Digital Marketing Strategy

Chapter - 00: Introduction: How will this book transform your digital marketing strategy?; Chapter - 01: Foundations Section - ONE: Knowing your business objectives and your customer; Chapter - 02: Understanding the digital ecosystem; Chapter - 03: Integrating digital into wider organization strategy; Chapter - 04: Understanding the evolving digital consumer; Chapter - 05: Barriers, considerations and data protection in digital marketing strategy; Section - TWO: Integrating digital change into your wider organization; Chapter - 06: Enabling technologies for online marketing and digital transformation; Chapter - 07: Planning your digital marketing strategy - Objectives, teams and budgeting; Section - THREE: Using channel strategy to reach your customers; Chapter - 08: SEO strategy and organic techniques; Chapter - 09: Building and optimizing a winning paid search strategy; Chapter - 10: Display Chapter - 11: Tailoring your social media strategy; Chapter - 12: Marketing automation, messaging and email marketing Chapter - 13: Affiliate schemes and partnerships Chapter - 14: Lead generation Chapter - 15: eCommerce Chapter - 16: Content strategy Chapter - 17: Personalizing the customer journey and digital experience Section - FOUR: Conversion, retention and measurement; Chapter - 18: Effective experience design Chapter - 19: Managing loyalty, CRM and data; Chapter - 20: Providing a smooth online service and customer experience Chapter - 21: Data analytics and reporting Section - FIVE: Tailoring your final digital marketing strategy; Chapter - 22: Putting together your digital marketing strategy;