Digital and social media marketing: a results-driven approach
Saved in:
| Other Authors: | , , , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
London ; New York
Routledge
[2017]
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis Inhaltsverzeichnis |
| Physical Description: | XXV, 319 Seiten Diagramme, Illustrationen |
| ISBN: | 9781138917903 9781138917910 1138917915 |
Staff View
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| 245 | 1 | 0 | |a Digital and social media marketing |b a results-driven approach |c edited by Aleksej Heinze, Gordon Fletcher, Tahir Rashid and Ana Cruz |
| 264 | 1 | |a London ; New York |b Routledge |c [2017] | |
| 264 | 4 | |c © 2017 | |
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| 505 | 8 | |a Includes bibliographical references and index | |
| 650 | 4 | |a Internet marketing | |
| 650 | 4 | |a Internet advertising | |
| 650 | 4 | |a Electronic commerce | |
| 650 | 4 | |a Social media | |
| 650 | 7 | |a Electronic commerce |2 fast | |
| 650 | 7 | |a Internet advertising |2 fast | |
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Record in the Search Index
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| adam_text | Titel: Digital and social media marketing
Autor: Heinze, Aleksej
Jahr: 2017
Contents
List ofboxes xi
List of case studies xii
List qffigures xiii
List oftables xvii
Notes on contributors xix
Acknowledgements xx
Definitions of terms xxii
SECTION I
Introduction 1
0 A visual introduction to Digital and Social Media Marketing 3
0.1 You and your buyers 7
0.2 Your complex Organisation 11
0.3 The Buyer Persona Spring and action-based learning 13
0.4 The Buyer Persona Spring 18
0.5 Book structure 20
1 Understanding Digital and Social Media Marketing concepts 21
1.0 Learning objectives 21
1.1 Understanding Digital and Social Media Marketing 21
1.2 How to speak Digital and Social Media Marketing 22
1.3 Success and failure in digital marketing 25
1.4 The Digital Business Maturity Model 32
1.5 The buyer persona 35
1.6 Tools for Digital and Social Media Marketing 38
1.7 Summary 42
1.8 References 43
vi Contents
2 Identifying business needs 44
2.0 Learning objectives 44
2.1 Digital marketing strategy 44
2.2 Analysing the external environment 46
2.3 Thepracticalities: identifying micro- and macro-conditions 58
2.4 Summary 63
2.5 References 65
SECTION II
Building your digital marketing strategy 67
3 Understanding your buyer persona 69
3.0 Learning objectives 69
3.1 Understanding online consumer behaviour 69
3.2 The buyer persona 71
3.3 Characteristics of ethical, moral andgreen consumer behaviour
within digital environments 78
3.4 The buying journey 80
3.5 From the buying journey to online purchases 82
3.6 Trust touchpoints for buyers 84
3.7 Pain touchpoints for buyers 84
3.8 Strategies to gain trust and minimise pain 88
3.9 Summary 92
3.10 References 92
4 Digital and Social Media Marketing strategy 94
4.0 Learning objectives 94
4.1 What is digital marketing strategy? 94
4.2 Aligning your strategy with your buyer persona 100
4.3 Setting objectives 104
4.4 Creating campaigns and reaching your objectives 105
4.6 Tactics 110
4.7 Summary 112
4.8 References 112
SECTION III
Operational planning 113
5 Campaign planning and project management 115
5.0 Learning objectives 115
Contents vii
5.1 The importance of planning 115
5.2 Project management in the context of digital marketing
campaigns 116
5.3 Planning - starting a new project 124
5.4 Acting - executing your project 127
5.5 Observing - optimising your efforts 132
5.6 Reflecting - closing a project 135
5.7 Summary 137
5.8 References 137
6 Developing an effective digital presence 138
6.0 Learning objectives 138
6.1 Defining digital presence 138
6.2 Brand building 139
6.3 Brand equity 143
6.4 The rise of the social media-based brand 145
6.5 Social media presence 146
6.6 Developing a network of profiles 147
6.7 Owned, earned and paid content 148
6.8 Building a successful user experience 150
6.9 The principles of user experience design 150
6.10 Usability guide and testing 151
6.11 Responsive design 152
6.12 Website infrastructure 154
6.13 Information architecture 155
6.14 The AID ? ?? del for creating content 156
6.15 Content and Website design 157
6.16 Summary 159
6.17 References 160
7 Search engine optimisation: strategy Implementation 161
7.0 Learning objectives 161
7.1 The importance of search engines 161
7.2 The business modeis of search engines 162
7.3 How search engines work 164
7.4 Creating a search engine optimisation strategy to engage your
buyer persona 165
7. J Strategie keyword research 169
7.6 Implementing your search engine optimisation strategy 175
7.7 Benchmarking search engine optimisation activities 187
7.8 Summary 188
7.9 References 189
viii Contents
8 Social media 190
8.0 Learning outcomes 190
8.1 The importance of social media 190
8.2 Social media strategies 191
8.3 Social capital and social media 194
8.4 Online communities 195
8.5 Cultures 197
8.6 Sustainability of your social media platform 197
8.7 Blogging platforms 198
8.8 Business-to-consumer platforms 199
8.9 Business-to-business platforms 200
8.10 Social media optimisation 201
8.11 Finding key influencers 207
8.12 Summary 212
8.13 References 212
9 Content marketing 214
9.0 Learning objectives 214
9.1 The importance of content marketing 214
9.2 The idea generation process 217
9.3 Content creation and development 224
9.4 Content marketing Implementation and delivery 230
9.5 Content marketing campaign evaluation 231
9.6 Content creation and copywriting techniques and tips 234
9.7 Summary 236
9.8 References 236
10 Paid advertising - search, social and affiliate 238
10.0 Learning objectives 238
10.1 Paid advertising in context 238
10.2 Understanding paid advertising 239
10.3 Differences in paid advertising on various search
engines in Europe 244
10.4 Planning and managing paid search marketing 246
10.5 Paid social media marketing introduction 250
10.6 Overview of advertising on most populär social media
platforms in Europe 251
10.7 Affiliate marketing 255
10.8 Benchmarking and monitoring paid advertising activities 256
10.9 Summary 258
10.10 References 259
Contents ix
11 Mobile marketing 260
11.0 Learning objectives 260
11.1 Introducing mobile marketing 260
11.2 Understanding mobile consumer behaviour 261
11.3 Responsive mobile Websites and applications 263
11.4 Mobile advertising and promotions 266
11.5 Mobile pay-per-dick advertising 266
11.6 Mobile search engine optimisation 267
11.7 M-commerce 268
11.8 Mobilepayment Systems 270
11.9 2D and QR codes 272
11.10 Internet of Things 275
11.11 Wearable technology 276
11.12 Summary 277
11.13 References 278
12 Measuring brand awareness, campaign evaluation
and web analytics 279
12.0 Learning objectives 279
12.1 Introduction 279
12.2 Digital marketing = conversions + brand awareness 280
12.3 Calculating return on Investment and customer lifetime
value 283
12.4 Web analytics 284
12.5 Key Performance indicators for small and medium enterprises
when using Google Analytics 289
12.6 Designing web analytics reports that meet business needs 293
12.7 Meaningful reporting and campaign tracking 293
12.8 Digital campaign tracking - UTM codes 294
12.9 Ethical dilemmas in marketing research and data
collection 295
12.10 Quantitative data analysis methods 296
12.11 Qualitative data analysis methods 298
12.12 Summary 298
12.13 References 299
13 Future users, content and marketing 301
13.0 Learning objectives 301
13.1 Introduction 301
13.2 The Digital Business Maturity Model 302
13.3 Future work 307
x Contents
13.4 Future marketing ethics 310
13.5 Interactive everything and the Internet of Things 311
13.6 Future business modeis and structures 312
13.7 Summary 316
13.8 References 316
Index 317
Contents
List of boxes xi
List of case studies xii
List of figures xiii
List of tables xvii
Notes on contributors xix
Acknowledgements xx
Definitions of terms xxii
SECTION I
Introduction 1
0 A visual introduction to Digital and Social Media Marketing 3
0. 1 You and your buyers 1
0.2 Your complex organisation 11
0.3 The Buyer Persona Spring and action-based learning 13
0.4 The Buyer Persona Spring 18
0.5 Book structure 20
1 Understanding Digital and Social Media Marketing concepts 21
1.0 Learning objectives 21
1.1 Understanding Digital and Social Media Marketing 21
1.2 How to speak Digital and Social Media Marketing 22
1.3 Success and failure in digital marketing 25
1.4 The Digital Business Maturity Model 32
1.5 The buyer persona 35
1.6 Tools for Digital and Social Media Marketing 38
1.7 Summary 42
1.8 References 43
Contents vii
5. 1 The importance of planning 115
5.2 Project management in the context of digital marketing
campaigns 116
5.3 Planning — starting a new project 124
5.4 Acting — executing your project 127
5.5 Observing - optimising your efforts 132
5.6 Reflecting — closing a project 135
5.7 Summary 137
5.8 References 137
6 Developing an effective digital presence
6.0
6.1
6.2
6.3
6.4
6.5
6.6
6.7
6.8
6.9
6.10
6.11
6.12
6.13
6.14
6.15
6.16
6.17
Learning objectives 138
Defining digital presence 138
Brand building 139
Brand equity 143
The rise of the social media-based brand 145
Social media presence 146
Developing a network of profiles 147
Owned, earned and paid content 148
Building a successful user experience 150
The principles of user experience design 150
Usability guide and testing 151
Responsive design 152
Website infrastructure 154
Information architecture 155
The AIDA model for creating content 156
Content and website design 157
Summary 159
References 160
1 Search engine optimisation: strategy implementation
7.0 Learning objectives 161
7.1 The importance of search engines 161
7.2 The business models of search engines 162
7.3 How search engines work 164
7.4 Creating a search engine optimisation strategy to engage your
buyer persona 165
7.5 Strategic keyword research 169
7.6 Implementing your search engine optimisation strategy 175
7.7 Benchmarking search engine optimisation activities 187
7.8 Summary 188
7.9 References 189
138
161
5. 1 The importance of planning 115
5.2 Project management in the context of digital marketing
campaigns 116
5.3 Planning — starting a new project 124
5.4 Acting — executing your project 127
5.5 Observing — optimising your efforts 132
5.6 Reflecting — closing a project 135
5.7 Summary 13 7
5.8 References 137
6 Developing an effective digital presence
6.0
6.1
6.2
6.3
6.4
6.5
6.6
6.7
6.8
6.9
6.10
6.11
6.12
6.13
6.14
6.15
6.16
6.17
Learning objectives 138
Defining digital presence 138
Brand building 139
Brand equity 143
The rise of the social media-based brand 145
Social media presence 146
Developing a network of profiles 147
Owned, earned and paid content 148
Building a successful user experience 150
The principles of user experience design 150
Usability guide and testing 151
Responsive design 152
Website infrastructure 154
Information architecture 155
The AIDA model for creating content 156
Content and website design 157
Summary 159
References 160
1 Search engine optimisation: strategy implementation
7.0 Learning objectives 161
7.1 The importance of search engines 161
7.2 The business models of search engines 162
7.3 How search engines work 164
7.4 Creating a search engine optimisation strategy to engage your
buyer persona 165
7.5 Strategic keyword research 169
7.6 Implementing your search engine optimisation strategy 175
7. 7 Benchmarking search engine optimisation activities 187
7.8 Summary 188
7.9 References 189
138
161
viii Contents
Social media
8.0 Learning outcomes 190
8.1 The importance of social media 190
8.2 Social media strategies 191
8.3 Social capital and social media 194
8.4 Online communities 195
8.5 Cultures 19 7
8.6 Sustainability of your social media platform 197
8.7 Blogging platforms 198
8.8 Business-to-consumer platforms 199
8.9 Business-to֊business platforms 200
8.10 Social media optimisation 201
8.11 Finding key influencers 207
8.12 Summary 212
8.13 References 212
9 Content marketing 214
9.0 Learning objectives 214
9.1 The importance of content marketing 214
9.2 The idea generation process 217
9.3 Content creation and development 224
9.4 Content marketing implementation and delivery 230
9.5 Content marketing campaign evaluation 231
9.6 Content creation and copywriting techniques and tips 234
9.7 Summary 236
9.8 References 236
10 Paid advertising — search, social and affiliate 238
10.0 Learning objectives 238
10.1 Paid advertising in context 238
10.2 Understanding paid advertising 239
10.3 Differences in paid advertising on various search
engines in Europe 244
10.4 Planning and managing paid search marketing 246
10.5 Paid social media marketing introduction 250
10.6 Overview of advertising on most popular social media
platforms in Europe 251
10.7 Affiliate marketing 255
10.8 Benchmarking and monitoring paid advertising activities 256
10.9 Summary 258
10.10 References 259
Contents ix
11 Mobile marketing 260
11.0 Learning objectives 260
11.1 Introducing mobile marketing 260
11.2 Understanding mobile consumer behaviour 261
11.3 Responsive mobile websites and applications 263
11.4 Mobile advertising and promotions 266
11.5 Mobile pay-per-click advertising 266
11.6 Mobile search engine optimisation 261
11.7 M-commerce 268
11.8 Mobile payment systems 270
11.9 2D and QR codes 272
11.10 Internet of Things 275
11.11 Wearable technology 276
11.12 Summary 277
11.13 References 278
12 Measuring brand awareness, campaign evaluation
and web analytics 279
12.0 Learning objectives 279
12.1 Introduction 279
12.2 Digital marketing — conversions + brand awareness 280
12.3 Calculating return on investment and customer lifetime
value 283
12.4 Web analytics 284
12.5 Key performance indicators for small and medium enterprises
when using Google Analytics 289
12.6 Designing web analytics reports that meet business needs 293
12.7 Meaningful reporting and campaign tracking 293
12.8 Digital campaign tracking— UTM codes 294
12.9 Ethical dilemmas in marketing research and data
collection 295
12.10 Quantitative data analysis methods 296
12.11 Qualitative data analysis methods 298
12.12 Summary 298
12.13 References 299
13 Future users, content and marketing 301
13.0 Learning objectives 301
13.1 Introduction 301
13.2 The Digital Business Maturity Model 302
13.3 Future work 307
i j. 4 Future marketing ethics 310
13.5 Interactive everything and the Internet of Things 311
13.6 Future business models and structures 312
13.7 Summary 316
13.8 References 316
Index 3
|
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| illustrated | Illustrated |
| indexdate | 2024-07-10T07:33:54Z |
| institution | BVB |
| isbn | 9781138917903 9781138917910 1138917915 |
| language | English |
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| publisher | Routledge |
| record_format | marc |
| spelling | Digital and social media marketing a results-driven approach edited by Aleksej Heinze, Gordon Fletcher, Tahir Rashid and Ana Cruz London ; New York Routledge [2017] © 2017 XXV, 319 Seiten Diagramme, Illustrationen txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Internet marketing Internet advertising Electronic commerce Social media Electronic commerce fast Internet advertising fast Internet marketing fast Social media fast Social Media (DE-588)4639271-3 gnd rswk-swf Online-Marketing (DE-588)7706419-7 gnd rswk-swf Online-Marketing (DE-588)7706419-7 s Social Media (DE-588)4639271-3 s DE-604 Heinze, Aleksej edt Fletcher, Gordon (DE-588)1101472979 edt Rashid, Tahir edt Cruz, Ana (DE-588)1123148821 edt Erscheint auch als Online-Ausgabe 978-1-315-68876-3 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029154705&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis Digitalisierung UB Bamberg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029154705&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Digital and social media marketing a results-driven approach Includes bibliographical references and index Internet marketing Internet advertising Electronic commerce Social media Electronic commerce fast Internet advertising fast Internet marketing fast Social media fast Social Media (DE-588)4639271-3 gnd Online-Marketing (DE-588)7706419-7 gnd |
| subject_GND | (DE-588)4639271-3 (DE-588)7706419-7 |
| title | Digital and social media marketing a results-driven approach |
| title_auth | Digital and social media marketing a results-driven approach |
| title_exact_search | Digital and social media marketing a results-driven approach |
| title_full | Digital and social media marketing a results-driven approach edited by Aleksej Heinze, Gordon Fletcher, Tahir Rashid and Ana Cruz |
| title_fullStr | Digital and social media marketing a results-driven approach edited by Aleksej Heinze, Gordon Fletcher, Tahir Rashid and Ana Cruz |
| title_full_unstemmed | Digital and social media marketing a results-driven approach edited by Aleksej Heinze, Gordon Fletcher, Tahir Rashid and Ana Cruz |
| title_short | Digital and social media marketing |
| title_sort | digital and social media marketing a results driven approach |
| title_sub | a results-driven approach |
| topic | Internet marketing Internet advertising Electronic commerce Social media Electronic commerce fast Internet advertising fast Internet marketing fast Social media fast Social Media (DE-588)4639271-3 gnd Online-Marketing (DE-588)7706419-7 gnd |
| topic_facet | Internet marketing Internet advertising Electronic commerce Social media Social Media Online-Marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029154705&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029154705&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT heinzealeksej digitalandsocialmediamarketingaresultsdrivenapproach AT fletchergordon digitalandsocialmediamarketingaresultsdrivenapproach AT rashidtahir digitalandsocialmediamarketingaresultsdrivenapproach AT cruzana digitalandsocialmediamarketingaresultsdrivenapproach |
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