1: Chapters
- Page ID
- 101797
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\(\newcommand{\avec}{\mathbf a}\) \(\newcommand{\bvec}{\mathbf b}\) \(\newcommand{\cvec}{\mathbf c}\) \(\newcommand{\dvec}{\mathbf d}\) \(\newcommand{\dtil}{\widetilde{\mathbf d}}\) \(\newcommand{\evec}{\mathbf e}\) \(\newcommand{\fvec}{\mathbf f}\) \(\newcommand{\nvec}{\mathbf n}\) \(\newcommand{\pvec}{\mathbf p}\) \(\newcommand{\qvec}{\mathbf q}\) \(\newcommand{\svec}{\mathbf s}\) \(\newcommand{\tvec}{\mathbf t}\) \(\newcommand{\uvec}{\mathbf u}\) \(\newcommand{\vvec}{\mathbf v}\) \(\newcommand{\wvec}{\mathbf w}\) \(\newcommand{\xvec}{\mathbf x}\) \(\newcommand{\yvec}{\mathbf y}\) \(\newcommand{\zvec}{\mathbf z}\) \(\newcommand{\rvec}{\mathbf r}\) \(\newcommand{\mvec}{\mathbf m}\) \(\newcommand{\zerovec}{\mathbf 0}\) \(\newcommand{\onevec}{\mathbf 1}\) \(\newcommand{\real}{\mathbb R}\) \(\newcommand{\twovec}[2]{\left[\begin{array}{r}#1 \\ #2 \end{array}\right]}\) \(\newcommand{\ctwovec}[2]{\left[\begin{array}{c}#1 \\ #2 \end{array}\right]}\) \(\newcommand{\threevec}[3]{\left[\begin{array}{r}#1 \\ #2 \\ #3 \end{array}\right]}\) \(\newcommand{\cthreevec}[3]{\left[\begin{array}{c}#1 \\ #2 \\ #3 \end{array}\right]}\) \(\newcommand{\fourvec}[4]{\left[\begin{array}{r}#1 \\ #2 \\ #3 \\ #4 \end{array}\right]}\) \(\newcommand{\cfourvec}[4]{\left[\begin{array}{c}#1 \\ #2 \\ #3 \\ #4 \end{array}\right]}\) \(\newcommand{\fivevec}[5]{\left[\begin{array}{r}#1 \\ #2 \\ #3 \\ #4 \\ #5 \\ \end{array}\right]}\) \(\newcommand{\cfivevec}[5]{\left[\begin{array}{c}#1 \\ #2 \\ #3 \\ #4 \\ #5 \\ \end{array}\right]}\) \(\newcommand{\mattwo}[4]{\left[\begin{array}{rr}#1 \amp #2 \\ #3 \amp #4 \\ \end{array}\right]}\) \(\newcommand{\laspan}[1]{\text{Span}\{#1\}}\) \(\newcommand{\bcal}{\cal B}\) \(\newcommand{\ccal}{\cal C}\) \(\newcommand{\scal}{\cal S}\) \(\newcommand{\wcal}{\cal W}\) \(\newcommand{\ecal}{\cal E}\) \(\newcommand{\coords}[2]{\left\{#1\right\}_{#2}}\) \(\newcommand{\gray}[1]{\color{gray}{#1}}\) \(\newcommand{\lgray}[1]{\color{lightgray}{#1}}\) \(\newcommand{\rank}{\operatorname{rank}}\) \(\newcommand{\row}{\text{Row}}\) \(\newcommand{\col}{\text{Col}}\) \(\renewcommand{\row}{\text{Row}}\) \(\newcommand{\nul}{\text{Nul}}\) \(\newcommand{\var}{\text{Var}}\) \(\newcommand{\corr}{\text{corr}}\) \(\newcommand{\len}[1]{\left|#1\right|}\) \(\newcommand{\bbar}{\overline{\bvec}}\) \(\newcommand{\bhat}{\widehat{\bvec}}\) \(\newcommand{\bperp}{\bvec^\perp}\) \(\newcommand{\xhat}{\widehat{\xvec}}\) \(\newcommand{\vhat}{\widehat{\vvec}}\) \(\newcommand{\uhat}{\widehat{\uvec}}\) \(\newcommand{\what}{\widehat{\wvec}}\) \(\newcommand{\Sighat}{\widehat{\Sigma}}\) \(\newcommand{\lt}{<}\) \(\newcommand{\gt}{>}\) \(\newcommand{\amp}{&}\) \(\definecolor{fillinmathshade}{gray}{0.9}\)- 1.1: Introduction to Digital Marketing
- In this chapter, we discuss how digitalization is changing the ecosystem in which we conduct marketing activities. We start by defining what marketing, and what is value and how it is created. We then move on to see how the media ecosystem and digital channels are transforming the logic through which we create value, moving away from representing the company to representing the customer. We conclude by briefly discussing the consumer journey to set up the next chapter.
- 1.2: Understanding the Digital Consumer
- In this chapter, we discuss how digitalization is transforming the journey of consumers. To better understand how to do marketing online, we also cover basic marketing tools (i.e., persona and consumer journey) to help us create digital marketing campaigns. We conclude the section by discussing journey maps.
- 1.3: Planning for a Digital Marketing Campaign
- In this chapter, we discuss how to use keywords to create pages and content to respond to consumers’ needs and goals and how keywords can help us understand how our competitors are positioned online. We start with a brief introduction to search engine optimization (SEO) and why SEO is important online. We then turn our attention to ranking factors in order to emphasize why designing pages for people, by keeping people’s needs and goals in mind is what makes pages rank high. We then cover custome
- 1.5: Reach - Generating Awareness and Attracting Visitors
- In this chapter, we cover the strategic bases associated with the reach stage. We start by covering the main objectives of the Reach stage and some KPIs associated with goals for consumers. We then move our attention to discussing paid media activities. To do so, we first emphasize the necessity to build landing pages whenever we are creating marketing campaigns and describe what landing pages are.
- 1.6: Act - Creating Content
- In this chapter, we cover some central activities associated with content creation. We introduce the chapter by explaining the importance of content creation and how content creation should resemble what your competitors are doing but also be different from them because of your own unique brand voice. We then turn our attention to structuring content creation activities by examining how content creation can be guided by the RACE framework.
- 1.7: Act - Lead Generation and Lead Nurturing
- In this chapter, we cover the basics of lead generation and lead nurturing activities. We define what is a lead and lead stages, present a few ways to generate leads and different types of opt-ins, explain how to score leads, and discuss email marketing.
- 1.8: Convert - Conversion Optimization
- In this chapter, we cover what conversion is and how to optimize web pages to convert better. To do so, we discuss conversion rate optimization, how to identify what to optimize when people move one web page to another, some conversion-centered principles, A/B testing, and retargeting.
- 1.9: Engage - Building Loyalty and Co-Creating with Customers
- Understand the concepts of engagement and loyalty, how to calculate customer lifetime value and its importance in marketing strategy, how to measure engagement, and how to create value with consumers.