Digital Marketing Strategy: An Integrated Approach to Online Marketing

Digital and social media are essential aspects of a marketing department’s function; therefore, it is important that they are integrated into the organization’s wider goals. Uniting digital marketing techniques with business strategy and established marketing models such as the 7 P’s, Porter’s Five Forces, and Customer Lifetime Value, author Simon Kingsnorth demonstrates how to formulate the best strategy for a company.

Rather than presenting a “one size fits all” model, Kingsnorth brings various strategies to life through case studies, charts, illustrations, and checklists. Digital Marketing Strategy covers what digital marketing is, how to budget and forecast, acquisition, personalization, customer service, user experience, content strategy, how to analyze and perform social measurements, and how to structure and present a digital marketing plan in order to win support and funding.

Table of Contents

Chapter 01 What is digital marketing?
Chapter 02 Aligning with your business strategy
Chapter 03 Barriers and considerations
Chapter 04 Planning
Chapter 05 Search engine optimization
Chapter 06 Paid search
Chapter 07 Display
Chapter 08 Social media
Chapter 09 User experience and transformation
Chapter 10 CRM and retention
Chapter 11 True personalization
Chapter 12 Customer service
Chapter 13 Content strategy
Chapter 14 Analytics and reporting
Chapter 15 Presenting your strategy