Digital marketing like a PRO

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