snippets from the eGuide   (Introduction ⇩)

(Introduction ⇧)

Marketers are often building cyber assets — websites, Facebook pages, YouTube brand channels and so on — because everyone seems to be doing so. Not much thought goes into the strategy or the execution. The outcome is a collection of disconnected properties that diffuse and disorient their brand, and confuse customers.

It is crucially important that before you execute, you have a cohesive strategy that integrates all offline and online brand assets, such that all the elements play well coordinated, yet distinct roles. That your brand’s communication and imagery remains intact as customers move across the media platforms, yet each channel contributes incrementally to its equity.

This guidebook will help you achieve these outcomes. It will give you a clear understanding of the building blocks that constitute digital marketing, and equip you with the tools, the techniques and the knowledge to develop cohesive market strategies, and prepare and execute effective digital marketing campaigns.

It combines well with the Digital Marketing Workshop, where participants benefit from a hands-on training experience, that allows them to practice what is taught.

eLearning Platform

Over 100 Registered Corporations: If your organization is listed, register with your corporate email to use the online guide.

It is only apt that a book on Digital Marketing should exemplify the use of digital technology. Unlike passive eBooks that replicate print versions in their original linear state, the online guide is a full-blown, multi-media platform that greatly enhances the reader’s experience.

As a website, it is dynamic, fluid, and connected with relevant and useful content, both within and beyond the platform. That it is continually updated and enhanced, keeps the guide evergreen, abreast of the latest developments in a the rapidly evolving fields of analytics and digital marketing.

The online guide is made available on an annual subscription basis. Subscribers login with their email ID and password.


Article — Redefining how we learn marketing.
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Previous
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Contents

Preface

Acknowledgement

Author

Contents



CHAPTERS

Chapter 1   New Media

  • Preview
  • New World
  • Uprisings
  • Lessons for Marketers
  • New Media
  • Social Cloisters
  • Spread of Misinformation
  • Social Listening
  • New Rules, New Perspectives
  • Levelling the Marketing Playing Field
  • The Advent of Co-creation
  • Permission Marketing
  • Riding the Long Tail
  • Inbound and Outbound Marketing
  • Buzz Marketing
  • Turning Point for Television
  • Consumer Trends — Media Consumption
  • Online Video Distribution Trends
  • Interactive Television
  • Internet Basics

Chapter 2   Digital Marketing

  • Preview
  • What Works Online
  • Chobani
  • How New Media Transformed Marketing
  • Building Online Assets
  • Websites
  • Blogs
  • Internet Forums
  • Social Media
  • Content is King
  • Personalization
  • Apps
  • Advertising on the Net
  • Challenge Facing Low Involvement Categories
  • Challenge of Reaching the Masses
  • Digital Advertising Formats
  • Targeting
  • Mobile Advertising
  • Search Advertising
  • Search
  • Search Engine Optimization
  • Social Media Advertising
  • Facebook – Organic Reach, Boost and Paid Advertising
  • YouTube Brand Channels
  • Web Analytics
  • Tag
  • Search Engine Optimization
  • Web Analytics
  • Web Traffic Data
  • Web Intelligence
  • Conversion Tracking
  • Controlled Website Tests

Chapter 3 Facebook

  • Preview
  • Facebook
  • Organic Reach
  • Edge, EdgeRank
  • Organic Marketing
  • Paid Options
  • Advert
  • Ad Formats
  • Ad Format — Photo
  • Ad Format — Video
  • Ad Format — Stories
  • Ad Format — Carousel
  • Ad Format — Slideshow
  • Ad Format — Collection
  • Ad Format — IX
  • Ad Format — Playable
  • Ad Format — Messenger

Chapter 4 Twitter

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

Chapter 5 YouTube

  • Preview
  • YouTube
  • Brand Channels
  • Video Ads
  • Ad Formats
  • Targeting
  • Ad Auction
  • Reserved Media Placement
  • Analytics
  • Ad Testing (Copy Testing)

Chapter 6 LinkedIn

  • Preview
  • LinkedIn
  • Organic Reach
  • Publishing on LinkedIn
  • Post
  • Article
  • SlideShare
  • LinkedIn Advertising
  • Advertising Formats
  • Self-Serve Display Ads
  • Premium Display Ads
  • Dynamic Ads
  • LinkedIn Groups
  • LinkedIn Analytics — Posts and Articles
  • What constitutes a View on LinkedIn Posts?
  • LinkedIn Analytics for Advertising

Chapter 7 Search

  • Preview
  • Search
  • Overview
  • Search Advertising
  • Search — Why Advertise?
  • Google’s Ad Auction — How it Works
  • Google’s Search Advertising Architecture
  • Google’s Ad Template
  • Google Advertisement — Campaigns and Budgeting
  • Keywords
  • Long Tail and Short Tail Keywords
  • Category, Brand and Competitor Keyword
  • Search Marketing — Keywords Research
  • Search Marketing — Keyword Strategy
  • Execution: Practices to Improve Effectiveness of Search Advertising
  • Keyword Matching
  • Google’s Ads Extensions
  • Site Link Extension
  • Callout Extension
  • Call Extension
  • Location Extension
  • Price Extension
  • App Extension
  • Review Extension

Chapter 8 SEO

  • Preview
  • Search
  • How Search Works
  • Search Engine Optimization (SEO) — Overview
  • Strategize
  • On Page Optimization
  • Targeting Keywords and Phrases
  • Long Tail and Short Tail Keywords
  • Keyword Synonyms
  • Keyword Density
  • Placing Keywords
  • 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

Chapter 9 Web Analytics

  • Preview
  • Web Analytics
  • 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)
  • Landing and Exit Pages
  • Metrics
  • Cookie
  • Drawbacks of using Cookies for Tracking Users (Visitors)
  • Time Duration, Pages/Session and Engagement
  • TimeMe.js (GitHub)
  • Bounce Rate
  • Share of Voice for Search
  • Conversion and Conversion Path
  • Conversion Attribution Models
  • Markov Chain — Probabilistic Data-Driven Attribution
  • Google Analytics
  • Mobile Analytics
  • 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

Chapter 10 Digital — Execution

  • Preview
  • Digital Marketing Plan
  • Build Website
  • Languages that enable the World Wide Web
  • Hosting Website
  • Web Server
  • Optimize website for Search Engines
  • Optimize website for Mobile devices
  • Create Remarkable, Useful Content
  • Social Listening
  • Advocacy and Buzz Marketing
  • Promote on Social Media
  • Advertise
  • Search Advertising
  • Advertise the conventional way
  • Native Advertising
  • Retargeting
  • Conversion – Digital Marketing Funnel
  • Gated Offers
  • Nurturing Leads
  • Monitor Performance – Review Progress
  • Performance Metrics
  • Website Grading Tools
  • Digital Marketing Exercise

Chapter 11   How Advertising Works

  • Tradition of Great Advertising
  • Preview
  • Advertising through the Ages
  • Advertising Mechanisms
  • Salience
  • Persuasion
  • Likeability
  • Symbolism
  • Relationship and Involvement
  • Emotion
  • Advertising Execution
  • Case Example — Coca-Cola Zero
  • Measurement Issues

Chapter 12   Advertising Analytics

  • Preview
  • Audience Measurement
  • Gross Rating Points
  • Digital Audience Measurement
  • Total Audience Measurement
  • Copy Testing (Pre-Testing)
  • Testing Advertising Online
  • Advertising Tracking (Post-Testing)
  • Continuous Interviewing versus Dipsticks
  • Tracking Questionnaire
  • Advertising Engagement
  • Branded Memorability
  • Persuasion
  • Uniqueness
  • Likeability
  • Image and Symbolism
  • Involvement
  • Emotion
  • Communication
  • Case Example (disguised) — Molly LFHC
  • Awareness Index Model

References