The Digital Marketing Handbook Deliver Powerful Digital Campaigns 1st edition by Simon Kingsnorth ISBN 1398603392 978-1398603394

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ISBN 10: 1398603392
ISBN 13: 978-1398603394
Author: Simon Kingsnorth

Build, implement and optimize your digital marketing campaigns, with this indispensable guide which covers everything from SEO, social media, paid search and display advertising.

The Digital Marketing Handbook takes the reader step by step through the various components of B2B and B2C online marketing, making it an essential companion to every marketer’s desk. Highly practical in approach, it features tips, platform recommendations and common pitfalls to watch out for, as well as examples from global brands including Google, Amazon and Nissan. Detailed guidance is provided for key areas such as creating content that excites, informs and converts, using marketing automation and analyzing your results to maximize performance.

Written by recognized industry expert and bestselling author, Simon Kingsnorth, The Digital Marketing Handbook brings together reliable and actionable insights into one complete resource. Also covering how to manage affiliates and partnerships to deliver highly targeted leads and provide customer service that achieves high review scores and builds loyalty, it is accompanied by online templates and interactive tools to use in practice. This book is an essential blueprint for marketing professionals to deliver the best results from their digital marketing campaigns.

The Digital Marketing Handbook  Deliver Powerful Digital Campaigns 1st Table of contents:

Preface

• Introduction to Digital Marketing
• Purpose and Structure of the Book
• Target Audience for This Handbook
• How to Use This Handbook Effectively

Chapter 1: Introduction to Digital Marketing

• What is Digital Marketing?
• The Evolution of Digital Marketing
• The Importance of Digital Marketing in Today’s Business World
• Key Digital Marketing Channels and Platforms
• Aligning Digital Marketing with Business Goals

Chapter 2: Building a Digital Marketing Strategy

• Understanding the Fundamentals of Digital Strategy
• Setting Clear, Measurable Goals
• Defining Your Target Audience
• Competitive Analysis and Market Research
• Mapping the Customer Journey
• Crafting a Cohesive Digital Marketing Plan

Chapter 3: Search Engine Optimization (SEO)

• Introduction to SEO and Its Importance in Digital Marketing
• On-Page SEO: Optimizing Content and Structure
• Off-Page SEO: Building Backlinks and Authority
• Technical SEO: Improving Site Speed and User Experience
• Local SEO and Its Benefits
• Tools and Metrics for Measuring SEO Performance

Chapter 4: Pay-Per-Click (PPC) Advertising

• Introduction to PPC and Its Role in Digital Campaigns
• Google Ads: Setting Up and Managing Campaigns
• Keyword Research and Ad Targeting
• Optimizing Ad Copy for Maximum Engagement
• Measuring ROI and Campaign Performance
• Best Practices for Successful PPC Campaigns

Chapter 5: Social Media Marketing

• Understanding the Role of Social Media in Digital Campaigns
• Selecting the Right Social Platforms for Your Audience
• Creating Engaging Content for Social Media
• Organic vs. Paid Social Media Marketing
• Social Media Advertising and Retargeting Strategies
• Influencer Marketing and Building Partnerships
• Analyzing Social Media Metrics and Insights

Chapter 6: Content Marketing

• Introduction to Content Marketing and Its Benefits
• Developing a Content Marketing Strategy
• Types of Content: Blogs, Videos, Infographics, and More
• Content Distribution and Promotion Techniques
• Using Content for Lead Generation and Conversion
• Measuring the Effectiveness of Your Content Marketing

Chapter 7: Email Marketing

• The Importance of Email Marketing in Digital Campaigns
• Building and Growing Your Email List
• Crafting Effective Email Campaigns and Newsletters
• Personalization and Segmentation for Better Engagement
• A/B Testing and Optimization for Email Campaigns
• Measuring Success: Open Rates, Click-Through Rates, and Conversions

Chapter 8: Mobile Marketing

• The Growing Role of Mobile in Digital Marketing
• Optimizing Websites and Content for Mobile Devices
• Mobile Advertising: In-App, SMS, and Push Notifications
• Mobile Apps and Their Role in Customer Engagement
• Mobile Analytics and Tracking for Campaigns

Chapter 9: Conversion Rate Optimization (CRO)

• Understanding Conversion Rate Optimization
• The Psychology of Conversions: Designing for User Experience
• Optimizing Landing Pages and Forms for Maximum Conversions
• A/B Testing and Multivariate Testing in CRO
• Using Analytics to Identify Conversion Barriers
• Key Metrics and Tools for CRO Success

Chapter 10: Video Marketing

• The Power of Video in Digital Campaigns
• Creating Engaging Video Content for Different Platforms
• Platforms for Video Marketing: YouTube, Facebook, Instagram, etc.
• Video Advertising and Paid Media Strategies
• Measuring the Effectiveness of Video Campaigns
• Best Practices for Video Marketing Success

Chapter 11: Affiliate and Influencer Marketing

• What is Affiliate Marketing and How Does It Work?
• Setting Up and Managing an Affiliate Program
• Finding the Right Affiliates and Influencers for Your Brand
• Building Successful Influencer Partnerships
• Tracking Affiliate and Influencer Campaign Performance
• Legal and Ethical Considerations in Affiliate Marketing

Chapter 12: Analytics and Data-Driven Marketing

• The Importance of Data in Digital Marketing Campaigns
• Setting Up and Using Google Analytics
• Key Performance Indicators (KPIs) for Digital Campaigns
• Measuring and Interpreting Campaign Metrics
• Using Data to Refine Campaign Strategies
• Reporting and Communicating Campaign Performance

Chapter 13: Marketing Automation

• Introduction to Marketing Automation and Its Benefits
• Setting Up Automation Tools and Platforms
• Automating Email Campaigns, Social Media, and PPC
• Lead Scoring and Nurturing in Automated Campaigns
• Personalization and Customization Through Automation
• Measuring the Effectiveness of Automated Campaigns

Chapter 14: Managing Digital Campaign Budgets

• Budgeting for Digital Marketing Campaigns
• Allocating Funds Across Different Channels
• Cost-Effective Strategies for Small Budgets
• Tracking and Optimizing Marketing Spend
• Return on Investment (ROI) and Measuring Campaign Profitability

Chapter 15: Trends and the Future of Digital Marketing

• Emerging Trends in Digital Marketing
• The Impact of Artificial Intelligence and Machine Learning
• Voice Search, Virtual Reality, and Augmented Reality in Marketing
• Privacy Concerns and Data Protection in Digital Campaigns
• The Future of Digital Advertising: What to Expect
• Adapting to Changes in Consumer Behavior and Technology

Conclusion

• Key Takeaways from the Digital Marketing Handbook
• Actionable Steps for Launching Your Digital Campaigns
• Continuing Your Learning and Growth in Digital Marketing

Appendices

• A. Glossary of Key Digital Marketing Terms
• B. Recommended Digital Marketing Tools and Platforms
• C. Additional Resources and Further Reading
• D. Index

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