Digital Marketing Strategy: An Integrated Approach to Online Marketing, Second Edition

  • 6h 17m
  • Simon Kingsnorth
  • Kogan Page
  • 2019

Effectively select, align and manage digital channels and operations using this second edition of the bestselling guide, Digital Marketing Strategy. This accessible, step-by-step framework enables the planning, integration and measurement of each digital platform and technique, all tailored to achieve overarching business objectives.

Ranging from social media, SEO, content marketing and user experience, to customer loyalty, automation and personalization, this edition features cutting edge updates on marketing automation, messaging and email, online and offline integration, the power of technologies such as AI, plus new data protection and privacy strategies. Accompanied by downloadable templates and resources, Digital Marketing Strategy is an ideal road map for any marketer to streamline a digital marketing strategy for measurable, optimized results. Online resources include lecture slides, activity sheets, practical implementation guides and templates, which will be regularly updated to equip readers as digital marketing continues to evolve.

About the Author

Bestselling author Simon Kingsnorth is a recognized digital leader and strategist, and is currently Global Head of Digital Marketing at Citi Private Bank. Highly experienced at leading teams in digital marketing, digital transformation and user experience, he is a regular keynote speaker and contributor to industry publications.

In this Book

  • The Foundations of Digital Marketing
  • Understanding the Digital Ecosystem
  • Integrating Digital into Wider Organization Strategy
  • Understanding the Evolving Digital Consumer
  • Barriers, Considerations and Data Protection in Digital Marketing Strategy
  • Enabling Technologies for Online Marketing and Digital Transformation
  • Planning your Digital Marketing Strategy – Objectives, Teams and Budgeting
  • SEO Strategy and Organic Techniques
  • Building and Optimizing a Winning Paid Search Strategy
  • Display Advertising and Programmatic Targeting
  • Tailoring your Social Media Strategy
  • Marketing Automation, Messaging and e-mail Marketing – The Unsung Heroes
  • Lead Generation that Delivers Results
  • Content Strategy – A Key Pillar of Success
  • Personalizing the Customer Journey and Digital Experience
  • Effective Design, E-Commerce and User Experience (UX)
  • Managing Loyalty, CRM and Data
  • Providing a Smooth Online Service and Customer Experience
  • Measuring Success through Data Analytics and Reporting
  • Putting Together your Digital Marketing Strategy