Overview

Digital marketing and social media has had a significant impact on the way companies engage with potential customers when selling their products and services. Companies are now able to connect with their target audience in a way that makes people feel engaged in order to help them make purchasing decisions.This book covers topics that need to be addressed so that plans to achieve sales growth can be implemented successfully. These include:* Creating a digital marketing strategy* Using your website effectively to add value* Social media platforms for digital marketing communication* Getting the best out of data analytics* Selling internationally* The future of digital marketing and how it might affect youWhether you have a role in marketing or not, you will be able to apply these best practice ideas. This will help you improve the engagement with your target audience in order to achieve a higher return from your marketing campaigns.

Full Product Details

Author:   Julian Clay
Publisher:   Thorogood
Imprint:   Thorogood
Dimensions:   Width: 14.80cm , Height: 0.90cm , Length: 21.00cm
ISBN:  

9781854188854

ISBN 10:   1854188852
Pages:   200
Publication Date:   20 July 2017
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   Available To Order  
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Table of Contents

Introduction 3About the book 5Note 6Glossary of sales terms 7ONEA brief history of digital marketing 11Introduction 11What is digital marketing? 12Where did it come from? 14Changes in the landscape 17The progress of digital marketing 17Brand awareness 18How can you build brand awareness? 22Making a connection 24Chapter summary 26Checklist 27TWOCreating a digital marketing strategy 29Introduction 29Marketing goals 30Marketer 33Buyer 33Budget 33Setting up best practice principles 34Look at the elements which define the strategy 36Getting departments to work towards one goal 38Performance incentives 39Multi-channel marketing 40Inbound marketing 41Content marketing 42Social-local-mobile (SoLoMo) 43Local search 44Integrating your digital marketing 45Chapter summary 47Key points 48THREEChanges that impact on the customer experience 49Introduction 49The impact of technology 50Digital culture 53Keeping up with the pace of change 54The customer experience 55The power of customer feedback 62Customer service 62Online purchasing and how it has changed behaviour 63Traditional retailers adapting to change 65Chapter summary 67Key points 68FOURGetting your website to add value 69Introduction 69What makes a good website? 70Deciding on its purpose 71Website content 73Navigation 74Optimisation 75How a website supports digital marketing 76What to put in and what to leave out! 79Ways that you can make your website more interactive 80Chapter summary 84Key points 85FIVEPlatforms for digital marketing communication 87Introduction 87Social media networks 88Creating a social media strategy 101The impact of social media on consumers 103Chapter summary 105Key points 105SIXGetting the best out of data analytics 107Introduction 107Marketing data analytics 108Google Analytics and other web analytics 110SEO and PPC 119PPC 123Google AdWords 124Social influencer marketing 126Chapter summary 128Key points 129SEVENIntegrating with traditional forms of marketing 131Introduction 131The Marketing Mix 132Traditional forms of marketing 134Advertising 135Direct marketing 136Cold calling 137Conference, exhibition or trade show 137Referrals and introductions 138Networking 139Who uses traditional marketing? 139Traditional versus new marketing channels 140Applying traditional marketing skills 142What to focus on 143Public relations 144Working together with traditional and digital marketing 144Chapter summary 145Key points 146EIGHTA move to international markets 147Introduction 147How to compete internationally 148Competing with multinational companies 151Enhancing your value proposition 153Having an international strategy 155Adapting to a digital world 159Opportunities and threats 159Monitoring your progress 160Chapter summary 163Key points 164NINEThe future of digital marketing 165Introduction 165The power of data 166Predictive analytics 168Proving yourself as a real value provider 170Creating a marketing ecosystem 171Machine learning and artificial intelligence 172AI and social media 174SEO and PPC in relation to AI 175AI and customer service 176Automated web design 177Augmented reality and future trends 179The growth of mobile video and other future trends 182Chapter summary 184Key points 184TENBibliography 187

Reviews

I was keen to contribute to a book which helps to demystify the digital marketing process. It gives advice on how to get the best out of campaigns and the types of tools you can use track results. This will help to attract and retain customers by offering real value. It also predicts future trends which will change the landscape of this progressive and exciting market. --Nick Tong, Chief Technical Officer, CTO on Demand This book will help you get a better ROI from your digital marketing campaigns in order to increase your brand value and conversion rates. --Matt Garmn, Founder and CEO, Sales Plus Profit

Author Information

Julian Clay has a BSc (Hons) degree in Psychology and Business Studies. He was a top sales performer in Kodak's Office Imaging division. He is the author of Successful Selling Solutions, as well as the co-author of The Sales Manager's Desktop Guide, Sales Strategy for Business Growth and The Mobile Boardroom (Thorogood Publishing).

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