Digital Marketing Strategies
Edition: 2
Copyright: 2024
Pages: 130
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$59.85
There is a gap in the connection between traditionally taught marketing concepts and the new digital marketing world.
Digital Marketing Strategies ties in essentials such as the 4Ps of marketing, and how research informs decisions to gain profitability, with the digital concepts of content marketing, website design, SEO and SEM, Social Media and mobile marketing. It provides a strategic approach for the digital marketing methods, and a framework for measuring, planning and optimizing efforts. This guide is a fresh look at how today’s marketing professionals can integrate digital marketing into a corporate strategy.
Digital Marketing Strategies has 4 parts:
- Overview and Approach of How Digital Ties in with Traditional Marketing (Ch. 1)
- Preparing for Digital Marketing Success: Digital Strategy & Research Methods (Ch. 2 and 3)
- Digital Marketing Components: Content, Website, Paid Ads, Social Media & Mobile (Ch. 4 – 8)
- Digital Marketing in Action: How to Create a Framework for Optimization (Ch. 9 – 11)
As an added feature, a free app on how to define the optimal price point is included. This tool provides an estimated price range and price point based on economic theory. It has been incorporated into this book as the means for collecting data can be done through digital methods. The user uploads a data set into the app to get valuable insights on how to price products and services.
ACKNOWLEDGMENTS
ABOUT THE AUTHOR
PART 1 OVERVIEW AND APPROACH
Chapter 1 Introduction to Digital Marketing Strategy
PART 2 PREPARING FOR DIGITAL MARKETING SUCCESS
Chapter 2 Digital Marketing Strategy Overview
Chapter 3 Marketing Research
PART 3 DIGITAL MARKETING COMPONENTS
Chapter 4 Content Marketing Strategy
Chapter 5 Website Design and SEO Strategy
Chapter 6 Paid Digital Marketing Strategy
Chapter 7 Social Media Strategy
Chapter 8 Mobile Marketing Strategy
PART 4 DIGITAL MARKETING IN ACTION
Chapter 9 Digital Marketing Measurement
Chapter 10 Digital Marketing Planning
Chapter 11 Digital Marketing Optimization
KEY TERMS
APPENDIX: Selecting Key Performance Indicators and Metrics
After getting an Economics degree from the University of Alberta, Toni began her career in B.C. as a Statistical Analyst at Vancouver Airport where she tracked aircraft stats used to justify the need for a third runway.
When the project was approved, she took on the role of managing the marketing for 13 airports within the province by promoting their leased and licensed air terminal space.
With 8 years experience in the transportation industry, she advanced her career by completing an MBA at the University of Victoria.
She relocated to Calgary in 2002 and worked within the tech sector for several years while running he own consulting practice: Ratio Marketing Inc.
Her practice has successfully evolved its marketing research, strategy, and planning services for businesses in Canada and the U.S., and has expanded from the technology sector, into construction, education, hospitality and B2B industries.
In 2013 she launched Ratio Reports - a Do It Yourself Strategic Marketing program for small businesses who want to learn how to build their own measurable, marketing plan of action. She hosts training workshops on a range of marketing topics from How to Get Customer Feedback to Digital Marketing Advertising – always with a focus on strategic methods.
Working with young entrepreneurs is one of her passions. Toni has been an Adjunct Professor for 15 years and teaches Digital Marketing courses at the University of Calgary and SAIT.