Digital Marketing Management, livre ebook

This book is for managers and would-be managers who need to upgrade their knowledge of digital marketing. Told from the perspective of marketing strategy, it puts
digital marketing in the context of rm strategy selection. The rst step in digital marketing is to understand your company and your brand. The second step is to put
content and keywords on your website so that they can be found in search. Third, use the other delivery platforms of digital marketing, e-mail, social, and mobile, to
deploy that content to the customer. The nal topics in the book focus on the importance of data management and privacy. The author discusses how to develop a database and to create an organization that puts data quality at its center. These practices are as critical to digital marketing success as the delivery platforms. Without quality data, no digital marketing program can be successful.
List of Figures ......................................................................................xiii
Introduction ......................................................................................... xv
Foundations ................................................................... 1
Chapter 1 How Did We Get Here? Definitions and Background .......3
Chapter 2 Strategic Thought as It Relates to Digital Marketing .......19
Chapter 3 Website Design ...............................................................27
Delivery ........................................................................ 41
Chapter 4 Search Engine Marketing ................................................43
Chapter 5 E-mail Marketing ............................................................59
Chapter 6 Social Media and Mobile Marketing ...............................75
Context ........................................................................ 89
Chapter 7 Customer Relationship Management (CRM)
and the Role of Leadership in Digital Marketing .............91
Chapter 8 Legal Issues: Data privacy, Security,
and Intellectual Property ...............................................107
Chapter 9 The Customer Database and Analytics ..........................113
Chapter 10 Concluding Thoughts ...................................................133
Appendix: Digital Marketing Plan Outline ..........................................137
Index .................................................................................................141