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The Art of Digital Marketing


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Table of Contents

Preface vii Chapter 1 An Introduction to Digital Marketing 1 What Makes This Book Different? 1 Start with the Customer and Work Backward 2 What Are the 3i Principles? 4 Chapter 2 Search Engine Optimization 7 An Introduction 7 Search Engine Result Pages: Positioning 9 Search Behavior 11 Stage 1: Goals 14 Stage 2: On-Page Optimization 16 Stage 3: Off-Page Optimization 34 Stage 4: Analyze 38 So, What Have You Learned in This Chapter? 41 Chapter 3 Pay Per Click 45 An Introduction 45 Stage 1: Goals 47 Stage 2: Setup 51 Stage 3: Manage 76 Stage 4: Analyze 81 So, What Have You Learned in This Chapter? 87 Chapter 4 Digital Display Advertising 91 An Introduction 91 Display Advertising: An Industry Overview 93 Stage 1: Define 98 Stage 2: Format 101 Stage 3: Configure 111 Stage 4: Analyze 114 So, What Have You Learned in This Chapter? 118 Chapter 5 Email Marketing 121 An Introduction 121 Stage 1: Data-Email Marketing Process 123 Stage 2: Design and Content 134 Stage 3: Delivery 141 Stage 4: Discovery 143 So, What Have You Learned in This Chapter? 149 Chapter 6 Social Media Marketing (Part 1) 153 An Introduction 153 Stage 1: Goals 155 Stage 2: Channels 158 So, What Have You Learned in This Chapter? 183 Chapter 7 Social Media Marketing (Part 2) 187 An Introduction 187 Stage 3: Implementation 188 Stage 4: Analyze 228 Laws and Guidelines 244 So, What Have You Learned in This Chapter? 246 Chapter 8 Mobile Marketing 249 An Introduction 249 Stage 1: Opportunity 251 Stage 2: Optimize 254 Stage 3: Advertise 266 Stage 4: Analyze 278 So, What Have You Learned in This Chapter? 283 Chapter 9 Analytics 287 An Introduction 287 Stage 1: Goals 289 Stage 2: Setup 291 Stage 3: Monitor 296 Stage 4: Analyze 313 So, What Have You Learned in This Chapter? 326 Chapter 10 Strategy and Planning 331 An Introduction 331 Stage 1: Approach 333 Stage 2: Audience 338 Stage 3: Activities 345 Stage 4: Analysis 352 So, What Have You Learned in This Chapter? 355 Conclusion 357 Acknowledgments 359 Glossary 361 Additional Resources 369 About the Digital Marketing Institute 371 About the Author 373 Index 375

About the Author

IAN DODSON is Co-founder and Director of the Digital Marketing Institute. The Institute has defined a set of qualifications for the digital marketing industry which are now the most widely taught global certifications available in over 70 countries worldwide. These qualifications act as an educational and professional pathway for students, educators and employers. Passionate about student centric outcomes and an advocate of education and digital literacy, Ian believes digital technologies are enabling tools for raising economic and social standards globally.

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