{"product_id":"the-art-of-digital-marketing-the-definitive-guide-to-creating-strategic-targeted-and-measurable-online-campaigns-hardback-9781119265702","title":"The Art of Digital Marketing; The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns (Hardback) 9781119265702","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eThe Art of Digital Marketing\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eThe Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eIan Dodson (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9781119265702, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 27 May 2016\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e400 pages\u003cbr\u003e25.9 x 18.8 x 4.1 cm, 0.839 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003e\u003cb\u003eThe premier guide to digital marketing that works, and a solid framework for success\u003c\/b\u003e \u003cp\u003e\u003ci\u003eThe Art of Digital Marketing\u003c\/i\u003e is the comprehensive guide to cracking the digital marketing 'code,' and reaching, engaging, and serving the empowered consumer. Based on the industry's leading certification from the Digital Marketing Institute (DMI), this book presents an innovative methodology for successful digital marketing: start with the customer and work backwards. A campaign is only effective as it is reflective of the consumer's wants, needs, preferences, and inclinations; the DMI framework provides structured, implementable, iterative direction for getting it right every time. The heart of the framework is a three-step process called the 3i Principles: Initiate, Iterate, and Integrate. This simple idea translates into higher engagement, real customer interaction, and multichannel campaigns that extend even into traditional marketing channels.\u003c\/p\u003e \u003cp\u003eThe evolution of digital marketing isn't really about the brands; it's about consumers exercising more control over their choices. This book demonstrates how using this single realization as a starting point helps you build and implement more effective campaigns.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eGet inside the customer's head with deep consumer research\u003c\/li\u003e \u003cli\u003eConstantly improve your campaigns based on feedback and interactions\u003c\/li\u003e \u003cli\u003eIntegrate digital activities across channels, including traditional marketing\u003c\/li\u003e \u003cli\u003eBuild campaigns based on customer choice and control\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eDigital marketing turns traditional marketing models on their heads. Instead of telling the customer what to think, you find out what they \u003ci\u003ealready\u003c\/i\u003e think and go from there. Instead of front-loading resources, you continually adjust your approach based on real interactions with real customers every day. Digital marketing operates within its own paradigm, and \u003ci\u003eThe Art of Digital Marketing\u003c\/i\u003e opens the door for your next campaign.\u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003ePreface vii\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 An Introduction to Digital Marketing 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat Makes This Book Different? 1\u003c\/p\u003e \u003cp\u003eStart with the Customer and Work Backward 2\u003c\/p\u003e \u003cp\u003eWhat Are the 3i Principles? 4\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Search Engine Optimization 7\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAn Introduction 7\u003c\/p\u003e \u003cp\u003eSearch Engine Result Pages: Positioning 9\u003c\/p\u003e \u003cp\u003eSearch Behavior 11\u003c\/p\u003e \u003cp\u003eStage 1: Goals 14\u003c\/p\u003e \u003cp\u003eStage 2: On-Page Optimization 16\u003c\/p\u003e \u003cp\u003eStage 3: Off-Page Optimization 34\u003c\/p\u003e \u003cp\u003eStage 4: Analyze 38\u003c\/p\u003e \u003cp\u003eSo, What Have You Learned in This Chapter? 41\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 Pay Per Click 45\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAn Introduction 45\u003c\/p\u003e \u003cp\u003eStage 1: Goals 47\u003c\/p\u003e \u003cp\u003eStage 2: Setup 51\u003c\/p\u003e \u003cp\u003eStage 3: Manage 76\u003c\/p\u003e \u003cp\u003eStage 4: Analyze 81\u003c\/p\u003e \u003cp\u003eSo, What Have You Learned in This Chapter? 87\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Digital Display Advertising 91\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAn Introduction 91\u003c\/p\u003e \u003cp\u003eDisplay Advertising: An Industry Overview 93\u003c\/p\u003e \u003cp\u003eStage 1: Define 98\u003c\/p\u003e \u003cp\u003eStage 2: Format 101\u003c\/p\u003e \u003cp\u003eStage 3: Configure 111\u003c\/p\u003e \u003cp\u003eStage 4: Analyze 114\u003c\/p\u003e \u003cp\u003eSo, What Have You Learned in This Chapter? 118\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Email Marketing 121\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAn Introduction 121\u003c\/p\u003e \u003cp\u003eStage 1: Data—Email Marketing Process 123\u003c\/p\u003e \u003cp\u003eStage 2: Design and Content 134\u003c\/p\u003e \u003cp\u003eStage 3: Delivery 141\u003c\/p\u003e \u003cp\u003eStage 4: Discovery 143\u003c\/p\u003e \u003cp\u003eSo, What Have You Learned in This Chapter? 149\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Social Media Marketing (Part 1) 153\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAn Introduction 153\u003c\/p\u003e \u003cp\u003eStage 1: Goals 155\u003c\/p\u003e \u003cp\u003eStage 2: Channels 158\u003c\/p\u003e \u003cp\u003eSo, What Have You Learned in This Chapter? 183\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Social Media Marketing (Part 2) 187\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAn Introduction 187\u003c\/p\u003e \u003cp\u003eStage 3: Implementation 188\u003c\/p\u003e \u003cp\u003eStage 4: Analyze 228\u003c\/p\u003e \u003cp\u003eLaws and Guidelines 244\u003c\/p\u003e \u003cp\u003eSo, What Have You Learned in This Chapter? 246\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Mobile Marketing 249\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAn Introduction 249\u003c\/p\u003e \u003cp\u003eStage 1: Opportunity 251\u003c\/p\u003e \u003cp\u003eStage 2: Optimize 254\u003c\/p\u003e \u003cp\u003eStage 3: Advertise 266\u003c\/p\u003e \u003cp\u003eStage 4: Analyze 278\u003c\/p\u003e \u003cp\u003eSo, What Have You Learned in This Chapter? 283\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 Analytics 287\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAn Introduction 287\u003c\/p\u003e \u003cp\u003eStage 1: Goals 289\u003c\/p\u003e \u003cp\u003eStage 2: Setup 291\u003c\/p\u003e \u003cp\u003eStage 3: Monitor 296\u003c\/p\u003e \u003cp\u003eStage 4: Analyze 313\u003c\/p\u003e \u003cp\u003eSo, What Have You Learned in This Chapter? 326\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 Strategy and Planning 331\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAn Introduction 331\u003c\/p\u003e \u003cp\u003eStage 1: Approach 333\u003c\/p\u003e \u003cp\u003eStage 2: Audience 338\u003c\/p\u003e \u003cp\u003eStage 3: Activities 345\u003c\/p\u003e \u003cp\u003eStage 4: Analysis 352\u003c\/p\u003e \u003cp\u003eSo, What Have You Learned in This Chapter? 355\u003c\/p\u003e \u003cp\u003eConclusion 357\u003c\/p\u003e \u003cp\u003eAcknowledgments 359\u003c\/p\u003e \u003cp\u003eGlossary 361\u003c\/p\u003e \u003cp\u003eAdditional Resources 369\u003c\/p\u003e \u003cp\u003eAbout the Digital Marketing Institute 371\u003c\/p\u003e \u003cp\u003eAbout the Author 373\u003c\/p\u003e \u003cp\u003eIndex 375\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley","offers":[{"title":"Brand New","offer_id":52463034827032,"sku":"9781119265702","price":27.65,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9781119265702_291701.jpg?v=1785546180","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/the-art-of-digital-marketing-the-definitive-guide-to-creating-strategic-targeted-and-measurable-online-campaigns-hardback-9781119265702","provider":"Freshly Printed Books","version":"1.0","type":"link"}