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This textbook shows what makes the Internet new and different, which techniques work and which don't, and how the Internet is creating value for customers and profits for companies. Most importantly, it shows how Internet marketing fits into the rest of an organization's marketing strategy. Methodologically, the book uses marketing frameworks, case studies, industry participant insights, hands-on exercises, and extensive online support to create a comprehensive approach to this fast-changing area. The goal is to build on a fundamental knowledge of consumer and competitive behaviour in order to have a lasting appreciation of where this technological revolution is heading. The first section of the book creates the basic foundation of Net marketing. The second section of the book investigates the key new themes of the Net marketer. These are quality improvement and customer support, personalization, generating traffic, building community, real-time pricing, and the creation of new channels.
Discusses the tools and techniques being used today to harness the vast marketing potential of the Internet. The text presents the Internet as a strategic marketing tool.
Principles of Internet Marketing: New Tools and Methods for Web Developers, International Edition helps readers understand the "why" behind the "how" of Web site development. It teaches the importance of the brand and how that relates to Web site development, the reasons sites are developed, how they build an audience, and most importantly, how companies use the Web to earn revenue and build recognition among their desired market. You will learn the strategies used to drive traffic to a site, the tools that are available to keep audiences coming back (with a focus on social media tools), and the role marketing plays in the building a successful Web site.
The modern marketer needs to learn how to employ strategic thinking alongside the use of digital media to deliver measurable and accountable business success. Digital Marketing Strategy covers the essential elements of achieving exactly this by guiding you through every step of creating your perfect digital marketing strategy. This book analyzes the essential techniques and platforms of digital marketing including social media, content marketing, SEO, user experience, personalization, display advertising and CRM, as well as the broader aspects of implementation including planning, integration with overall company aims and presenting to decision makers. Simon Kingsnorth brings digital marketing strategy to life through best practice case studies, illustrations, checklists and summaries, to give you insightful and practical guidance. Rather than presenting a restrictive 'one size fits all' model, this book gives you the tools to tailor-make your own strategy according to your unique business needs and demonstrates how an integrated and holistic approach to marketing leads to greater success. Digital Marketing Strategy is also supported by a wealth of online resources, including budget and strategy templates, lecture slides and a bonus chapter.
Student-led in its design and development, the book incorporates digital marketing as central to what marketers do, and combines quality examples, assessment and online resources to support the teaching and learning of introductory marketing in a digital age. The author integrates digital and social media marketing throughout the chapters and through student involvement in the development of it, the text has been made to be approachable and to appeal to students, with infographics, numerous images, and an engaging writing style. It facilitates the "flipped" approach to classroom teaching and is supported by a number of features and activities in every chapter, encouraging students to undertake course reading, class participation and revision. It includes case studies from global companies such as Airbnb, Amazon, Apple, Burberry, eBay, Etsy, Google, IKEA, Nespresso, Netflix, Nike and Uber. It also takes a social view of marketing, featuring cases tied to the UN’s PRME initiative to aid students in becoming sustainably-minded individuals. The book is complemented by online instructor resources, including chapter-specific PowerPoint slides, an instructor manual, flipped classroom activities, as well as open access multiple choice questions (with solutions), videos, case studies, web links, a glossary and American Marketing Association (AMA) journal articles for students.
Would you like a book that teaches you about the principles of digital marketing in a simple and practical way? Then I can highly recommend this book to you. Digital marketing today is much more than Facebook and Instagram marketing. It deals with the principles of online marketing and digital transformation. That's why this book is suitable for the complete newbie as well as the advanced user. The following topics are covered in this book: -Business Model innovation -Summary of the social media landscape -Video marketing -Cross-media marketing -Performance marketing -Banner designs -Neuromarketing and conversion rate optimization -Search Enginge Management -Targeting -Crawling -Google Analytics / Digital Analytics -KPI -Marketing Law Another strength of this book is that each theoretical section is followed by a "best practice" section. Here the topic is taken up again on the basis of a fictitious company and it is explained how this can be implemented. The starting point is always the view of a customer service or customer support department. In this way, it can be quickly shown in which direction online marketing and digital transformation are leading. About the author: With a "Certificate of advanced studies" as "Digital Marketing Specialist" Gilles Kröger advises as a freelancer, various companies with the challenges of digitalization. Specializing in customer service and customer support, he optimizes processes and identifies opportunities to master the digital transformation.
This textbook shows what makes the Internet new and different, the techniques that work and those which don't, and how the Internet is creating value for customers and profits for companies.