Understanding digital marketing : marketing strategies for engaging the digital generation / [electronic resource]

• 作者： Ryan, Damian, author.
• 出版： Philadelphia, PA : Kogan Page Ltd
• 版本：Fourth edition.
• 主題： Internet marketing. , Social media. , Strategic planning. , BUSINESS & ECONOMICS / Marketing / General. , BUSINESS & ECONOMICS / E-Commerce / Internet Marketing. , BUSINESS & ECONOMICS / Advertising & Promotion. , Internet marketing. , Social media. , Strategic planning. , BUSINESS & ECONOMICS / Industrial Management , BUSINESS & ECONOMICS / Management , BUSINESS & ECONOMICS / Management Science , BUSINESS & ECONOMICS / Organizational Behavior , Electronic books.
• ISBN： 9780749478445 (electronic bk.) 、 0749478446 (electronic bk.)
• FIND@SFXID: CGU
• 資料類型: 電子書
• 內容註: Includes bibliographical references and index. Preface; About the author; Contributors' biographies; Acknowledgements; 01 Digital marketing... the origin of...; In the beginning...; But this is a book about marketing in the digital age -- the present and the future; The technology behind digital marketing; Enough technology... let's talk about people; Case study Dulux; 02 Have a plan and stick to it... strategy!; Why you need a digital marketing strategy; Your business and digital marketing; Defining your digital marketing strategy; Understanding the digital consumer; The four Ps of marketing and the 10 Ps of digital marketing Eyes on the prizeBringing it all together; Case study Kwik Fit; 03 Crouch, touch, pause... engage...; Your website -- the hub of your digital marketing world; Building an effective website; The main steps of building your website; Before you start; Choosing your domain name; Hosting -- your website's home on the internet; How to choose a web designer/developer; Arranging your information; Writing effective web content; Case study TotallyMoney.com; 04 Search: being found online; Search: still the online marketer's holy grail; About the engines; Optimizing your site for the engines Advertising on the search enginesMobile search; Black hat, the darker side of search; Bringing in the pros; Universal search -- more opportunities to rank; Shifting goalposts -- search innovation and the quest for relevance; Case study STEAK and We Are Marmalade; 05 Understanding social media; Join the conversation; What is social media?; Different forms of social media; Social media dashboards -- all your updates in one place; The rules of engagement; 06 Understanding e-mail marketing; E-mail -- the power channel; What exactly is e-mail marketing?; Before you start; Planning your campaign Measuring your successE-mail -- a vital component of digital marketing; Case study The Entertainer; 07 Understanding mobile marketing; Mobile -- market size and rate of growth; The rise and rise of mobile advertising; Case study Periscopix and Oasis -- mobile conversions increased 255 per cent year on year; Location, location, location; Mobile gaming; Mobile applications; Mobile privacy; Mobile data; Further exploration; Building a multichannel marketing strategy; Case study FCB Chicago and Illinois Council Against Handgun Violence -- Unforgotten; 08 Content marketing and native advertising Why content? -- An overviewCase study B Content strategy; Content production; The future of online content; 09 Understanding programmatic; What is programmatic ad buying?; What do digital marketers need to know about programmatic buying?; Deeper dive; Brands... the broad view; Challenges for marketers; Challenges for the industry; Roles and responsibilities of the industry players; In summary; Q&A with Brian O'Kelley, co-founder and CEO of AppNexus; The future of programmatic advertising; 10 All about video; Introduction; Video goes mainstream; Some statistics on video marketing Revised edition of the author's Understanding digital marketing, [2014]
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• 摘要註: "Marketing expert Damian Ryan looks at the world of digital marketing: how it got started, how it got to where it is today and where the thought leaders in the industry believe it is headed in the future. This new edition demonstrates in a practical and comprehensive way how to harness the power of digital media and use it to achieve the utmost success in business. It has also been thoroughly revised with more information, fresh examples and case studies, and new chapters on native advertising, video marketing, and the Internet of Things.Ryan deals with key topics in detail, including: search marketing, social media, mobile marketing, affiliate marketing, e-mail marketing, customer engagement and digital marketing strategies. He will help readers to: - choose online marketing channels to get their products and services to market - understand the origins of digital marketing and the trends that are shaping its future - achieve a competitive edge"-- "The world of digital media is changing at a phenomenal pace. Constantly evolving technologies are transforming not just how we access our information but how we interact and communicate with one another on a global scale. Understanding Digital Marketing is a practical, no-nonsense guide to web-marketing, the rules of new media and researching the new generation of digital consumers. Clear, informative and entertaining, it covers key topics such as search marketing, social media, Google, mobile marketing, affiliate marketing, email marketing, performance marketing, customer engagement and digital marketing strategies. One of the best-selling books in the industry, this fourth edition of Understanding Digital Marketing has been thoroughly revised with more information, fresh examples and case studies, and the latest developments in the industry. Complete with in-depth insider accounts of digital marketing successes from internationally recognised brands and digital marketing campaigns, it is essential reading for both practitioners and students alike"--
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