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· 분류 : 외국도서 > 경제경영 > 전자상거래 (E-Commerce) > 인터넷 마켓팅
· ISBN : 9781119560258
· 쪽수 : 816쪽
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Introduction 1
About This Book 1
Icons Used in This Book 2
Where to Go from Here 2
Book 1: Creating Your Digital Marketing Strategy 5
Chapter 1: Developing Your Overall Digital Strategy 7
Understanding the Components of a Digital Marketing Strategy 7
Communicating Your Mission 11
Establishing Your Goals 16
Expanding Your Corporate Mindset 18
Dipping into User Design and Habits 25
Chapter 2: Grabbing the Attention of Your Customer 29
Focusing on Attention 30
Making Your Content Easy to Consume 36
Deploying Interactive Content 42
Chapter 3: Discovering Your Business Model and Brand 45
Separating Your Business Model from Your Brand 46
Analyzing Your Business Model 56
Discovering Your Brand 57
Solidifying the Look of the Brand 60
Developing Success Measures for Your Brand 64
Producing Engaging Branded Content 65
Chapter 4: Deciding which Marketing Campaign to Create 67
Establishing Marketing Objectives 68
Defining a Digital Marketing Campaign 69
Understanding the Three Major Types of Campaigns 71
Balancing Your Marketing Campaign Calendar 76
Choosing the Campaign You Need Now 77
Viewing Your Digital Marketing through the Campaign Lens 78
Chapter 5: Crafting Offers That Sell 79
Offering Value in Advance 80
Designing an Ungated Offer 81
Designing a Gated Offer 82
Designing Deep-Discount Offers 92
Maximizing Profit 96
Chapter 6: Planning B2B Campaign Success 101
Setting Key Performance Indicators 102
Testing Your Campaigns 111
Knowing You Aren’t Wasting Money 113
Book 2: Uncovering the Customer Experience 117
Chapter 1: Interacting with Customer Data 119
Understanding Big Data 119
Uncovering the Role Big Data Plays in Content Marketing 122
Discovering the Internet of Things 124
Visualizing Big Data 129
Chapter 2: Uncovering Buyer Personas 131
Reviewing Persona Development 131
Collecting Information 136
Avoiding Common Mistakes 142
Looking at How Generations Differ 143
Identifying a Prospect’s Emotions 146
Keeping Up with Trends 147
Chapter 3: Structuring the Buyer Journey 151
Harnessing the Customer Experience 152
Uncovering Commercial Intent 156
Defending Against Competitors 159
Identifying the Stages of the Buyer Journey 164
Personalizing Your Content 169
Chapter 4: Embracing Sales Enablement 171
Discovering Sales Enablement 172
Understanding the new role of sales reps 176
Training Your Salesforce 177
Coaching Your Reps to Become Winners 178
Checking Out Sales Enablement Blogs 179
Book 3: Dipping Into Content Creation 181
Chapter 1: Creating Your Content Plan 183
Evaluating Your Content 183
Assessing Your Content 187
Visualizing Your Sites 190
Focusing on Specialized Content 194
Chapter 2: Reviewing Content Types 197
Dipping into Content Categories 197
Working with Original Short- and Long-Form Content 199
Using Curation 201
Making Use of User-Generated Content 204
Repurposing Content to Add Value 205
Viewing Aggregated Visual Content 207
Dealing with Live Video Content 208
Extending Business News 209
Offering Online Courses 210
Managing Content Formats 212
Chapter 3: Understanding the Customer’s Intent 219
Knowing the Dynamics of Content Marketing 220
Finding Your Path to Perfect Content Marketing 221
Executing Perfect Content Marketing 234
Distributing Content to Attract an Audience 236
Chapter 4: Creating Content That Tells a Story 241
Storytelling to Engage Your Audience 241
Structuring Your Content Using Stories 249
Chapter 5: Defining Your Content Framework Using Processes and Systems 253
Organizing the Content Process 253
Determining Roles and Responsibilities 257
Managing the Workflow 258
Documenting Your Policies and Procedures 264
Chapter 6: Targeting Content for Your B2B Audience 269
Creating a Content Library 270
Humanizing Content 282
Reaching Through Technology 286
Book 4: Reaching Your Millennial Audience 293
Chapter 1: Figuring Out Millennials 295
Discovering Why Millennials Matter 295
Leveraging Millennial Influence 300
Meeting Millennials Where They are 302
Chapter 2: Looking at the Influence of Millennials 307
Understanding the Marketer’s Perception of Millennials 307
The Millennial Mindset 314
Chapter 3: Pursuing a Data Strategy 317
Recognizing the Value of Data 317
Pinpointing Key Indicators in Your Data 325
Using Your Data as the Foundation of Your Strategy 328
Identifying Data Sources 329
Analyzing Your Data on a Regular Basis 335
Chapter 4: Finding Millennials on Traditional Media 337
Taking Advantage of Television (with or without the Budget) 338
Targeting Millennials with Print Media 341
Incorporating Email into Your Strategy 344
Chapter 5: Experimenting with the Share Economy 349
Positioning Your Brand Around Sharing 349
Establishing a Voice 351
Running a Niche Campaign for the Share Economy 355
Encouraging Audience Participation 356
Measuring Results 357
Chapter 6: Developing the Brand Experience 361
Creating a Brand Experience Strategy 361
Identifying Touchpoints for Your Audience 365
Checking Off Elements for Each Touchpoint 366
Developing a Customer Relationship 367
Segmenting Your Content 369
Integrating the Experience for an Omni-Channel Strategy 373
Tracking the Brand Experience Across Different Media 375
Running Brand Experience Campaigns 377
Book 5: Implementing Channel Promotions 383
Chapter 1: Identifying Paid, Earned, Shared, and Owned Media 385
Understanding Types of Media 386
Utilizing Paid Media 388
Championing Earned Media 391
Enhancing Shared Media 393
Amplifying Owned Media 394
Creating a Framework for Achieving the Right Mix 396
Chapter 2: Using Search Marketing 401
Knowing the Three Key Players in Search Marketing 402
Targeting Search Queries 404
Optimizing Your Assets for Specific Channels 411
Earning Links 422
Chapter 3: Making Content Shareable 425
Embracing Shareability as a Strategy 425
Uncovering the Five Ws and One H of Online Sharing 429
Adding Social Bookmarking 435
Making SEO a Priority 436
Deploying Hashtags to Encourage Sharing 438
Chapter 4: Considering Email Marketing 443
Understanding Marketing Emails 444
Sending Broadcast and Triggered Emails 447
Building a Promotional Calendar 448
Creating Email Campaigns 453
Writing and Designing Effective Emails 459
Getting More Clicks and Opens 463
Ensuring Email Deliverability 466
Book 6: Connecting with Influencers 469
Chapter 1: Communicating with Influencers 471
Defining Influencer Marketing 472
Identifying the Primary Influencer Platforms 473
Engaging Stellar Influencers 477
Making Influencer Marketing Work for You 482
Chapter 2: Collaborating to Win 489
Discovering the Evolving Role of Influencers 489
Recognizing Influencer Types 494
Finding the Right Influencers 496
Uncovering New Influencers 501
Influencing with Customer Advocacy 501
Enhancing Word of Mouth (WOM) with Advertising 504
Paid Influencer Programs 505
Chapter 3: Engaging Influencers Using the “Three Cs” 509
Communicating Like a Pro 510
Upping Your Game: Creating an Influencer Contract 514
Compensating Influencers Fairly 517
Chapter 4: Succeeding with Influencer Marketing 523
Secret #1: Set Realistic Campaign Goals 523
Secret #2: Know Your Audience 527
Secret #3: Stay on Message 528
Secret #4: Be Agile 529
Secret #5: Recognize the Power of Emotional Stories 530
Secret #6: You Get What You Measure 531
Chapter 5: Getting Creative 533
Getting Creative and Letting Go 533
What If It All Goes Wrong? 538
Chapter 6: Working with an Agency 543
So, You Want to Hire an Influencer Marketing Agency 543
Deciding Which Type of Agency is Right for You 547
One-Off Events versus Continuity Campaigns 547
Book 7: Facebook Marketing 549
Chapter 1: Delving into Facebook Marketing 551
What is Facebook, and Why is It So Popular? 552
Understanding the Marketing Potential of Facebook 553
Understanding Why Your Business Needs a Facebook Page 557
Chapter 2: Creating a Facebook Marketing Plan 561
Understanding the Power of Word of Mouth on Facebook 562
Understanding Your Facebook Audience 563
Defining Your Marketing Goals 565
Developing Your Content Strategy 570
Encouraging Audience Engagement 572
Monitoring and Reporting Page Activity 575
Integrating Your Online and Offline Campaigns 579
Chapter 3: Selling Products and Services Using Facebook Offers 583
Understanding Facebook Offers 584
Creating an Offer for Your Page 585
Getting the Most from Your Offer 587
Promoting Your Offer 588
Chapter 4: Uniting Facebook with Other Social Media 591
Making Facebook Part of Your Marketing Mix 592
Promoting Your Facebook Presence Offline 597
Optimizing Your Page for Search Results 598
Integrating Instagram into Your Other Marketing Channels 601
Getting Inside Your Customers’ Heads 604
Chapter 5: Getting into Instagram 607
Promoting Your Brand on Instagram 608
Using Your Instagram Account 609
Determining What is Photo-Worthy for Your Brand 612
Using Hashtags in Your Instagram Posts 613
Finding Friends and Fans on Instagram 614
Using Instastories 615
Chapter 6: Promoting Advanced Customer Engagement 617
Using Facebook Messenger to Communicate with Customers 617
Developing a Better Customer Experience 619
Getting Started with Facebook Live 630
Book 8: Deploying Other Social Media 641
Chapter 1: Leveraging Social Media 643
Thinking Strategically about Social Media Integration 643
Integrating Social Media with E-Newsletters 644
Integrating Social Media with Press Releases 649
Integrating Social Media with Your Website 655
Chapter 2: Working with Twitter 659
Finding the Right People to Follow 659
Finding Out Who is Talking about You on Twitter 660
Responding to Tweets 661
Searching on Twitter 662
Tweeting Like a Pro 663
Sharing on Twitter 665
Following the Twitter Rules of Etiquette 670
Hosting a Tweet-Up 671
Chapter 3: Looking at YouTube 673
Looking at YouTube Basics 674
Promoting on YouTube 676
Seeding a Viral Campaign 680
Advertising on YouTube 683
Chapter 4: Reviewing Pinterest 685
Understanding Pinterest 686
Getting Started 687
Getting on Board 692
Pinning on Pinterest 695
Following on Pinterest 699
Sharing on Pinterest 700
Driving Traffic with Pinterest 702
Building Your Pinterest Community 706
Book 9: Analyzing Data for Success 711
Chapter 1: Looking Back at Your Business Model 713
Validating Business Models 714
Reviewing Your Brand Status 717
Chapter 2: Reassessing Your Strategy 723
Allowing for Failed Experiments 723
Looking Back at Your Digital Marketing Strategy 725
Chapter 3: Reviewing Ongoing Improvement for B2B Marketing 731
Ongoing Account Maintenance 732
Gauging Potential Opportunities 736
Providing Added Value 738
Chapter 4: Achieving Maximum ROI 741
Understanding Split Testing 742
Selecting Page Elements to Optimize 746
Getting Ready to Test 748
Preparing to Launch 750
Calling a Test 751
Knowing How a Test Performed 752
Analyzing the Test 752
Index 755