{"product_id":"the-art-of-digital-marketing-9781119265702","title":"The Art of Digital Marketing","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eThe premier guide to digital marketing that works, and a solid framework for success   The Art of Digital Marketing is the comprehensive guide to cracking the digital marketing 'code,' and reaching, engaging, and serving the empowered consumer.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003ePreface vii\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 An Introduction to Digital Marketing 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat Makes This Book Different? 1\u003c\/p\u003e \u003cp\u003eStart with the Customer and Work Backward 2\u003c\/p\u003e \u003cp\u003eWhat Are the 3i Principles? 4\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Search Engine Optimization 7\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAn Introduction 7\u003c\/p\u003e \u003cp\u003eSearch Engine Result Pages: Positioning 9\u003c\/p\u003e \u003cp\u003eSearch Behavior 11\u003c\/p\u003e \u003cp\u003eStage 1: Goals 14\u003c\/p\u003e \u003cp\u003eStage 2: On-Page Optimization 16\u003c\/p\u003e \u003cp\u003eStage 3: Off-Page Optimization 34\u003c\/p\u003e \u003cp\u003eStage 4: Analyze 38\u003c\/p\u003e \u003cp\u003eSo, What Have You Learned in This Chapter? 41\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 Pay Per Click 45\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAn Introduction 45\u003c\/p\u003e \u003cp\u003eStage 1: Goals 47\u003c\/p\u003e \u003cp\u003eStage 2: Setup 51\u003c\/p\u003e \u003cp\u003eStage 3: Manage 76\u003c\/p\u003e \u003cp\u003eStage 4: Analyze 81\u003c\/p\u003e \u003cp\u003eSo, What Have You Learned in This Chapter? 87\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Digital Display Advertising 91\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAn Introduction 91\u003c\/p\u003e \u003cp\u003eDisplay Advertising: An Industry Overview 93\u003c\/p\u003e \u003cp\u003eStage 1: Define 98\u003c\/p\u003e \u003cp\u003eStage 2: Format 101\u003c\/p\u003e \u003cp\u003eStage 3: Configure 111\u003c\/p\u003e \u003cp\u003eStage 4: Analyze 114\u003c\/p\u003e \u003cp\u003eSo, What Have You Learned in This Chapter? 118\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Email Marketing 121\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAn Introduction 121\u003c\/p\u003e \u003cp\u003eStage 1: Data—Email Marketing Process 123\u003c\/p\u003e \u003cp\u003eStage 2: Design and Content 134\u003c\/p\u003e \u003cp\u003eStage 3: Delivery 141\u003c\/p\u003e \u003cp\u003eStage 4: Discovery 143\u003c\/p\u003e \u003cp\u003eSo, What Have You Learned in This Chapter? 149\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Social Media Marketing (Part 1) 153\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAn Introduction 153\u003c\/p\u003e \u003cp\u003eStage 1: Goals 155\u003c\/p\u003e \u003cp\u003eStage 2: Channels 158\u003c\/p\u003e \u003cp\u003eSo, What Have You Learned in This Chapter? 183\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Social Media Marketing (Part 2) 187\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAn Introduction 187\u003c\/p\u003e \u003cp\u003eStage 3: Implementation 188\u003c\/p\u003e \u003cp\u003eStage 4: Analyze 228\u003c\/p\u003e \u003cp\u003eLaws and Guidelines 244\u003c\/p\u003e \u003cp\u003eSo, What Have You Learned in This Chapter? 246\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Mobile Marketing 249\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAn Introduction 249\u003c\/p\u003e \u003cp\u003eStage 1: Opportunity 251\u003c\/p\u003e \u003cp\u003eStage 2: Optimize 254\u003c\/p\u003e \u003cp\u003eStage 3: Advertise 266\u003c\/p\u003e \u003cp\u003eStage 4: Analyze 278\u003c\/p\u003e \u003cp\u003eSo, What Have You Learned in This Chapter? 283\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 Analytics 287\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAn Introduction 287\u003c\/p\u003e \u003cp\u003eStage 1: Goals 289\u003c\/p\u003e \u003cp\u003eStage 2: Setup 291\u003c\/p\u003e \u003cp\u003eStage 3: Monitor 296\u003c\/p\u003e \u003cp\u003eStage 4: Analyze 313\u003c\/p\u003e \u003cp\u003eSo, What Have You Learned in This Chapter? 326\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 Strategy and Planning 331\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAn Introduction 331\u003c\/p\u003e \u003cp\u003eStage 1: Approach 333\u003c\/p\u003e \u003cp\u003eStage 2: Audience 338\u003c\/p\u003e \u003cp\u003eStage 3: Activities 345\u003c\/p\u003e \u003cp\u003eStage 4: Analysis 352\u003c\/p\u003e \u003cp\u003eSo, What Have You Learned in This Chapter? 355\u003c\/p\u003e \u003cp\u003eConclusion 357\u003c\/p\u003e \u003cp\u003eAcknowledgments 359\u003c\/p\u003e \u003cp\u003eGlossary 361\u003c\/p\u003e \u003cp\u003eAdditional Resources 369\u003c\/p\u003e \u003cp\u003eAbout the Digital Marketing Institute 371\u003c\/p\u003e \u003cp\u003eAbout the Author 373\u003c\/p\u003e \u003cp\u003eIndex 375\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":48866390835543,"sku":"9781119265702","price":32.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781119265702.jpg?v=1722278427","url":"https:\/\/bookcurl.com\/products\/the-art-of-digital-marketing-9781119265702","provider":"Book Curl","version":"1.0","type":"link"}