The Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns

THE COMPREHENSIVE GUIDE TO UNLOCKING THE ESSENTIAL ELEMENTS OF DIGITAL MARKETING

"Vodafone′s marketing community has responded well to the DMI offer. In particular the content is relevant and up to date, it′s global and the opportunity to gain a recognized certification that complements the existing skill–set is highly attractive."
Mohsin Ghafoor, Vodafone

From the Digital Marketing Institute comes a key resource that not only corresponds with the Institute′s certification program but will also enlighten and inspire anyone who is interested in accessing the power of digital marketing. The Art of Digital Marketing is designed to be both practical and comprehensive. It contains the key concepts of digital marketing, the best practices of leaders in the field, and offers a review of the most current trends. In addition, the text offers a wealth of action plans and exercises that are designed to develop the skills needed to become effective digital marketers that produce consistent measurable results.

Discover why the key to reaching today′s empowered customers is to "Start with the customer and work backwards." Digital marketing departs from outdated marketing techniques and The Art of Digital Marketing offers a proven framework that outlines a clear pathway for reaching and retaining empowered consumers.

The Art of Digital Marketing shows how to attract customers by talking to your customer through their cellphone, exciting their imagination with Digital Display masterpieces, delving into their psyche through SEO research, and intriguing them with email marketing that speaks to their own particular interests.

This essential resource is written for a new breed of marketing professionals who recognize the power of the individual, and who understand and appreciate how digital works to implement customer–centric marketing strategies.

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

IAN DODSON is Co–founder and Director of the Digital Marketing Institute. The Institute has defined a set of qualifications for the digital marketing industry which are now the most widely taught global certifications available in over 70 countries worldwide. These qualifications act as an educational and professional pathway for students, educators and employers.

Passionate about student centric outcomes and an advocate of education and digital literacy, Ian believes digital technologies are enabling tools for raising economic and social standards globally.