Digital Marketing Strategy: An Integrated Approach to Online Marketing

by Simon Kingsnorth

Overview

Build an effective and practical digital marketing strategy with this bestselling guide, covering everything from automation and analytics to integrating AI.

Digital Marketing Strategy is a global bestseller, and a one-stop guide to structuring and building a more strategic approach to digital marketing. Now fully updated, this third edition covers the integration of AI in marketing, e-commerce, marketing automation, affiliate marketing and how to use digital analytical tools, plus new strategies for the latest cookie changes and privacy protection.

Digital Marketing Strategy will show you how to effectively select, align and manage digital channels and operations, to streamline a successful digital marketing strategy for measurable, optimized results. Recommended by the Chartered Institute of Marketing (CIM), it is supported by real-world case studies from the likes of Coca-Cola, Spotify, Airbnb, Adidas and Hostelworld as well as checklists, key terms and insights from leading industry practitioners to help you develop your own digital marketing strategy. This book is an invaluable guide for both digital marketing students and entry-level to mid-management marketing professionals.

Accompanying online resources consist of practical implementation guides spanning SEO, paid-search, email, lead-generation, as well as presentation slides and activity sheets.

Product Details

ISBN-13:	9781398605978
Publisher:	Kogan Page, Ltd.
Publication date:	05/31/2022
Edition description:	3rd ed.
Pages:	416
Sales rank:	328,233
Product dimensions:	6.18(w) x 9.21(h) x 0.87(d)

About the Author

Simon Kingsnorth is a digital marketing expert with over 20 years' industry experience. Based in Reading, UK, he was formerly the Global Head of Digital Marketing at Citi Bank and has provided consultancy services to leading brands such as Vodafone, Asda and Lloyds TSB. A regular conference keynote speaker and contributor to industry publications, he is the author of The Digital Marketing Handbook, also published by Kogan Page.

Table of Contents

** Chapter - 00: Introduction - How will this book transform your digital marketing strategy?; ** Chapter - 01: The foundations of digital marketing; * Section - ONE: Knowing your business objectives and your customer; ** Chapter - 02: Understanding the digital ecosystem; ** Chapter - 03: Integrating digital into wider organization strategy; ** Chapter - 04: Understanding the evolving digital consumer; ** Chapter - 05: Barriers, considerations and data protection in digital marketing strategy; * Section - TWO: Integrating digital change into your wider organization; ** Chapter - 06: Enabling technologies for online marketing and digital transformation; ** Chapter - 07: Planning your digital marketing strategy – Objectives, teams and budgeting; * Section - THREE: Using channel strategy to reach your customers; ** Chapter - 08: SEO strategy and organic techniques; ** Chapter - 09: Building and optimizing a winning paid search strategy; ** Chapter - 10: Display advertising and programmatic targeting; ** Chapter - 11: Tailoring your social media strategy; ** Chapter - 12: Marketing automation, messaging and email marketing – the unsung heroes; ** Chapter - 13: Affiliate schemes and partnerships to deliver highly targeted leads; ** Chapter - 14: Lead generation that delivers results; ** Chapter - 15: Content strategy – a key pillar of success; ** Chapter - 16: Personalizing the customer journey and digital experience; * Section - FOUR: Conversion, retention and measurement; ** Chapter - 17: Effective Experience Design (XD); ** Chapter - 18: Optimizing your e-commerce platform; ** Chapter - 19: Managing loyalty, CRM and data; ** Chapter - 20: Measuring success through data analytics and reporting; * Section - FIVE: Tailoring your final digital marketing strategy; ** Chapter - 21: Providing a smooth online service and customer experience; ** Chapter - 22: Putting together your digital marketing strategy

Editorial Reviews

"This is everything that you need and want to know about digital marketing. Simon Kingsnorth expertly combines the logic and magic of the discipline and brings it together in an engaging and comprehensive way. A master class wrapped up in a book that you should read and use to develop your marketing strategy and grow as a marketer."

Suki Thompson

"This new edition of Simon Kingsnorth's book keeps pace with the latest developments in digital marketing, which continues to make it a key source of information for digital marketing students during their studies and beyond."

Dr Emma Louise Slade

"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."

Co-founder, Pancentric Digital - Simon Fenn

"It is very rare to find such applicable, accurate and up to date advice in a single resource, which is exactly what Digital Marketing Strategy offers. Simon's in-depth understanding of such a broad range of digital marketing channels and topics makes this book undoubtedly an essential read for both budding and experienced digital marketing professionals alike."

Carl Hewitt

"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. ...[V]ery highly recommended as a core addition to community and library Business Marketing instructional reference collections and supplemental studies reading lists."

Wisconsin Bookwatch, The Business Shelf - Midwest Book Review

"One of the issues with marketing and marketing books today is pre-pandemic thinking. With this third edition of Digital Marketing Strategy, Simon has really taken the time to bring the book up-to-date with modern case studies and chapters. This really is a marketing book for the post-pandemic world."

Tim Hughes

"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."

author of Understanding Digital Marketing and Understanding Social Media - Damian Ryan

"Combines a detailed knowledge of digital channel management with classic marketing theory. The result is essential reading for digital marketing practitioners at all levels."

CEO, Harvest Digital - Emma Wilson

"An excellent all-in-one text for today's digital entrepreneur."

Jonathan Gabay

"Impressive depth and rigor, with excellent insights and practical tips. A must-have resource for every marketer and business leader. This is a book you will keep coming back to over and over again."

Arek Dvornechuck

"A thorough and highly readable summary of everything marketers and business leaders need to know as they navigate our complex digital world. Kingsnorth pulls off the difficult task of balancing theoretical summary with both actionable steps and clarity in a vital book for marketers."

Jon Mowat

"A well-structured and insightful guide to building an effective and practical digital strategy."

Daniel Rowles

"A strong resource that covers all of the key digital marketing disciplines and how to build them into a winning strategy. Essential reading for beginner and expert alike."

Matt Owen

"I have used and recommended Digital Marketing Strategy for a number of years to digital marketing students. This latest edition has made sure that it has kept up to date and is supported by some detailed case studies. The publication continues to be a valuable resource for both students and practitioners."

Lecturer and CIM Examiner Bradley Lansdale

"Combines a detailed knowledge of digital channel management with classic marketing theory. The result is essential reading for digital marketing practitioners at all levels."

CEO at Harvest Digital Emma Wilson

"An invaluable one-stop guide to navigating the discipline of digital marketing."

Co-founder at Pancentric Digital Simon Fenn

"An excellent all-in-one primer for today's digital entrepreneur."

Brand Psychologist Jonathan Gabay