Digital marketing strategy : an integrated approach to online marketing /
"There is no shortage of digital marketing resources yet finding a book that covers all disciplines can be a challenge. This essential and highly readable book provides an accessible, step-by-step framework to the planning, integration and measurement of each digital platform and technique, all...
Guardado en:
| Autor principal: | |
|---|---|
| Formato: | Libro |
| Lenguaje: | Inglés |
| Publicado: |
London ; New York :
Kogan Page,
2019.
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| Edición: | 2nd ed. [rev.] |
| Materias: | |
| Aporte de: | Registro referencial: Solicitar el recurso aquí |
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| 020 | |a 9780749484224 |q (paperback) | ||
| 020 | |a 0749484225 |q (paperback) | ||
| 020 | |a 9780749484231 |q (electronic book) | ||
| 020 | |a 0749484233 |q (electronic book) | ||
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| 035 | |a (OCoLC)on1078971203 | ||
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| 082 | 0 | 0 | |a 658.8/72 |2 23 |
| 100 | 1 | |a Kingsnorth, Simon. | |
| 245 | 1 | 0 | |a Digital marketing strategy : |b an integrated approach to online marketing / |c Simon Kingsnorth. |
| 250 | |a 2nd ed. [rev.] | ||
| 260 | |a London ; |a New York : |b Kogan Page, |c 2019. | ||
| 300 | |a xvii, 364 p. : |b il. ; |c 25 cm. | ||
| 500 | |a 1a ed.: 2016. | ||
| 504 | |a Incluye referencias bibliográficas e índice. | ||
| 505 | 0 | |a Introduction: how will this book inform your digital marketing strategy? -- The foundations of digital marketing -- Knowing your business objectives and your customer -- Understanding the digital ecosystem -- Integrating digital into wider organization strategy -- Understanding the evolving digital consumer -- Barriers, considerations and data protection in digital marketing strategy -- Integrating digital change into your wider organization -- Enabling technologies for online marketing and digital transformation -- Planning your digital marketing strategy : objectives, teams and budgeting -- Using channel strategy to reach your customers -- Seo strategy and organic techniques -- Building and optimizing a winning paid search strategy -- Display advertising and programmatic targeting -- Tailoring your social media strategy -- Marketing automation, messaging and e-mail marketing : the unsung heroes -- Lead generation that delivers results -- Content strategy : a key pillar of success -- Personalizing the customer journey and digital experience -- Conversion, retention and measurement -- Effective design, e-commerce and user experience (ux) -- Managing loyalty, crm and data -- Providing a smooth online service and customer experience -- Measuring success through data analytics and reporting -- Tailoring your final digital marketing strategy -- Putting together your digital marketing strategy. | |
| 520 | |a "There is no shortage of digital marketing resources yet finding a book that covers all disciplines can be a challenge. This essential and highly readable book provides an accessible, step-by-step framework to the planning, integration and measurement of each digital platform and technique, all tailored to achieve overarching business objectives. Now featuring cutting edge updates on social media, SEO, content marketing, user experience and customer loyalty, Digital Marketing Strategy is an ideal road map for navigating: -Marketing automation, personalization, messaging and email, -Online and offline integration, -The power of technologies, such as AI, -New data protection and privacy strategies. Accompanied by downloadable practical implementation guides spanning SEO, paid-search, email, lead-generation and more, Digital Marketing Strategy will show you how to effectively select, align and manage digital channels and operations, to streamline a winning digital marketing strategy for measurable, optimized results. It is an essential guide for any marketer to build an effective and practical digital strategy." --Descripción del editor. | ||
| 650 | 0 | |a Electronic commerce |x Management. | |
| 650 | 0 | |a Internet marketing. | |
| 650 | 0 | |a Strategic planning. | |
| 650 | 7 | |a Comercio en línea |x Administración. |2 UDESA | |
| 650 | 7 | |a Mercadeo por Internet. |2 UDESA | |
| 650 | 7 | |a Planificación estratégica. |2 UDESA | |