Digital MarketingPearson UK, 5 Feb 2019 - 545 halaman This streamlined seventh edition provides comprehensive, practical guidance on how companies can get the most out of digital media and technology to meet their marketing goals. Digital Marketing links marketing theory with practical business experience through case studies from cutting edge companies |
Isi
Alternative digital business models | 1998 |
A strategic framework for developing a digital marketing strategy | 2004 |
The key types of digital media channels | 2010 |
Key challenges of digital communications | |
Exercises | |
Understanding how customers interact with digital markets | |
Demand analysis and conversion marketing | |
Social media and emotions | |
Summary | |
implementation and practice | |
Creating effective digital experiences | |
Part 3 | |
Selecting a hosting provider | |
Web accessibility requirements | |
Reviewing competitors websites | |
Designing the user experience | |
Paid search marketing | |
Competitor analysis and benchmarking | |
Digital revenue models | |
Summary | |
Introduction | |
Text information HTML Hypertext Markup Language | |
Mobile and SMS messaging and applications | |
Economic forces | |
Digital marketing insight 3 6 | |
Intellectual property rights | |
Summary | |
Digital marketing strategy development | |
Digital media and the marketing mix | |
Learning objectives | |
Intermediary analysis | |
Frameworks for objective setting | |
Target marketing strategy | |
Digital marketing insight 3 1 | |
Customer engagement and social media strategy | |
Online communications mix and budget | |
Summary | |
What is the marketing mix? | |
Digital marketing insight 4 1 | |
The long tail concept | |
Downward pressure on price | |
Alternative pricing structure or policies | |
Virtual organisations | |
Case study 5 Spotify streaming develops new revenue models | |
Weblinks | |
Structure of this chapter | |
Artificial Intelligence for marketing | |
Using digital media to increase customer loyalty and value | |
Mobile app development and personalisation requirements | |
Managing and testing content | |
Reliability and responsiveness | |
References | |
The structure of this chapter | |
Goal setting and tracking for interactive marketing communications | |
Campaign response mechanisms | |
Digital marketing insight 8 4 | |
Offer message development and creative | |
Digital marketing insight 5 2 | |
Level of investment in digital assets | |
Summary | |
Digital marketing insight 6 1 | |
What is SEO? | |
Digital marketing insight 9 3 | |
Advantages and disadvantages of paid search marketing | |
Advantages and disadvantages of online public relations | |
Advantages and disadvantages of affiliate marketing | |
Best practice in planning and managing display ad campaigns | |
Mobile text messaging and mobile push notifications | |
Offline promotion techniques | |
Advantages and disadvantages of using offline communications to support | |
Weblinks | |
Tools and techniques for collecting insight running processes | |
Content management process | |
Who owns the technology? | |
References | |
Glossary | |
Index | |
Disability and discrimination | |
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