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

; Summary ; 'The premier guide to digital marketing that works, and a solid framework for success The Digital Marketing Playbook is the comprehensive guide to cracking the digital marketing 'code,' and reaching, engaging, and serving the empowered consumer. Based on the industry's leading certification from the Digital Marketing Institute (DMI), this book presents an innovative methodology for successful digital marketing: start with the customer and work backwards. A campaign is only effective as it is reflective of the consumer's wants, needs, preferences, and inclinations; the DMI framework provides structured, implementable, iterative direction for getting it right every time. The heart of the framework is a three-step process called the 3i Principles: Initiate, Iterate, and Integrate. This simple idea translates into higher engagement, real customer interaction, and multichannel campaigns that extend even into traditional marketing channels. The evolution of digital marketing isn't really about the brands; it's about consumers exercising more control over their choices. This book demonstrates how using this single realization as a starting point helps you build and implement more effective campaigns. Get inside the customer's head with deep consumer research Constantly improve your campaigns based on feedback and interactions Integrate digital activities across channels, including traditional marketing Build campaigns based on customer choice and control Digital marketing turns traditional marketing models on their heads. Instead of telling the customer what to think, you find out what they already think and go from there. Instead of front-loading resources, you continually adjust your approach based on real interactions with real customers every day. Digital marketing operates within its own paradigm, and The Digital Marketing Playbook opens the door for your next campaign'-- Provided by publisher. ; 'The Digital Marketing Playbook is based off the Digital Marketing Institute's introductory program and provides an innovative methodology for implementing digital marketing. The principle behind the book can best be summed up as 'Start with the customer and work backwards'. Digital marketing fundamentally is the story of the empowered consumer. The evolution of the Internet is not about brands like Google or Facebook or Apple, it's actually about the evolution of consumer control over their choices and their existence. So the impact or effectiveness of any digital marketing campaign is only as good as the extent to which it takes into account and bases its activities on an empowered digital consumer. The Digital Marketing Playbook provides a structured, implementable, iterative framework that teaches people how to implement and manage digital marketing. It's based on a three-step process called the 3i Principles: Initiate, Iterate, and Integrate. - INITIATE: A digital campaign is only as strong as the time you spend interacting with the customer to find out what they want, where they are online, and how they like to be engaged with. - ITERATE: The digital model turns traditional marketing models on their head. Most traditional campaigns adopt a big bang approach that require a front loading of investment and resources. Digital marketing is an iterative, ongoing, always improving process based on customer interactions and outcomes. - INTEGRATE: The third and crucial step in the process is about how it is crucial to integrate digital activities across various channels and also the means by which they are integrated with traditional marketing channels'-- Provided by publisher.