Revised edition of the authors' Emarketing excellence, c2013.

Includes bibliographical references and index.

Preface -- Acknowledgements -- Introduction to digital marketing -- Remix -- Digital models -- Digital customers -- Social media marketing -- Designing digital experiences -- Traffic building -- Customer lifecycle communications and crm -- Managing digital marketing -- Digital marketing plan -- Glossary -- Index. 1. Introduction to E-Marketing 2. ReMix 3. E-Models 4. E-Customers 5. Social Media Marketing 6. Site Design PrefaceAcknowledgementsChapter 1- Introduction to digital marketingIntroductionSituation- the connected worldSituation- B2C, B2B, C2B and C2CSituation- Digital marketing definitionsSituation- sloppy digital marketingObjectives Objective - sell -using the Internet as a sales toolObjective - serve - using the Internet as a customer service toolObjective - speak - using the Internet as a communications toolObjective - save - using the Internet for cost reductionObjective -sizzle- using the Internet as a brand-building toolIntroduction to Digital marketing strategyTactics, action and control Chapter 2- Remix2.1 Introduction to remix2.2 What is the marketing mix?2.3 Beyond the mix 2.4 The mix is morphing 2.5 Product2.6 Price2.7 Place2.8 Promotion 2.9 People 2.10 Physical evidence 2.11 Process2.12 An extra `P'- partnershipsChapter 3- Digital models3.1 Introduction to digital models3.2 Online revenue models 3.3 Intermediary models3.4 Attribution models3.5 Communications models3.6 Costumer information processing models3.7 Customer buying models3.8 Loyalty models3.9 Social media models3.10 Social business models and the Ladder of EngagementChapter 4- Digital customers4.1 Introduction to digital customers4.2 Motivations4.3 Expectations 4.4 Fears and Phobias4.5 Online information processing4.6 The online buying process4.7 Relationships and loyalty 4.8 Communities and social networks4.9 Customer profiles4.10 Researching the online customer4.11 The post-literate customer Chapter 5- Social media marketing5.1 What is social media marketing and why is it important?5.2 Benchmarking and setting goals for social media marketing5.3 Create strategy and plan to manage social media5.4 Social listening and online reputation management 5.5 Develop the content marketing and engagement strategy for your brand5.6 Define social media communications strategy 5.7 Define approaches for the core social media platforms5.8 Social media optimization (SMO)Chapter 6- Designing Digital Experiences6.1 Introduction to site design 6.2 Integrated design6.3 Online value proposition 6.4 Customer orientation 6.5 Dynamic design and personalization6.6 Aesthetics 6.7 Page design6.8 Content strategy and copywriting6.9 Navigation and structure 6.10 Interaction 6.11 Mobile site designChapter 7- Traffic building7.1 Introduction to traffic building 7.2 Search engine marketing: SEO7.3 Search engine marketing Advertising: PPC7.4 Display advertising7.5 Native advertising7.6 Online PR7.7 Online partnerships7.8 Opt-in email7.9 Viral Marketing7.10 Offline traffic buildingChapter 8- Customer lifecycle communications and CRM8.1 Introduction to CRM8.2 Relationship to customer lifecycle marketing8.3 Database marketing and marketing automation8.4 Using Martech to support CRM8.5 Profiling8.6 Personalization8.7 Email marketing8.8 Control issues8.9 Cleaning the database8.10 Making it happenChapter 9- Managing digital marketing9.1 Introduction9.2 Transformation to digital business9.3 Creating the social business through implementing social CRM9.4 The endless journey- reviewing digital marketing capabilities9.5 Budgeting for digital marketing9.6 Making the business case for digital media and technology investment9.7 Selecting the right suppliers for digital marketing 9.8 Change management for digital transformation9.9 Measuring and optimization digital marketing with digital analytics9.10 Automation9.11 Implementing new systems9.12 Managing data quality9.13 E Digital business securityChapter 10- Digital Marketing Plan 10.1 Introduction to digital marketing planning10.2 Situational analysis10.3 Objectives10.4 Strategy10.5 Tactics10.6 Actions10.7 Control10.8 The 3M resources: `men', money and minutesGlossaryIndex

"Now in its fifth edition, the hugely popular Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing is fully updated, keeping you in line with the changes in this dynamic and exciting field and helping you create effective and up-to-date customer-centric digital marketing plans. A practical guide to creating and executing digital marketing plans, it combines established approaches to marketing planning with the creative use of new digital models and digital tools. It is designed to support both marketers and digital marketers, and students of business or marketing who want a thorough yet practical grounding in digital marketing. This new edition seamlessly integrates the latest changes in social media technology, including expanded coverage of mobile technology, demonstrating how these new ways to reach customers can be integrated into your marketing plans. It also includes new sections on data analytics, clearly demonstrating how marketers can leverage data to their advantage. Offering a highly structured and accessible guide to a critical and far-reaching subject, Digital Marketing Excellence, Fifth Edition, provides a vital reference point for all students and managers involved in marketing strategy and implementation."--