Digital Marketing Excellence : Planning, Optimizing and Integrating Online Marketing (Paperback, 6 ed)

About the Authors Preface Acknowledgements Chapter 1 ? Introduction to Digital Marketing 1.1 Digital marketing in context 1.2 Purpose-Driven Marketing 1.3 Insights-Driven Marketing 1.4 Digital Marketing Definitions and Essential Concepts 1.5 SOSTAC® Planning Methodology 1.6 Chapter summary 1.7 References 1.8 Self-Test 　 Chapter 2 ? Digital Customers 2.1 Introduction to digital customers 2.2 Motivations 2.3 Expectations 2.4 Fears and phobias 2.5 Online information processing 2.6 The online buying process 2.7 Online relationships and loyalty 2.8 Communities and social networks 2.9 Customer profiles 2.10 Researching the online customer 2.11 Personas 2.12 Chapter summary 2.13 References 2.14 Weblinks 2.15 Self-Test Chapter 3 ? Digital Models 3.1 Introduction to digital models 3.2 Online revenue models 3.3 Digital intermediary models 3.4 Attribution models 3.5 Communications models 3.6 Customer information processing models 3.7 Customer buying process models 3.8 Loyalty models 3.9 Social media models 3.10 Social business models and the Ladder of Engagement 3.11 Marketing Technology 3.12 The endless journey - Digital capability maturity models 3.13 Chapter summary 3.14 References 3.15 Weblinks 3.16 Self-Test Chapter 4 ? Content Marketing 4.1 Introduction 4.2 What is the scope of a content marketing strategy? 4.3 Setting objectives and making the case for investment in content marketing 4.4 Creating a content marketing strategy 4.5 Complete a content audit 4.6 Ideation for content marketing 4.7 Implement your content marketing strategy 4.8 Content distribution including influencer marketing 4.9 Review and optimize content marketing ROI 4.10 Chapter summary 4.11 References 4.12 Weblinks 4.13 Self-Test Chapter 5 ? Create Integrated Campaigns 5.1 Introduction 5.2 Situation ? Target audience and competitive marketplace 5.3 Objectives ? set campaign goals 5.4 Campaign tracking codes and review in Google Analytics 5.5 Campaign value proposition or offer and big idea 5.6 Defining a message hierarchy 5.7 Plan media 5.8 Campaign implementation 5.9 Post-campaign performance review 5.10 Chapter summary 5.11 References 5.12 Web links 5.13 Self-Test Chapter 6 ? Social Media Marketing 6.1 Introduction to social media marketing 6.2 Social media mistakes 6.3 Social media plan and social media strategy 6.4 Benchmarking and social media audits 6.5 Social listening and reputation management 6.6 Content marketing audit 6.7 Social media optimisation (SMO) 6.8 Social Media Manifesto 6.9 Chapter Summary 6.10 References 6.11 Weblinks 6.12 Self-Test Chapter 7 ? Digital Communications 7.1 Overview 7.2 Introduction 7.3 Search engine marketing: SEO 7.4 Paid or Pay Per Click search marketing 7.5 Display advertising 7.6 Online PR 7.7 Online partnerships 7.8 Opt-in email 7.9 Offline traffic building 7.10 Chapter summary 7.11 References 7.12 Weblinks 7.13 Self-Test Chapter 8 ? Designing Digital Experiences 8.1 Introduction ? Essential elements of creating effective online experiences 8.2 Integrated design 8.3 Online value proposition 8.4 Customer orientation 8.5 Dynamic design: AB testing, CRO and personalization 8.6 Aesthetics 8.7 Page design 8.8 Users spend most of their time on other sites 8.9 Content strategy and copywriting 8.10 Navigation and structure 8.11 Interaction 8.12 Mobile experience design 8.13 Chapter summary 8.14 References 8.15 Weblinks 8.16 Self-Test Chapter 9 ? Digital Innovation 9.1 What is Innovation? 9.2 Innovative Tech 9.3 Artificial Intelligence 9.4 Other Innovative Tech 9.5 Change Management and Innovation 9.6 Digital Transformation 9.7 Innovation Opportunities & Solutions to AI Challenges 9.8 Chapter summary 9.9 Appendices 9.10 References 9.11 Weblinks 9.12 Self-Test Chapter 10 ? Digital Marketing Plan 10.1 Introduction to digital marketing planning 10.2 Situation analysis 10.3 Objectives 10.4 Strategy 10.5 Tactics 10.6 Actions 10.7 Control 10.8 The 4Ms resources 10.9 Chapter summary 10.10 Appendix: Planning a Chatbot 10.11 Appendix: Huawei smartphones ? digital promotional plan for the Irish market 10.12 References 10.13 Weblinks 10.14 Self-Test 　 Glossary Index