The Art of Digital Marketing

Preface vii
Chapter 1 An Introduction to Digital Marketing 1
What Makes This Book Different? 1
Start with the Customer and Work Backward 2
What Are the 3i Principles? 4
Chapter 2 Search Engine Optimization 7
An Introduction 7
Search Engine Result Pages: Positioning 9
Search Behavior 11
Stage 1: Goals 14
Stage 2: On-Page Optimization 16
Stage 3: Off-Page Optimization 34
Stage 4: Analyze 38
So, What Have You Learned in This Chapter? 41
Chapter 3 Pay Per Click 45
An Introduction 45
Stage 1: Goals 47
Stage 2: Setup 51
Stage 3: Manage 76
Stage 4: Analyze 81
So, What Have You Learned in This Chapter? 87
Chapter 4 Digital Display Advertising 91
An Introduction 91
Display Advertising: An Industry Overview 93
Stage 1: Define 98
Stage 2: Format 101
Stage 3: Configure 111
Stage 4: Analyze 114
So, What Have You Learned in This Chapter? 118
Chapter 5 Email Marketing 121
An Introduction 121
Stage 1: Data--Email Marketing Process 123
Stage 2: Design and Content 134
Stage 3: Delivery 141
Stage 4: Discovery 143
So, What Have You Learned in This Chapter? 149
Chapter 6 Social Media Marketing (Part 1) 153
An Introduction 153
Stage 1: Goals 155
Stage 2: Channels 158
So, What Have You Learned in This Chapter? 183
Chapter 7 Social Media Marketing (Part 2) 187
An Introduction 187
Stage 3: Implementation 188
Stage 4: Analyze 228
Laws and Guidelines 244
So, What Have You Learned in This Chapter? 246
Chapter 8 Mobile Marketing 249
An Introduction 249
Stage 1: Opportunity 251
Stage 2: Optimize 254
Stage 3: Advertise 266
Stage 4: Analyze 278
So, What Have You Learned in This Chapter? 283
Chapter 9 Analytics 287
An Introduction 287
Stage 1: Goals 289
Stage 2: Setup 291
Stage 3: Monitor 296
Stage 4: Analyze 313
So, What Have You Learned in This Chapter? 326
Chapter 10 Strategy and Planning 331
An Introduction 331
Stage 1: Approach 333
Stage 2: Audience 338
Stage 3: Activities 345
Stage 4: Analysis 352
So, What Have You Learned in This Chapter? 355
Conclusion 357
Acknowledgments 359
Glossary 361
Additional Resources 369
About the Digital Marketing Institute 371
About the Author 373
Index 375