Digital Marketing Strategy: An Integrated Approach to Online Marketing 2nd Edition

Pdf Book Name: Digital Marketing Strategy: An Integrated Approach to Online Marketing 2nd Edition
Author: Simon Kingsnorth
Publisher: Kogan Page Limited
ISBN-10, 13: 0749484225,978-0749484224
Year: 2019
Pages: 384 pages
Language: English
File size: 20 MB
File format: PDF,EPUB

Digital Marketing Strategy: An Integrated Approach to Online Marketing 2nd Edition Pdf Book Description:

Welcome to the second edition of Digital Marketing Strategy: An integrated approach to online marketing. My inspiration to write this book came from the fact that I have struggled to find supporting material and helpful tips when I have been constructing my strategies over the years. I have always been able to find guides and tips on each digital channel, on user experience, digital transformation, customer service and many more relevant subjects but there are few that bring it all together and also consider how the digital strategy should fit within your organization, no matter what it might be. I hope this book goes some way to filling that gap. Firstly, it is worth looking at what we mean by digital strategy. This is perhaps best answered with a question. Can you sum up in one sentence what you will be trying to achieve over the coming years? If not, then you don’t have a strategy. If you can articulate that but you don’t know how to get from where you are to your end vision, then you don’t have a strategy. If you have a vision and a path to get there then you have a strategy but if that is not based on research, bought into by your leadership team and with clear deliverables then your strategy will almost certainly not be a success. As mentioned above, this book will talk through each of the key steps to creating your strategy.

In Chapter 1 we look at the background of digital marketing, wider marketing and business models to ensure that the strategy you develop is based on proven techniques and models. This gives some academic perspective that is very useful in ensuring that your methods are robust. From here, we explore the digital ecosystem to understand today’s landscape and give some perspective to the early formation of the strategy. Then we move on to look at how your strategy must align with your business if it is to perform effectively. Working in silos is a challenge that many large businesses face but whether your business is large or small it will need to be aligned. A business that pulls in different directions runs the risk of pulling itself apart. In Chapter 4 we will look at the digital consumer. Let’s be clear here: almost all consumers are digital consumers today and so we need to understand consumer behaviour broadly alongside the idiosyncrasies of these consumers in the digital space.