Cover -- Contents -- About the author -- About the contributors -- Introduction: How will this book transform your digital marketing strategy? -- What is a digital strategy? -- What's the story of this book? -- How to get the most from this book -- 01 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 -- Customer and market insight -- Summary -- Further reading -- References -- PART ONE Knowing your business objectives and your customer -- 02 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 -- Summary -- Reference -- 03 Integrating digital into wider organization strategy -- What we will cover in this chapter -- Business model -- Global strategy -- Brand -- Vision -- Culture -- Innovation -- Insight, research and analysis -- KPIs -- Summary -- Further reading -- References -- 04 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? -- Summary -- Further reading -- References -- 05 Barriers, considerations and data protection in digital marketing strategy -- What we will cover in this chapter -- Technology -- Skills -- Budget and resources -- Business priorities -- Regulation -- Summary -- Further reading -- References -- PART TWO Integrating digital change into your wider organization.

06 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? -- Summary -- Further reading -- References -- 07 Planning your digital marketing strategy - Objectives, teams and budgeting -- What we will cover in this chapter -- The planning process -- The phased approach -- Goals -- Objectives and strategies -- Action plans -- Controls -- People -- Budgeting and forecasting -- Summary -- Further reading -- PART THREE Using channel strategy to reach your customers -- 08 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 -- Summary -- Further reading -- 09 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 -- Summary -- Further reading -- Reference -- 10 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 -- Summary -- Further reading -- Reference -- 11 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 -- Measurement -- Summary -- Further reading.

References -- 12 Marketing automation, messaging and email marketing - the unsung heroes -- What we will cover in this chapter -- Email marketing today -- The 5 Ts of email marketing -- How are businesses using email marketing? -- Account management versus centralized communications -- Follow-up -- Regulation -- Platforms -- Messaging and SMS -- Measurement -- Summary -- Further reading -- References -- 13 Affiliate schemes and partnerships to deliver highly targeted leads -- What we will cover in this chapter -- An introduction to affiliate marketing -- Setting up an affiliate programme -- Affiliate networks -- Affiliate marketing assets -- Tracking and measurement -- Summary -- Reference -- 14 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 -- Summary -- Further reading -- Reference -- 15 Content strategy - a key pillar of success -- What we will cover in this chapter -- 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 -- Summary -- Further reading -- References -- 16 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 -- Summary -- Further reading -- References -- PART FOUR Conversion, retention and measurement -- 17 Effective Experience Design (XD) -- What we will cover in this chapter -- Experience Design -- XD maturity -- Three critical requirements -- Summary.

Further reading -- References -- 18 Optimizing your e-commerce platform -- What we will cover in this chapter -- Introduction -- E-commerce platforms -- E-commerce marketing -- Digital cross- and up-selling -- Purchasing and payments -- Consumer trust -- Summary -- References -- 19 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 -- Summary -- Further reading -- References -- 20 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 -- Summary -- Further reading -- Reference -- PART FIVE Tailoring your final digital marketing strategy -- 21 Providing a smooth online service and customer experience -- What we will cover in this chapter -- Customer service principles -- Service channels -- Social customer service -- Measurement -- Summary -- Further reading -- References -- 22 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 -- Summary -- Further reading -- Index.

Plan, implement and optimize a tailored, end-to-end digital marketing strategy that aligns with business objectives with this new edition of the global bestseller.