Digital Marketing Strategy, An Integrated Approach to Online Marketing, 3rd Edition by Kingsnorth Test Bank

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Test Bank for Digital Marketing Strategy, An Integrated Approach to Online Marketing, 3rd Edition, 3e by Simon Kingsnorth TEST BANK ISBN-13: 9781398605978 Full chapters included 01 The foundation... s of digital marketing What we will cover in this chapter The 4 Ps of marketing Porter’s five forces Brand or perceptual positioning map Customer lifetime value Segmentation Boston Consulting Group matrix Customer and market insight Summary Further reading References Part One Knowing your business objectives and your customer 02 Understanding the digital ecosystem What we will cover in this chapter Paid and organic search interaction Social signals for SEO The broad reach of content strategy Display advertising and data strategy Brand and proposition effect The halo effect Attribution and omni-channel The full ecosystem Summary Reference 03 Integrating digital into wider organization strategy What we will cover in this chapter Business model Global strategy Brand Vision Culture Innovation Insight, research and analysis KPIs Summary Further reading References 04 Understanding the evolving digital consumer What we will cover in this chapter Who is the digital consumer? Digital consumer behaviour How technology affects the digital consumer What does this mean for digital marketing? Summary Further reading References 05 Barriers, considerations and data protection in digital marketing strategy What we will cover in this chapter Technology Skills Budget and resources Business priorities Regulation Summary Further reading References Part Two Integrating digital change into your wider organization 06 Enabling technologies for online marketing and digital transformation What we will cover in this chapter What is digital transformation? Technology development techniques What does this mean for digital marketing? Summary Further reading References 07 Planning your digital marketing strategy – Objectives, teams and budgeting What we will cover in this chapter The planning process The phased approach Goals Objectives and strategies Action plans Controls People Budgeting and forecasting Summary Further reading Part Three Using channel strategy to reach your customers 08 SEO strategy and organic techniques What we will cover in this chapter The SEO triangle Researching your SEO strategy Technical SEO Site structure Content and SEO Links and penalties The changing landscape Organizational structure and SEO Summary Further reading 09 Building and optimizing a winning paid search strategy What we will cover in this chapter An introduction to paid search Setting up a campaign Measurement and optimization Advanced paid search Managing paid search campaigns – humans versus robots Summary Further reading Reference 10 Display advertising and programmatic targeting What we will cover in this chapter Programmatic advertising Types and formats of display advertising Key technology in ad delivery Types of display campaign Planning and targeting programmatic display campaigns Display campaign measurement Summary Further reading Reference 11 Tailoring your social media strategy What we will cover in this chapter The evolution of social media Where to start? Types of social media The social networks Content Influencers Social advertising Measurement Summary Further reading References 12 Marketing automation, messaging and email marketing – the unsung heroes What we will cover in this chapter Email marketing today The 5 Ts of email marketing How are businesses using email marketing? Account management versus centralized communications Follow-up Regulation Platforms Messaging and SMS Measurement Summary Further reading References 13 Affiliate schemes and partnerships to deliver highly targeted leads What we will cover in this chapter An introduction to affiliate marketing Setting up an affiliate programme Affiliate networks Affiliate marketing assets Tracking and measurement Summary Reference 14 Lead generation that delivers results What we will cover in this chapter Push versus pull – the changing landscape Lead scoring Lead generation across the digital channels Keeping the lead alive Measurement Summary Further reading Reference 15 Content strategy – a key pillar of success What we will cover in this chapter What is content marketing? What is content? What content types should you use? Why content marketing? People and process for creating content Distribution Measuring the value of content International content Audit checklist Summary Further reading References 16 Personalizing the customer journey and digital experience What we will cover in this chapter What is personalization? Defining true personalization User-defined personalization Behavioural personalization Tactical personalization Single customer view Summary Further reading References Part Four Conversion, retention and measurement 17 Effective Experience Design (XD) What we will cover in this chapter Experience Design XD maturity Three critical requirements Summary Further reading References 18 Optimizing your e-commerce platform What we will cover in this chapter Introduction E-commerce platforms E-commerce marketing Digital cross- and up-selling Purchasing and payments Consumer trust Summary References 19 Managing loyalty, CRM and data What we will cover in this chapter Defining CRM Contact strategy Cross-selling and up-selling Predictive analytics Technology platforms Loyalty Summary Further reading References 20 Measuring success through data analytics and reporting What we will cover in this chapter The data landscape The reliability of data-based decisions What are analytics? Tools and technology Attribution modelling Reporting Summary Further reading Reference Part Five Tailoring your final digital marketing strategy 21 Providing a smooth online service and customer experience What we will cover in this chapter Customer service principles Service channels Social customer service Measurement Summary Further reading References 22 Putting together your digital marketing strategy What we will cover in this chapter Where to start Stage one: assessment Stage two: the foundations Stage three: sophistication Stage four: formalize Stage five: continuous improvement [Show More]

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