Nguồn ngoài

eMarketing - The Essential Guide to Marketing in a Digital World

The newly updated edition includes chapters on the latest marketing trends as well as updated facts and figures and all new real-world case studies showing the application of digital best practice. The book is structured to enable readers to follow it sequentially and get an overview of how the different elements of digital fit together. It also provides a guide for those who want to dip in and out of chapters or need to brush up on specific areas.

Marketing Business

Tác giả: Rob Stokes
Nhà xuất bản: Red and Yellow Creative School of Business
Nguồn: LibreTexts
Giấy phép: CC BY-NC-SA
Ngôn ngữ: EN
Danh mục: Marketing

Đọc trực tuyến Tải PDF (nguồn mở)

Mục lục· 310 mục

01: Think - Strategy and Context
1.01: Introduction
1.02: Key terms and concepts
1.03: What is marketing
1.04: What is digital marketing
1.05: Understanding marketing strategy
1.06: The Building Blocks of Marketing Strategy
1.07: References
1.08: Crafting a digital marketing strategy
1.09: Case study - Vets now - Taking care of the brand
1.10: The bigger picture
1.E: Digital Marketing Strategy(Exercises)
1.S: Digital Marketing Strategy(Summary)
02: Think - Understanding customer behaviour
2.01: Introduction
2.02: Key terms and concepts
2.03: Understanding customer behaviour
2.04: Key digital concepts influencing customer behaviour
2.05: Tools for understanding your customer
2.06: Measuring success
2.07: Case study - Argos
2.08: The bigger picture
2.09: References
2.E: Understanding Customer Behaviour (Exercises)
2.S: Understanding customer behaviour(Summary)
03: Think - Data driven decision making
3.01: References
3.02: Introduction
3.03: Key terms and concepts
3.04: Understanding data
3.05: Approaching data
3.06: Working with data
3.07: Becoming a data led organisation
3.08: Advantages and challenges
3.09: Measuring success
3.10: Tools of the trade
3.11: Case study - Royal Canin Russia
3.12: The bigger picture
3.E: Data driven decision making(Exercises)
3.S: Data driven decision making(Summary)
04: Think - Market Research
4.01: Introduction
4.02: Key terms and concepts
4.03: The importance of market research
4.04: Key concepts in market research
4.05: Online research methodologies
4.06: Justifying the cost of research
4.07: References
4.08: Tools of the trade
4.09: Adantages and challenges
4.10: Case study - Sentiment data mining predicts political outcomes
4.11: The bigger picture
4.E: Market Research(Exercises)
4.S: Market Research(Summary)
05: Create - User Experience Design
5.01: Introduction
5.02: Key terms and concepts
5.03: Understanding UX design
5.04: Core principles of UX design
5.05: Implementing UX design
5.06: Advantages and disadvantages of UX design
5.07: References
5.08: Conduct Testing
5.09: Tools of the trade
5.10: Case study - AO Becomes customer centred
5.11: The bigger picture
5.E: User Experience Design(Exercises)
5.S: User Experience Design(Summary)
06: Create - Web Development and Design
6.01: Introduction
6.02: Key terms and concepts
6.03: Web design
6.04: Web development
6.05: The web development process
6.06: Development methodologies
6.07: References
6.08: Quality assurance
6.09: Case study - Offspring
6.10: The bigger picture
6.E: Web Development and Design(Exercises)
6.S: Web Development and Design(Summary)
07: Create - Mobile channels and apps
7.01: Introduction
7.02: Key terms and concepts
7.03: Core principles
7.04: Defining mobile channels
7.05: Creating an app
7.06: Implementation
7.07: The Internet of Things The Quantified Self
7.08: Advantages and challenges
7.09: Measuring success
7.10: Tools of the trade
7.11: Case study - ASB digital piggybank
7.12: The bigger picture
7.13: References
7.E: Mobile channels and apps(Exercises)
7.S: Mobile channels and apps(Summary)
08: Create - Search engine optimization (SEO)
8.01: References
8.02: Introduction
8.03: Key terms and concepts
8.04: Core principles
8.05: Implementation
8.06: What not to do
8.07: Advantages and challenges
8.08: Tools of the trade
8.09: Case study - Lloyds Pharmacy Online Doctor
8.10: The bigger picture
8.E: Search engine optimisation (SEO)(Exercises)
8.S: Search engine optimisation (SEO)(Summary)
09: Create - Digital Copywriting
9.01: Introduction to Digital Copywriting
9.02: Key terms and concepts
9.03: Core principles
9.04: Implementing writing for digital
9.05: Advantages and challenges
9.06: Measuring Success
9.07: References
9.08: Tools of the trade
9.09: Case study - Yelp
9.10: The bigger picture
9.E: Digital copywriting(Exercises)
9.S: Writing for Digital(Summary)
10: Create - eCommerce
10.01: Introduction
10.02: Key terms and concepts
10.03: Types of eCommerce
10.04: eCommerce on specific channels
10.05: Multi-channel commerce to total retail
10.06: Setting up an eCommerce site
10.07: The bigger picture
10.08: References
10.09: Tools of the trade
10.10: Advantages and challenges
10.11: Case study - Pixie Faire
10.E: eCommerce(Exercises)
10.S: eCommerce(Summary)
11: Engage - Search advertising
11.01: Introduction
11.02: Key terms and concepts
11.03: Defining search advertising
11.04: The elements of a search ad
11.05: Targeting options
11.06: Bidding and ranking for search ads
11.07: Measuring success
11.08: Tools of the trade
11.09: Case study - Frooition
11.10: The bigger picture
11.11: References
11.12: Tracking
11.13: Implementing a search advertising campaign
11.14: Advantages and challenges
11.E: Search advertising(Exercises)
11.S: Search advertising(Summary)
12: Engage - Online advertising
12.01: Introduction
12.02: Key terms and concepts
12.03: Objectives
12.04: The key differentiator
12.05: Types of display adverts
12.06: Payment Models for Display Advertising
12.07: Implementing online advertising
12.08: The future of online advertising
12.09: Advantages and challenges
12.10: Measuring success
12.11: Case study - Post-It and Proximity Russia
12.12: The bigger picture
12.13: References
12.14: Getting your ads online
12.15: Targeting and optimising
12.16: Tracking
12.E: Online advertising(Exercises)
12.S: Online advertising(Summary)
13: Engage - Social media advertising
13.01: Introduction
13.02: Key terms and concepts
13.03: Understanding social media advertising
13.04: Core principles
13.05: Implementing social media advertising
13.06: Advantages and challenges
13.07: The bigger picture
13.08: References
13.09: Measuring success
13.10: Tools of the trade
13.11: Case study - Kraft Mac and Cheese
13.E: Social media advertising(Exercises)
13.S: Social media advertising(Summary)
14: Retain - Customer relationship management (CRM)
14.01: Introduction
14.02: Key terms and concepts
14.03: A CRM model
14.04: Understanding customers
14.05: CRM and data
14.06: The benefits of CRM
14.07: Case study - Amazon Prime
14.08: The bigger picture
14.09: References
14.10: Social CRM
14.11: Step-by-step guide to implementing a CRM strategy
14.12: Tools of the trade
14.E: Customer relationship management(Exercises)
14.S: Customer relationship management(Summary)
15: Retain - Content Marketing Strategy
15.01: Introduction
15.02: Key terms and concepts
15.03: Defining content marketing
15.04: Strategic building blocks
15.05: Content creation
15.06: Content channel distribution
15.07: The bigger picture
15.08: References
15.09: Tools of the trade
15.10: Advantages and challenges
15.11: Case study - Intel and Toshiba
15.E: Content marketing strategy
15.S: Content marketing strategy(Summary)
16: Retain - Social Media Platforms
16.01: Introduction
16.02: Key terms and concepts
16.03: Marketing with social media
16.04: Facebook
16.05: YouTube
16.06: Instagram
16.07: Pinterest
16.08: Other social media options
16.09: Analytics for social media
16.10: Selecting the appropriate platform
16.11: Rules of engagement
16.12: Advantages and challenges
16.13: Case Study - Harley-Davidson
16.14: The bigger picture
16.15: References
16.16: Twitter
16.17: Snapchat
16.18: LinkedIn
16.E: Social media platforms(Exercises)
16.S: Social media platforms(Summary)
17: Retain - Social media strategy
17.01: Introduction
17.02: Key terms and concepts
17.03: Using social media to solve business challenges
17.04: Step-by-step guide to creating a social media strategy
17.05: Documents and processes
17.06: Dealing with opportunities and threats
17.07: References
17.08: Step-by-step guide for recovering from an online brand attack
17.09: Social media strategy risks and challenges
17.10: Case study - Fjordlands 2015 Christmas campaign
17.E: Social media strategy
17.S: Social media strategy
18: Retain - Direct marketing (email and mobile)
18.01: Introduction
18.02: Key terms and concepts
18.03: Direct marketing strategy and planning
18.04: Step-by-step direct marketing process
18.05: Measuring success
18.06: Tools of the trade
18.07: References
18.08: Advantages and challenges
18.09: Case study - GlobalGiving
18.10: The bigger picture
18.E: Direct marketing - email and mobile(Exercises)
18.S: Direct marketing - email and mobile
19: Retain - Video Marketing
19.01: Introduction
19.02: Key terms and concepts
19.03: Video content strategy
19.04: Video production step-by-step
19.05: Video promotion
19.06: Facebook Video
19.07: Case study - Nike Chicago Cubs Someday
19.08: The bigger picture
19.09: References
19.10: Advantages and challenges
19.11: Measuring Success
19.12: Tools of the trade
19.E: Video Marketing(Exercises)
19.S: Video Marketing(Summary)
20: Optimize - Conversion Optimization
20.01: Introduction
20.02: Key terms and concepts
20.03: What can you test
20.04: Designing tests
20.05: Step-by-step guide to conversion optimisation
20.06: Tools of the trade
20.07: Case study - Tinkoff Bank
20.08: The bigger picture
20.09: References
20.E: Conversion Optimization
20.S: Conversion Optimization(Summary)
21: Optimize - Data Analytics
21.01: Introduction
21.02: Key terms and concepts
21.03: Working with data
21.04: Tracking and collecting data
21.05: Analysing data
21.06: Data Visualisation
21.07: Tools of the trade
21.08: Advantages and challenges
21.09: Case study - eFinancialCareers
21.10: The bigger picture
21.11: References
21.E: Data Analytics(Exercises)
21.S: Data Analytics(Summary)
22: Appendix - Understanding the Internet
22.01: History of the Internet
22.02: How the Internet works
22.03: How people access the Internet
22.04: What does this have to do with marketing
22.05: References