eMarketing - The Essential Guide to Marketing in a Digital World (Stokes)
- Page ID
- 24850
The newly updated edition includes chapters on the latest marketing trends as well as updated facts and figures and all new real-world case studies showing the application of digital best practice. The book is structured to enable readers to follow it sequentially and get an overview of how the different elements of digital fit together. It also provides a guide for those who want to dip in and out of chapters or need to brush up on specific areas. We have added a new section, Retain, which speaks to the ongoing evolution and understanding of how digital tools and tactics are best used within a digital marketer’s toolkit. The book is structured according to overarching steps that guide the digital process:
Front Matter
1: Think - Strategy and Context
2: Think - Understanding Customer Behaviour
3: Think - Data driven decision making
4: Think - Market Research
5: Create - User Experience Design
6: Create - Web Development and Design
7: Create - Mobile channels and apps
8: Create - Search engine optimization (SEO)
9: Create - Digital Copywriting
10: Create - eCommerce
11: Engage - Search advertising
12: Engage - Online advertising
13: Engage - Social media advertising
14: Retain - Customer relationship management (CRM)
15: Retain - Content Marketing Strategy
16: Retain - Social Media Platforms
17: Retain - Social media strategy
18: Retain - Direct marketing (email and mobile)
19: Retain - Video Marketing
20: Optimize - Conversion Optimization
21: Optimize - Data Analytics
22: Appendix - Understanding the Internet
Back Matter