Includes bibliographical references and index.

Introduction : how will this book transform your digital marketing strategy?

PART I - Knowing your business objectives and your customer
1 - The foundations of digital marketing
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 II - Integrating digital change into your wider organization
6 - Enabling technologies for online marketing and digital transformation
7 - Planning your digital marketing - objectives, teams and budgeting

PART III - 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 IV - 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 V - Tailoring your final digital marketing strategy
21 - Providing a smooth online service and customer
22 - Putting together your digital marketing strategy

Index

13346

In English text.