Digital Marketing Excellence

Planning, Optimizing and Integrating Online Marketing

Author: Dave Chaffey,PR Smith

Publisher: Routledge

ISBN: 1317276728

Category: Business & Economics

Page: 660

View: 8450

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Now in its fifth edition, the hugely popular Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing is fully updated, keeping you in line with the changes in this dynamic and exciting field and helping you create effective and up-to-date customer-centric digital marketing plans. A practical guide to creating and executing digital marketing plans, it combines established approaches to marketing planning with the creative use of new digital models and digital tools. It is designed to support both marketers and digital marketers, and students of business or marketing who want a thorough yet practical grounding in digital marketing. Written by two highly experienced digital marketing consultants, the book shows you how to: Draw up an outline digital marketing plan Evaluate and apply digital marketing principles and models Integrate online and offline communications Implement customer-driven digital marketing Reduce costly trial and error Measure and enhance your digital marketing Learn best practices for reaching and engaging your audiences using the key digital marketing platforms like Apple, Facebook, Google and Twitter. This new edition seamlessly integrates the latest changes in social media technology, including expanded coverage of mobile technology, demonstrating how these new ways to reach customers can be integrated into your marketing plans. It also includes new sections on data analytics, clearly demonstrating how marketers can leverage data to their advantage. Offering a highly structured and accessible guide to a critical and far-reaching subject, Digital Marketing Excellence, Fifth Edition, provides a vital reference point for all students and managers involved in marketing strategy and implementation.
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EMarketing EXcellence

Planning and Optimizing Your Digital Marketing

Author: Dave Chaffey,Paul Russell Smith

Publisher: Routledge

ISBN: 0750689455

Category: Business & Economics

Page: 508

View: 7576

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Now completely revised, this text can help marketers create effective and up-to-date customer-centric e-marketing plans. It combines established approaches to marketing planning with the creative use of new e-models and e-tools.
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Connect

How to Use Data and Experience Marketing to Create Lifetime Customers

Author: Lars Birkholm Petersen,Ron Person,Christopher Nash

Publisher: John Wiley & Sons

ISBN: 1118963628

Category: Business & Economics

Page: 272

View: 5311

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Connect and engage across channels with the new customers Connect is the ultimate marketing guide to becoming morerelevant, effective, and successful within the new marketplace.Written by a team of marketing experts serving Fortune 500 brands,this book outlines the massive paradigm shift currently takingplace within the industry, and provides the insight and perspectivemarketers need to stay on board. Readers will find guidance towardreaching a customer base that sees marketers as an unnecessaryannoyance, and strategies for engaging those customers at touchpoints throughout the customer lifecycle. The book's scopeencompasses both digital and real-life avenues, discussing the newways of thinking and the new tools and processes that allowmarketers to function in the new era where digital customerexperiences are increasingly important. Marketing is undergoing a revolution to rival the impact ofGutenberg's printing press. Customers are in control, with morechoice and more access than ever before, and they refuse to be"sold to" or "managed." Many marketing professionals are flailingfor a new strategy while the winners are clearly jumping ahead– Connect takes readers inside the winners' world tolearn the approach that's engaging the new consumer. Discover the technology and processes that allow marketers toremain relevant Craft a personal, relevant, and accessible customer journeythat engages the connected customer Keep in touch throughout the customer's life cycle, both onlineand offline Link digital goals and metrics to business objectives for amore relevant strategy Smart marketers have moved to a higher level that achievesbusiness objectives while increasing relevance to the customer.Connect provides readers a roadmap to this new approach, andthe tools that make it work.
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Search and Social

The Definitive Guide to Real-Time Content Marketing

Author: Rob Garner

Publisher: John Wiley & Sons

ISBN: 111826438X

Category: Business & Economics

Page: 380

View: 3914

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Provides a plan for creating and implementing a strategy to promote a company's search engine marketing, social media engagement, and content publishing.
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Handbook of Marketing Decision Models

Author: Berend Wierenga,Ralf van der Lans

Publisher: Springer

ISBN: 3319569414

Category: Business & Economics

Page: 598

View: 6275

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The Second Edition of this book presents the state of the art in this important field. Marketing decision models constitute a core component of the marketing discipline and the area is changing rapidly, not only due to fundamental advances in methodology and model building, but also because of the recent developments in information technology, the Internet and social media. This Handbook contains eighteen chapters that cover the most recent developments of marketing decision models in different domains of marketing. Compared to the previous edition, thirteen chapters are entirely new, while the remaining chapters represent complete updates and extensions of the previous edition. This new edition of the Handbook has chapters on models for substantive marketing problems, such as customer relationship management, customer loyalty management, website design, Internet advertising, social media, and social networks. In addition, it contains chapters on recent methodological developments that are gaining popularity in the area of marketing decision models, such as structural modeling, learning dynamics, choice modeling, eye-tracking and measurement. The introductory chapter discusses the main developments of the last decade and discusses perspectives for future developments.
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