Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Download
Standard view
Full view
of .
Look up keyword or section
Like this
3Activity

Table Of Contents

Our chapter pledge to you
In the beginning. .
The changing face of advertising
The technology behind digital marketing
Enough technology – let’s talk about people
Strategic thinking
Why you need a digital marketing strategy
Your business and digital marketing
Defining your digital marketing strategy
Understanding the digital consumer
Mind your Ps
Eyes on the prize
Bringing it all together
Your window to the digital world
Your website – the hub of your digital marketing world
Building an effective website
The main steps of building your website
Before you start
Choosing your domain name
Hosting – your website’s home on the internet
How to choose a web designer or developer
Arranging your information
Writing effective web content
Website design summary
Search: the online marketer’s holy grail
About the engines
Optimizing your site for the engines
Advertising on the search engines
Black Hat, the darker side of search
Bringing in the pros
Universal search – more opportunities to rank
Measuring your way to digital marketing success
Getting started
How information is measured
Measuring what’s important to you
Testing, investing, tweaking, reinvesting
Action stations
Harness the power of online data, and watch your ROI take off
E-mail marketing
The new direct mail
What exactly is e-mail marketing?
Planning your campaign
Dos and don’ts of an e-mail marketing campaign
Measuring your success
Still a vital component of digital marketing
Social media and online consumer engagement
Join the conversation
What is social media?
The different forms of social media
Adding social media to your own site
Fostering a positive online image
Promoting your business through online channels
Monitoring the conversation – reputation management
Damage limitation: turning the tide when things go wrong
Affiliate marketing and strategic partnerships
Recognizing opportunities for strategic partnership
What is affiliate marketing?
The click that really counts
What advertisers should do
Creative application of digital media
Using an agency
Doing it yourself
Digital creative: what works and what doesn’t
The future’s bright: head towards the light
Word of mouth: savvy consumers control the future
Search: a constantly evolving marketing powerhouse
Mobile: marketing on the move
Tracking and measuring human behaviour
In-game advertising
Holistic marketing: blurring lines and integrating media
Dynamic, unpredictable, exciting – and essential
Glossary
Further reading
Index
0 of .
Results for:
No results containing your search query
P. 1
Understanding Digital Marketing Strategies

Understanding Digital Marketing Strategies

Ratings: (0)|Views: 102|Likes:
Published by Saria Iqbal Qureshi
About digital marketing communication
About digital marketing communication

More info:

Categories:Types, Research
Published by: Saria Iqbal Qureshi on Apr 02, 2013
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PDF, TXT or read online from Scribd
See more
See less

05/03/2013

pdf

text

original

You're Reading a Free Preview
Pages 6 to 9 are not shown in this preview.
You're Reading a Free Preview
Pages 15 to 38 are not shown in this preview.
You're Reading a Free Preview
Pages 44 to 124 are not shown in this preview.
You're Reading a Free Preview
Pages 130 to 180 are not shown in this preview.
You're Reading a Free Preview
Pages 186 to 289 are not shown in this preview.

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->