The art of digital marketing: the definitive guide to creating strategic, targeted and measurable online campaigns
"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 ce...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Hoboken, New Jersey
Wiley
[2016]
|
| Schlagworte: | |
| Online-Zugang: | BTW01 FHA01 FHD01 FHI01 FHM01 FRO01 FUBA1 FUBA1 FWS01 FWS02 HWR01 UBG01 UBT01 UBY01 UPA01 Volltext |
| Zusammenfassung: | "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"-- |
| Beschreibung: | 1 Online-Ressource (viii, 385 Seiten) Illustrationen, Diagramme |
| ISBN: | 9781119265719 9781119267102 9781119265726 |
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| 505 | 8 | |a Machine generated contents note: Preface 1 An Introduction to Digital Marketing What Makes This Book Different? Start with the Customer and Work Backwards What Are the 3i Principles? 2 Search Engine Optimization An Introduction Search Engine Result Pages: Positioning Search Behavior Stage 1: Goals and Benefits Stage 2: On-Page Optimization Stage 3: Off-Page Optimization Stage 4: Analysis and Iteration So, What Have You Learned in This Chapter? 3 Pay per Click An Introduction Stage 1: Goals Stage 2: Setup Stage 3: Manage Stage 4: Analysis and Iteration So, What Have You Learned in This Chapter? 4 Digital Display Advertising An Introduction Display Advertising: An Industry Overview Stage 1: Define Stage 2: Format Stage 3: Configure Stage 4: Analyze So, What Have You Learned in This Chapter? 5 Email Marketing An Introduction Stage 1: Data -- Email Marketing Process Stage 2: Design and Content Stage 3: Delivery Stage 4: Discovery So, What Have You Learned in This Chapter? 6 Social Media Marketing (Part 1) An Introduction Stage 1: Goals Stage 2: Channels So, What Have You Learned in This Chapter? 7 Social Media Marketing (Part 2) An Introduction Stage 3: Implementation Stage 4: Analyze Laws and Guidelines So, What Have You Learned in This Chapter? 8 Mobile Marketing An Introduction Stage 1: Opportunity Stage 2: Optimize Stage 3: Advertise Stage 4: Analyze So, What Have You Learned in This Chapter? 9 Analytics An Introduction Stage 1: Goals Stage 2: Setup Stage 3: Monitor Stage 4: Analysis So, What Have You Learned in This Chapter? 10 Strategy and Planning An Introduction Stage 1: Approach Stage 2: Audience Stage 3: Activities Stage 4: Analysis So, What Have You Learned in This Chapter? 11 Conclusion Acknowledgments Glossary Additional Resources About the Digital Marketing Institute About the Author Index | |
| 520 | |a "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"-- | ||
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Datensatz im Suchindex
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| contents | Machine generated contents note: Preface 1 An Introduction to Digital Marketing What Makes This Book Different? Start with the Customer and Work Backwards What Are the 3i Principles? 2 Search Engine Optimization An Introduction Search Engine Result Pages: Positioning Search Behavior Stage 1: Goals and Benefits Stage 2: On-Page Optimization Stage 3: Off-Page Optimization Stage 4: Analysis and Iteration So, What Have You Learned in This Chapter? 3 Pay per Click An Introduction Stage 1: Goals Stage 2: Setup Stage 3: Manage Stage 4: Analysis and Iteration So, What Have You Learned in This Chapter? 4 Digital Display Advertising An Introduction Display Advertising: An Industry Overview Stage 1: Define Stage 2: Format Stage 3: Configure Stage 4: Analyze So, What Have You Learned in This Chapter? 5 Email Marketing An Introduction Stage 1: Data -- Email Marketing Process Stage 2: Design and Content Stage 3: Delivery Stage 4: Discovery So, What Have You Learned in This Chapter? 6 Social Media Marketing (Part 1) An Introduction Stage 1: Goals Stage 2: Channels So, What Have You Learned in This Chapter? 7 Social Media Marketing (Part 2) An Introduction Stage 3: Implementation Stage 4: Analyze Laws and Guidelines So, What Have You Learned in This Chapter? 8 Mobile Marketing An Introduction Stage 1: Opportunity Stage 2: Optimize Stage 3: Advertise Stage 4: Analyze So, What Have You Learned in This Chapter? 9 Analytics An Introduction Stage 1: Goals Stage 2: Setup Stage 3: Monitor Stage 4: Analysis So, What Have You Learned in This Chapter? 10 Strategy and Planning An Introduction Stage 1: Approach Stage 2: Audience Stage 3: Activities Stage 4: Analysis So, What Have You Learned in This Chapter? 11 Conclusion Acknowledgments Glossary Additional Resources About the Digital Marketing Institute About the Author Index |
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| dewey-full | 658.8/72 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/72 |
| dewey-search | 658.8/72 |
| dewey-sort | 3658.8 272 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Electronic eBook |
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| id | DE-604.BV043854704 |
| illustrated | Not Illustrated |
| indexdate | 2024-08-01T12:21:38Z |
| institution | BVB |
| isbn | 9781119265719 9781119267102 9781119265726 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-029264934 |
| oclc_num | 942611598 951128172 |
| open_access_boolean | |
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| physical | 1 Online-Ressource (viii, 385 Seiten) Illustrationen, Diagramme |
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| publishDate | 2016 |
| publishDateSearch | 2016 |
| publishDateSort | 2016 |
| publisher | Wiley |
| record_format | marc |
| spellingShingle | Dodson, Ian The art of digital marketing the definitive guide to creating strategic, targeted and measurable online campaigns Machine generated contents note: Preface 1 An Introduction to Digital Marketing What Makes This Book Different? Start with the Customer and Work Backwards What Are the 3i Principles? 2 Search Engine Optimization An Introduction Search Engine Result Pages: Positioning Search Behavior Stage 1: Goals and Benefits Stage 2: On-Page Optimization Stage 3: Off-Page Optimization Stage 4: Analysis and Iteration So, What Have You Learned in This Chapter? 3 Pay per Click An Introduction Stage 1: Goals Stage 2: Setup Stage 3: Manage Stage 4: Analysis and Iteration So, What Have You Learned in This Chapter? 4 Digital Display Advertising An Introduction Display Advertising: An Industry Overview Stage 1: Define Stage 2: Format Stage 3: Configure Stage 4: Analyze So, What Have You Learned in This Chapter? 5 Email Marketing An Introduction Stage 1: Data -- Email Marketing Process Stage 2: Design and Content Stage 3: Delivery Stage 4: Discovery So, What Have You Learned in This Chapter? 6 Social Media Marketing (Part 1) An Introduction Stage 1: Goals Stage 2: Channels So, What Have You Learned in This Chapter? 7 Social Media Marketing (Part 2) An Introduction Stage 3: Implementation Stage 4: Analyze Laws and Guidelines So, What Have You Learned in This Chapter? 8 Mobile Marketing An Introduction Stage 1: Opportunity Stage 2: Optimize Stage 3: Advertise Stage 4: Analyze So, What Have You Learned in This Chapter? 9 Analytics An Introduction Stage 1: Goals Stage 2: Setup Stage 3: Monitor Stage 4: Analysis So, What Have You Learned in This Chapter? 10 Strategy and Planning An Introduction Stage 1: Approach Stage 2: Audience Stage 3: Activities Stage 4: Analysis So, What Have You Learned in This Chapter? 11 Conclusion Acknowledgments Glossary Additional Resources About the Digital Marketing Institute About the Author Index BUSINESS & ECONOMICS / Marketing / General bisacsh BUSINESS & ECONOMICS / Industrial Management bisacsh BUSINESS & ECONOMICS / Management bisacsh BUSINESS & ECONOMICS / Management Science bisacsh BUSINESS & ECONOMICS / Organizational Behavior bisacsh Internet marketing fast Strategic planning fast Wirtschaft Internet marketing Strategic planning Online-Marketing (DE-588)7706419-7 gnd |
| subject_GND | (DE-588)7706419-7 |
| title | The art of digital marketing the definitive guide to creating strategic, targeted and measurable online campaigns |
| title_auth | The art of digital marketing the definitive guide to creating strategic, targeted and measurable online campaigns |
| title_exact_search | The art of digital marketing the definitive guide to creating strategic, targeted and measurable online campaigns |
| title_full | The art of digital marketing the definitive guide to creating strategic, targeted and measurable online campaigns Ian Dodson |
| title_fullStr | The art of digital marketing the definitive guide to creating strategic, targeted and measurable online campaigns Ian Dodson |
| title_full_unstemmed | The art of digital marketing the definitive guide to creating strategic, targeted and measurable online campaigns Ian Dodson |
| title_short | The art of digital marketing |
| title_sort | the art of digital marketing the definitive guide to creating strategic targeted and measurable online campaigns |
| title_sub | the definitive guide to creating strategic, targeted and measurable online campaigns |
| topic | BUSINESS & ECONOMICS / Marketing / General bisacsh BUSINESS & ECONOMICS / Industrial Management bisacsh BUSINESS & ECONOMICS / Management bisacsh BUSINESS & ECONOMICS / Management Science bisacsh BUSINESS & ECONOMICS / Organizational Behavior bisacsh Internet marketing fast Strategic planning fast Wirtschaft Internet marketing Strategic planning Online-Marketing (DE-588)7706419-7 gnd |
| topic_facet | BUSINESS & ECONOMICS / Marketing / General BUSINESS & ECONOMICS / Industrial Management BUSINESS & ECONOMICS / Management BUSINESS & ECONOMICS / Management Science BUSINESS & ECONOMICS / Organizational Behavior Internet marketing Strategic planning Wirtschaft Online-Marketing |
| url | https://onlinelibrary.wiley.com/doi/book/10.1002/9781119267102 |
| work_keys_str_mv | AT dodsonian theartofdigitalmarketingthedefinitiveguidetocreatingstrategictargetedandmeasurableonlinecampaigns |