MARC details
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04852nam a22002057a 4500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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20190902120919.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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190902b ||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9788126564408 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER |
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| Classification number |
658.872 |
| Item number |
DOD |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Dodson, Ian |
| 245 ## - TITLE STATEMENT |
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| Title |
The art of digital marketing: the definitive guide to creating strategic, targeted, and measurable online campaigns<br/> |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
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| Name of publisher, distributor, etc. |
Wiley India Pvt. Ltd. |
| Place of publication, distribution, etc. |
New Delhi |
| Date of publication, distribution, etc. |
2019 |
| 300 ## - PHYSICAL DESCRIPTION |
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| Extent |
viii, 385 p. |
| 365 ## - TRADE PRICE |
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| Price type code |
INR |
| Price amount |
799.00 |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
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| Bibliography, etc. note |
TABLE OF CONTENTS<br/>Preface vii<br/><br/>Chapter 1 An Introduction to Digital Marketing 1<br/><br/>What Makes This Book Different? 1<br/><br/>Start with the Customer and Work Backward 2<br/><br/>What Are the 3i Principles? 4<br/><br/>Chapter 2 Search Engine Optimization 7<br/><br/>An Introduction 7<br/><br/>Search Engine Result Pages: Positioning 9<br/><br/>Search Behavior 11<br/><br/>Stage 1: Goals 14<br/><br/>Stage 2: On-Page Optimization 16<br/><br/>Stage 3: Off-Page Optimization 34<br/><br/>Stage 4: Analyze 38<br/><br/>So, What Have You Learned in This Chapter? 41<br/><br/>Chapter 3 Pay Per Click 45<br/><br/>An Introduction 45<br/><br/>Stage 1: Goals 47<br/><br/>Stage 2: Setup 51<br/><br/>Stage 3: Manage 76<br/><br/>Stage 4: Analyze 81<br/><br/>So, What Have You Learned in This Chapter? 87<br/><br/>Chapter 4 Digital Display Advertising 91<br/><br/>An Introduction 91<br/><br/>Display Advertising: An Industry Overview 93<br/><br/>Stage 1: Define 98<br/><br/>Stage 2: Format 101<br/><br/>Stage 3: Configure 111<br/><br/>Stage 4: Analyze 114<br/><br/>So, What Have You Learned in This Chapter? 118<br/><br/>Chapter 5 Email Marketing 121<br/><br/>An Introduction 121<br/><br/>Stage 1: Data—Email Marketing Process 123<br/><br/>Stage 2: Design and Content 134<br/><br/>Stage 3: Delivery 141<br/><br/>Stage 4: Discovery 143<br/><br/>So, What Have You Learned in This Chapter? 149<br/><br/>Chapter 6 Social Media Marketing (Part 1) 153<br/><br/>An Introduction 153<br/><br/>Stage 1: Goals 155<br/><br/>Stage 2: Channels 158<br/><br/>So, What Have You Learned in This Chapter? 183<br/><br/>Chapter 7 Social Media Marketing (Part 2) 187<br/><br/>An Introduction 187<br/><br/>Stage 3: Implementation 188<br/><br/>Stage 4: Analyze 228<br/><br/>Laws and Guidelines 244<br/><br/>So, What Have You Learned in This Chapter? 246<br/><br/>Chapter 8 Mobile Marketing 249<br/><br/>An Introduction 249<br/><br/>Stage 1: Opportunity 251<br/><br/>Stage 2: Optimize 254<br/><br/>Stage 3: Advertise 266<br/><br/>Stage 4: Analyze 278<br/><br/>So, What Have You Learned in This Chapter? 283<br/><br/>Chapter 9 Analytics 287<br/><br/>An Introduction 287<br/><br/>Stage 1: Goals 289<br/><br/>Stage 2: Setup 291<br/><br/>Stage 3: Monitor 296<br/><br/>Stage 4: Analyze 313<br/><br/>So, What Have You Learned in This Chapter? 326<br/><br/>Chapter 10 Strategy and Planning 331<br/><br/>An Introduction 331<br/><br/>Stage 1: Approach 333<br/><br/>Stage 2: Audience 338<br/><br/>Stage 3: Activities 345<br/><br/>Stage 4: Analysis 352<br/><br/>So, What Have You Learned in This Chapter? 355<br/><br/>Conclusion 357<br/><br/>Acknowledgments 359<br/><br/>Glossary 361<br/><br/>Additional Resources 369<br/><br/>About the Digital Marketing Institute 371<br/><br/>About the Author 373<br/><br/>Index 375 |
| 520 ## - SUMMARY, ETC. |
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| Summary, etc. |
The premier guide to digital marketing that works, and a solid framework for success<br/>The Art of Digital Marketing is the comprehensive guide to cracking the digital marketing 'code,' and reaching, engaging, and serving the empowered consumer. Based on the industry's leading certification from the Digital Marketing Institute (DMI), this book presents an innovative methodology for successful digital marketing: start with the customer and work backwards. A campaign is only effective as it is reflective of the consumer's wants, needs, preferences, and inclinations; the DMI framework provides structured, implementable, iterative direction for getting it right every time. The heart of the framework is a three-step process called the 3i Principles: Initiate, Iterate, and Integrate. This simple idea translates into higher engagement, real customer interaction, and multichannel campaigns that extend even into traditional marketing channels.<br/><br/>The evolution of digital marketing isn't really about the brands; it's about consumers exercising more control over their choices. This book demonstrates how using this single realization as a starting point helps you build and implement more effective campaigns.<br/><br/>Get inside the customer's head with deep consumer research<br/>Constantly improve your campaigns based on feedback and interactions<br/>Integrate digital activities across channels, including traditional marketing<br/>Build campaigns based on customer choice and control<br/>Digital marketing turns traditional marketing models on their heads. Instead of telling the customer what to think, you find out what they already think and go from there. Instead of front-loading resources, you continually adjust your approach based on real interactions with real customers every day. Digital marketing operates within its own paradigm, and The Art of Digital Marketing opens the door for your next campaign. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Internet marketing |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Strategic planning |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
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| Source of classification or shelving scheme |
Dewey Decimal Classification |
| Koha item type |
Book |