Digital and social media marketing: a results-driven approach
Gespeichert in:
| Weitere beteiligte Personen: | , , , |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
London and New York
Routledge
2020
|
| Ausgabe: | second edition |
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=032103322&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Umfang: | xxvii, 336 Seiten Diagramme, Illustrationen |
| ISBN: | 9780367235901 9780367236021 |
Internformat
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| 264 | 4 | |c © 2020 | |
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| 650 | 4 | |a Internet marketing | |
| 650 | 4 | |a Internet advertising | |
| 650 | 4 | |a Electronic commerce | |
| 650 | 4 | |a Social media | |
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Datensatz im Suchindex
| _version_ | 1819328516485808128 |
|---|---|
| adam_text | Contents List of boxes List of case studies List offigures List of tables List of contributors Acknowledgements Definitions of terms xiii xiv XV xix xxi xxii xxiv SECTION I Introduction A visual introduction to digital and social media marketing 1 3 GORDON FLETCHER 0.1 You and your buyer persona 7 0.2 Your complex organisation 11 0.3 The Buyer Persona Spring and action-based learning 14 0.4 The Buyer Persona Spring 17 0.5 Book structure 19 1 Understanding digital and social media marketing concepts RIMANTAS GATAUTIS 1.0 Learning objectives 21 1.1 Understanding digital and social media marketing 21 1.2 How to speak digital and sodai media marketing 22 1.3 Success andfailure in digital marketing 25 1.4 The Digital Business Maturity Model 30 21
viii Contents 1.5 Online customerjourney 33 1.6 Summary 37 1.7 References 38 2 Identifying business needs 39 MILANKA SLAVOVA 2.0 Learning objectives 39 2.1 Digital marketing strategy 39 2.2 Analysing the external environment 41 2.3 The practicalities: identifying micro- and macro-conditions 54 2.4 Digital marketing and action learning 61 2.5 Summary 63 2.6 References 65 SECTION II Building your digital marketing strategy 67 3 69 Understanding your buyer persona ANA CRUZ AND STELIOS KARATZAS 3.0 Learning objectives 69 3.1 Understanding the buyer persona 69 3.2 Building buyer personas 71 3.3 Buyer persona’s roles 77 3.4 Buyer personas and decision making units (DMUs) 82 3.5 Characteristics of ethical, moral and green consumer behaviour within digital environments 84 3.6 Privacy and data protection 87 3.7 The buying journey 88 3.8 Summary 96 3.9 References 96 4 Digital and social media marketing strategy IVAN STOYCHEV 4.0 Learning objectives 98 4.1 What is a digital marketing strategy? 98 4.2 Aligning your strategy with your buyer persona 104 4.3 Setting objectives 108 4.4 Creating campaigns and reaching your objectives 111 4.5 Tactics 115 98
4.6 Buyer Persona Spring as the ærefor the digital marketing strategy 117 4.7 Summary 120 4.8 References 120 SECTION III Operational planning 5 Campaign planning and project management ANNA TARABASZ 5.0 Learning objectives 123 5.1 5.2 The importance ofplanning 123 Projetí management in the context of digital marketing 5.3 5.4 Planning — starting a new project 134 Acting — executing your project 138 5.5 5.6 Observing — optimising your efforts 142 Summary 147 5.7 References 148 campaigns 125 6 Developing an effective digital presence ANA CRUZ AND STELIOS KARATZAS 6.0 6.1 Learning objectives 149 Defining digital presence 149 6.2 Brand building 150 6.3 Brand equity 154 6.4 6.5 The rise of the sodai media-based brand 155 Social media presence 157 6.6 6.7 Developing a network ofprofiles 158 Owned, earned and paid content 159 6.8 Building a successful user experience 162 6.9 The prindples of user experience design 163 6.10 Usability guide and testing 164 6.11 Responsive design 165 6.12 Website infrastructure 167 6.Ï3 Information architecture 168 6.14 The AIDA model for creating content 169 6.15 Content and website design 171 6.16 Summary 173 6.17 References 173
x 7 Contents Search engine optimisation: strategy implementation 175 ALEKSEJ HE1NZE 7.0 8 Learning objeäives і 75 7. 1 The importance of search engines 175 7.2 The business models of search engines 176 7.3 How search engines work 178 7.4 7.5 Creating an SEO strategy to engage your buyer persona 179 Strategic keyword research 182 7.6 Implementing your SEO strategy 190 7.7 7.8 Benchmarking SEO activities 201 Summary 202 7.9 References 203 Social media 204 ALEX FENTON, MOSTAFA MOHAMAD AND ASHLEY JONES 8.0 Learning outcomes 204 8.1 The importance of sodai media 204 8.2 8.3 Sodai media strategies 205 Social capital and social media 208 8.4 Online communities 210 8.5 8.6 8.7 Cultures 211 Sustainability of your sodai media platform 212 Blogging platforms 212 8.8 8.9 B2C plaforms 214 B2В plaforms 215 8.10 Sodai media optimisation 217 8.11 Finding key influensers 223 8.12 Summary 228 8.13 References 228 9 Content marketing SOPHIE IREDALE, ALEKSEJ HEINZE AND MARTIN J WILLIAMS 9.0 9.1 Learning objectives 230 The importance of content marketing 230 9.2 The idea generation process 23 6 9.3 Content creation and development 242 9.4 Content marketing implementation and delivery 248 9.5 9.6 Content marketing campaign evaluation 250 Content creation and copywriting techniques and tips 253 9.7 9.8 Summary 255 References 255 230
Contents 10 Paid advertising — search, social and affiliate xi 257 RIMANTAS GATAUTIS AND ELENA VITKAUSKAITĖ 10.0 Learning objectives 257 10.1 Paid advertising in context 257 10.2 Understanding paid advertising 258 10.3 Differences in paid advertising on various search engines 10.4 in Europe 263 Planning and managing paid search marketing 265 10.5 10.6 Paid social media marketing introduction 269 Overview of advertising on the most popular social media platforms in Europe 270 10.7 10.8 10.9 Affiliate marketing 273 Benchmarking and monitoring paid advertising activities 275 Summary 276 10.10 References 277 11 Mobile marketing 278 BARTŁOMIEJ KURZYK, TAHIR RASHID AND SAYED ALI HAYDER 11.0 11.1 11.2 Learning objectives 278 Introducing mobile marketing 278 Understanding mobile consumer behaviour 279 11.3 11.4 Responsive mobile websites and applications 281 Mobile pay-per-click advertising 283 11.5 Mobile search engine optimisation 284 11.6 11.7 M-commerce 285 Mobile payment systems 287 11.8 11.9 2D and QR codes 288 Internet ofThings 292 11.10 Wearable technology 293 11.11 Voice strategies 293 11.12 Summary 294 11.13 References 294 12 Measuring brand awareness, campaign evaluation and web analytics ALEXANDER CHRISTOV, VERENA HAUSMANN AND SUE WILLIAMS 12.0 Learning objectives 296 12.1 Introduction 296 12.2 12.3 Digital marketing = conversions + brand awareness 297 Calculating return on investment and customer lifetime value 300 296
xii Contents 12.4 12.5 Web analytics ЗОЇ KPIs for smalt and medium enterprises when 12.6 using Google Analytics 305 Designing web analytics reports that meet business 12.7 needs 309 Meaningful reporting and campaign tracking 310 12.8 12.9 Digital campaign tracking — UTM ædes 311 Ethical dilemmas in marketing research and data collection 312 12.10 Quantitative data analysis methods 313 12.11 Qualitative data analysis methods 314 12.12 Summary 315 12.13 References 315 13 Future users, content and marketing 317 GORDON FLETCHER AND ALEXANDER CHRISTOV 13.0 Darning objectives 317 13.1 13.2 13.3 Introduđion 317 The Digital Business Maturity Model 318 Future work 323 13.4 Future marketing ethics 326 13.5 Interactive everything and the Internet of Things 328 13.6 13.7 Future business models and structures 328 Summary 332 13.8 References 332 Index 334
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| id | DE-604.BV046692600 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T18:58:20Z |
| institution | BVB |
| isbn | 9780367235901 9780367236021 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-032103322 |
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| owner | DE-355 DE-BY-UBR DE-1050 |
| owner_facet | DE-355 DE-BY-UBR DE-1050 |
| physical | xxvii, 336 Seiten Diagramme, Illustrationen |
| publishDate | 2020 |
| publishDateSearch | 2020 |
| publishDateSort | 2020 |
| publisher | Routledge |
| record_format | marc |
| spellingShingle | Digital and social media marketing a results-driven approach Includes bibliographical references and index Internet marketing Internet advertising Electronic commerce Social media Electronic commerce fast Internet advertising fast Internet marketing fast Social media fast Online-Marketing (DE-588)7706419-7 gnd Social Media (DE-588)4639271-3 gnd |
| subject_GND | (DE-588)7706419-7 (DE-588)4639271-3 |
| title | Digital and social media marketing a results-driven approach |
| title_auth | Digital and social media marketing a results-driven approach |
| title_exact_search | Digital and social media marketing a results-driven approach |
| title_full | Digital and social media marketing a results-driven approach edited by Aleksej Heinze, Gordon Fletcher, Tahir Rashid and Ana Cruz |
| title_fullStr | Digital and social media marketing a results-driven approach edited by Aleksej Heinze, Gordon Fletcher, Tahir Rashid and Ana Cruz |
| title_full_unstemmed | Digital and social media marketing a results-driven approach edited by Aleksej Heinze, Gordon Fletcher, Tahir Rashid and Ana Cruz |
| title_short | Digital and social media marketing |
| title_sort | digital and social media marketing a results driven approach |
| title_sub | a results-driven approach |
| topic | Internet marketing Internet advertising Electronic commerce Social media Electronic commerce fast Internet advertising fast Internet marketing fast Social media fast Online-Marketing (DE-588)7706419-7 gnd Social Media (DE-588)4639271-3 gnd |
| topic_facet | Internet marketing Internet advertising Electronic commerce Social media Online-Marketing Social Media |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=032103322&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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