Kingsnorth, Simon, author. <br/><br/>
Digital marketing strategy :  an integrated approach to online marketing / 
Simon Kingsnorth. 
 - Third edition. 
 - New York :  Kogan Page Limited,  c2022. 
 - xvi, 399 pages :  illustrations ;  24 cm 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>Introduction : how will this book transform your digital marketing strategy?<br/><br/>PART I - Knowing your business objectives and your customer<br/>1 - The foundations of digital marketing<br/>2 - Understanding the digital ecosystem<br/>3 - Integrating digital into wider organization strategy<br/>4 - Understanding the evolving digital consumer<br/>5 - Barriers, considerations and data protection in digital marketing strategy<br/><br/>PART II - Integrating digital change into your wider organization<br/>6 - Enabling technologies for online marketing and digital transformation<br/>7 - Planning your digital marketing - objectives, teams and budgeting<br/><br/>PART III - Using channel strategy to reach your customers<br/>8 - SEO strategy and organic techniques<br/>9 - Building and optimizing a winning paid search strategy<br/>10 - Display advertising and programmatic targeting<br/>11 - Tailoring your social media strategy<br/>12 - Marketing automation, messaging and email marketing-the unsung heroes<br/>13 - Affiliate schemes and partnerships to deliver highly targeted leads<br/>14 - Lead generation that delivers results<br/>15 - Content strategy - a key pillar of success<br/>16 - Personalizing the customer journey and digital experience<br/><br/>PART IV - Conversion, retention and measurement<br/>17 - Effective experience design (XD)<br/>18 - Optimizing your e-commerce platform<br/>19 - Managing loyalty, CRM and data<br/>20 - Measuring success through data analytics and reporting<br/><br/>PART V - Tailoring your final digital marketing strategy<br/>21 - Providing a smooth online service and customer<br/>22 - Putting together your digital marketing strategy<br/><br/>Index<br/><br/><br/><br/><br/><br/><br/><br/><br/><br/><br/><br/><br/><br/><br/><br/><br/> 
<br/><br/><br/>In English text. 
<br/><br/><label>ISBN: </label>9781398605978 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Electronic commerce--Management.<br/>Internet marketing.<br/>Strategic planning.
<br/><br/><label>LC Class. No.: </label>CIR HF 5548.32  / K56 2022