E-Book Overview
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.
E-Book Content
i Praise for D i g i ta l M a r k e t i n g S t r at e gy ‘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. He has set out some brilliant guidelines for marketers of all levels which will empower them to succeed.’ Damian Ryan, digital marketer, author of Understanding Digital Marketing, Understanding Social Media and The Best Digital Marketing Campaigns in the World II ‘An excellent all-in-one text for today’s digital entrepreneur.’ Jonathan Gabay, keynote speaker, lecturer, 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 ii This book is dedicated to my parents who gave me the foundation that provided me with the opportunity to work on some of the exciting projects I’ve been involved in. To my partner Ali for her support during the long evenings of endless typing and to everyone I have worked for and with to date as you have all helped to shape this book. It is also dedicated to those people who will create the future of this planet (and beyond). iii Digital Marketing Strategy An integrated approach to online marketing Simon Kingsnorth iv Publisher’s note Every possible effort has been made to ensure that the information contained in this book is accurate at the time of going to press, and the publisher and authors cannot accept responsibility for any errors or omissions, however caused. No responsibility for loss or damage occasioned to any person acting, or refraining from action, as a result of the material in this publication can be accepted by the editor, the publisher or any of the authors. First published in Great Britain and the United States in 2016 by Kogan Page Limited Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced, stored or transmitted, in any form or by any means, with the prior permission in writing of the publishers, or in the case of reprographic reproduction in accordance with the terms and licences issued by the CLA. Enquiries concerning reproduction outside these terms should be sent to the publishers at the undermentioned addresses: 2nd Floor, 45 Gee Street 1518 Walnut Street, Suite 900 London EC1V 3RS Philadelphia PA 19102 United Kingdom USA www.koganpage.com 4737/23 Ansari Road