"An excellent all-in-one primer for today's digital entrepreneur." (Jonathan Gabay, Brand Psychologist)
"Combines a detailed knowledge of digital channel management with classic marketing theory. The result is essential reading for digital marketing practitioners at all levels." (Emma Wilson, CEO, Harvest Digital)
"It's all here. An invaluable one-stop guide to navigating the discipline of digital marketing - great for newcomers and an excellent reference for the more experienced." (Simon Fenn, Co-founder, Pancentric Digital)
"Rather than presenting a one-size-fits-all model, Kingsnorth brings various strategies to life through case studies, charts, illustrations, and checklists. Digital Marketing Strategy covers what digital marketing is, how to budget and forecast, acquisition, personalization, customer service, user experience, content strategy, how to analyze and perform social measurements, and how to structure and present a digital marketing plan in order to win support and funding. ...Very highly recommended as a core addition to community and library Business Marketing instructional reference collections and supplemental studies reading lists." (Midwest Book Review, Wisconsin Bookwatch, The Business Shelf)
"This book offers a road map for integrating common practices with modern methods, affording tremendous detail with regard to newly charted territory. The volume is presented in a convenient, sequential format mirroring the typical business decision-making process, allowing readers to consult areas of special interest to them selectively. The book is a useful practical supplement for 21st-century marketers." (S. D. Clark, St. John's University, New York 2016-11-15)
Descripción del producto
The modern marketer needs to learn how to employ strategic thinking alongside the use of digital media to deliver measurable and accountable business success. Digital Marketing Strategy covers the essential elements of achieving exactly this by guiding you through every step of creating your perfect digital marketing strategy. This book analyzes the essential techniques and platforms of digital marketing including social media, content marketing, SEO, user experience, personalization, display advertising and CRM, as well as the broader aspects of implementation including planning, integration with overall company aims and presenting to decision makers.
Simon Kingsnorth brings digital marketing strategy to life through best practice case studies, illustrations, checklists and summaries, to give you insightful and practical guidance. Rather than presenting a restrictive 'one size fits all' model, this book gives you the tools to tailor-make your own strategy according to your unique business needs and demonstrates how an integrated and holistic approach to marketing leads to greater success. Digital Marketing Strategy is also supported by a wealth of online resources, including budget and strategy templates, lecture slides and a bonus chapter.