Kingsnorth Simon. Digital Marketing Strategy: An Integrated Approach to Online Marketing

3rd edition. — Kogan Page Limited, 2022. — 417 p. — ISBN 978 1 3986 0599 2.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.Introduction: How will this book transform your digital marketing strategy?
The foundations of digital marketing
Knowing your business objectives and your customer
Understanding the digital ecosystem
Integrating digital into wider organization strategy
Understanding the evolving digital consumer
Barriers, considerations and data protection in digital marketing strategy
Integrating digital change into your wider organization
Enabling technologies for online marketing and digital transformation
Planning your digital marketing strategy – Objectives, teams and budgeting
Part Three Using channel strategy to reach your customers
SEO strategy and organic techniques
Building and optimizing a winning paid search strategy
Display advertising and programmatic targeting
Tailoring your social media strategy
Marketing automation, messaging and email marketing – the unsung heroes
Affiliate schemes and partnerships to deliver highly targeted leads
Lead generation that delivers results
Content strategy – a key pillar of success
Personalizing the customer journey and digital experience
Conversion, retention and measurement
Effective Experience Design (XD)
Optimizing your e-commerce platform
Managing loyalty, CRM and data
Measuring success through data analytics and reporting
Tailoring your final digital marketing strategy
Providing a smooth online service and customer experience
Putting together your digital marketing strategy