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eMarketing - The Essential Guide to Marketing in a Digital World

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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.

MarketingBusiness
Author
Rob Stokes
Publisher
Red and Yellow Creative School of Business
Source
LibreTexts
License
CC BY-NC-SA
Language
EN
Category
Marketing
Read online Download PDF (open licence)
Contents· 310 sections
  1. 01: Think - Strategy and Context
  2. 1.01: Introduction
  3. 1.02: Key terms and concepts
  4. 1.03: What is marketing
  5. 1.04: What is digital marketing
  6. 1.05: Understanding marketing strategy
  7. 1.06: The Building Blocks of Marketing Strategy
  8. 1.07: References
  9. 1.08: Crafting a digital marketing strategy
  10. 1.09: Case study - Vets now - Taking care of the brand
  11. 1.10: The bigger picture
  12. 1.E: Digital Marketing Strategy(Exercises)
  13. 1.S: Digital Marketing Strategy(Summary)
  14. 02: Think - Understanding customer behaviour
  15. 2.01: Introduction
  16. 2.02: Key terms and concepts
  17. 2.03: Understanding customer behaviour
  18. 2.04: Key digital concepts influencing customer behaviour
  19. 2.05: Tools for understanding your customer
  20. 2.06: Measuring success
  21. 2.07: Case study - Argos
  22. 2.08: The bigger picture
  23. 2.09: References
  24. 2.E: Understanding Customer Behaviour (Exercises)
  25. 2.S: Understanding customer behaviour(Summary)
  26. 03: Think - Data driven decision making
  27. 3.01: References
  28. 3.02: Introduction
  29. 3.03: Key terms and concepts
  30. 3.04: Understanding data
  31. 3.05: Approaching data
  32. 3.06: Working with data
  33. 3.07: Becoming a data led organisation
  34. 3.08: Advantages and challenges
  35. 3.09: Measuring success
  36. 3.10: Tools of the trade
  37. 3.11: Case study - Royal Canin Russia
  38. 3.12: The bigger picture
  39. 3.E: Data driven decision making(Exercises)
  40. 3.S: Data driven decision making(Summary)
  41. 04: Think - Market Research
  42. 4.01: Introduction
  43. 4.02: Key terms and concepts
  44. 4.03: The importance of market research
  45. 4.04: Key concepts in market research
  46. 4.05: Online research methodologies
  47. 4.06: Justifying the cost of research
  48. 4.07: References
  49. 4.08: Tools of the trade
  50. 4.09: Adantages and challenges
  51. 4.10: Case study - Sentiment data mining predicts political outcomes
  52. 4.11: The bigger picture
  53. 4.E: Market Research(Exercises)
  54. 4.S: Market Research(Summary)
  55. 05: Create - User Experience Design
  56. 5.01: Introduction
  57. 5.02: Key terms and concepts
  58. 5.03: Understanding UX design
  59. 5.04: Core principles of UX design
  60. 5.05: Implementing UX design
  61. 5.06: Advantages and disadvantages of UX design
  62. 5.07: References
  63. 5.08: Conduct Testing
  64. 5.09: Tools of the trade
  65. 5.10: Case study - AO Becomes customer centred
  66. 5.11: The bigger picture
  67. 5.E: User Experience Design(Exercises)
  68. 5.S: User Experience Design(Summary)
  69. 06: Create - Web Development and Design
  70. 6.01: Introduction
  71. 6.02: Key terms and concepts
  72. 6.03: Web design
  73. 6.04: Web development
  74. 6.05: The web development process
  75. 6.06: Development methodologies
  76. 6.07: References
  77. 6.08: Quality assurance
  78. 6.09: Case study - Offspring
  79. 6.10: The bigger picture
  80. 6.E: Web Development and Design(Exercises)
  81. 6.S: Web Development and Design(Summary)
  82. 07: Create - Mobile channels and apps
  83. 7.01: Introduction
  84. 7.02: Key terms and concepts
  85. 7.03: Core principles
  86. 7.04: Defining mobile channels
  87. 7.05: Creating an app
  88. 7.06: Implementation
  89. 7.07: The Internet of Things The Quantified Self
  90. 7.08: Advantages and challenges
  91. 7.09: Measuring success
  92. 7.10: Tools of the trade
  93. 7.11: Case study - ASB digital piggybank
  94. 7.12: The bigger picture
  95. 7.13: References
  96. 7.E: Mobile channels and apps(Exercises)
  97. 7.S: Mobile channels and apps(Summary)
  98. 08: Create - Search engine optimization (SEO)
  99. 8.01: References
  100. 8.02: Introduction
  101. 8.03: Key terms and concepts
  102. 8.04: Core principles
  103. 8.05: Implementation
  104. 8.06: What not to do
  105. 8.07: Advantages and challenges
  106. 8.08: Tools of the trade
  107. 8.09: Case study - Lloyds Pharmacy Online Doctor
  108. 8.10: The bigger picture
  109. 8.E: Search engine optimisation (SEO)(Exercises)
  110. 8.S: Search engine optimisation (SEO)(Summary)
  111. 09: Create - Digital Copywriting
  112. 9.01: Introduction to Digital Copywriting
  113. 9.02: Key terms and concepts
  114. 9.03: Core principles
  115. 9.04: Implementing writing for digital
  116. 9.05: Advantages and challenges
  117. 9.06: Measuring Success
  118. 9.07: References
  119. 9.08: Tools of the trade
  120. 9.09: Case study - Yelp
  121. 9.10: The bigger picture
  122. 9.E: Digital copywriting(Exercises)
  123. 9.S: Writing for Digital(Summary)
  124. 10: Create - eCommerce
  125. 10.01: Introduction
  126. 10.02: Key terms and concepts
  127. 10.03: Types of eCommerce
  128. 10.04: eCommerce on specific channels
  129. 10.05: Multi-channel commerce to total retail
  130. 10.06: Setting up an eCommerce site
  131. 10.07: The bigger picture
  132. 10.08: References
  133. 10.09: Tools of the trade
  134. 10.10: Advantages and challenges
  135. 10.11: Case study - Pixie Faire
  136. 10.E: eCommerce(Exercises)
  137. 10.S: eCommerce(Summary)
  138. 11: Engage - Search advertising
  139. 11.01: Introduction
  140. 11.02: Key terms and concepts
  141. 11.03: Defining search advertising
  142. 11.04: The elements of a search ad
  143. 11.05: Targeting options
  144. 11.06: Bidding and ranking for search ads
  145. 11.07: Measuring success
  146. 11.08: Tools of the trade
  147. 11.09: Case study - Frooition
  148. 11.10: The bigger picture
  149. 11.11: References
  150. 11.12: Tracking
  151. 11.13: Implementing a search advertising campaign
  152. 11.14: Advantages and challenges
  153. 11.E: Search advertising(Exercises)
  154. 11.S: Search advertising(Summary)
  155. 12: Engage - Online advertising
  156. 12.01: Introduction
  157. 12.02: Key terms and concepts
  158. 12.03: Objectives
  159. 12.04: The key differentiator
  160. 12.05: Types of display adverts
  161. 12.06: Payment Models for Display Advertising
  162. 12.07: Implementing online advertising
  163. 12.08: The future of online advertising
  164. 12.09: Advantages and challenges
  165. 12.10: Measuring success
  166. 12.11: Case study - Post-It and Proximity Russia
  167. 12.12: The bigger picture
  168. 12.13: References
  169. 12.14: Getting your ads online
  170. 12.15: Targeting and optimising
  171. 12.16: Tracking
  172. 12.E: Online advertising(Exercises)
  173. 12.S: Online advertising(Summary)
  174. 13: Engage - Social media advertising
  175. 13.01: Introduction
  176. 13.02: Key terms and concepts
  177. 13.03: Understanding social media advertising
  178. 13.04: Core principles
  179. 13.05: Implementing social media advertising
  180. 13.06: Advantages and challenges
  181. 13.07: The bigger picture
  182. 13.08: References
  183. 13.09: Measuring success
  184. 13.10: Tools of the trade
  185. 13.11: Case study - Kraft Mac and Cheese
  186. 13.E: Social media advertising(Exercises)
  187. 13.S: Social media advertising(Summary)
  188. 14: Retain - Customer relationship management (CRM)
  189. 14.01: Introduction
  190. 14.02: Key terms and concepts
  191. 14.03: A CRM model
  192. 14.04: Understanding customers
  193. 14.05: CRM and data
  194. 14.06: The benefits of CRM
  195. 14.07: Case study - Amazon Prime
  196. 14.08: The bigger picture
  197. 14.09: References
  198. 14.10: Social CRM
  199. 14.11: Step-by-step guide to implementing a CRM strategy
  200. 14.12: Tools of the trade
  201. 14.E: Customer relationship management(Exercises)
  202. 14.S: Customer relationship management(Summary)
  203. 15: Retain - Content Marketing Strategy
  204. 15.01: Introduction
  205. 15.02: Key terms and concepts
  206. 15.03: Defining content marketing
  207. 15.04: Strategic building blocks
  208. 15.05: Content creation
  209. 15.06: Content channel distribution
  210. 15.07: The bigger picture
  211. 15.08: References
  212. 15.09: Tools of the trade
  213. 15.10: Advantages and challenges
  214. 15.11: Case study - Intel and Toshiba
  215. 15.E: Content marketing strategy
  216. 15.S: Content marketing strategy(Summary)
  217. 16: Retain - Social Media Platforms
  218. 16.01: Introduction
  219. 16.02: Key terms and concepts
  220. 16.03: Marketing with social media
  221. 16.04: Facebook
  222. 16.05: YouTube
  223. 16.06: Instagram
  224. 16.07: Pinterest
  225. 16.08: Other social media options
  226. 16.09: Analytics for social media
  227. 16.10: Selecting the appropriate platform
  228. 16.11: Rules of engagement
  229. 16.12: Advantages and challenges
  230. 16.13: Case Study - Harley-Davidson
  231. 16.14: The bigger picture
  232. 16.15: References
  233. 16.16: Twitter
  234. 16.17: Snapchat
  235. 16.18: LinkedIn
  236. 16.E: Social media platforms(Exercises)
  237. 16.S: Social media platforms(Summary)
  238. 17: Retain - Social media strategy
  239. 17.01: Introduction
  240. 17.02: Key terms and concepts
  241. 17.03: Using social media to solve business challenges
  242. 17.04: Step-by-step guide to creating a social media strategy
  243. 17.05: Documents and processes
  244. 17.06: Dealing with opportunities and threats
  245. 17.07: References
  246. 17.08: Step-by-step guide for recovering from an online brand attack
  247. 17.09: Social media strategy risks and challenges
  248. 17.10: Case study - Fjordlands 2015 Christmas campaign
  249. 17.E: Social media strategy
  250. 17.S: Social media strategy
  251. 18: Retain - Direct marketing (email and mobile)
  252. 18.01: Introduction
  253. 18.02: Key terms and concepts
  254. 18.03: Direct marketing strategy and planning
  255. 18.04: Step-by-step direct marketing process
  256. 18.05: Measuring success
  257. 18.06: Tools of the trade
  258. 18.07: References
  259. 18.08: Advantages and challenges
  260. 18.09: Case study - GlobalGiving
  261. 18.10: The bigger picture
  262. 18.E: Direct marketing - email and mobile(Exercises)
  263. 18.S: Direct marketing - email and mobile
  264. 19: Retain - Video Marketing
  265. 19.01: Introduction
  266. 19.02: Key terms and concepts
  267. 19.03: Video content strategy
  268. 19.04: Video production step-by-step
  269. 19.05: Video promotion
  270. 19.06: Facebook Video
  271. 19.07: Case study - Nike Chicago Cubs Someday
  272. 19.08: The bigger picture
  273. 19.09: References
  274. 19.10: Advantages and challenges
  275. 19.11: Measuring Success
  276. 19.12: Tools of the trade
  277. 19.E: Video Marketing(Exercises)
  278. 19.S: Video Marketing(Summary)
  279. 20: Optimize - Conversion Optimization
  280. 20.01: Introduction
  281. 20.02: Key terms and concepts
  282. 20.03: What can you test
  283. 20.04: Designing tests
  284. 20.05: Step-by-step guide to conversion optimisation
  285. 20.06: Tools of the trade
  286. 20.07: Case study - Tinkoff Bank
  287. 20.08: The bigger picture
  288. 20.09: References
  289. 20.E: Conversion Optimization
  290. 20.S: Conversion Optimization(Summary)
  291. 21: Optimize - Data Analytics
  292. 21.01: Introduction
  293. 21.02: Key terms and concepts
  294. 21.03: Working with data
  295. 21.04: Tracking and collecting data
  296. 21.05: Analysing data
  297. 21.06: Data Visualisation
  298. 21.07: Tools of the trade
  299. 21.08: Advantages and challenges
  300. 21.09: Case study - eFinancialCareers
  301. 21.10: The bigger picture
  302. 21.11: References
  303. 21.E: Data Analytics(Exercises)
  304. 21.S: Data Analytics(Summary)
  305. 22: Appendix - Understanding the Internet
  306. 22.01: History of the Internet
  307. 22.02: How the Internet works
  308. 22.03: How people access the Internet
  309. 22.04: What does this have to do with marketing
  310. 22.05: References