Digital Marketing Strategy  34570

• Introduction: How will this book transform your digital marketing strategy?
  • What is a digital strategy?
  • What’s the story of this book?
  • How to get the most from this book

1. The foundations of digital marketing
   • The 4 Ps of marketing
   • Porter’s five forces
   • Brand or perceptual positioning map
   • Customer lifetime value
   • Segmentation
   • Boston Consulting Group matrix

Part One: Knowing your business objectives and your customer

2. Understanding the digital ecosystem
   • Paid and organic search interaction
   • Social signals for SEO
   • The broad reach of content strategy
   • Display advertising and data strategy
   • Brand and proposition effect
   • The halo effect
   • Attribution and omni-channel
   • The full ecosystem
3. Integration digital into wider organization strategy
   • Business model
   • Global strategy
   • Brand
   • Vision
   • Culture
   • Innovation
   • Research and insight
   • KPIs
4. Understanding the evolving digital consumer
   • Who is the digital consumer?
   • Digital consumer behaviour
   • How technology affects the digital consumer
   • What does this mean for digital marketing?
5. Barriers, considerations and data protection in digital marketing strategy
   • Technology
   • Skills
   • Budget and resources
   • Business priorities
   • Regulation

Part Two: Integrating digital change into your wider organization

6. Enabling technologies for online marketing and digital transformation
   • What is digital transformation?
   • Technology development techniques
   • What does this mean for digital marketing?
7. Planning your digital marketing strategy – Objectives, teams and budgeting
   • The planning process
   • The phased approach
   • Goals
   • Objectives and strategies
   • Action plans
   • Controls
   • People
   • Budgeting and forecasting

Part Three: Using channel strategy to reach your customers

8. SEO Strategy and organic techniques
   • The SEO triangle
   • Researching your SEO strategy
   • Technical SEO
   • Site structure
   • Content and SEO
   • Links and penalties
   • The changing landscape
   • Organizational structure and SEO
9. Building and optimiszing a winning paid search strategy
   • An introduction to paid search
   • Setting up a campaign
   • Measurement and optimization
   • Advanced paid search
   • Managing paid search campaigns – humans versus robots
10. Display advertising and programmatic targeting
    • Programmatic advertising
    • Types and formats of display advertising
    • Key technology in ad delivery
    • Types of display campaign
    • Planning and targetting programmatic display campaigns
    • Display campaign measurement
11. Tailoring your social media strategy
    • The evolution of social media
    • Where to start?
    • Types of social media
    • The social networks
    • Content
    • Influencers
    • Social advertising
    • Measurement
12. Marketing automation, messaging and e-mail marketing – the unsung heroes
    • E-mail marketing today
    • The 5 Ts of e-mail marketing
    • How are businesses using e-mail marketing?
    • Account management versus centralized communications
    • Follow-up
    • Regulation
    • Platforms
    • Messaging and SMS
    • Measurement
13. Lead generation that delivers results
    • Push versus pull – the changing landscape
    • Lead scoring
    • Lead generation across the digital channels
    • Keeping the lead alive
    • Measurement
14. Content strategy – a key pillar of success
    • What is content marketing?
    • What is content?
    • What content types should you use?
    • Why content marketing?
    • People and process for creating content
    • Distribution
    • Measuring the value of content
    • International content
    • Audit checklist
15. Personalizing the customer journey and digital experience
    • What is personalization?
    • Defining true personalization
    • User-defined personalization
    • Behavioural personalization
    • Tactical personalization
    • Single customer view

Part Four: Conversion, retention and measurement

16. Effective design, e-commerce and user experience (UX)
    • User experience (UX)
    • UX research
    • Design thinking
17. Managing loyalty, CRM and data
    • Defining CRM
    • Contact strategy
    • Cross-selling and up-selling
    • Predictive analytics
    • Technology platforms
    • Loyalty
18. Providing a smooth online service and customer experience
    • Customer service principles
    • Service channels
    • Social customer service
    • Measurement
19. Measuring success through data analytics and reporting
    • The data landscape
    • The reliability of data-based decisions
    • What are analytics?
    • Tools and technology
    • Attribution modelling
    • Reporting

Part Five: Tailoring your final digital marketing strategy

20. Putting together your digital marketing strategy
    • Where to start
    • Stage one: assessment
    • Stage two: the foundations
    • Stage three: sophistication
    • Stage four: formalize
    • Stage five: continuous improvement

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