Contents

Preface

Acknowledgement

Author

Contents



CHAPTERS

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