Transcription
CONTENTSCoverTitle PageCopyrightPrefaceChapter 1: An Introduction to Digital MarketingWhat Makes This Book Different?Start with the Customer and Work BackwardWhat Are the 3i Principles?Chapter 2: Search Engine OptimizationAn IntroductionSearch Engine Result Pages: PositioningSearch BehaviorStage 1: GoalsStage 2: On-Page OptimizationStage 3: Off-Page OptimizationStage 4: AnalyzeSo, What Have You Learned in This Chapter?Chapter 3: Pay Per ClickAn IntroductionStage 1: GoalsStage 2: SetupStage 3: ManageStage 4: AnalyzeSo, What Have You Learned in This Chapter?Chapter 4: Digital Display AdvertisingAn IntroductionDisplay Advertising: An Industry OverviewStage 1: DefineStage 2: FormatStage 3: Configure
Stage 4: AnalyzeSo, What Have You Learned in This Chapter?Chapter 5: Email MarketingAn IntroductionStage 1: Data—Email Marketing ProcessStage 2: Design and ContentStage 3: DeliveryStage 4: DiscoverySo, What Have You Learned in This Chapter?Chapter 6: Social Media Marketing (Part 1)An IntroductionStage 1: GoalsStage 2: ChannelsSo, What Have You Learned in This Chapter?Chapter 7: Social Media Marketing (Part 2)An IntroductionStage 3: ImplementationStage 4: AnalyzeLaws and GuidelinesSo, What Have You Learned in This Chapter?Chapter 8: Mobile MarketingAn IntroductionStage 1: OpportunityStage 2: OptimizeStage 3: AdvertiseStage 4: AnalyzeSo, What Have You Learned in This Chapter?Chapter 9: AnalyticsAn IntroductionStage 1: GoalsStage 2: SetupStage 3: MonitorStage 4: Analyze
So, What Have You Learned in This Chapter?Chapter 10: Strategy and PlanningAn IntroductionStage 1: ApproachStage 2: AudienceStage 3: ActivitiesStage 4: AnalysisSo, What Have You Learned in This l ResourcesAbout the Digital Marketing InstituteAbout the AuthorIndexEnd User License AgreementList of IllustrationsFigure 1.1Figure 2.1Figure 2.2Figure 2.3Figure 2.4Figure 2.5Figure 2.6Figure 2.7Figure 2.8Figure 2.9Figure 2.10Figure 2.11Figure 2.12
Figure 2.13Figure 2.14Figure 2.15Figure 2.16Figure 2.17Figure 3.1Figure 3.2Figure 3.3Figure 3.4Figure 3.5Figure 3.6Figure 3.7Figure 3.8Figure 3.9Figure 3.10Figure 3.11Figure 3.12Figure 3.13Figure 3.14Figure 3.15Figure 3.16Figure 3.17Figure 3.18Figure 3.19Figure 3.20Figure 3.21Figure 3.22Figure 3.23Figure 3.24
Figure 3.25Figure 3.26Figure 3.27Figure 3.28Figure 3.29Figure 3.30Figure 3.31Figure 3.32Figure 3.33Figure 3.34Figure 4.1Figure 4.2Figure 4.3Figure 4.4Figure 4.5Figure 4.6Figure 4.7Figure 4.8Figure 4.9Figure 4.10Figure 4.11Figure 4.12Figure 4.13Figure 4.14Figure 4.15Figure 4.16Figure 4.17Figure 5.1Figure 5.2
Figure 5.3Figure 5.4Figure 5.5Figure 5.6Figure 5.7Figure 5.8Figure 5.9Figure 5.10Figure 5.11Figure 5.12Figure 5.13Figure 5.14Figure 5.15Figure 6.1Figure 6.2Figure 6.3Figure 6.4Figure 6.5Figure 6.6Figure 6.7Figure 6.8Figure 6.9Figure 6.10Figure 6.11Figure 6.12Figure 6.13Figure 6.14Figure 7.1Figure 7.2
Figure 7.3Figure 7.4Figure 7.5Figure 7.6Figure 7.7Figure 7.8Figure 7.9Figure 7.10Figure 7.11Figure 7.12Figure 7.13Figure 7.14Figure 7.15Figure 7.16Figure 7.17Figure 7.18Figure 7.19Figure 7.20Figure 7.21Figure 7.23Figure 7.22Figure 7.24Figure 7.25Figure 7.26Figure 7.27Figure 7.28Figure 7.29Figure 7.30Figure 7.31
Figure 7.32Figure 7.33Figure 7.34Figure 7.35Figure 7.36Figure 7.37Figure 7.38Figure 7.39Figure 7.40Figure 7.41Figure 7.42Figure 7.43Figure 7.44Figure 7.45Figure 7.46Figure 7.47Figure 7.48Figure 7.49Figure 7.50Figure 7.51Figure 7.52Figure 7.53Figure 7.54Figure 7.55Figure 7.56Figure 7.57Figure 7.58Figure 7.59Figure 7.60
Figure 8.1Figure 8.2Figure 8.3Figure 8.4Figure 8.5Figure 8.6Figure 8.7Figure 8.8Figure 8.9Figure 8.10Figure 8.11Figure 8.12Figure 8.13Figure 8.14Figure 8.15Figure 9.1Figure 9.2Figure 9.3Figure 9.4Figure 9.5Figure 9.6Figure 9.7Figure 9.8Figure 9.9Figure 9.10Figure 9.11Figure 9.12Figure 9.13Figure 9.14
Figure 9.16Figure 9.15Figure 9.17Figure 9.18Figure 9.19Figure 9.20Figure 9.21Figure 9.22Figure 9.23Figure 9.24Figure 9.25Figure 9.26Figure 9.29Figure 9.28Figure 9.27Figure 9.30Figure 9.31Figure 9.32Figure 9.33Figure 9.34Figure 9.35Figure 9.36Figure 9.37Figure 9.38Figure 9.39Figure 9.40Figure 9.41Figure 9.42Figure 9.43
Figure 9.44Figure 9.45Figure 10.1Figure 10.2Figure 10.3Figure 10.4Figure 10.5Figure 10.6Figure 10.7Figure 10.8Figure 10.9Figure 10.10Figure 10.11Figure 10.12Figure 10.13Figure 10.14Figure 10.15Figure 10.16Figure 10.17Figure 0.1
The Art ofDigital MarketingThe Definitive Guide to Creating Strategic,Targeted and Measurable Online CampaignsIan Dodson
Cover image: Shutterstock / MaglaraCover design: The Digital Marketing InstituteCopyright Digital Marketing Institute Ltd. All rights reserved.Published by John Wiley & Sons, Inc., Hoboken, New Jersey.Published simultaneously in Canada.No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form orby any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except aspermitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the priorwritten permission of the Publisher, or authorization through payment of the appropriate per-copy fee tothe Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978)646-8600, or on the web at www.copyright.com. Requests to the Publisher for permission should beaddressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ07030, (201) 748-6011, fax (201) 748-6008, or online at www.wiley.com/go/permissions.Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts inpreparing this book, they make no representations or warranties with respect to the accuracy orcompleteness of the contents of this book and specifically disclaim any implied warranties ofmerchantability or fitness for a particular purpose. No warranty may be created or extended by salesrepresentatives or written sales materials. The advice and strategies contained herein may not besuitable for your situation. You should consult with a professional where appropriate. Neither thepublisher nor the author shall be liable for damages arising herefrom.For general information about our other products and services, please contact our Customer CareDepartment within the United States at (800) 762-2974, outside the United States at (317) 572-3993 orfax (317) 572-4002.Wiley publishes in a variety of print and electronic formats and by print-on-demand. Some materialincluded with standard print versions of this book may not be included in e-books or in print-ondemand. If this book refers to media such as a CD or DVD that is not included in the version youpurchased, you may download this material at http://booksupport.wiley.com. For more informationabout Wiley products, visit www.wiley.com.Names: Dodson, Ian, author.Title: The art of digital marketing : The Definitive Guide to Creating Strategic, Targeted, andMeasurable Online Campaigns / Ian Dodson.Description: 1 Hoboken : Wiley, 2016. Includes index.Identifiers: LCCN 2016004206 (print) LCCN 2016010091 (ebook) ISBN9781119265702 (hardback) ISBN 9781119265719 (ebk) ISBN 9781119265726 (ebk)Subjects: LCSH: Internet marketing. Strategic planning. BISAC: BUSINESS & ECONOMICS /Marketing / General.Classification: LCC HF5415.1265 .D63 2016 (print) LCC HF5415.1265 (ebook) DDC 658.8/72—dc23LC record available at http://lccn.loc.gov/2016004206
PREFACEThe Digital Marketing Institute is the global certification standard in digitaleducation for learners, educators, and the industry. Ours is the world's mostwidely taught digital marketing certification program, and there are moregraduates certified by us than by any other industry body. Our mission is toestablish a series of global professional standards to which both employersand professionals can subscribe. That is why we founded the DigitalStandards Authority, an industry-based working group that defines andvalidates Digital Marketing Institute courses. The DSA validates ourdevelopment of internationally recognized and respected standards thatsupport digital marketing education by ensuring consistency in our industrycertified training.Digital technology has transformed the way we live and work and hasimpacted every industry from retail to health care. Now more than ever,organizations and their employees face the challenge of developing andmaintaining their business operations and customer engagement in aconstantly evolving digital space. In a recent survey, only 37 percent ofAmerican employers said that they thought that recent college graduates areprepared to stay current on new technologies.1 The increasing digital skillsgap and consequent need for training is unmistakable, and something that weare dedicated to addressing.Our goal is to empower professionals with the digital skills and knowledgeneeded to take control of their careers and maximize their potential. Weachieve this through our courses, which are designed and developed byindustry experts. This means that all of our course content is informed byindustry best practices, current trends, and innovative insights that help ourstudents cultivate a competitive edge within an in-demand industry.The professional diploma in digital marketing, with which this textbookaligns, is our keystone certification. Composed of 10 modules, it provides anintroduction to the key digital specialties: everything from mobile and socialmedia marketing to SEO and analytics. We believe in equipping individualswith essential skills that endure, and knowledge that they can easilyimplement, regardless of their roles, size of their companies, or scope of theirindustries. We specialize in transferable, flexible learning, which is reflectedin the Digital Marketing Institute's online study options. Our course content isavailable online 24 hours a day, 7 days a week, and students can access itwhether they're at home on their laptops or on mobile devices on their way towork.
We want to make learning simple, accessible, and convenient. That's why wedeveloped this textbook. It's an all-inclusive introductory guide that will teachyou everything you need to know to kick start your digital marketing career.You can read it chronologically or prioritize the chapters that interest youmost; like our courses, this book was created to allow you to study duringyour own time and at your own pace, and you can always refer back to itwhenever you need to!The Art of Digital Marketing has been designed to integrate with theprofessional diploma in digital marketing to produce a comprehensivelearning experience. Each chapter relates to a module in the course and thebook provides complete coverage of the course syllabus and contains only themost essential points of learning that will best prepare you to pass your examand gain an internationally recognized and respected digital marketingcertification.Both the professional diploma in digital marketing and The Art of DigitalMarketing are given their structure from the Digital Marketing Institute'siterative process, which focuses on monitoring, analyzing, and enhancingyour digital marketing activities based on their results. That means with thehelp of this textbook (and by the end of the course, if you are taking it), youwill be able to design, develop, and execute a fully optimized digitalmarketing strategy that incorporates all of the key digital channels.The professional diploma in digital marketing is at the core of the DigitalMarketing Institute's certification road map, which is shown in Figure 0.1.Figure 0.1 The Digital Marketing Institute's Certification RoadmapThis provides a framework with which our students can map their personaland professional development. Whether you choose a professional diploma indigital selling, decide to cap your studies with our masters in digitalmarketing, or simply use this text as an introductory guide, we're there to helpyou build and expand your career.
Notes1. Hart Research Associates, Falling Short: College Learning and CareerSuccess, accessed December 17, s/LEAP/2015employerstudentsurvey.pdf
CHAPTER 1AN INTRODUCTION TO DIGITAL MARKETINGHave you experimented with digital marketing driven by guilt, pressure, or anovereager boss? Have you found your efforts disjointed—frustrating—hit-ormiss? Given the sheer volume of information available on digital marketing,just finding where to start can be challenging. And even when you get started,how do you proceed in a way that ensures you are not wasting your time,effort, or budget?This book provides you with a framework for applying your digital marketingskills in a structured and iterative fashion. You have now taken the first steptowards digital marketing mastery, and pretty soon you will be able to usethese skills to produce measureable results and ultimately, a return oninvestment. What more could you ask for?
What Makes This Book Different?Not only is this book a fountain of knowledge, jam-packed with all theinformation you need to start your digital marketing journey, but our practicalapproach to learning will help you to grasp the key concepts and provide youwith the skills required to excel in the digital industry.Furthermore, this book follows a structured methodology underpinned byDMI's 3i principles. These principles are the framework required for effectivedigital marketing and they illustrate the need for a totally different approachto traditional marketing.This methodology is described throughout the 10 chapters of this book, eachof which covers one specific channel in the digital marketing repertoire. Atthe end of each chapter you will be given a specific action plan, and byworking through these plans you can create a comprehensive, structured, andsuccessful digital marketing strategy.Start with the Customer and Work BackwardSuccessful d
The Digital Marketing Institute is the global certification standard in digital education for learners, educators, and the industry. Ours is the world's most widely taught digital marketing certification program, and there are more graduates certified by us than by any other industry body. Our mission is to establish a series of global professional standards to which both employers and .
