Chapter 1   New Media

• Preview
• New World
• Uprisings
• New Media
• Social Cloisters
• Spread of Misinformation — Fake News
• Propaganda and Fake News
• Lessons for Marketers
• New Rules, New Perspectives
• Social Listening
• Levelling the Marketing Playing Field
• Co-creation
• Crowdsourcing
• Riding the Long Tail
• Permission Marketing
• Inbound and Outbound Marketing
• Word-of-Mouth (Advocacy)
• New World (Example): Digital Transformation in Real Estate
• Consumer Trends — Media Consumption
• Online Video Distribution Trends
• Interactive Television
• Internet Basics

Chapter 2   Digital Marketing

• Preview
• New Media, New Imperatives
• “People Power”
• Engaging with Consumers in Cyberspace
• Managing Word-of-Mouth and Brand Meaning
• Heightened Accountability
• Dove Bottle Advertisement
• Market Globalization
• Marketing to Individuals
• Media Convergence
• “Data Power” — Metrics and Analytics
• What Works Online — How to Get Discovered
• Sugarpova
• Chobani
• Building Online Assets
• Websites
• Blogs
• Internet Forums
• Social Media
• Apps
• Content is King
• Personalization
• Buzz (word-of-mouth)/Influencer Marketing
• Growth of Advertising on the Internet
• Advertising on the Internet
• Outbound Advertising
• Inbound Advertising
• Viral Advertising — Challenge of Reaching the Masses
• Digital Advertising Formats
• Pricing Models
• Targeting
• Mobile Advertising
• Search Advertising
• Social Media Advertising

Chapter 3 Facebook

• Preview
• Facebook
• Facebook Marketing — Vegemite
• Facebook Marketing — Singer Sewing Company
• Organic Reach
• Edge
• EdgeRank
• Organic Marketing — Best Practices
• Paid Options
• Boost Post
• Facebook Advert
• Campaign Objectives
• Engagement Objective
• Advert Targeting
• Dark or Ghost Posts
• Call-to-Action button
• Placing Advertisement
• Ad Formats
• Ad Format — Image
• Ad Format — Video
• Ad Format — Stories
• Ad Format — Carousel
• Ad Format — Collection
• Ad Format — Instant Experience
• Bidding
• A/B Testing
• Facebook — Exercise

Chapter 4 Twitter

• Preview
• Twitter
• How is Twitter Different
• Hashtag (#)
• Trends
• Twitter Successes
• Content — Best Practices
• Marketing with Twitter
• Twitter Ad Campaigns
• Twitter Analytics
• Twitter — Exercise

Chapter 5 Instagram

• Preview
• Limitations of Instagram Desktop
• How is Instagram Different
• Snapchat
• Instagram — Key Features
• Posts
• Stories
• Reels
• Live
• Shop
• Professional Account
• Organic Reach — Instagram Algorithm
• Profile — Best Practices in Instagram
• Content — Best Practices in Instagram
• Advertising on Instagram
• Instagram Insights
• Instagram — Exercise

Chapter 6 YouTube

• Preview
• YouTube
• YouTube Brand Channels
• YouTube Marketing — Singer Sewing Company
• Video Ads
• Ad Formats
• Targeting
• Ad Auction
• Reserved Media Placement
• YouTube Analytics
• YouTube Ad Testing Framework (Copy Testing)
• YouTube — Exercise

Chapter 7 LinkedIn

• Preview
• LinkedIn
• LinkedIn Company Page
• LinkedIn Marketing for Businesses
• Organic Reach
• Publishing on LinkedIn
• Post
• Article
• LinkedIn Advertising
• Types of LinkedIn Ads
• Sponsored Content
• Sponsored Messaging
• Text Ads
• Dynamic Ads
• Lead Gen Form
• LinkedIn Groups
• LinkedIn Analytics — Posts and Articles
• What constitutes a View on LinkedIn Posts?
• LinkedIn Analytics for Advertising
• LinkedIn Marketing — Factors to Consider

Chapter 8 Search Engine Optimization

• Preview
• Search — Overview
• Traffic Source and Medium
• How Search Works
• Search Engine Optimization — Overview
• Strategize
• On-Page Optimization
• Landing Pages — Approach to SEO
• Targeting Keywords and Phrases
• Long Tail and Short Tail Keywords
• Category, Brand and Competitor Keyword
• Keyword Synonyms
• Keyword Density
• Placing Keywords
• Schema.org
• Internal Linkages
• Breadcrumb
• Regulating Crawlers: sitemap.xml and robots.txt
• Page Speed
• Mobile Usability
• Attracting Inbound Links
• Off-Page Optimization
• PageRank — Measure of Authority of web page
• Link Equity
• Unnatural or Artificial Links
• Review
• Performance Metrics
• Website Grading Tools
• Google Search Console
• SEO — Exercise

Chapter 9 Search Advertising

• Search Advertising
• Why Advertise?
• Google’s Ad Auction — How it Works
• Google Ads — Advertising Architecture
• Google Ads — Ad Format & Anatomy
• Campaigns and Budgeting
• Google Ads — Conversion Tracking Tags
• Keywords
• Long Tail and Short Tail Keywords
• Category, Brand and Competitor Keyword
• Keywords Research
• Keyword Ideas to Select Keywords
• Keyword Search Volume and Conversions Forecast
• Keyword Strategy
• Execution: Practices to Improve Effectiveness of Search Advertising
• Keyword Matching
• Google’s Ads — Extension Assets
• Asset — Sitelink
• Asset — Image
• Asset — Callout
• Asset — Structured Snippet
• Asset — Call
• Asset — Lead Form
• Asset — Location
• Asset — Price
• Asset — App
• Asset — Promotion
• Search Marketing — Exercise

Chapter 10 Web Analytics

• Preview
• Data Collection — Server Logs
• Server Logs — Drawbacks
• Page Caching by ISP
• Dynamic IP Address
• Proxy Servers
• How Proxy Server bypasses Filters and Censorship
• Data Collection — Page Tagging (JavaScript)
• Cookie
• Drawbacks of using Cookies for Tracking Users (Visitors)
• Data Collection — Authentication Systems
• Landing and Exit Pages
• Metrics
• Time Duration, Pages/Session and Engagement
• TimeMe.js (GitHub)
• Bounce Rate
• Share of Voice for Search
• SOV — Competitive Set
• SOV — Topic
• SOV — Computation
• Conversion and Conversion Path
• Conversion Attribution Models
• Markov Chain — Probabilistic Data-Driven Attribution
• Google Analytics
• Mobile Analytics
• Mobile Web
• Global Positioning System (GPS)
• Mobile Apps
• Industry Benchmarks and Competitive Intelligence
• Panel Based Data Collection
• Browser Toolbars
• Optimize
• Controlled Website Tests
• Multivariate testing
• A/B testing and Google Optimize
• Web Analytics — Framework
• Set-up Web Analytics Systems
• Framework for Performance Evaluation

Chapter 11 Digital — Execution

• Preview
• Build Website
• Languages that enable the World Wide Web
• Hosting Website
• Shared Hosting
• Virtual Private Server Hosting
• Dedicated Server
• Web Server
• Content Management Systems
• Optimize for Search Engines
• Social Listening
• Advocacy and Influencer Marketing
• Social Media Marketing
• Advertising
• Search Advertising
• Native Advertising
• Retargeting
• Conversion — Digital Marketing Funnel
• Gated Offers
• Nurturing Leads
• Monitor Performance — Review
• Performance Metrics
• Website Grading Tools
• Prop-GPT — Case Example

References