Strategic Digital Marketing 1st edition by Eric Greenberg, Alexander Kates – Ebook PDF Instant Download/Delivery: 0071819510, 9780071819510
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ISBN 10: 0071819510
ISBN 13: 9780071819510
Author: Eric Greenberg, Alexander Kates
The digital age is here―and it’s developing rapidly. Regardless of your industry, sector, or geography, you need to understand the power of digital strategies to market your brand, reach your audience, and broaden your framework for success. This comprehensive, all-in-one guide combines the collective insights of top digital marketers, consultants, and academics―each one an expert in his or her field.
Strategic Digital Marketing 1st Table of contents:
PART 1: OUR NEW DIGITAL WORLD
1 The Digital Paradigm by Alexander Kates and Eric Greenberg
The New World of Marketing
The Modern Digital Consumer
The New Consumer’s Journey
2 Marketing Strategies for a Digital World by Alexander Kates and Eric Greenberg
State of the Modern Digital Ecosystem
Being Liquid: The Marketer’s New Role
Getting Started: Learning by Example
The Ultimate Goal of Digital Marketing: ROI
A Framework for Digital Success
3 Managing Content in a Digital Age by Neil Perkin
The Importance of Content Marketing
Holistic Liquid Content Strategies and Frameworks
The 70/20/10 Content Planning Model
PART 2: ACHIEVING SUCCESS IN DIGITAL MARKETING CHANNELS
4 Search Marketing: If They Can’t Find It, They Can’t Buy It by Mike Moran
Why Search is Important
How Searchers Work
The Types of Search Marketing
The Language of Search
Succeeding at Search Marketing
Measuring Search Success
Search Trends
5 Mobile Marketing: Innovation On the Go by Alexander Kates
The Mobile World We Live In
The Modern Mobile Consumer
Mobile Unwires Marketers from Former Constraints
Mobile Website Considerations
SMS and MMS Campaigns
Mobile Applications: The Low-Down
Mobile Technologies to Watch: Snacks for Thought
Measuring Mobile Marketing Success
Device Convergence and the Future Mobile Landscape
Closing Thoughts
6 Video Marketing by Greg Jarboe
Who Discovers and Watches Videos?
Steps to Plan, Shoot, Edit, and Publish
Building Video Channel Strategy
Viewing Experience and Programming
Building Community and Promoting Your Videos
Jumpstart Your Traffic with an Ad Campaign
Who’s Watching Your Videos?
7 Social Media Marketing by Stan Smith
What is Social Media?
The Real Definition of Social Media
The New Digital Experience
Why Social Media is Important
Social Media Channel Strategy
Tools of the Trade
Best-in-Class Examples
Social Media ROI
The Future of Social Media
8 Building a Website with Purpose that Generates Results by Jeremy Floyd
Introduction
Begin with Purpose
The Process and Considerations for (re)Building Your Website
Ten Steps: From Discovery to Launch
Tools for Success
Conclusion
9 Measurement and ROI of Digital Strategies by Rob Petersen
Introduction to the World of Measurement
The Importance of Measurement
Demystifying the Buzzword: The Definition of Analytics
Measurements for a Digital World
Measurement Tool Mini-Handbook
Best-in-Class Examples
Budgeting for Digital Measurement
The Future of Measurement
10 Understanding the Law in Digital Marketing by Glen Gilmore
Keeping Pace with the Law in Digital Marketing
Creating a Framework for Social Media Governance and Compliance
Understanding the FTC’s Social Media Marketing Guidelines
First Case Study for the FTC’s New Social Media Endorsement Guidelines
Two Tweets and Nike Runs into Regulatory Problems: The Ethos of Transparency
Understanding the FTC’s New Privacy Framework: Privacy by Design, Simplified Choice, and Greater Transparency
Understanding the Children’s Online Privacy Protection Act
“Pin This”: Copyright and Fair Use, The Basics
Marketing on the WorldWide Web Requires Compliance with International Law
There’s an App for Nearly Everything—And There Are Guidelines for Apps
Staying on the Right Side of the Law in Social Media Contests
Digital Marketing Compliance in Highly-Regulated Industries
Trends and the Future of Digital Marketing Law
PART 3: COMPLETING THE DIGITAL TRANSFORMATION
11 Digital Leadership Principles by Bob Pearson
How We Digitally Transform Ourselves and Our Organizations
Address the Largest Barrier to Innovation First
The Importance of Forward-Leaning Learning
How to Undergo Transformational Change in Your Company
Ten Traits of Digital Leadership
12 Designing Organizations for Digital Success by Amy Kates
Introduction
What Do We Mean by “Digital”?
The STAR Model™ for Organization Design
Asking the Right Questions in Digital Organization Design
Conclusion
Suggested Reading
13 The Path to an Innovative, Digital-Centric Organization by Alexander Kates and Eric Greenberg
Six Habits of Highly Successful Firms
Digital Transformation Framework
Concluding Thoughts
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