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Understanding digital marketing : marketing strategies for engaging the digital generation / Damian Ryan.

By: Ryan, Damian.
Material type: materialTypeLabelBookCall no.: HF5415.1265 .R93 2015Publication: London : Kogan Page, 2015Edition: 3rd edition.Description: xx, 409 pages : illustrations.Notes: Reprint. Originally published: 2014.; Includes index.ISBN: 9780749471026; 0749471026.Subject(s): Internet marketing | Social media | Strategic planning | Marketing -- Management
Contents:
Machine generated contents note: Preface -- Contributors' biographies -- Acknowledgements 01 So... You want to go digital? -- In the beginning... -- The changing face of advertising -- The technology behind digital marketing -- Enough technology... let's talk about people -- Case study: Harley-Davidson02 @first... think! -- Why you need a digital marketing strategy -- Your business and digital marketing -- Defining your digital marketing strategy -- Understanding the digital consumer -- Mind your Ps -- Eyes on the prize -- Bringing it all together -- Case study: Mercadolibre03 Then build your channel -- Your website -- the hub of your digital marketing world -- Building an effective website -- The main steps of building your website -- Before you start -- Choosing your domain name -- Hosting -- your website's home on the internet -- How to choose a web designer/developer -- Arranging your information -- Writing effective web content -- Case study: Hg204 Is it working? -- Owned, paid and earned -- Log files versus page tagging -- Augmenting information using cookies -- Test and test again -- Measuring paid media -- Attribution modelling -- Who am I talking to? -- Making Measurements Make Sense (3MS) -- The return of GRP -- The problem of earned media -- What are you trying to achieve? -- Why KPIs are important -- Choosing effective KPIs -- The need for trust05 Are customers finding you? -- Search: still the online marketer's holy grail -- About the engines -- Optimizing your site for the engines -- Advertising on the search engines -- Mobile search -- Black hat, the darker side of search -- Bringing in the pros -- Universal search -- more opportunities to rank -- Shifting goalposts -- search innovation and the quest for relevance -- Looking forward -- Case study: The Entertainer06 Understanding social media -- Join the conversation -- What is social media? -- Different forms of social media -- Social media dashboards -- all your updates in one place -- The rules of engagement -- Adding social media to your own site -- Case study: Bennetts Bike Social07 Understanding e-mail marketing -- The new direct mail -- What exactly is e-mail marketing? -- Before you start -- Planning your campaign -- Measuring your success -- E-mail -- a vital component of digital marketing -- Case study: Help for Heroes08 Understanding mobile marketing -- Mobile -- market size and rate of growth -- Mobile -- Web2.0 -- Mobile marketing -- a game-changing channel, or just another conduit? -- Location, location, location -- Mobile gaming -- Mobile applications -- Measuring mobile -- Mobile privacy -- Mobile data -- Further exploration -- Building a multichannel marketing strategy -- Case study: Dubizzle.com09 Understanding performance marketing -- Recognizing opportunities for strategic partnership -- What is performance marketing? -- Case study: Number One Shoes10 Understanding online public relations -- Google -- judge and jury -- Online -- it's where PR lives now11 Understanding content marketing -- Why content? -- an overview -- Content strategy -- Content production -- Promoting your content -- The future of online content -- Case study: Makino12 Convincing your boss to invest in digital marketing -- Understanding your objectives -- Your market and website function -- Understanding decision making and knowing your decision makers -- Budget considerations -- Key channel benefits -- The perfect website -- Further considerations -- Structuring your proposal -- Advocacy 13 What's next? -- Prediction 1 -- a new internet -- Prediction 2 -- democratization of marketing knowledge -- Prediction 3 -- natural selection of content -- Prediction 4 -- greater learning and being more competitive -- Prediction 5 -- lessons from the emerging markets -- Prediction 6 -- the case for a circular marketing economy... -- Prediction 7 -- agencies go arbitrage -- Prediction 8 -- fast and super fast -- Prediction 9 -- radio -- Prediction 10 -- your online persona -- The end bit -- Case study: UEFA Europa League 378 Glossary -- Index.
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Item type Current location Collection Call number Status Date due Barcode Item holds Reading lists
Book Book Boonchoo Treethong Library, Lampang Campus
General Stacks
General Books HF5415.1265.R93 2015 (See Similar Items) Available 31379015280069

วส 354

Total holds: 0

Reprint. Originally published: 2014.

Includes index.

Machine generated contents note: Preface -- Contributors' biographies -- Acknowledgements 01 So... You want to go digital? -- In the beginning... -- The changing face of advertising -- The technology behind digital marketing -- Enough technology... let's talk about people -- Case study: Harley-Davidson02 @first... think! -- Why you need a digital marketing strategy -- Your business and digital marketing -- Defining your digital marketing strategy -- Understanding the digital consumer -- Mind your Ps -- Eyes on the prize -- Bringing it all together -- Case study: Mercadolibre03 Then build your channel -- Your website -- the hub of your digital marketing world -- Building an effective website -- The main steps of building your website -- Before you start -- Choosing your domain name -- Hosting -- your website's home on the internet -- How to choose a web designer/developer -- Arranging your information -- Writing effective web content -- Case study: Hg204 Is it working? -- Owned, paid and earned -- Log files versus page tagging -- Augmenting information using cookies -- Test and test again -- Measuring paid media -- Attribution modelling -- Who am I talking to? -- Making Measurements Make Sense (3MS) -- The return of GRP -- The problem of earned media -- What are you trying to achieve? -- Why KPIs are important -- Choosing effective KPIs -- The need for trust05 Are customers finding you? -- Search: still the online marketer's holy grail -- About the engines -- Optimizing your site for the engines -- Advertising on the search engines -- Mobile search -- Black hat, the darker side of search -- Bringing in the pros -- Universal search -- more opportunities to rank -- Shifting goalposts -- search innovation and the quest for relevance -- Looking forward -- Case study: The Entertainer06 Understanding social media -- Join the conversation -- What is social media? -- Different forms of social media -- Social media dashboards -- all your updates in one place -- The rules of engagement -- Adding social media to your own site -- Case study: Bennetts Bike Social07 Understanding e-mail marketing -- The new direct mail -- What exactly is e-mail marketing? -- Before you start -- Planning your campaign -- Measuring your success -- E-mail -- a vital component of digital marketing -- Case study: Help for Heroes08 Understanding mobile marketing -- Mobile -- market size and rate of growth -- Mobile -- Web2.0 -- Mobile marketing -- a game-changing channel, or just another conduit? -- Location, location, location -- Mobile gaming -- Mobile applications -- Measuring mobile -- Mobile privacy -- Mobile data -- Further exploration -- Building a multichannel marketing strategy -- Case study: Dubizzle.com09 Understanding performance marketing -- Recognizing opportunities for strategic partnership -- What is performance marketing? -- Case study: Number One Shoes10 Understanding online public relations -- Google -- judge and jury -- Online -- it's where PR lives now11 Understanding content marketing -- Why content? -- an overview -- Content strategy -- Content production -- Promoting your content -- The future of online content -- Case study: Makino12 Convincing your boss to invest in digital marketing -- Understanding your objectives -- Your market and website function -- Understanding decision making and knowing your decision makers -- Budget considerations -- Key channel benefits -- The perfect website -- Further considerations -- Structuring your proposal -- Advocacy 13 What's next? -- Prediction 1 -- a new internet -- Prediction 2 -- democratization of marketing knowledge -- Prediction 3 -- natural selection of content -- Prediction 4 -- greater learning and being more competitive -- Prediction 5 -- lessons from the emerging markets -- Prediction 6 -- the case for a circular marketing economy... -- Prediction 7 -- agencies go arbitrage -- Prediction 8 -- fast and super fast -- Prediction 9 -- radio -- Prediction 10 -- your online persona -- The end bit -- Case study: UEFA Europa League 378 Glossary -- Index.

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