Includes bibliographical references and index.

Introduction -- What is a digital strategy? -- What's the story of this book? -- How to get the most from this book -- What is digital marketing? -- A history of digital marketing -- The 4 Ps of marketing -- Porter's five forces -- Brand or perceptual positioning map -- Customer lifetime value -- Segmentation -- Boston Consulting Group matrix -- Aligning with your business strategy -- Customer centricity -- Business model -- Global strategy -- Brand -- Vision -- Culture -- Research and insight -- KPIs -- Barriers and considerations -- Technology -- Skills -- Budget and resources -- Business priorities -- Regulation Planning -- The planning process -- The phased approach -- Goals -- Objectives and strategies -- Action plans -- Controls -- People -- Budgeting and forecasting -- Search engine optimization -- A history of SEO -- Researching your SEO strategy -- Technical SEO -- Site structure -- Content -- Mobile -- Location -- Penalties -- Organizational structure and SEO -- Paid search -- An introduction to paid search -- Setting up a campaign -- Measurement and optimization -- Advanced paid search -- Managing paid search campaigns - humans versus robots -- Display -- A brief history -- Programmatic advertising -- Types and formats of display advertising -- Ad servers and technological delivery -- Types of display campaign -- Planning and targeting display campaigns -- Display campaign measurement and attribution modelling -- Social media -- History of social media -- Should I or shouldn't I? -- Customer service and reputation management -- The SEO angle -- Where to start? -- Types of social media -- Content -- Social advertising -- Measurement -- User experience and transformation -- User experience (UX) -- Digital transformation -- CRM and retention -- Defining CRM and retention -- Contact strategy -- Cross-selling and up-selling -- Predictive analytics -- CRM systems -- Social CRM (SCRM) -- Loyalty -- True personalization -- What is personalization? -- Defining true personalization -- User-defined personalization -- Behavioural personalization -- Tactical personalization -- Single customer view -- Customer service -- Customer service principles -- Channels -- Social customer service -- Measurement -- Content strategy -- What is content marketing? -- What is content? -- 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 -- Analytics and reporting -- The data landscape -- The reliability of data-based decisions -- What are analytics? -- Tools and technology -- Attribution modelling -- Reporting -- Presenting your strategy -- Decision making -- Budget -- Key channel benefits -- How channels interact -- Website -- Further considerations -- Structuring your proposal -- Advocacy -- Bringing it all together.

Digital and social media are essential aspects of a marketing department's function; therefore, it is important that they are integrated into the organization's wider goals. Uniting digital marketing techniques with business strategy and established marketing models such as the 7 P's, Porter's Five Forces, and Customer Lifetime Value, author Simon Kingsnorth demonstrates how to formulate the best strategy for a company. Rather than presenting a one size fits all model, Kingsnorth brings various strategies to life through case studies, charts, illustrations, and checklists. Digital Marketing Strategy covers what digital marketing is, how to budget and forecast, acquisition, personalization, customer service, user experience, content strategy, how to analyze and perform social measurements, and how to structure and present a digital marketing plan in order to win support and funding-- Provided by publisher.

The modern marketer needs to learn how to employ strategic thinking alongside the use of digital media to deliver measurable and accountable business success. Digital Marketing Strategy covers the essential elements of achieving exactly this by guiding you through every step of creating your perfect digital marketing strategy. It contains analysis of the essential techniques and platforms of digital marketing including social media, content marketing, SEO, user experience, personalization, display advertising and CRM, as well as the broader aspects of implementation including planning, integration with overall company aims and presenting to decision makers-- Provided by publisher.

CIT Module MRKT 9024 - Core reading.