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, StickyeyesMurray Cox, Digital Strategy Director, Pancentric DigitalJames Bourner, Digital Advertising Expert, Jellyfish
 

Review:

"An excellent all-in-one primer for today's digital entrepreneur."
(Jonathan Gabay Brand Psychologist)

"Combines a detailed knowledge of digital channel management with classic marketing theory. The result is essential reading for digital marketing practitioners at all levels." (Emma Wilson CEO, Harvest Digital)

"It's all here. An invaluable one-stop guide to navigating the discipline of digital marketing – great for newcomers and an excellent reference for the more experienced." (Simon Fenn Co-founder, Pancentric Digital)

"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. ...[V]ery highly recommended as a core addition to community and library Business Marketing instructional reference collections and supplemental studies reading lists."
(Midwest Book Review Wisconsin Bookwatch, The Business Shelf)

"Simon Kingsnorth has produced a book of compelling quality. So many marketers are inclined to run headlong at digital marketing with a limited amount of knowledge. Fingers get burnt and reputations can be lost forever. Here Simon and his contributors have set out some brilliant guidelines for marketers of all levels which will empower them to succeed."
(Damian Ryan, The Global Academy of Digital Marketing author of Understanding Digital Marketing and Understanding Social Media)

About this edition

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