Includes bibliographical references and index.

Machine generated contents note: About the author -- About the contributors Introduction -- What is a digital strategy? -- What's the story of this book? -- How to get the most from this book 01 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 -- Summary -- Further reading -- References 02 Aligning with your business strategy -- Customer centricity -- Business model -- Global strategy -- Brand -- Vision -- Culture -- Research and insight -- KPIs -- Summary -- Further reading -- References 03 Barriers and considerations -- Technology -- Skills -- Budget and resources -- Business priorities -- Regulation -- Summary -- Further reading -- References 04 Planning -- The planning process -- The phased approach -- Goals -- Objectives and strategies -- Action plans -- Controls -- People -- Budgeting and forecasting -- Summary -- Further reading 05 Search engine optimization -- A history of SEO -- Researching your SEO strategy -- Technical SEO -- Site structure -- Content -- Mobile -- Location -- Penalties -- Organizational structure and SEO -- Summary -- Further reading -- References 06 Paid search -- 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 07 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 -- Summary -- Further reading -- References 08 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 -- Summary -- References 09 User experience and transformation -- User experience (UX) -- Digital transformation -- Summary -- Further reading -- References 10 CRM and retention -- Defining CRM and retention -- Contact strategy -- Cross-selling and up-selling -- Predictive analytics -- CRM systems -- Social CRM (SCRM) -- Loyalty -- Summary -- Further reading -- References 11 True personalization -- What is personalization? -- Defining true personalization -- User-defined personalization -- Behavioural personalization -- Tactical personalization -- Single customer view -- Summary -- Further reading -- References 12 Customer service -- Customer service principles -- Channels -- Social customer service -- Measurement -- Summary -- Further reading -- References 13 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 -- Summary -- Further reading -- References 14 Analytics and reporting -- The data landscape -- The reliability of data-based decisions -- What are analytics? -- Tools and technology -- Attribution modelling -- Reporting -- Summary -- Further reading -- References 15 Presenting your strategy -- Decision making -- Budget -- Key channel benefits -- How channels interact -- Website -- Further considerations -- Structuring your proposal -- Advocacy -- Summary -- Further reading -- References Bringing it all together -- Index.

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. This book analyzes 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.