Understanding digital marketing: marketing strategies for engaging the digital generation
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
Kogan Page
2009
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes index |
| Beschreibung: | XII, 276 S. Ill. 24cm |
| ISBN: | 0749453893 9780749453893 |
Internformat
MARC
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| 100 | 1 | |a Ryan, Damian |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Understanding digital marketing |b marketing strategies for engaging the digital generation |c Damian Ryan & Calvin Jones |
| 264 | 1 | |a London [u.a.] |b Kogan Page |c 2009 | |
| 300 | |a XII, 276 S. |b Ill. |c 24cm | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes index | ||
| 650 | 7 | |a Digitaliseren |2 gtt | |
| 650 | 7 | |a Direktmarketing |2 stw | |
| 650 | 7 | |a Marketing |2 gtt | |
| 650 | 7 | |a Marketingpolitik |2 stw | |
| 650 | 7 | |a Online-Werbung |2 stw | |
| 650 | 7 | |a Web 2.0 |2 stw | |
| 650 | 4 | |a Internet marketing | |
| 650 | 4 | |a Social media | |
| 650 | 4 | |a Strategic planning | |
| 650 | 4 | |a Marketing |x Management | |
| 650 | 0 | 7 | |a Online-Marketing |0 (DE-588)7706419-7 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a World Wide Web 2.0 |0 (DE-588)7548364-6 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Marketing |0 (DE-588)4037589-4 |2 gnd |9 rswk-swf |
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Datensatz im Suchindex
| _version_ | 1804138625787494400 |
|---|---|
| adam_text | Contents
Preface vi
Acknowledgements x
1. Going digital - the evolution of marketing 1
Our chapter pledge to you 1
In the beginning... 2
The changing face of advertising 3
The technology behind digital marketing 4
Enough technology - let s talk about people 12
2. Strategic thinking 18
Our chapter pledge to you 18
Why you need a digital marketing strategy 19
Your business and digital marketing 20
Defining your digital marketing strategy 22
Understanding the digital consumer 24
Mind your Ps 30
Eyes on the prize 33
Bringing it all together 35
3. Your window to the digital world 39
Our chapter pledge to you 39
Your website - the hub of your digital marketing world 40
Building an effective website 41
The main steps of building your website 42
Before you start 42
Choosing your domain name 46
iv Contents
Hosting - your website s home on the internet 48
How to choose a web designer or developer 51
Arranging your information 52
Writing effective web content 55
Website design summary 60
4. The search for success 65
Our chapter pledge to you 65
Search: the online marketer s holy grail 66
About the engines 68
Optimizing your site for the engines 70
Advertising on the search engines 89
Black Hat, the darker side of search 93
Bringing in the pros 97
Universal search - more opportunities to rank 98
5. Website intelligence and return on investment 104
Our chapter pledge to you 104
Measuring your way to digital marketing success 105
Getting started 110
How information is measured 111
Measuring what s important to you 118
Testing, investing, tweaking, reinvesting 122
Action stations 124
Harness the power of online data, and watch your ROI
take off 125
6. E-mail marketing 132
Our chapter pledge to you 132
The new direct mail 133
What exactly is e-mail marketing? 134
Before you start 137
Planning your campaign 141
Dos and don ts of an e-mail marketing campaign 142
Measuring your success 146
Still a vital component of digital marketing 147
7. Social media and online consumer engagement 150
Our chapter pledge to you 150
Join the conversation 151
What is social media? 152
The different forms of social media 157
The rules of engagement 169
Adding social media to your own site 171
Contents v
8. Online PR and reputation management 176
Our chapter pledge to you 176
Fostering a positive online image 177
Promoting your business through online channels 178
Monitoring the conversation - reputation management 191
Damage limitation: turning the tide when things go wrong 193
9. Affiliate marketing and strategic partnerships 202
Our chapter pledge to you 202
Recognizing opportunities for strategic partnership 203
What is affiliate marketing? 206
The click that really counts 209
What advertisers should do 210
10. Digital media creative 216
Our chapter pledge to you 216
Creative application of digital media 217
Using an agency 217
Doing it yourself 218
Digital creative: what works and what doesn t 227
11. A lot to look forward to 236
Our chapter pledge to you 236
The future s bright: head towards the light 237
Word of mouth: savvy consumers control the future 237
Search: a constantly evolving marketing powerhouse 239
Mobile: marketing on the move 244
Tracking and measuring human behaviour 248
In-game advertising 249
Holistic marketing: blurring lines and integrating media 250
Dynamic, unpredictable, exciting - and essential 255
Glossary 257
Further reading 269
Index 272
|
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| indexdate | 2024-07-09T21:31:10Z |
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| language | English |
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| spelling | Ryan, Damian Verfasser aut Understanding digital marketing marketing strategies for engaging the digital generation Damian Ryan & Calvin Jones London [u.a.] Kogan Page 2009 XII, 276 S. Ill. 24cm txt rdacontent n rdamedia nc rdacarrier Includes index Digitaliseren gtt Direktmarketing stw Marketing gtt Marketingpolitik stw Online-Werbung stw Web 2.0 stw Internet marketing Social media Strategic planning Marketing Management Online-Marketing (DE-588)7706419-7 gnd rswk-swf World Wide Web 2.0 (DE-588)7548364-6 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Strategisches Management (DE-588)4124261-0 gnd rswk-swf Strategisches Management (DE-588)4124261-0 s Marketing (DE-588)4037589-4 s World Wide Web 2.0 (DE-588)7548364-6 s DE-604 Online-Marketing (DE-588)7706419-7 s 1\p DE-604 Jones, Calvin Verfasser (DE-588)136969666 aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017123035&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Ryan, Damian Jones, Calvin Understanding digital marketing marketing strategies for engaging the digital generation Digitaliseren gtt Direktmarketing stw Marketing gtt Marketingpolitik stw Online-Werbung stw Web 2.0 stw Internet marketing Social media Strategic planning Marketing Management Online-Marketing (DE-588)7706419-7 gnd World Wide Web 2.0 (DE-588)7548364-6 gnd Marketing (DE-588)4037589-4 gnd Strategisches Management (DE-588)4124261-0 gnd |
| subject_GND | (DE-588)7706419-7 (DE-588)7548364-6 (DE-588)4037589-4 (DE-588)4124261-0 |
| title | Understanding digital marketing marketing strategies for engaging the digital generation |
| title_auth | Understanding digital marketing marketing strategies for engaging the digital generation |
| title_exact_search | Understanding digital marketing marketing strategies for engaging the digital generation |
| title_full | Understanding digital marketing marketing strategies for engaging the digital generation Damian Ryan & Calvin Jones |
| title_fullStr | Understanding digital marketing marketing strategies for engaging the digital generation Damian Ryan & Calvin Jones |
| title_full_unstemmed | Understanding digital marketing marketing strategies for engaging the digital generation Damian Ryan & Calvin Jones |
| title_short | Understanding digital marketing |
| title_sort | understanding digital marketing marketing strategies for engaging the digital generation |
| title_sub | marketing strategies for engaging the digital generation |
| topic | Digitaliseren gtt Direktmarketing stw Marketing gtt Marketingpolitik stw Online-Werbung stw Web 2.0 stw Internet marketing Social media Strategic planning Marketing Management Online-Marketing (DE-588)7706419-7 gnd World Wide Web 2.0 (DE-588)7548364-6 gnd Marketing (DE-588)4037589-4 gnd Strategisches Management (DE-588)4124261-0 gnd |
| topic_facet | Digitaliseren Direktmarketing Marketing Marketingpolitik Online-Werbung Web 2.0 Internet marketing Social media Strategic planning Marketing Management Online-Marketing World Wide Web 2.0 Strategisches Management |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017123035&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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