Chapter - 00: Introduction: How will this book transform your digital marketing strategy?;Chapter - 01: FoundationsSection - ONE: Knowing your business objectives and your customer;Chapter - 02: Understanding the digital ecosystem;Chapter - 03: Integrating digital into wider organization...
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- Chapter - 00: Introduction: How will this book transform your digital marketing strategy?;
- Chapter - 01: Foundations
- 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
- Chapter - 11: Tailoring your social media strategy;
- Chapter - 12: Marketing automation, messaging and email marketing
- Chapter - 13: Affiliate schemes and partnerships
- Chapter - 14: Lead generation
- Chapter - 15: eCommerce
- Chapter - 16: Content strategy
- Chapter - 17: Personalizing the customer journey and digital experience
- Section - FOUR: Conversion, retention and measurement;
- Chapter - 18: Effective experience design
- Chapter - 19: Managing loyalty, CRM and data;
- Chapter - 20: Providing a smooth online service and customer experience
- Chapter - 21: Data analytics and reporting
- Section - FIVE: Tailoring your final digital marketing strategy;
- Chapter - 22: Putting together your digital marketing strategy;
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