Understanding Digital Marketing 3rd edition by Damian Ryan
Contents of Understanding Digital Marketing
- The changing face of advertising
- The technology behind digital marketing
- Enough technology… let’s talk about people
- Case study: Harley-Davidson
- Why you need a digital marketing strategy
- Your business and digital marketing
- Defining your digital marketing strategy
- Understanding the digital consumer
- Mind your Ps
- Eyes on the prize
- Bringing it all together
- Case study: MercadoLibre
- Then build your channel
- Your website – the hub of your digital marketing world
- Building an effective website
- The main steps of building your website
- Before you start
- Case study: Alpharooms
- 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: Hg
- Is it working?
- Owned, paid and earned
- Log files versus page tagging
- Augmenting information using cookies
- Test and test again
- Measuring paid media
- Attribution modelling
- Who am I talking to?
- Making Measurements Make Sense ( MS)
- The return of GRP
- The problem of earned media
- What are you trying to achieve?
- Why KPIs are important
- Choosing effective KPIs
- The need for trust
- Are customers finding you?
- Search: still the online marketer’s holy grail
- About the engines
- Optimizing your site for the engines
- Advertising on the search engines
- Mobile 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
- Looking forward
- Case study: The Entertainer
- 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
- Adding social media to your own site
- Case study: Bennetts Bike Social
- Understanding e-mail marketing
- The new direct mail
- What exactly is e-mail marketing?
- Before you start
- Planning your campaign
- Measuring your success
- E-mail – a vital component of digital marketing
- Case study: Help for Heroes
- Understanding mobile marketing
- Mobile – market size and rate of growth
- Mobile – Web .
- Mobile marketing – a game-changing channel, or just another
- conduit?
- Case study: Accor Hotels
- Location, location, location
- Mobile gaming
- Case study: Kiip
- Mobile applications
- Measuring mobile
- Mobile privacy
- Mobile data
- Further exploration
- Building a multichannel marketing strategy
- Case study: Dubizzle.com
- Understanding performance marketing
- Recognizing opportunities for strategic partnership
- What is performance marketing?
- Case study: Number One Shoes
- Understanding online public relations
- Google – judge and jury
- Online – it’s where PR lives now
- Case study: Royal Mail gold post boxes
- Case study: Bristol-Myers Squibb
- Case study: NatWest
- Understanding content marketing
- Why content? – an overview
- Case study: East Coast
- Case study: Littlewoods
- Content strategy
- Content production
- Promoting your content
- The future of online content
- Case study: Makino
- Convincing your boss to invest in digital marketing
- Understanding your objectives
- Your market and website function
- Understanding decision making and knowing your decision
- makers
- Budget considerations
- Key channel benefits
- The perfect website
- Further considerations
- Structuring your proposal
- Advocacy
- What’s next?
- Prediction – a new internet
- Prediction – democratization of marketing knowledge
- Prediction – natural selection of content
- Prediction – greater learning and being more competitive
- Prediction – lessons from the emerging markets
- Prediction – the case for a circular marketing economy…
- Prediction – agencies go arbitrage
- Prediction – fast and super fast
- Prediction – radio
- Prediction – your online persona
- The end bit
- Case study: UEFA Europa League
