The art of digital marketing : The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns

Contents

Machine generated contents note: Preface 1 An Introduction to Digital Marketing What Makes This Book Different? Start with the Customer and Work Backwards What Are the 3i Principles? 2 Search Engine Optimization An Introduction Search Engine Result Pages: Positioning Search Behavior Stage 1: Goals and Benefits Stage 2: On-Page Optimization Stage 3: Off-Page Optimization Stage 4: Analysis and Iteration So, What Have You Learned in This Chapter? 3 Pay per Click An Introduction Stage 1: Goals Stage 2: Setup Stage 3: Manage Stage 4: Analysis and Iteration So, What Have You Learned in This Chapter? 4 Digital Display Advertising An Introduction Display Advertising: An Industry Overview Stage 1: Define Stage 2: Format Stage 3: Configure Stage 4: Analyze So, What Have You Learned in This Chapter? 5 Email Marketing An Introduction Stage 1: Data
Email Marketing Process Stage 2: Design and Content Stage 3: Delivery Stage 4: Discovery So, What Have You Learned in This Chapter? 6 Social Media Marketing (Part 1) An Introduction Stage 1: Goals Stage 2: Channels So, What Have You Learned in This Chapter? 7 Social Media Marketing (Part 2) An Introduction Stage 3: Implementation Stage 4: Analyze Laws and Guidelines So, What Have You Learned in This Chapter? 8 Mobile Marketing An Introduction Stage 1: Opportunity Stage 2: Optimize Stage 3: Advertise Stage 4: Analyze So, What Have You Learned in This Chapter? 9 Analytics An Introduction Stage 1: Goals Stage 2: Setup Stage 3: Monitor Stage 4: Analysis So, What Have You Learned in This Chapter? 10 Strategy and Planning An Introduction Stage 1: Approach Stage 2: Audience Stage 3: Activities Stage 4: Analysis So, What Have You Learned in This Chapter? 11 Conclusion Acknowledgments Glossary Additional Resources About the Digital Marketing Institute About the Author Index.

Notes

Includes index.