The Art of Digital Marketing

402 Pages·2016·18.58 MB·English

by  Ian Dodson

CONTENTS
Cover
Title Page
Copyright
Preface
Chapter 1: An Introduction to Digital Marketing
What Makes This Book Different?
Start with the Customer and Work Backward
What Are the 3i Principles?
Chapter 2: Search Engine Optimization
An Introduction
Search Engine Result Pages: Positioning
Search Behavior
Stage 1: Goals
Stage 2: On-Page Optimization
Stage 3: Off-Page Optimization
Stage 4: Analyze
So, What Have You Learned in This Chapter?
Chapter 3: Pay Per Click
An Introduction
Stage 1: Goals
Stage 2: Setup
Stage 3: Manage
Stage 4: Analyze
So, What Have You Learned in This Chapter?
Chapter 4: Digital Display Advertising
An Introduction
Display Advertising: An Industry Overview
Stage 1: Define
Stage 2: Format
Stage 3: Configure
Stage 4: Analyze
So, What Have You Learned in This Chapter?
Chapter 5: Email Marketing
An Introduction
Stage 1: Data—Email Marketing Process
Stage 2: Design and Content
Stage 3: Delivery
Stage 4: Discovery
So, What Have You Learned in This Chapter?
Chapter 6: Social Media Marketing (Part 1)
An Introduction
Stage 1: Goals
Stage 2: Channels
So, What Have You Learned in This Chapter?
Chapter 7: Social Media Marketing (Part 2)
An Introduction
Stage 3: Implementation
Stage 4: Analyze
Laws and Guidelines
So, What Have You Learned in This Chapter?
Chapter 8: Mobile Marketing
An Introduction
Stage 1: Opportunity
Stage 2: Optimize
Stage 3: Advertise
Stage 4: Analyze
So, What Have You Learned in This Chapter?
Chapter 9: Analytics
An Introduction
Stage 1: Goals
Stage 2: Setup
Stage 3: Monitor
Stage 4: Analyze
So, What Have You Learned in This Chapter?
Chapter 10: Strategy and Planning
An Introduction
Stage 1: Approach
Stage 2: Audience
Stage 3: Activities
Stage 4: Analysis
So, What Have You Learned in This Chapter?
Conclusion
Acknowledgments
Glossary
Additional Resources
About the Digital Marketing Institute
About the Author
Index
End User License Agreement
List of Illustrations
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