Module 1: The foundations of digital marketing
What we will cover in this chapter
The 4 Ps of marketing
Porter’s five forces
Brand or perceptual positioning map
Customer lifetime value
Segmentation
Boston Consulting Group matrix
PART ONE: Knowing your business objectives and your customer
Module 2: Understanding the digital ecosystem
What we will cover in this chapter
Paid and organic search interaction
Social signals for SEO
The broad reach of content strategy
Display advertising and data strategy
Brand and proposition effect
The halo effect
Attribution and omni-channel
The full ecosystem
Module 3: Integrating digital into wider organization strategy
What we will cover in this chapter
Business model
Global strategy
Brand
Vision
Culture
Innovation
Research and insight
KPIs
Module 4: Understanding the evolving digital consumer
What we will cover in this chapter
Who is the digital consumer?
Digital consumer behaviour
How technology affects the digital consumer
What does this mean for digital marketing?
Module 5: Barriers, considerations and data protection in digital marketing strategy
What we will cover in this chapter
Technology
Skills
Budget and resources
Business priorities
Regulation
PART TWO: Integrating digital change into your wider organization
Module 5: Enabling technologies for online marketing and digital transformation
What we will cover in this chapter
What is digital transformation?
Technology development techniques
What does this mean for digital marketing?
Module 6: Planning your digital marketing strategy – Objectives, teams and budgeting 95
What we will cover in this chapter
The planning process
The phased approach
Goals
Objectives and strategies
Action plans
Controls
People
Budgeting and forecasting
PART THREE Using channel strategy to reach your customers
Module 7: SEO strategy and organic techniques
What we will cover in this chapter
The SEO triangle
Researching your SEO strategy
Technical SEO
Site structure
Content and SEO
Links and penalties
The changing landscape
Organizational structure and SEO
Module 8: Building and optimizing a winning paid search strategy
What we will cover in this chapter
An introduction to paid search
Setting up a campaign
Measurement and optimization
Advanced paid search
Managing paid search campaigns – humans versus robots
Module 9: Display advertising and programmatic targeting
What we will cover in this chapter
Programmatic advertising
Types and formats of display advertising
Key technology in ad delivery
Types of display campaign
Planning and targeting programmatic display campaigns
Display campaign measurement
Module 10: Tailoring your social media strategy
What we will cover in this chapter
The evolution of social media
Where to start?
Types of social media
The social networks
Content
Influencers
Social advertising
Module 11: Marketing automation, messaging and e-mail marketing – the unsung heroes
What we will cover in this chapter
E-mail marketing today
The 5 Ts of e-mail marketing
How are businesses using e-mail marketing?
Account management versus centralized communications
Follow-up
Regulation
Platforms
Messaging and SMS
Measurement
Module 12: Lead generation that delivers results
What we will cover in this chapter
Push versus pull – the changing landscape
Lead scoring
Lead generation across the digital channels
Keeping the lead alive
Measurement
Module 13: Content strategy – a key pillar of success
What we will cover in this chapter
What is content marketing?
What is content?
Contents
What content types should you use?
Why content marketing?
People and process for creating content
Distribution
Measuring the value of content
International content
Audit checklist
Module 14: Personalizing the customer journey and digital experience
What we will cover in this chapter
What is personalization?
Defining true personalization
User-defined personalization
Behavioural personalization
Tactical personalization
Single customer view
PART FOUR: Conversion, retention and measurement
Module 15: Effective design, e-commerce and user experience (UX)
What we will cover in this chapter
User experience (UX)
UX research
Design thinking
Module 16: Managing loyalty, CRM and data
What we will cover in this chapter
Defining CRM
Contact strategy
Cross-selling and up-selling
Predictive analytics
Technology platforms
Loyalty
Module 17: Providing a smooth online service and customer experience
What we will cover in this chapter
Customer service principles
Service channels
Social customer service
Measurement
Module 18: Measuring success through data analytics and reporting
What we will cover in this chapter
The data landscape
The reliability of data-based decisions
What are analytics?
Tools and technology Attribution modelling
Reporting
PART FIVE: Tailoring your final digital marketing strategy
Module 19: Putting together your digital marketing strategy
What we will cover in this chapter?
Where to start?
Stage one: assessment
Stage two: the foundations
Stage three: sophistication
Stage four: formalize
Stage five: continuous improvement