Contents
Preface ix
Contributors’ biographies xiv Acknowledgements xix
01 so... you want to go digital??? 1 In the beginning... 1
The changing face of advertising 2
The technology behind digital marketing 4 Enough technology... let’s talk about people 12 Case study: Harley-Davidson 17
02 @first... think! 21
Why you need a digital marketing strategy 21 Your business and digital marketing 22 Defining your digital marketing strategy 25 Understanding the digital consumer 27 Mind your Ps 33
Eyes on the prize 37 Bringing it all together 39 Case study: MercadoLibre 40
03 then build your channel 43
Your website – the hub of your digital marketing world 43 Building an effective website 45
The main steps of building your website 46 Before you start 46
Case study: Alpharooms 49 Choosing your domain name 51
Hosting – your website’s home on the internet 53 How to choose a web designer/developer 57 Arranging your information 58
Writing effective web content 60 Case study: Hg2 66
Contents
Contents v
Preface ix
Contributors’ Biographies xiv
Acknowledgements xix
So... you want to go digital??? 1 In the beginning... 1 The changing face of advertising 2
The technology behind digital marketing 4 Enough technology... let’s talk about people 12
@first... think! 21
Why you need a digital marketing strategy 21 Your business and digital marketing 22 Defining your digital marketing strategy 25 Understanding the digital consumer 27 Mind your Ps 33
Eyes on the prize 37
Bringing it all together 39 Then build your channel 43
Your website – the hub of your digital marketing world 43 Building an effective website 45
The main steps of building your website 46 Before you start 46
Choosing your domain name 51
Hosting – your website’s home on the internet 53 How to choose a web designer/developer 57 Arranging your information 58
Writing effective web content 60 Is it working? 69
Owned, paid and earned 70 Log files versus page tagging 72
Augmenting information using cookies 73 Test and test again 74
Measuring paid media 76 Attribution modelling 77 Who am I talking to? 79
Making Measurement Make Sense (3MS) 81
The return of GRP 82
The problem of earned media 83 What are you trying to achieve? 84 Why KPIs are important 84 Choosing effective KPIs 85
The need for trust 89
Are customers finding you? 103
Search: still the online marketer’s holy grail 103
About the engines 106
Optimizing your site for the engines 108 Advertising on the search engines 128 Mobile search 136
Black hat, the darker side of search 137 Bringing in the pros 141
Universal search – more opportunities to rank 142
Shifting goalposts – search innovation and the quest for relevance 143
Looking forward 147
Understanding social media 150 Join the conversation 150 What is social media? 151 Different forms of social media 156
Social media dashboards – all your updates in one place 169 The rules of engagement 170
Adding social media to your own site 172 Understanding e-mail marketing 178
The new direct mail 178
What exactly is e-mail marketing? 180 Before you start 182
Planning your campaign 187 Measuring your success 198
E-mail – a vital component of digital marketing 203 Understanding mobile marketing 206
Mobile – market size and rate of growth 206
Mobile – Web 2.0 209
Mobile marketing – a game-changing channel, or just another conduit? 209 Location, location, location 218
Mobile gaming 219
Mobile applications 222
Measuring mobile 224
Mobile privacy 226 Mobile data 228
Further exploration 231
Building a multichannel marketing strategy 232 Understanding performance marketing 236
Recognizing opportunities for strategic partnership 236 What is performance marketing? 239
Understanding online public relations 264 Google – judge and jury 265
Online – it’s where PR lives now 266
Understanding content marketing 298 Why content? – an overview 298
Content strategy 308
Content production 314 Promoting your content 318 The future of online content 321
Convincing your boss to invest in digital marketing 327 Understanding your objectives 328
Your market and website function 334
Understanding decision making and knowing your decision makers 336 Budget considerations 339
Key channel benefits 341 The perfect website 350 Further considerations 352 Structuring your proposal 358 Advocacy 365
What’s next? 367
Prediction 1 – a new internet 367
Prediction 2 – democratization of marketing knowledge 369 Prediction 3 – natural selection of content 370
Prediction 4 – greater learning and being more competitive 370 Prediction 5 – lessons from the emerging markets 371
Prediction 6 – the case for a circular marketing economy... 372 Prediction 7 – agencies go arbitrage 374
Prediction 8 – fast and super fast 375 Prediction 9 – radio 376
Prediction 10 – your online persona 376 The end bit 377
