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The art of digital marketing : the definitive guide to creating strategic, targeted and measurable online campaigns /
"The premier guide to digital marketing that works, and a solid framework for success The Digital Marketing Playbook is the comprehensive guide to cracking the digital marketing 'code, ' and reaching, engaging, and serving the empowered consumer. Based on the industry's leading c...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hoboken, New Jersey :
John Wiley & Sons, Inc.,
[2016]
|
| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- The Digital Marketing Playbook: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns
- Contents
- Preface
- Chapter 1: An Introduction to Digital Marketing
- What Makes This Book Different?
- Start with the Customer and Work Backward
- People Power
- Market Research versus Market Reality
- Let's Make This Real!
- What Are the 3i Principles?
- Principle 1: Initiate
- Principle 2: Iterate
- Principle 3: Integrate
- Chapter 2: Search Engine Optimization
- An Introduction
- The Process
- Key Terms and Concepts
- Search Engine Result Pages: Positioning
- Organic versus Paid Listings
- Location-Based Search
- Knowledge Graph Listing
- Data Highlighter
- Search Behavior
- Stage 1: Goals
- Stage 2: On-Page Optimization
- Keyword Research
- Key Terms
- Offline Keyword Research
- Online Keyword Research
- A Word of Warning
- The On-Page Optimization Process
- Style and Structure
- Up-to-Date Content
- Optimizing the Technical Mechanics of Your Page
- URLs
- Page Names
- Meta Tags
- Breadcrumb Navigation
- On-Page Headings
- First Paragraph
- Body of Text
- Anchor Text
- Images and Alt Text
- Social Sharing
- Site Map
- The Technical Aspects of SEO
- Compatibility
- Structured Data Markup
- Houston, We Have a Problem
- Site Maps and Google Search Console
- Sitemaps
- Robots: Helping You Hide
- GSC Tool Reports
- Stage 3: Off-Page Optimization
- Link Formats
- Link Building
- Content Marketing
- Social Sharing
- Stage 4: Analyze
- An Ongoing Process
- Law and Order: SEO
- So, What Have You Learned in This Chapter?
- Chapter 3: Pay Per Click
- An Introduction
- Process
- Key Terms and Concepts
- Stage 1: Goals
- Goals: What's the Point?
- The Not-So-Secret Formula
- How to Set Goals
- Stage 2: Setup
- Part One
- Creating a Google AdWords Account.
- Campaign Architecture
- Campaign Setup
- Targeting
- Part Two
- Bid Strategy
- Delivery
- Ad Scheduling
- Ad Rotation
- Keyword Selection
- Keyword Research Tools
- Keyword Match Types
- Process
- Ad Copy Composition
- Creating the Ad
- Ad Extensions
- Landing Pages
- Bidding
- Google Display Network (GDN)
- Remarketing
- Stage 3: Manage
- Navigating the Interface
- Which Tool Should I Choose?
- Stage 4: Analyze
- Key Performance Reports
- Keyword Performance Report
- Ad Performance Report
- Campaign Performance Report
- Dimensions Report
- Data Segmentation
- Receiving Your Reports
- Columns-Supporting Your Reports
- KPIs
- Is Google AdWords Working for Me?
- Laws and Guidelines
- Data Protection
- Privacy
- Copyright
- So, What Have You Learned in This Chapter?
- Chapter 4: Digital Display Advertising
- An Introduction
- Process
- Key Terms and Concepts
- Display Advertising: An Industry Overview
- Ad Spend: Offline and Online
- The Move to Online
- Going Mobile
- Technology and Mechanics
- Display Ads: Key Terms
- How Display Advertising Works
- Display Technology
- Benefits and Challenges of Display
- Stage 1: Define
- Finding the Audience
- Researching Publishers
- Setting Objectives
- Stage 2: Format
- Ad Formats
- Types of Display Ads
- Creative Ad Formats
- Display Ads on Social Media
- Allocating Budgets
- Media and Format Options
- Ad Copy
- Stage 3: Configure
- Targeting
- Tracking
- Going Live
- Stage 4: Analyze
- Measure
- Laws and Guidelines
- Maintaining Privacy
- Creative Copyright
- Accessibility
- So, What Have You Learned in This Chapter?
- Chapter 5: Email Marketing
- An Introduction
- Definition
- Process
- Key Terms and Concepts
- Stage 1: Data-Email Marketing Process
- Spam, Spammity Spam
- Examples of Spam.
- Spam Really Is in the Eye of the Beholder
- Five Ways to Avoid the Damning Judgment: Spam!
- Avoid Spam Filters
- Save Subscriber Lists from Spam
- Stay Relevant to Stop Spam
- Don't Conceal Your Identity
- Don't Buy or Share Lists
- Subscriber Management
- Data Collection
- Data Segmentation
- Data Management
- Stage 2: Design and Content
- Email Interaction Process
- (Email) Client Confidential
- Compelling Email Copy
- Imagery Is Everything
- When Mobile and Email Combine
- Stage 3: Delivery
- ESPs
- Let Me Check My Schedule
- Stage 4: Discovery
- Reporting and Analysis
- Laws and Guidelines
- So, What Have You Learned in This Chapter?
- Chapter 6: Social Media Marketing (Part 1)
- An Introduction
- Process
- Key Terms and Concepts
- Stage 1: Goals
- Media Types: Earned, Owned, and Paid
- Forms of Social Media
- Stakeholders of SMM
- Trying It On for Size
- Going for Gold
- Stage 2: Channels
- Creating Your Business Page
- Making Your Page Engaging
- Using Analytics
- About Social Plug-Ins
- Facebook Features
- A Bird's-Eye View
- Creating Your Account
- Ready, Set, Tweet!
- Key Features
- To Tweet or Not to Tweet ...
- About LinkedIn
- Creating Your Profile
- Building Your Network
- Groups and Pages
- Is LinkedIn Right for You?
- Google+
- About Google+
- Google Circles
- Google Hangouts
- Getting Started
- Google+ Analytics
- YouTube
- About YouTube
- Setting Up Your Channel
- Types of Video
- Creating and Sharing Content
- Making It Work for You
- Blogs
- Blogs in Brief
- Best Practices
- Business/Community Blogging
- Promoting Your Blog
- So, What Have You Learned in This Chapter?
- Chapter 7: Social Media Marketing (Part 2)
- An Introduction
- Process
- Key Terms and Concepts
- Stage 3: Implementation
- Understanding Your Fit
- Resources.
- People and Skills
- Budget
- Listening
- Influencers
- Engage with Happy Customers
- Engage with Unhappy Customers
- Find and Engage with New Customers
- Being Reactive
- Being Proactive
- Tools
- Content Planning
- B2B versus B2C Content
- Content Scheduling
- Platform Specificity
- Action Plan
- Marketing Goals
- Quality Scale of Interaction
- Facebook Strategy and Advertising
- Facebook Page Strategy
- Increasing Your Engagement Level
- How to Post Consistently and Regularly
- Select Your Audience Carefully
- Have a Heart!
- When the Price Is Right
- Boosting Your Post
- Facebook Ads
- Ads Manager
- Audience Insights
- Objectives
- Audience
- Advanced Training
- Writing the Ad
- Budget Setting
- Reports and Insights
- Places
- Facebook Groups
- Apps
- LinkedIn Advertising
- LinkedIn Groups
- Leader of the Pack
- Group Access
- Promote
- Searching
- LinkedIn Premium
- Using LinkedIn to Search for a Job
- Using LinkedIn to Find Your Next Hire
- LinkedIn Advertising
- Sponsored Content
- Sponsored InMail Campaigns
- LinkedIn KPIs
- Twitter Advertising
- Creating the Ad
- Creating a Twitter Card
- Tweet Activity Dashboard
- Twitter KPIs
- Additional Platforms
- YouTube
- Option 1: In Search Results
- Option 2: Before Videos (Rolling Ad)
- Option 3: Beside Videos
- Pinterest Analytics
- Signing Up for a Pinterest Business Account
- Pinterest Ads
- Snapchat
- Stage 4: Analyze
- What Gets Measured, Gets Done
- Facebook Insights
- LinkedIn Analytics
- Twitter Analytics
- Google+ Insights
- YouTube Analytics
- Google Analytics
- Social Media KPIs
- Laws and Guidelines
- Data Protection and Privacy
- Copyright Issues
- Organizational Policy Documents
- So, What Have You Learned in This Chapter?
- Chapter 8: Mobile Marketing
- An Introduction.
- Process
- Key Terms and Concepts
- Stage 1: Opportunity
- A Mobile Industry
- Opportunities
- Challenges
- Stage 2: Optimize
- Mobile-Optimized Websites
- Changes in Mobile Marketing
- Characteristics of an Effective Mobile Site
- Touch Design: The Fundamentals
- Phone Integration: The Fundamentals
- Advantages of Mobile Sites
- Advantages of Apps
- Apps versus Web Apps
- Getting Started
- App Development
- An 'Appy Marketplace
- App Development: The Fundamentals
- Getting Started
- Stage 3: Advertise
- About Mobile Advertising
- Mobile Ad Formats
- Mobile Search
- In-App Ads
- Mobile Sites
- Branded Apps
- Mobile Networks
- WiFi
- Getting Started
- Mobile Advertising: Key Tips
- Proximity Marketing
- About Proximity Marketing
- Advances in Proximity Marketing
- SMS Marketing
- SMS: Highs and Lows
- Getting Started
- Stage 4: Analyze
- Mobile Analytics
- Emerging Trends
- Current Trends
- Laws and Guidelines
- Laying Down the Law
- So, What Have You Learned in This Chapter?
- Chapter 9: Analytics
- An Introduction
- Process
- Key Terms and Concepts
- Stage 1: Goals
- Key Concepts
- Key Terms
- Stage 2: Setup
- GA Overview
- Why GA?
- GA Account Structure
- GA Access Levels
- GA Account Setup
- GA Navigation
- Stage 3: Monitor
- Audience Overview
- Demographics
- Geo
- Behavior
- User Journey
- Technology
- Mobile
- Offline Implications
- Acquisition
- Acquisition Reporting
- Important Traffic Channels
- Referral Traffic
- Social
- Campaigns
- AdWords
- Google URL Builder
- Behavior
- Using Analytics to Understand the User Journey
- Using Site Search and Event Reporting
- Stage 4: Analyze
- Attribution
- Customization
- Why Use Customization?
- Views and Advanced Segments
- KPIs
- Why KPIs?
- Analytics and KPIs
- The Four-Step KPI Iterative Process.