Digital Marketing: The Science and Magic of Digital Marketing Can Help You Become a Successful Marketing Professional

by Rajan Gupta, Supriya Madan

Length: 356 pages
Edition: 1
Language: English
Publisher: BPB Publications
Publication Date: 2022-08-30
ISBN-10: 9355511523
ISBN-13: 9789355511522
Sales Rank: #0 (See Top 100 Books)

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Establish your digital presence – Advertise, analyze, and optimize

Key Features

Comprehensive coverage of different aspects of Digital Marketing and its future potential.
Get to know about use of social media and mobile devices for marketing efforts.
Google Analytics and various marketing platforms such as Facebook, LinkedIn and Twitter are covered.

Description

The ultimate objective of digital marketing is to develop a solid and creative plan for promoting a business’s products and services. A professional in digital marketing is expected to utilise all marketing tools and tactics successfully, including PPC, SEO, SEM, email, social media, and display advertising. This book guides the reader through various digital channels, including search engines, websites, social media, email, YouTube, and Whatsapp, to efficiently market and sell business items.

The anecdotes and case studies provided will aid the reader in getting an inside-out view of marketing a product or service on the digital platform to reduce their learning curve. This book will help readers achieve their digital marketing career goals more quickly, without spending years making unnecessary errors, recovering from them, and learning the hard way. It discusses essential tools, approaches, and strategies to build them, such as enhancing the capacity to develop market-friendly use cases and evolving a solution strategy in varied business or technology environments.

This book makes it easy for readers to increase their employment and job market relevance, allowing them to sprint towards a successful career in digital marketing.

What you will learn

Know the difference between the outcome of traditional marketing and digital marketing.
Make use of social media marketing for products promotion.
Explore the potential of search engine optimization for brand/product visibility.
Use Facebook, Twitter and Instagram for wide audience outreach.
Work around Google Analytics for measuring success of advertisement campaign.

Who this book is for

This book is for everyone who wishes to bring creativity, drive marketing and sales targets, and accomplish these goals through the use of digital initiatives. The book can be picked up by anyone, no matter what they know.

Cover Page
Title Page
Copyright Page
Dedication Page
About the Authors
Acknowledgement
Preface
Errata
Table of Contents
1. Digital Marketing
    Introduction
    Structure
    Objectives
    Evolution of digital marketing from traditional to the modern era
        Role of internet
    Web advertising
    Current trends
        Marketing automation
        WhatsApp marketing
    Info-graphics implications for business and society
        Benefits of infographics for business
    The emergence of digital marketing as a tool
    Drivers of the new marketing environment
    Digital marketing strategy
    POEM framework
        Paid media
        Owned media
        Earned Media
    Digital landscape
        Components of digital landscape
            Social media landscape
            Marketing landscape
            Technology landscape
            Media landscape
    Digital marketing models
        Audit models
            Forrester’s 5Is
            Lauterborn’s 4Cs
            Ten Cs of marketing
        Planning models
            6Cs of customer motivation
            Hofacker’s five stages of information processing
            RACE planning
            4Cs for marketing communications
            McKinsey’s consumer decision journey
        The honeycomb Model
    Conclusion
    Key terms
    Questions
    Class exercise
    References
2. Internet Marketing
    Introduction
    Structure
    Objectives
    Internet marketing
        Opportunities for internet-based marketing/advertising
        Challenges of e-marketing
    Digital marketing framework
        PIEARM
        Planning
        Implementation
        Execution
        Analysis
        Reporting
        Measuring
    Digital marketing mix
        Paid media
            Using paid media
        Owned media
            Using owned media
        Earned media
            Using earned media
    Impacts of digital channels on integrated marketing communication
        Consistency
        Community
        Co-operation
        Communication
    Email marketing
        Advantages of email marketing
        Disadvantages of email marketing
        Opt-in email permission marketing
    Online PR
        The goal of online PR
        Benefits of online PR
    Interactive advertising
        Examples of interactive advertising
    Online partnerships
        Affiliate marketing
        Online sponsorship
    Viral marketing
        Working of a viral campaign
    Blogs
        Types of blogs
    Conclusion
    Key terms
    Questions
    Exercises
    References
3. Search Engine Advertising
    Introduction
    Structure
    Objectives
    Search advertisements
    Ad placement
        Types of ads and placements
    Ad Ranks
    Creating ad campaigns
    Campaign report generation
        Generate reports
    Display marketing
        Types of display ads
            Static/standard banner ads
            Animated ads
            Interactive ads
            Video ads
            Expandable ads
            Lightbox ads
            Interstitial ads
            360-Degree video ads
    Buying models
    Programmable digital marketing
        Advantages of programmatic digital marketing
    Analytical tools
    YouTube marketing
        Benefits of YouTube marketing
        YouTube advertising campaign
    Trends in digital advertising
    Conclusion
    Key terms
    Questions
    Class exercise
    References
4. Social Media Marketing 
    Structure
    Objectives
    Social media strategies cycle
        Listen
        Goals and objectives
        Develop plan
        Develop content
        Engage
        Measures
    Influencer marketing
        Influencer marketing tools
    Social media platforms
        Penetration and characteristics
    Social media marketing characteristics
    Building a successful social media marketing strategy
    Conclusion
    Key terms
    Questions
    Class exercise
    References
5. Facebook Marketing
    Introduction
    Structure
    Objectives
    Introduction to Facebook marketing
        Organic marketing
        Paid marketing
    Adverts
    Creating Facebook business manager account
    Creating advertising campaigns
    Facebook marketing tools
    Conclusion
    Key terms
    Questions
    Class exercise
    References
6. LinkedIn Marketing
    Introduction
    Structure
    Objectives
    Introduction to LinkedIn
    Importance of LinkedIn marketing
        Framing LinkedIn strategy
        Defining your goals
        Creating a business account
        Optimizing LinkedIn business profile
        Sharing your page
        Conducting a competitive analysis
        Social media sharing of LinkedIn updates
        Joining groups
    LinkedIn ads
    Sponsored content
        Sponsored messaging
        Text Ads
        Dynamic ads
    Lead generation through LinkedIn
        Reaching relevant audiences
        Considering your leads
        Optimizing your campaign
        Measure and report
        Using LinkedIn marketing partners
    Content strategy
        Outlining the ideal reader profile
        Identifying the objectives
        Defining metrics
        Outlining the editorial strategy
        Type of content
        Measuring results
    Analytics and targeting
        Choosing your objectives
        Important metrics
        Setting up tracking
        Evaluating ad performance
        Optimizing with demographic insights
    Conclusion
    Key terms
    Questions
    Class Exercise
    References
7. Twitter Marketing
    Introduction
    Structure
    Objectives
    Introduction to Twitter marketing
    Twitter marketing is unique
    Framing content strategy
    Twitter ads
    Twitter advertising campaign
    Conclusion
    Key terms
    Questions
    Class Exercise
    References:
8 Emerging Platforms
    Introduction
    Structure
    Objectives
    Instagram and Snapchat
    Difference between Snapchat and Instagram
    Digital marketing strategies through Instagram and Snapchat marketing
        Story wars
        Focal points and Geofilters
        Target business audience
    Instagram marketing
    Conclusion
    Key terms
    Questions
    Class exercise
    References
9. Marketing on the Go — Mobile Marketing
    Introduction
    Structure
    Objectives
    Mobile marketing
    Forms of mobile marketing
    Mobile advertising
        Objectives of mobile advertising
        Benefits of mobile advertising
        Features of mobile advertising
    Mobile campaign development
    Mobile message advertising
    Mobile advertising analytics
        Reasons to use mobile analytics
        Importance of mobile analytics
        Examples of mobile analytics
    Conclusion
    Key terms
    Questions
    Class exercise
    References
10. Search Engine Optimization (SEO)
    Introduction
    Structure
    Objectives
    Introduction to SEO
    Importance of SEO
    Using internet search engines
        Working of internet search engines
        Search engine and its working pattern
    On-page and off-page optimization
        On-page SEO
        Off-page SEO
    SEO tactics
    Search Engine Marketing (SEM)
        Advantages of Search Engine Marketing
    Google Sandbox
    Conclusion
    Key terms
    Questions
    Class exercise
    References
11. Web Analytics
    Introduction
    Structure
    Objectives
    Social media metrics
        Types of metrics
    Google Analytics
        Google Analytics’ primary features
        Getting started with Google Analytics
        Google Analytics interface
        Date range in Google Analytics
    Google AdWords
        Types of Google Ads campaigns
        Google Ads best practices
    Data collection for Web analytics
        Log-file analysis
        Page tagging
    Multi-channel attribution
        Different multi-channel attribution models
            Single-touch attribution models
            Multi-touch attribution models
            Linear attribution model
            Time decay multi-channel attribution model
            Position-based attribution model (U-shaped)
    Universal Analytics
    Tracking code
        Functions of a tracking code
    Conclusion
    Key terms
    Questions
    Class exercise
    References
12. Modern Day Digital Marketing
    Introduction
    Structure
    Objectives
    Cross-device marketing
    Beacon technology
        Working of beacons
        Benefits of beacon technology
    Chatbots
        Benefits of chatbots
    Virtual reality
        Features of virtual reality systems
        Benefits of VR marketing
    Augmented reality
        Benefits of augmented reality
    Customer relationship management (CRM)
        CRM strategy and technology—how they work together
    AI in marketing
        Components of AI in marketing
    Conclusion
    Key terms
    Questions
    Class exercise
    References
Index