7 Strategic marketing on social media 318 9.8 Measure and monitor 322 Chapter 10 Metrics and analytics 328 10.1 Introduction 328 10.2 How analytics are presented and used 334 Index 349 "As in the previous editions of this book, whilst strategic issues are included where appropriate, by concentrating on the operational and functional aspects of this dynamic subject, Digital Marketing - a Practical Approach provides a step-by-step guide to implementing the key aspects of online marketing. Similarly, although primarily aimed at an academic market, the practical'" rather than purely theoretical '" nature of the book means that it will be equally useful in both training and self-learning scenarios. After reading this book - and completing the exercises within it - the reader will be equipped to undertake any Digital Marketing role within a variety of organizations. The practical case-study exercises - based on theory and recognized good practice - will ensure that readers will be able to analyse situations within the work place, identify the most appropriate course of action and implement the strategies and tactics that will help the organization meet its online objectives. A key aspect to this Digital Marketing book is the use of a number of bespoke case studies that are designed to make clear how the impact of each online application varies between organizations and markets. For each section of every chapter there is a case study question that is pertinent to that subject - though readers are welcome to switch case studies for each question if they so wish, or even substitute their own organization. This makes the book an excellent text for work-based learning programmes such as Degree Apprenticeships. As the subject has evolved in recent years, so too has the structure of the third edition of this book. The book is now in two distinct parts. PART ONE considers the environment in which digital marketing is practised, digital buyer behaviour and a chapter on that includes sections covering strategic digital issues such as content marketing, attribution, influencers and digital marketing objectives. PART TWO replicates the successful structure of the first two editions the book by having chapters devoted to the key elements of operational digital marketing. Essential updates made necessary by both technology and consumer behaviour are made to all elements, but specifically programmatic advertising and marketing on social media. There is also the addition of a chapter devoted to e-metrics and online analytics. Online support and subject updates that both compliment and enhance each chapter's content can be found on the author's website at AlanCharlesworth.com/DigitalMarketing"--Provided by publisher Marketing in the digital world. The digital environment : doing business in a connected world. Digital transformation Programmatic marketing Artificial intelligence Virtual and augmented reality Digital customers. Online buying behavior Privacy Marketing goes digital. Digital isn't the only option Non-marketing digital marketers Viral marketing Paid, earned, owned Content marketing Influencers Affiliate marketing Attribution Public relations and reputation management Integrated marketing communications Gaming Legal considerations Strategic digital marketing Digital marketing objectives Operational digital marketing. Search engine optimization. How search engines work Keyword selection On-site optimization Off-site optimization Strategic search engine optimization Third-party search engine ranking Website development. Web presence ownership, management and development Usability The basics Content development The B2B website The global web presence E-commerce. Multi-channel retailing Fulfilment Comparison shopping engines, e-marketplaces and third-party shopping websites The e-commerce website Advertising online. Programmatic advertising Objectives and management Online ad formats Search advertising Network advertising Landing pages Email marketing. Email as a medium for direct marketing Email as a medium for marketing messages Email newsletters Marketing on social media. Blogging Consumer reviews and ratings Social networking Social sharing Social media service and support Strategic marketing on social media Measure and monitor Metrics and analytics. How analytics are presented and used. Written accessibly by an expert academic, Digital Marketing offers a revolutionary set of learning tools that can change the way students engage with theory and practice of emarketing and, unlike any other text, readies them for the real world in which they will be employed.