Efnisyfirlit

• Cover
• Praise for Understanding Digital Marketing 5th Edition
• Title Page
• Contents
• List of Figures
• List of Tables
• About the author
• Preface
• Acknowledgements
• List of contributors
• 01 Introduction: Digital transformation
  • In the beginning…
  • But this is a book about marketing in the digital age – the present and the future
  • The technology behind digital marketing
  • Digital transformation
  • Enough technology… let’s talk about people
  • Case study: SSE
  • References
• 02 Digital marketing strategy setting
  • Why you need a digital marketing strategy
  • Your business and digital marketing
  • Defining your digital marketing strategy
  • Understanding the digital consumer
  • The four Ps of marketing and the 10 Ps of digital marketing
  • Eyes on the prize
  • Bringing it all together
  • Case study: Folly Farm Leisure Limited
  • References
• 03 Being online: Welcoming the 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/developer
  • Arranging your information
  • Writing effective web content
  • Case study: Save the Children Australia
  • References
• 04 Search: Being found online
  • Search: still the online marketer’s holy grail
  • About the engines
  • Optimizing your site for the engines
  • Case study: Bris
  • Advertising on the search engines
  • Mobile search
  • Black hat, the darker side of search
  • Bringing in the pros
  • Universal search – more opportunities to rank
  • Shifting goalposts – search innovation and the quest for relevance
  • Case study: Homewise
  • References
• 05 Email marketing
  • Email – the power channel
  • What exactly is email marketing?
  • Before you start
  • Planning your campaign
  • Measuring your success
  • Email – a vital component of digital marketing
  • Case study: Fitness Superstore
  • References
• 06 Mobile marketing
  • Mobile – market size and rate of growth
  • So what can mobile marketing be used for?
  • The rise and rise of mobile advertising
  • Location, location, location
  • The role of voice and voice-enabled devices
  • Mobile gaming
  • Mobile applications
  • Mobile privacy
  • Mobile data
  • Further exploration
  • Building a multichannel marketing strategy
  • Case study: UKTV Play
  • References
• 07 Social media
  • Join the conversation
  • What is social media?
  • Different forms of social media
  • Social media dashboards – all your updates in one place
  • The rules of engagement
  • Case study: Virgin Trains and the Toilet Role
  • References
• 08 Content marketing and native content
  • Nothing has changed, but everything has changed
  • Why content? An overview
  • Content strategy
  • Content production
  • Promoting your content
  • Case study: WW Just Watch Me_________
  • References
• 09 Programmatic marketing
  • What is programmatic ad buying?
  • What do digital marketers need to know about programmatic buying?
  • Deeper dive
  • In-housing your programmatic media
  • The impact of GDPR and other privacy legislation on programmatic advertising
  • Dos and don’ts of programmatic advertising
  • The future challenges of programmatic for marketers
  • Case study: The Programmatic Company
  • References
• 10 Performance marketing
  • Recognizing opportunities for strategic partnership
  • What is performance marketing?
  • Top five tips to publisher success
  • Summary
  • Case study: Shaw Academy
• 11 How to form meaningful insights from data
  • Log files versus page tagging
  • Augmenting information using cookies
  • Test and test again
  • Measuring paid media
  • Attribution modelling
  • Who am I talking to?
  • The return of GRP
  • The problem of earned media
  • What are you trying to achieve?
  • The need for trust
  • Case study: CITRIX
• Index
• Copyright Page

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