Digital Marketing Strategy

An Integrated Approach to Online Marketing

Simon Kingsnorth

$197.95

Hardback

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English

Kogan Page Ltd
03 May 2022

Sales & marketing management; Sales & marketing

Build an effective and practical digital marketing strategy with this bestselling guide, covering everything from automation and analytics to integrating AI.

Digital Marketing Strategy is a global bestseller, and a one-stop guide to structuring and building a more strategic approach to digital marketing. Now fully updated, this third edition covers the integration of AI in marketing, e-commerce, marketing automation, affiliate marketing and how to use digital analytical tools, plus new strategies for the latest cookie changes and privacy protection.

Digital Marketing Strategy will show you how to effectively select, align and manage digital channels and operations, to streamline a successful digital marketing strategy for measurable, optimized results. Recommended by the Chartered Institute of Marketing (CIM), it is supported by real-world case studies from the likes of Coca-Cola, Spotify, Airbnb, Adidas and Hostelworld as well as checklists, key terms and insights from leading industry practitioners to help you develop your own digital marketing strategy. This book is an invaluable guide for both digital marketing students and entry-level to mid-management marketing professionals.

Accompanying online resources consist of practical implementation guides spanning SEO, paid-search, email, lead-generation, as well as presentation slides and activity sheets.

By: Simon Kingsnorth
Imprint: Kogan Page Ltd
Country of Publication: United Kingdom
Edition: 3rd Revised edition
Dimensions: Height: 240mm, Width: 164mm, Spine: 35mm
Weight: 900g
ISBN: 9781398605992
ISBN 10: 1398605999
Pages: 416
Publication Date: 03 May 2022
Audience: College/higher education , Professional and scholarly , Primary , Undergraduate
Format: Hardback
Publisher's Status: Unspecified

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

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.

Reviews for Digital Marketing Strategy: An Integrated Approach to Online Marketing

This new edition of Simon Kingsnorth's book keeps pace with the latest developments in digital marketing, which continues to make it a key source of information for digital marketing students during their studies and beyond. * Dr Emma Louise Slade, Lecturer in Marketing, University of Bristol * It is very rare to find such applicable, accurate and up to date advice in a single resource, which is exactly what Digital Marketing Strategy offers. Simon's in-depth understanding of such a broad range of digital marketing channels and topics makes this book undoubtedly an essential read for both budding and experienced digital marketing professionals alike. * Carl Hewitt, CEO and Co-Founder, Hewitt Matthews * One of the issues with marketing and marketing books today is pre-pandemic thinking. With this third edition of Digital Marketing Strategy, Simon has really taken the time to bring the book up-to-date with modern case studies and chapters. This really is a marketing book for the post-pandemic world. * Tim Hughes, Co-Founder and CEO, Digital Leadership Associates * Impressive depth and rigor, with excellent insights and practical tips. A must-have resource for every marketer and business leader. This is a book you will keep coming back to over and over again. * Arek Dvornechuck, Branding Expert, Ebaqdesign * This is everything that you need and want to know about digital marketing. Simon Kingsnorth expertly combines the logic and magic of the discipline and brings it together in an engaging and comprehensive way. A master class wrapped up in a book that you should read and use to develop your marketing strategy and grow as a marketer. * Suki Thompson, Founder, Let's Reset *