Understanding Digital Marketing 3rd edition by Damian Ryan

Understanding Digital Marketing 3rd edition by Damian Ryan

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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
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Understanding Digital Marketing 3rd edition by Damian Ryan

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