Digital Marketing Strategy: An Integrated Approach to Online Marketing - Softcover

Kingsnorth, Simon

Softcover

ISBN 10: 074947470X ISBN 13: 9780749474706

Publisher: Kogan Page, 2016

Synopsis

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.

About this title

About the Author

Simon Kingsnorth is the Global Head of Digital Marketing at Citi Private Bank.  His research interests include paid search, SEO, social media, affiliate and email marketing, CRM, and website design and development.

 

Contributors:
Glen Conybeare, Chief Commercial Officer, Stickyeyes

Murray Cox, Digital Strategy Director, Pancentric Digital

James Bourner, Digital Advertising Expert, Jellyfish

 

Edition details

• Publisher: Kogan Page
• Publication date: 2016
• Language: English
• ISBN 10: 074947470X
• ISBN 13: 9780749474706
• Binding: Paperback
• Edition number: 1
• Number of pages: 344