Digital marketing strategy : an integrated approach to online marketing / Simon Kingsnorth.

Revised edition of the author's Digital marketing strategy, [2019]

Simon Kingsnorth is a digital marketing expert with over 20 years' industry experience. Based in Reading, UK, he was formerly the Global Head of Digital Marketing at Citi Bank and has provided consultancy services to leading brands such as Vodafone, Asda and Lloyds TSB. A regular conference keynote speaker and contributor to industry publications, he is the author of The Digital Marketing Handbook, also published by Kogan Page.

Includes bibliographical references and index.

Table of contents
Chapter - 00: Introduction - How will this book transform your digital marketing strategy?;
Chapter - 01: The foundations of digital marketing;
Section - ONE: Knowing your business objectives and your customer;
Chapter - 02: Understanding the digital ecosystem;
Chapter - 03: Integrating digital into wider organization strategy;
Chapter - 04: Understanding the evolving digital consumer;
Chapter - 05: Barriers, considerations and data protection in digital marketing strategy;
Section - TWO: Integrating digital change into your wider organization;
Chapter - 06: Enabling technologies for online marketing and digital transformation;
Chapter - 07: Planning your digital marketing strategy – Objectives, teams and budgeting;
Section - THREE: Using channel strategy to reach your customers;
Chapter - 08: SEO strategy and organic techniques;
Chapter - 09: Building and optimizing a winning paid search strategy;
Chapter - 10: Display advertising and programmatic targeting;
Chapter - 11: Tailoring your social media strategy;
Chapter - 12: Marketing automation, messaging and email marketing – the unsung heroes;
Chapter - 13: Affiliate schemes and partnerships to deliver highly targeted leads;
Chapter - 14: Lead generation that delivers results;
Chapter - 15: Content strategy – a key pillar of success;
Chapter - 16: Personalizing the customer journey and digital experience;
Section - FOUR: Conversion, retention and measurement;
Chapter - 17: Effective Experience Design (XD);
Chapter - 18: Optimizing your e-commerce platform;
Chapter - 19: Managing loyalty, CRM and data;
Chapter - 20: Measuring success through data analytics and reporting;
Section - FIVE: Tailoring your final digital marketing strategy;
Chapter - 21: Providing a smooth online service and customer experience;
Chapter - 22: Putting together your digital marketing strategy

"Build an effective and practical digital strategy with this bestselling guide to digital marketing, covering everything from automation and analytics to integrating AI. Digital Marketing Strategy is a global bestseller, and a one-stop guide to digital marketing and how to structure and build a more strategic approach. Recommended by the Chartered Institute of Marketing (CIM), a professional marketing body. Now fully updated, this third edition covers the integration of AI in marketing, marketing automation and how to use digital analytical tools, plus new strategies for third-party data and privacy protection. 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. Learn from real-world case studies including Coca-Cola, MoneySupermarket.com, Bloom & Wild, Airbnb, Adidas, Uber so you can view best-practice examples so you can build your own digital marketing strategy. Accompanying online resources consist of practical implementation guides spanning SEO, paid-search, email, lead-generation, as well as lecture slides and activity sheets. This is an invaluable guide for digital marketing students and entry-level to mid-management professionals"-- Provided by publisher.