Module 1: The foundations of digital marketing

What we will cover in this chapter

The 4 Ps of marketing

Porter’s five forces

Brand or perceptual positioning map

Customer lifetime value

Segmentation

Boston Consulting Group matrix

 

PART ONE: Knowing your business objectives and your customer

 

Module 2: Understanding the digital ecosystem

What we will cover in this chapter

Paid and organic search interaction

Social signals for SEO

The broad reach of content strategy

Display advertising and data strategy

Brand and proposition effect

The halo effect

Attribution and omni-channel

The full ecosystem

 

Module 3: Integrating digital into wider organization strategy

What we will cover in this chapter

Business model

Global strategy

Brand

Vision

Culture

Innovation

Research and insight

KPIs

 

 

Module 4: Understanding the evolving digital consumer

What we will cover in this chapter

Who is the digital consumer?

Digital consumer behaviour

How technology affects the digital consumer

What does this mean for digital marketing?

 

Module 5: Barriers, considerations and data protection in digital marketing strategy

What we will cover in this chapter

Technology

Skills

Budget and resources

Business priorities

Regulation

 

PART TWO: Integrating digital change into your wider organization

 

Module 5: Enabling technologies for online marketing and digital transformation

What we will cover in this chapter

What is digital transformation?

Technology development techniques

What does this mean for digital marketing?

 

Module 6: Planning your digital marketing strategy – Objectives, teams and budgeting 95

What we will cover in this chapter

The planning process

The phased approach

Goals

Objectives and strategies

Action plans

Controls

People

Budgeting and forecasting

 

 

PART THREE Using channel strategy to reach your customers

 

Module 7: SEO strategy and organic techniques

What we will cover in this chapter

The SEO triangle

Researching your SEO strategy

Technical SEO

Site structure

Content and SEO

Links and penalties

The changing landscape

Organizational structure and SEO

 

 

Module 8: Building and optimizing a winning paid search strategy

What we will cover in this chapter

An introduction to paid search

Setting up a campaign

Measurement and optimization

Advanced paid search

Managing paid search campaigns – humans versus robots

 

Module 9: Display advertising and programmatic targeting

What we will cover in this chapter

Programmatic advertising

Types and formats of display advertising

Key technology in ad delivery

Types of display campaign

Planning and targeting programmatic display campaigns

Display campaign measurement

 

Module 10: Tailoring your social media strategy

What we will cover in this chapter

The evolution of social media

Where to start?

Types of social media

The social networks

Content

Influencers

Social advertising

 

Module 11: Marketing automation, messaging and e-mail marketing – the unsung heroes

What we will cover in this chapter

E-mail marketing today

The 5 Ts of e-mail marketing

How are businesses using e-mail marketing?

Account management versus centralized communications

Follow-up

Regulation

Platforms

Messaging and SMS

Measurement

 

 

Module 12: Lead generation that delivers results

What we will cover in this chapter

Push versus pull – the changing landscape

Lead scoring

Lead generation across the digital channels

Keeping the lead alive

Measurement

 

Module 13: Content strategy – a key pillar of success

What we will cover in this chapter

What is content marketing?

What is content?

Contents

What content types should you use?

Why content marketing?

People and process for creating content

Distribution

Measuring the value of content

International content

Audit checklist

 

 

Module 14: Personalizing the customer journey and digital experience

What we will cover in this chapter

What is personalization?

Defining true personalization

User-defined personalization

Behavioural personalization

Tactical personalization

Single customer view

 

 

 

PART FOUR: Conversion, retention and measurement

 

Module 15: Effective design, e-commerce and user experience (UX)

What we will cover in this chapter

User experience (UX)

UX research

Design thinking

 

 

Module 16: Managing loyalty, CRM and data

What we will cover in this chapter

Defining CRM

Contact strategy

Cross-selling and up-selling

Predictive analytics

Technology platforms

Loyalty

 

 

Module 17: Providing a smooth online service and customer experience

What we will cover in this chapter

Customer service principles

Service channels

Social customer service

Measurement

 

 

Module 18: Measuring success through data analytics and reporting

What we will cover in this chapter

The data landscape

The reliability of data-based decisions

What are analytics?

Tools and technology Attribution modelling

Reporting

 

 

PART FIVE: Tailoring your final digital marketing strategy

 

Module 19: Putting together your digital marketing strategy

What we will cover in this chapter?

Where to start?

Stage one: assessment

Stage two: the foundations

Stage three: sophistication

Stage four: formalize

Stage five: continuous improvement

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