000 04877cam a2200337 4500
001 991002384169703412
005 20190220094314.0
008 160226s2016 njua 001 0 eng d
010 _a2016004206
020 _a1119265703
_q(hardback)
020 _a9781119265702
_q(hardback)
020 _a9781119265719
_q(ebk)
020 _a9781119267102
_q(ebk)
040 _aDLC
_beng
_erda
_cDLC
_dYDXCP
_dBDX
_dBTCTA
_dOCLCF
_dRIOSL
_dOCLCQ
_dHKGCC
050 0 0 _aHF5415.1265
_b.D63 2016
082 0 0 _a658.8/72
_223
090 3 _aHF5415.1265
_b.D63 2016
100 1 0 _aDodson, Ian,
_eauthor.
245 1 4 _aThe art of digital marketing :
_bthe definitive guide to creating strategic, targeted and measurable online campaigns /
_cIan Dodson.
264 1 _aHoboken, New Jersey :
_bWiley,
_c2016.
300 _aviii, 385 pages :
_billustrations ;
_c26 cm.
336 _atext
_btxt
_2rdacontent.
337 _aunmediated
_bn
_2rdamedia.
338 _avolume
_bnc
_2rdacarrier.
500 _aIncludes index.
520 _a"The premier guide to digital marketing that works, and a solid framework for success The Digital Marketing Playbook is the comprehensive guide to cracking the digital marketing 'code, ' and reaching, engaging, and serving the empowered consumer. Based on the industry's leading certification from the Digital Marketing Institute (DMI), this book presents an innovative methodology for successful digital marketing: start with the customer and work backwards. A campaign is only effective as it is reflective of the consumer's wants, needs, preferences, and inclinations; the DMI framework provides structured, implementable, iterative direction for getting it right every time. The heart of the framework is a three-step process called the 3i Principles: Initiate, Iterate, and Integrate. This simple idea translates into higher engagement, real customer interaction, and multichannel campaigns that extend even into traditional marketing channels. The evolution of digital marketing isn't really about the brands; it's about consumers exercising more control over their choices. This book demonstrates how using this single realization as a starting point helps you build and implement more effective campaigns. Get inside the customer's head with deep consumer research Constantly improve your campaigns based on feedback and interactions Integrate digital activities across channels, including traditional marketing Build campaigns based on customer choice and control Digital marketing turns traditional marketing models on their heads. Instead of telling the customer what to think, you find out what they already think and go from there. Instead of front-loading resources, you continually adjust your approach based on real interactions with real customers every day. Digital marketing operates within its own paradigm, and The Digital Marketing Playbook opens the door for your next campaign"--
_cProvided by publisher.
505 _aMachine generated contents note: Preface 1 An Introduction to Digital Marketing What Makes This Book Different? Start with the Customer and Work Backwards What Are the 3i Principles? 2 Search Engine Optimization An Introduction Search Engine Result Pages: Positioning Search Behavior Stage 1: Goals and Benefits Stage 2: On-Page Optimization Stage 3: Off-Page Optimization Stage 4: Analysis and Iteration So, What Have You Learned in This Chapter? 3 Pay per Click An Introduction Stage 1: Goals Stage 2: Setup Stage 3: Manage Stage 4: Analysis and Iteration So, What Have You Learned in This Chapter? 4 Digital Display Advertising An Introduction Display Advertising: An Industry Overview Stage 1: Define Stage 2: Format Stage 3: Configure Stage 4: Analyze So, What Have You Learned in This Chapter? 5 Email Marketing An Introduction Stage 1: Data -- Email Marketing Process Stage 2: Design and Content Stage 3: Delivery Stage 4: Discovery So, What Have You Learned in This Chapter? 6 Social Media Marketing (Part 1) An Introduction Stage 1: Goals Stage 2: Channels So, What Have You Learned in This Chapter? 7 Social Media Marketing (Part 2) An Introduction Stage 3: Implementation Stage 4: Analyze Laws and Guidelines So, What Have You Learned in This Chapter? 8 Mobile Marketing An Introduction Stage 1: Opportunity Stage 2: Optimize Stage 3: Advertise Stage 4: Analyze So, What Have You Learned in This Chapter? 9 Analytics An Introduction Stage 1: Goals Stage 2: Setup Stage 3: Monitor Stage 4: Analysis So, What Have You Learned in This Chapter? 10 Strategy and Planning An Introduction Stage 1: Approach Stage 2: Audience Stage 3: Activities Stage 4: Analysis So, What Have You Learned in This Chapter? 11 Conclusion Acknowledgments Glossary Additional Resources About the Digital Marketing Institute About the Author Index.
650 0 _aInternet marketing
650 0 _aStrategic planning
942 _2lcc
_cBK
999 _c11456
_d11456