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Understanding digital marketing: marketing strategies for engaging the digital generation

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Bibliographic Details
Main Authors:	Ryan, Damian (Author), Jones, Calvin (Author)
Format:	Book
Language:	English
Published:	London [u.a.] Kogan Page 2009
Subjects:	Digitaliseren Direktmarketing Marketing Marketingpolitik Online-Werbung Web 2.0 Internet marketing Social media Strategic planning Marketing > Management Online-Marketing World Wide Web 2.0 Strategisches Management
Links:	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017123035&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
Item Description:	Includes index
Physical Description:	XII, 276 S. Ill. 24cm
ISBN:	0749453893 9780749453893

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MARC


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adam_text	Contents Preface vi Acknowledgements x 1. Going digital - the evolution of marketing 1 Our chapter pledge to you 1 In the beginning... 2 The changing face of advertising 3 The technology behind digital marketing 4 Enough technology - let s talk about people 12 2. Strategic thinking 18 Our chapter pledge to you 18 Why you need a digital marketing strategy 19 Your business and digital marketing 20 Defining your digital marketing strategy 22 Understanding the digital consumer 24 Mind your Ps 30 Eyes on the prize 33 Bringing it all together 35 3. Your window to the digital world 39 Our chapter pledge to you 39 Your website - the hub of your digital marketing world 40 Building an effective website 41 The main steps of building your website 42 Before you start 42 Choosing your domain name 46 iv Contents Hosting - your website s home on the internet 48 How to choose a web designer or developer 51 Arranging your information 52 Writing effective web content 55 Website design summary 60 4. The search for success 65 Our chapter pledge to you 65 Search: the online marketer s holy grail 66 About the engines 68 Optimizing your site for the engines 70 Advertising on the search engines 89 Black Hat, the darker side of search 93 Bringing in the pros 97 Universal search - more opportunities to rank 98 5. Website intelligence and return on investment 104 Our chapter pledge to you 104 Measuring your way to digital marketing success 105 Getting started 110 How information is measured 111 Measuring what s important to you 118 Testing, investing, tweaking, reinvesting 122 Action stations 124 Harness the power of online data, and watch your ROI take off 125 6. E-mail marketing 132 Our chapter pledge to you 132 The new direct mail 133 What exactly is e-mail marketing? 134 Before you start 137 Planning your campaign 141 Dos and don ts of an e-mail marketing campaign 142 Measuring your success 146 Still a vital component of digital marketing 147 7. Social media and online consumer engagement 150 Our chapter pledge to you 150 Join the conversation 151 What is social media? 152 The different forms of social media 157 The rules of engagement 169 Adding social media to your own site 171 Contents v 8. Online PR and reputation management 176 Our chapter pledge to you 176 Fostering a positive online image 177 Promoting your business through online channels 178 Monitoring the conversation - reputation management 191 Damage limitation: turning the tide when things go wrong 193 9. Affiliate marketing and strategic partnerships 202 Our chapter pledge to you 202 Recognizing opportunities for strategic partnership 203 What is affiliate marketing? 206 The click that really counts 209 What advertisers should do 210 10. Digital media creative 216 Our chapter pledge to you 216 Creative application of digital media 217 Using an agency 217 Doing it yourself 218 Digital creative: what works and what doesn t 227 11. A lot to look forward to 236 Our chapter pledge to you 236 The future s bright: head towards the light 237 Word of mouth: savvy consumers control the future 237 Search: a constantly evolving marketing powerhouse 239 Mobile: marketing on the move 244 Tracking and measuring human behaviour 248 In-game advertising 249 Holistic marketing: blurring lines and integrating media 250 Dynamic, unpredictable, exciting - and essential 255 Glossary 257 Further reading 269 Index 272
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spellingShingle	Ryan, Damian Jones, Calvin Understanding digital marketing marketing strategies for engaging the digital generation Digitaliseren gtt Direktmarketing stw Marketing gtt Marketingpolitik stw Online-Werbung stw Web 2.0 stw Internet marketing Social media Strategic planning Marketing Management Online-Marketing (DE-588)7706419-7 gnd World Wide Web 2.0 (DE-588)7548364-6 gnd Marketing (DE-588)4037589-4 gnd Strategisches Management (DE-588)4124261-0 gnd
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title	Understanding digital marketing marketing strategies for engaging the digital generation
title_auth	Understanding digital marketing marketing strategies for engaging the digital generation
title_exact_search	Understanding digital marketing marketing strategies for engaging the digital generation
title_full	Understanding digital marketing marketing strategies for engaging the digital generation Damian Ryan & Calvin Jones
title_fullStr	Understanding digital marketing marketing strategies for engaging the digital generation Damian Ryan & Calvin Jones
title_full_unstemmed	Understanding digital marketing marketing strategies for engaging the digital generation Damian Ryan & Calvin Jones
title_short	Understanding digital marketing
title_sort	understanding digital marketing marketing strategies for engaging the digital generation
title_sub	marketing strategies for engaging the digital generation
topic	Digitaliseren gtt Direktmarketing stw Marketing gtt Marketingpolitik stw Online-Werbung stw Web 2.0 stw Internet marketing Social media Strategic planning Marketing Management Online-Marketing (DE-588)7706419-7 gnd World Wide Web 2.0 (DE-588)7548364-6 gnd Marketing (DE-588)4037589-4 gnd Strategisches Management (DE-588)4124261-0 gnd
topic_facet	Digitaliseren Direktmarketing Marketing Marketingpolitik Online-Werbung Web 2.0 Internet marketing Social media Strategic planning Marketing Management Online-Marketing World Wide Web 2.0 Strategisches Management
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017123035&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
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