TY  - BOOK
AU  - Kingsnorth,Simon
TI  - Digital marketing strategy: an integrated approach to online marketing 
SN  - 9781398605978
AV  - HF5548 .K566 2022
PY  - 2022///]
CY  - London, New York, NY
PB  - Kogan Page Inc
KW  - Electronic commerce
KW  - Management
KW  - Internet marketing
KW  - Strategic planning
N1  - Revised edition of the author's Digital marketing strategy, [2019]; Includes bibliographical references and index; 1. The foundation of digital marketing -- part 1. Knowing your business objectives and your customer -- 2. Understanding the digital ecosystem -- 3. Integrating digital into wider organization strategy -- 4. Understanding the evolving digital consumer -- 5. Barriers, considerations and data protection in digital marketing strategy -- part 2. Integrating digital change into your wider organization -- 6. Enabling technologies for online marketing and digital transformation -- 7. Planning your digital marketing strategy -- objectives, teams and budgeting -- part 3. Using channel strategy to reach your customers -- 8. SEO strategy and organic techniques -- 9. Building and optimizing a winning paid search strategy -- 10. Display advertising and programmatic targeting -- 11. Tailoring your social media strategy -- 12. Marketing automation, messaging and email marketing -- the unsung heroes -- 13. Affiliate schemes and partnerships to deliver highly targeted leads -- 14. Lead generation that delivers results -- 15. Content strategy -- a key pillar of success -- 16. Personalizing the customer journey and digital experience -- part 4. Conversion, retention and measurement -- 17. Effective experience design (XD) -- 18. Optimizing your e-commerce platform -- 19. Managing loyalty, CRM and data -- 20. Measuring success through data analytics and reporting -- part 5. Tailoring your final digital marketing strategy -- 21. Providing a smooth online service and customer experience -- 22. Putting together your digital marketing strategy
N2  - "Build an effective and practical digital strategy with this bestselling guide to digital marketing, covering everything from automation and analytics to integrating AI. Digital Marketing Strategy is a global bestseller, and a one-stop guide to digital marketing and how to structure and build a more strategic approach. Recommended by the Chartered Institute of Marketing (CIM), a professional marketing body. Now fully updated, this third edition covers the integration of AI in marketing, marketing automation and how to use digital analytical tools, plus new strategies for third-party data and privacy protection. Digital Marketing Strategy will show you how to effectively select, align and manage digital channels and operations, to streamline a winning digital marketing strategy for measurable, optimized results. Learn from real-world case studies including Coca-Cola, MoneySupermarket.com, Bloom & Wild, Airbnb, Adidas, Uber so you can view best-practice examples so you can build your own digital marketing strategy. Accompanying online resources consist of practical implementation guides spanning SEO, paid-search, email, lead-generation, as well as lecture slides and activity sheets. This is an invaluable guide for digital marketing students and entry-level to mid-management professionals"--
ER  -