Walks readers through every step of creating a digital marketing strategy, from analysing the essential digital platforms, through to planning, implementation and success measurement. Shows you how to integrate digital marketing techniques into an overall coherent business strategy and how to present your strategy to obtain approval from decision-markers. Includes real-world case studies including Hertz, Adidas, Google, Amazon, Bitcoin and more so you can view best-practice examples and improve your own digital marketing strategy. Contains practical templates and tips, including vision-based and real-time planning models, content marketing planning frameworks and presentation structures, which will enable businesses to implement strategies and techniques to fit specific business needs.
Simon Kingsnorth is a senior digital leader and strategist with a core skillset in digital marketing, digital transformation and user experience. His specialities include paid search, SEO, social media, affiliate and email marketing, as well as website design and development, acquisition, CRM, analytics, targeting and personalization.
"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. Here Simon and his contributors
have set out some brilliant guidelines for marketers of all levels
which will empower them to succeed."
*Damian Ryan, author of Understanding Digital Marketing,
Understanding Social Media and The Best Digital Marketing Campaigns
in the world*
"An excellent all-in-one primer for today's digital
entrepreneur."
*Jonathan Gabay, 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*
"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. ...Very highly recommended as a core addition
to community and library Business Marketing instructional reference
collections and supplemental studies reading lists."
*Midwest Book Review, Wisconsin Bookwatch, The Business Shelf*
"This book offers a road map for integrating common practices with
modern methods, affording tremendous detail with regard to newly
charted territory. The volume is presented in a convenient,
sequential format mirroring the typical business decision-making
process, allowing readers to consult areas of special interest to
them selectively. The book is a useful practical supplement for
21st-century marketers."
*S. D. Clark, St. John's University, New York*
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