Digital Marketing Management: A Handbook for the Current (or Future) CEO, Second Edition

  • 2h 36m
  • Debra Zahay
  • Business Expert Press
  • 2020

This book is for managers and would-be managers who need to upgrade their knowledge of digital marketing.

Told from the perspective of marketing strategy, it puts digital marketing in the context of firm strategy selection. The first step in digital marketing is to understand your company and your brand. The next step is to put content and keywords on your web and mobile sites so that they can be found in search. Then use the delivery platforms of digital content, e-mail, social, and mobile, to deploy that content to the customer. The final topics in the book focus on the importance of data management and privacy as well as the emerging roles of analytics, artificial intelligence and marketing automation.

Without quality data, no digital marketing program can be successful. This data can then be used in data analytics applications for predictive modeling. After reading this book, the reader will have a good idea of where to start on the path to an integrated digital marketing management strategy. Each chapter concludes with a list of action steps or "what to do next" to get started on implementing a digital marketing strategy as well as review questions and key terminology.

In this Book

  • How Did We Get Here? Definitions and Background
  • Creating the Strategic Digital Marketing Objective
  • Web and Mobile Design
  • Search Engine Marketing
  • E-mail Marketing
  • Content Marketing, Social Media and the Role of Mobile
  • Customer Relationship Management (CRM) and the Role of Leadership in Digital Marketing
  • Legal Issues: Data Privacy, Security, and Intellectual Property
  • The Customer Database, Analytics, and the Data-Driven Organization
  • Managing the Digital Marketing Enterprise in a World of Marketing Automation
  • Concluding Thoughts