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Digital Marketing Excellence : Planning, Optimizing and Integrating Online Marketing.

By: Chaffey, Dave.
Contributor(s): Smith, P. R.
Material type: TextTextSeries: eBooks on Demand.Publisher: Florence : Routledge, 2017Copyright date: ©2017Edition: 5th ed.Description: 1 online resource (691 pages).Content type: text Media type: computer Carrier type: online resourceISBN: 9781317276722.Subject(s): Internet marketingAdditional physical formats: Print version:: Digital Marketing Excellence : Planning, Optimizing and Integrating Online MarketingDDC classification: 658.872 LOC classification: HF5415.1265.C434 2017Online resources: Click here to view this ebook.
Contents:
Cover -- Title -- Copyright -- Contents -- List of figures -- List of tables -- Preface to the fifth edition -- Acknowledgements -- Chapter 1 Introduction to digital marketing -- 1.1 Introduction -- 1.2 Situation - the connected world -- 1.3 Situation - B2C, B2B, C2B and C2C -- 1.4 Situation - digital marketing definitions -- 1.5 Situation - sloppy digital marketing -- 1.6 Objectives -- 1.7 Objective - sell - using the Internet as a sales tool -- 1.8 Objective - serve - using the Internet as a customer-service tool -- 1.9 Objective - speak - using the Internet as a communications tool -- 1.10 Objective - save - using the Internet for cost reduction -- 1.11 Objective - sizzle - using the Internet as a brand-building tool -- 1.12 Introduction to digital marketing strategy objectives -- 1.13 Tactics, action and control -- Chapter 2 Remix -- 2.1 Introduction to remix -- 2.2 What is the marketing mix? -- 2.3 Beyond the mix -- 2.4 The mix is morphing -- 2.5 Product -- 2.6 Price -- 2.7 Place -- 2.8 Promotion -- 2.9 People -- 2.10 Physical evidence -- 2.11 Process -- 2.12 An extra 'P' - partnerships -- Chapter 3 Digital models -- 3.1 Introduction to digital models -- 3.2 Online revenue models -- 3.3 Intermediary models -- 3.4 Attribution models -- 3.5 Communications models -- 3.6 Customer information processing models -- 3.7 Customer buying process models -- 3.8 Loyalty models -- 3.9 Social media models -- 3.10 Social business models and the Ladder of Engagement -- Chapter 4 Digital customers -- 4.1 Introduction to digital customers -- 4.2 Motivations -- 4.3 Expectations -- 4.4 Fears and phobias -- 4.5 Online information processing -- 4.6 The online buying process -- 4.7 Online relationships and loyalty -- 4.8 Communities and social networks -- 4.9 Customer profiles -- 4.10 Researching the online customer -- 4.11 The post-literate customer.
Chapter 5 Social media marketing -- 5.1 What is social media marketing and why is it important? -- 5.2 Benchmarking and setting goals for social media marketing -- 5.3 Create strategy and plan to manage social media -- 5.4 Social listening and online reputation management -- 5.5 Develop the content marketing and engagement strategy for your brand -- 5.6 Define social media communications strategy -- 5.7 Define approaches for the core social media platforms -- 5.8 Social media optimization (SMO) -- Chapter 6 Designing digital experiences -- 6.1 Introduction to site design -- 6.2 Integrated design -- 6.3 Online value proposition -- 6.4 Customer orientation -- 6.5 Dynamic design and personalization -- 6.6 Aesthetics -- 6.7 Page design -- 6.8 Content strategy and copywriting -- 6.9 Navigation and structure -- 6.10 Interaction -- 6.11 Mobile site design -- Chapter 7 Traffic building -- 7.1 Introduction to traffic building -- 7.2 Search engine marketing: SEO -- 7.3 Paid or Pay Per Click search marketing -- 7.4 Banner advertising -- 7.5 Native advertising -- 7.6 Online PR -- 7.7 Online partnerships -- 7.8 Opt-in email -- 7.9 Viral marketing -- 7.10 Offline traffic building -- Chapter 8 Customer lifecycle communications and CRM -- 8.1 Introduction to e-CRM -- 8.2 Relationship to customer lifecycle marketing -- 8.3 Database marketing and marketing automation -- 8.4 Using marketing technology to support CRM -- 8.5 Profiling -- 8.6 Personalization -- 8.7 Email marketing -- 8.8 Control issues -- 8.9 Cleaning the database -- 8.10 Making it happen -- Chapter 9 Managing digital marketing -- 9.1 Introduction -- 9.2 Transformation to digital business -- 9.3 Creating the social business through implementing social CRM -- 9.4 The endless journey - reviewing digital marketing capabilities -- 9.5 Budgeting for digital marketing.
9.6 Making the business case for digital marketing investment -- 9.7 Selecting the right suppliers for digital marketing -- 9.8 Change management for digital transformation -- 9.9 Measuring and optimization digital marketing with digital analytics -- 9.10 Automation -- 9.11 Implementing new systems -- 9.12 Managing data quality -- 9.13 Digital business security -- Chapter 10 Digital marketing plan -- 10.1 Introduction to digital marketing planning -- 10.2 Situational analysis -- 10.3 Objectives -- 10.4 Strategy -- 10.5 Tactics -- 10.6 Actions -- 10.7 Control -- 10.8 The 3Ms resources: Men, Money and Minutes -- Appendix: Huawei smartphones - digital promotional plan for the Irish market -- Glossary -- Index.
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Item type Current location Call number URL Status Date due Barcode
Electronic Book UT Tyler Online
Online
HF5415.1265.C434 2017 (Browse shelf) https://ebookcentral.proquest.com/lib/uttyler/detail.action?docID=4834186 Available EBC4834186

Cover -- Title -- Copyright -- Contents -- List of figures -- List of tables -- Preface to the fifth edition -- Acknowledgements -- Chapter 1 Introduction to digital marketing -- 1.1 Introduction -- 1.2 Situation - the connected world -- 1.3 Situation - B2C, B2B, C2B and C2C -- 1.4 Situation - digital marketing definitions -- 1.5 Situation - sloppy digital marketing -- 1.6 Objectives -- 1.7 Objective - sell - using the Internet as a sales tool -- 1.8 Objective - serve - using the Internet as a customer-service tool -- 1.9 Objective - speak - using the Internet as a communications tool -- 1.10 Objective - save - using the Internet for cost reduction -- 1.11 Objective - sizzle - using the Internet as a brand-building tool -- 1.12 Introduction to digital marketing strategy objectives -- 1.13 Tactics, action and control -- Chapter 2 Remix -- 2.1 Introduction to remix -- 2.2 What is the marketing mix? -- 2.3 Beyond the mix -- 2.4 The mix is morphing -- 2.5 Product -- 2.6 Price -- 2.7 Place -- 2.8 Promotion -- 2.9 People -- 2.10 Physical evidence -- 2.11 Process -- 2.12 An extra 'P' - partnerships -- Chapter 3 Digital models -- 3.1 Introduction to digital models -- 3.2 Online revenue models -- 3.3 Intermediary models -- 3.4 Attribution models -- 3.5 Communications models -- 3.6 Customer information processing models -- 3.7 Customer buying process models -- 3.8 Loyalty models -- 3.9 Social media models -- 3.10 Social business models and the Ladder of Engagement -- Chapter 4 Digital customers -- 4.1 Introduction to digital customers -- 4.2 Motivations -- 4.3 Expectations -- 4.4 Fears and phobias -- 4.5 Online information processing -- 4.6 The online buying process -- 4.7 Online relationships and loyalty -- 4.8 Communities and social networks -- 4.9 Customer profiles -- 4.10 Researching the online customer -- 4.11 The post-literate customer.

Chapter 5 Social media marketing -- 5.1 What is social media marketing and why is it important? -- 5.2 Benchmarking and setting goals for social media marketing -- 5.3 Create strategy and plan to manage social media -- 5.4 Social listening and online reputation management -- 5.5 Develop the content marketing and engagement strategy for your brand -- 5.6 Define social media communications strategy -- 5.7 Define approaches for the core social media platforms -- 5.8 Social media optimization (SMO) -- Chapter 6 Designing digital experiences -- 6.1 Introduction to site design -- 6.2 Integrated design -- 6.3 Online value proposition -- 6.4 Customer orientation -- 6.5 Dynamic design and personalization -- 6.6 Aesthetics -- 6.7 Page design -- 6.8 Content strategy and copywriting -- 6.9 Navigation and structure -- 6.10 Interaction -- 6.11 Mobile site design -- Chapter 7 Traffic building -- 7.1 Introduction to traffic building -- 7.2 Search engine marketing: SEO -- 7.3 Paid or Pay Per Click search marketing -- 7.4 Banner advertising -- 7.5 Native advertising -- 7.6 Online PR -- 7.7 Online partnerships -- 7.8 Opt-in email -- 7.9 Viral marketing -- 7.10 Offline traffic building -- Chapter 8 Customer lifecycle communications and CRM -- 8.1 Introduction to e-CRM -- 8.2 Relationship to customer lifecycle marketing -- 8.3 Database marketing and marketing automation -- 8.4 Using marketing technology to support CRM -- 8.5 Profiling -- 8.6 Personalization -- 8.7 Email marketing -- 8.8 Control issues -- 8.9 Cleaning the database -- 8.10 Making it happen -- Chapter 9 Managing digital marketing -- 9.1 Introduction -- 9.2 Transformation to digital business -- 9.3 Creating the social business through implementing social CRM -- 9.4 The endless journey - reviewing digital marketing capabilities -- 9.5 Budgeting for digital marketing.

9.6 Making the business case for digital marketing investment -- 9.7 Selecting the right suppliers for digital marketing -- 9.8 Change management for digital transformation -- 9.9 Measuring and optimization digital marketing with digital analytics -- 9.10 Automation -- 9.11 Implementing new systems -- 9.12 Managing data quality -- 9.13 Digital business security -- Chapter 10 Digital marketing plan -- 10.1 Introduction to digital marketing planning -- 10.2 Situational analysis -- 10.3 Objectives -- 10.4 Strategy -- 10.5 Tactics -- 10.6 Actions -- 10.7 Control -- 10.8 The 3Ms resources: Men, Money and Minutes -- Appendix: Huawei smartphones - digital promotional plan for the Irish market -- Glossary -- Index.

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Author notes provided by Syndetics

<p>Dave Chaffey is a leading internet marketing consultant, trainer and author. Recognised by the CIM as one of 50 gurus who have shaped the future of marketing, Dave is an examiner on the CIM e-Marketing Award and course director for CIM e-marketing workshops since 1997. Dave Chaffey is CEO of SmartInsights.com, an online publisher and consultancy providing advice on digital marketing strategy to members in over 100 countries worldwide.</p> <p> PR Smith is an international speaker, marketing consultant and author of a range of books including digital marketing planning and integrated marketing communications. PR created SOSTAC® Planning framework, voted in the Top 3 business models worldwide by CIM and recently adopted by many companies including LinkedIn and KPMG. Paul just launched the SOSTAC® Certified Planners online portal www.sostac.org. He also founded www.GreatSportsmanship.org, an NFP programme which combines short stories and social media to inspire a new generation of global citizens.</p>

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