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 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 4   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 5   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