Digital and social media marketing: a results-driven approach
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| Other Authors: | , , , |
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| Format: | Book |
| Language: | English |
| Published: |
London ; New York
Routledge
2025
|
| Edition: | Third edition |
| Subjects: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=035254833&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Item Description: | "This rich and acessible textbook has been fully updated to reflect the current global landscape." |
| Physical Description: | xxiii, 362 Seiten Illustrationen, Diagramme |
| ISBN: | 9781032444390 9781032437590 |
Staff View
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Contents List of figures List of rabies List of contributors 0 A visual introduction to marketing in a digital era xvii xxii XXIV 1 GORDON FLETCHER 0.1 Learning objectives 1 0.2 Effective marketing in the era off the polycrisis ί 0.3 The organisation and the stakeholder 6 0.4 The complex organisation 11 0.5 The stakeholder value persona spring and action-based learning 14 0.6 The stakeholder value persona spring 17 0.7 Book structure 20 References 22 1 Navigating global challenges ROMAS MALEVICIUS. ALEKSEJ HEINZE ΑΝΩ ALEXANDRA COUSTON 1.1 1.2 1.3 Learning objectives 23 Sustainability for marketers 23 1.2.1 Theoretical frameworks 24 1.2.2 The PLANETframework 25 Prioritise sustainability 26 1.3.1 Understanding the sustainable development goals 28 1.3.2 Prioritise sustainability: key activities for digital marketing strategy 28 23
viii Contents 1.4 1.5 Link stmtegy to sustainability 31 1.4.1 Linking strategy: key activities for marketing strategy 33 Align strategies with stakeholder priorities 35 1.5.1 1.5.2 1.5.3 The carbon neutrality project 35 Circular and sharing economy 37 Align strategy and stakeholders: key activities for marketing strategy 41 No deception or misleading of stakeholders 41 1.6.1 The dangers of'X’-washing 42 1.6.2 No deception: key activities for marketing strategy 43 1.7 Evaluate sustainability messages 43 1.7.1 The seven sins of sustainability-related communications 45 1.7.2 Sustainability communications: key activities foimarketing strategy 46 1.8 Taking time to reflect 46 1.8.1 Taking time for reflection: key activities for marketing strategy 4 7 1.9 Summary 47 References 48 1.6 2 Unleashing growth with stakeholder-centric perspectives ANA CRUZ. ALEKSEJ HEINZE ANN MILANKA Μ AVOVA 2.1 Learning objectives 51 2.2 Why stakeholder-centricny' 51 2.2.1 Identifying the 'right' stakeholders; stakeholder pyramid 52 Calculating and creating stakeholder pyramids 59 2.3.1 Customer lifetime value 59 2.3.2 Stakeholders and donor lifetime value 61 Stakeholder-centricity 62 Hom to be stakeholder-centric 65 Persona journeys 65 2.6.1 The 7ЛЮТ infinity loop 66 Growth hacking for stakeholdcr-centncity 68 2.7.1 Gromth hacking along the persona 2.3 2.4 2.5 2.6 2.7 journey 70 2.8 Summary 70 References 71 5Î
Contents Horizon scanning for insights ix 73 ALEKSEJ HEINZE. ANA CRUZ AND MILANKA SLAVOVA 3.1 Learning objectives 73 3.2 Why monitor the external environment? 73 3.3 Using HIXGES to create a culture of continuous innovation 74 3.3.1 3.4 Horizon scanning: where are they now? 75 3.3.2 Internal audit: where are we now? 78 3.3.3 Xew business models: where do we want to be? 81 3.3.4 Gap analysis: what are we missing? 85 3.3.5 Evaluation: how could we get there? 86 3.3.6 Strategy planning: what are we going to do? 88 Summary 88 References 89 Developing a stakeholder value persona ANA CRUZ AND ALEKSEJ HEINZE 4.1 Learning objectives 91 4.2 IT7uf is a stakeholder value persona? 91 4.3 Why use a stakeholder value persona? 92 4.4 How many stakeholder value personas? 94 4.5 Developing a stakeholder value persona: IMPACT 95 4.5.1 Identify stakeholders and prioritise into primary and secondary as well as anti-personas 96 4.5.2 Map out available existing data about the persona, extrapolate further details as necessary 96 4.5.3 Prototype the persona through visualisation and description 97 4.5.4 Assumptions are tested through research 99 4.5.5 Create stakeholder value persona strategy 100 4.5.6 Test and continuously improve stakeholder value persona 100 4.6 Defining the persona 100 4.6.1 Identifying pain and trust touchpoints 100 4.6.2 The role of keytvords and hashtags 101 4.6.3 Influencers 101 4.6.4 Identifying preferred channels 101 4.6,5 Motivation 102 4.6.6 Decision-making units (DMUs) 103 4.7 Science fiction prototyping 104 4.8 The persona journey in action 108 91
X Contents 4.8.1 Understanding touchpoints and channels 108 4.8.2 Journey activities and actions 108 4.8.3 Mapping the journey 109 4.9 Summary 109 References 110 5 The marketing landscape: Strategy and business models 11] ANA CRUZ AND ALEKSEJ HEINZE 5.1 5.2 5.3 Learning objectives 111 Breaking out oj the ΜΊιο moved my cheese?' paradigm 111 Developing a results-drivcn marketing strategy 112 5.3.1 Personas 113 5.3.2 Setting strategic objectives 115 5.3.3 Key performance indicators 116 5.3.4 Channels 120 5.3.5 Content 123 5.3.6 Data 123 5.4 Summary 125 References 127 6 SMART evidence-based decision-making QUENTIN ISSELÉ. ALEKSEJ HEINZE AND ALEX EENTON Learning objectives 128 The streetlight effect and survivorship bias 128 Data privacy and transparency 130 6.3.1 Data considerations 130 6.3.2 The varying value of different data types 131 6.3.3 Data privacy and protection 132 6.4 Using data in the persona journey 134 6.4.1 Data care along the persona journey 134 6.4.2 Data questions along the persona journey 137 6.4.3 Sustainability strategies for rhe persona journey 13~ 6.5 Digital marketing practice = conversions 4- awareness 138 6.6 Understanding key metrics 139 6.6.1 Conversions 139 6.6.2 Completed view rate 141 6.6.3 Share rate 141 6.6.4 Like rate 142 6.6.5 Bounce rate 143 6.7 Summary 144 References 144 6.1 6.2 6.3 12s
xi Contents 7 The combined power of qualitative and quantitative insights 146 QUENTIN 1SSELÉ. ALEKSEJ HEINZE AND ALEX FENTON 7. / Learning objectives 146 7.2 Introduction 146 7.3 Knowing a persona through social media data and tools 148 7.3.1 7.4 7.5 7.6 Netnography 148 7.3.2 Social network analysis (SNA) 150 7.3.3 NodeXL and Gephi 151 7.3.4 Reviews and ratings: from words to scores 152 Branding metrics 153 7.4.1 IVhat is brand lift? 154 7.4.2 Interpreting brand lift 156 Tracking 156 7.5.1 Impressions 157 7.5.2 Clicks 158 7.5.3 ITeb and app-based environments 159 7.5.4 IVhy track performance? 160 Summary 161 References 161 8 Crafting projects and planning campaigns ANNA TARABASZ 8.1 Learning objectives 162 8.2 .Managing marketing projects 162 8.3 Applying project management to marketing 164 8.4 Core aspects ofproject management 165 8.5 Planning 166 8.5.1 Setting project objectives 168 8.5.2 Project scheduling 170 8.5.3 Risk management 171 8.5.4 Budgeting 173 8.5.5 Integration management 175 8.5.6 Procurement management 175 8.5.7 Communications management 175 8.5.8 Internal stakeholder engagement 178 8.5.9 Resource management 179 8.5.10 Quality management 179 8.5.11 The monitoring phase 179 8.6 Summary 180 References 180 162
xii Contents 9 Engaging stakeholders with captivating content SOPHIE IREDALE. ALEKSEJ HEINZE AND MIARTINJ WILLIAMS 9.1 Learning objectives 182 9.2 9.3 The ifHi^ortatice of content 182 Tlantiin^ for content 183 9.3.1 Content ideation 183 9.3.2 Sequencing and scheduling for each stage of the persono journey 185 9.3.3 Defining benchmarks 187 9.4 Content actions 188 9.4.1 Creating content 188 9.4.2 Customisation for specific channels 191 9.4.3 Amplification tactics 192 9.5 Observing and monitoring content 194 9.5.1 Content tracking and monitoring 194 9.5.2 Audit content performance 194 9.6 Reflection and evaluation of content 195 9.6.1 Content evaluation 195 9.6.2 Identifying gaps and new ideas 195 9.7 Summary 195 References 196 10 Building an irresistible digital presence ANA CRUZ AND STELIOS KARATZAS 10.1 Learning objectives 197 10.2 Defining digital presence 197 10.3 Building presence 198 10.4 Brand equity 199 10.5 The rise of the social media-based brand 201 10.6 Social media presence 202 10.7 Developing a network of profiles 204 10.8 Paid, owned and earned media 206 10.9 Building a successful user experience 208 10.10 The principles of user experience design 210 10.11 Usability guide and testing 210 10.12 Responsive design 211 10.13 Website infrastructure 212 10.14 Information architecture 213 10.15 Content and website design 214 10.16 Summary 215 References 215 182
Contents 11 The art of influencer marketing xiii 217 ANA CRUZ. ALEX FENTON AND ALEXANDER CHRISTOV 11.1 Learning objectives 217 11.2 Why use influencers for marketing 217 11.3 Making influencer marketing mark 220 11.4 11.3.1 Influencer types 221 11.3.2 The rise of the virtual influencer 222 Selecting social media influencers 223 11.4.1 Selecting influencers: the in-house approach 224 11.4.2 Selecting influencers using externa] agencies 225 11.5 Collaborating with social media influencers 225 11.6 Summary 227 11.5.1 .Measuring success 227 References 227 12 SEO strategy for a digital presence 229 ALEKSEJ HEINZE AND MONTSERRAT CANO 12.1 Learning objectives 229 12.2 The importance of search engines 229 12.3 The business model of search engines 230 12.3.1 Working with search engine algorithms 230 12.3.2 The ethics of search engine optimisation 232 12.3.3 Competitor and market research 233 12.3.4 Ethical and sustainability considerations 233 12.4 How search engines work 236 12.5 Implementing search engine optimisation 239 12.5.1 Semantic SEO strategy and keyword identification 239 12.5.2 The keyword phrase research and prioritisation 12.6 process 241 Keyword clustering and cannibalisation 246 12.7 Measuring SEO strategy efforts 247 12.8 Summary 248 References 249 13 Using search engine optimisation to build trust ALEKSEI HEINZE AND MONTSERRAT CANO 13.1 13.2 Learning objectives 250 Semantic search engine optimisation strategy 250 13.2.1 Implementing effective search engine optimisation 251 250
xiv Contents 13.3 13.4 Technical SEO strategy 252 13.3.1 Sitemap.xml 253 13.3.2 Robots.txt 254 13.3.3 Structured data 255 13.3.4 Response codes 255 13.3.5 Accessibility 257 Global/local SEO strategy 258 13.4.1 International SEO strategy implementation 260 13.7 13.4.2 Local SEO strategy 261 On-page SEO strategy 261 13.5.1 Text optimisation 265 13.5.2 Image optimisation 266 Content 268 13.6.1 Text optimisation 269 13.6.2 Video optimisation 269 Off-page optimisation 270 13.8 13.7.1 Internal links 271 13.7.2 Building semantic clusters 2~2 Summary 273 13.5 13.6 Rejerences 273 14 Orchestrating social media optimisation ALEX FENTON. WASIM АНМЕЮ AND MAXWELL KIMAMO 14.1 14.2 Learning outcomes 274 The importance of social media 2~4 14.3 14.4 14.5 14.6 14.7 Social media tactics 275 Social capital and social media 275 Cultures 277 Sustainability and social media channels 278 Blogging channels 2~8 14.7.1 HordPress 279 14.7.2 Blogger 280 14.8 Organisation-to-stakcholder (В2С/ channels 280 14.8.1 Facebook (patent company meta/ 280 14.8.2 X (formerly twitter) 281 14.8.3 Threads (parent company meta) 282 14.8.4 Instagram (parent company meta) 282 14.9 Organisation-to-organisation (B2B) channels 283 14.9.1 LinkedIn 283 14.9.2 YouTubeA dmeo 283 14.9.3 IVeChar 284
Contents XV 14.10 Social media optitiiisation 284 14.10.1 Hashtags f# tags) 284 14.10.2 Building an engaged community 285 14.10.3 Creating a niche 285 14.10.4 Creating a hook 286 14.10.5 Trend awareness 286 14.10.6 Reputation management 287 14.11 Summary 290 References 290 15 Demystifying paid advertising ELENA V1TKAUSKAITÉ AND DIDIER MAYEUR Learning objectives 291 Paid advertising in context 291 Paid search marketing 292 15.3.1 Coogle ads as a multi-channel system 294 15.3.2 Paid marketing on different search engines 294 15.3.3 How paid search marketing works 295 15.3.4 Structuring an account 298 15.3.5 Keyword aligmuent in paid search marketing 298 15.3.6 Copy creation 300 15.3.7 Remarketing possibilities 300 15.3.8 Using the cost per mille (CPM) model 301 15.3.9 Budget and bid management 302 15.3.10 Continuous testing, monitoring and optimisation 302 15.4 Paid social media marketing 304 15.4.1 Social media advertising systems 304 15.5 Affiliate marketing 306 15.6 Analysing paid marketing activities 307 15.7 Summary 307 References 308 15.1 15.2 15.3 16 Curating on-the-go experience MICHAEL EBIA. ALEKSEI HEINZE AND GORDON FLETCHER 16.1 16.2 Learning objectives 309 What is mobile marketing? 309 16.2.1 Mobile devices 310 16.2.2 Insights 311 16.2.3 Communications 312 16.2.4 Limitations to successful mobile marketing 313 309
xvi Contents 16.3 The mobile persona journey 314 16.3.1 Stimulus 316 16.3.2 Zero moment of truth (ZMOT) 317 16.3.3 First moment of truth (FMOT) 319 16.3.4 Second moment of truth SMOT) 321 16.3.5 A mobile love affair 323 16.4 Performance goals 324 16.5 Summary 325 Acknowledgements 325 References 325 17 Marketing to organisations in the digital era 327 ANA CRUZ AND ANNA IARABASZ Learning objectives 327 The importance of marketing to organisations 32~ Marketing to people or to organisations 328 17.3.1 Purchasing through tendering 328 17.3.2 The organisational stakeholder persona 331 17.3.3 Decision-making units in organisational contexts 332 17.3.4 Channels 335 17.3.5 Organisational personas in action 336 17.4 The SAVEC approach to organisational marketing 336 17.5 Relationship building in the age of artificial intelligence 338 17.6 Organisational strategic misalignment 339 17.7 Building effective organisational persona journeys 341 17.8 Summary 344 References 344 17.1 17.2 17.3 18 The future of marketing 34( GORDON FLETCHER 18.1 Learning objectives 346 18.2 The problem with predictions 346 18.3 A context Jor future marketing 351 18.4 Ideating data-oriented offerings 353 18.5 Problematising stakeholders 356 18.6 Future business models 358 18.7 Summary 359 Ackn о и 1 edge/1 tents 360 References 360 Index 361 |
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| publisher | Routledge |
| record_format | marc |
| spelling | Digital and social media marketing a results-driven approach edited by Aleksej Heinze, Gordon Fletcher, Ana Cruz and Alex Fenton Third edition London ; New York Routledge 2025 © 2025 xxiii, 362 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier "This rich and acessible textbook has been fully updated to reflect the current global landscape." 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 rswk-swf Social Media (DE-588)4639271-3 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content Online-Marketing (DE-588)7706419-7 s Social Media (DE-588)4639271-3 s DE-604 Heinze, Aleksej (DE-588)1210934418 edt Fletcher, Gordon (DE-588)1101472979 edt Fenton, Alex (DE-588)1202803857 edt Cruz, Ana (DE-588)1123148821 edt Erscheint auch als Online-Ausgabe 978-1-003-37218-9 Erscheint auch als Online-Ausgabe 978-1-04-008708-4 Erscheint auch als Online-Ausgabe 978-1-04-008709-1 Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=035254833&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| 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 (DE-588)4143413-4 |
| 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, Ana Cruz and Alex Fenton |
| title_fullStr | Digital and social media marketing a results-driven approach edited by Aleksej Heinze, Gordon Fletcher, Ana Cruz and Alex Fenton |
| title_full_unstemmed | Digital and social media marketing a results-driven approach edited by Aleksej Heinze, Gordon Fletcher, Ana Cruz and Alex Fenton |
| 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 Aufsatzsammlung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=035254833&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT heinzealeksej digitalandsocialmediamarketingaresultsdrivenapproach AT fletchergordon digitalandsocialmediamarketingaresultsdrivenapproach AT fentonalex digitalandsocialmediamarketingaresultsdrivenapproach AT cruzana digitalandsocialmediamarketingaresultsdrivenapproach |