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Digital marketing like a PRO

Prepare. Run. Optimize.

Paperback Engels 2022 9789401490757
Verkooppositie 3240Hoogste positie: 3240
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Samenvatting

How do you translate your business objectives into a digital marketing strategy? What are today's best practices for content marketing, email marketing, social media and online advertising? What is the practical use for new technologies like Augmented and Virtual Reality, the Internet of Things, Artificial Intelligence and chatbots?

Digital Marketing like a PRO is an easy to follow, step-by-step marketing guide that helps you maximize all digital channels. Packed with models, information and examples to help you succeed, it is free of fluff and noise so you can get to work quickly.

Whether you're new to marketing or a long-time professional seeking to boost your skills, this digital marketing handbook will help you save time, energy and resources as you learn from tested industry models and best practices.

Specificaties

ISBN13:9789401490757
Taal:Engels
Bindwijze:paperback
Aantal pagina's:215
Uitgever:LannooCampus
Druk:2
Verschijningsdatum:31-10-2022
ISSN:

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Zeer goed Goed Voldoende Matig Slecht

Over Clo Willaerts

Clo Willaerts is al meer dan twaalf jaar actief als internetprofessional. Bij Sanoma Magazines Belgium runt ze de businessunit die bedrijven helpt om meer te halen uit social media. Daarnaast is ze al meer dan drie jaar de drijvende kracht achter de Brussels Girl Geek Dinners, een informeel netwerk van vrouwen met een passie voor ICT en internet.

Andere boeken door Clo Willaerts

Inhoudsopgave

THANK YOU VERY MUCH 14
FOREWORD BY NEIL PATEL 16
INTRODUCTION: PREPARE, RUN, OPTIMIZE! 20

PART I: PREPARE 25

CHAPTER 1: SITUATION ANALYSIS 29
1.1 MARKETING AND BRAND AUDIT 31
1.2 MARKET RESEARCH 60
1.3 NETWORK ANALYSIS AND STAKEHOLDER IDENTIFICATION 79
1.4 CUSTOMER CENTRICITY 90
1.5 MARKETPLACE ANALYSIS 116

CHAPTER 2: STRATEGIC DIGITAL MARKETING PLAN 117
2.1 GUIDING PRINCIPLES OF A GOOD MARKETING STRATEGY 120
2.2 KEY DIGITAL MARKETING STRATEGIES 133
2.3 ELEMENTS OF A DIGITAL MARKETING STRATEGY: START WITH THE “WHY” 137
2.4 SMART DIGITAL MARKETING OBJECTIVES 142
2.5 MEASURING SUCCESS 158
2.6 CUSTOMER RESEARCH AND CUSTOMER MAPPING 166

CHAPTER 3: DIGITAL MARKETING PLANNING 183
3.1 DIGITAL MARKETING ACTION PLAN 183
3.2 BUDGET CALCULATION 187
3.3 CONTENT MARKETING PLAN/EDITORIAL CALENDAR 190
3.4 CAMPAIGN PLAN 192

PART II: RUN 195

CHAPTER 4: TACTICS THAT WORK 199
4.1 YOUR WEBSITE OR E-COMMERCE SITE AS MOBILE-FIRST CONVERSION HUB 199
4.2 EMAIL MARKETING 215
4.3 ORGANIC SOCIAL MEDIA 220
4.4 CONTENT MARKETING 264
4.5 ONLINE ADVERTISING, PROMOTIONS AND PARTNERSHIPS 298
4.6 MOBILE MARKETING 308

CHAPTER 5: INNOVATIVE TACTICS 314
5.1 REFERRAL MARKETING AND VIRALITY 315
5.2 ONLINE REPUTATION MANAGEMENT AND CRISIS COMMUNICATION 322
5.3 DARK SOCIAL: CHATBOTS AND MESSAGING APPS 334

CHAPTER 6: DISRUPTIVE TECHNOLOGIES 341
6.1 APPLICATIONS OF ARTIFICIAL INTELLIGENCE (AI) IN DIGITAL MARKETING 343
6.2 VIRTUAL AND AUGMENTED REALITY 347
6.3 INTERNET OF THINGS AND WEARABLES 349

PART III: OPTIMIZE 353

CHAPTER 7: DIGITAL MARKETING OPTIMIZATION 356
7.1 GROWTH HACKING 356
7.2 SEARCH ENGINE OPTIMIZATION (SEO) 363
7.3 NEWSLETTER PERFORMANCE OPTIMIZATION 374
7.4 MARKETING AUTOMATION 380
7.5 CONVERSION RATE OPTIMIZATION 382
7.6 APP STORE OPTIMIZATION (ASO) 387
7.7 ADVERTISING PERFORMANCE OPTIMIZATION 389

AFTERWORD 395
ENDNOTES 397

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