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Program Details

contents

Introduction

Part 1: Our New Digital World

1 The Digital Paradigm (by Alexander Kates and Eric Greenberg) 3

The New World of Marketing 4

The Modern Digital Consumer 7

The New Consumer’s Journey 11

2 Marketing Strategies for a Digital World (by Alexander Kates and Eric Greenberg) 17

State of the Modern Digital Ecosystem 17

Being Liquid: The Marketer’s New Role 19

Getting Started: Learning by Example 22

The Ultimate Goal of Digital Marketing: ROI 26

A Framework for Digital Success 32

3 Managing Content in a Digital Age (by Neil Perkin, Only Dead Fish & eConsultancy) 35

The Importance of Content Marketing 37

Holistic Liquid Content Strategies and Frameworks 39

The 70/20/10 Content Planning Model 47

Part 2: Ac hievin g Succ ess in Digital Marketin g Channels 51

4 Search Marketing: If They Can’t Find It, They Can’t Buy It (by Mike Moran, author of Do It Wrong Quickly [2007] and Search Engine Marketing, Inc.[2008]) 53

Why Search is Important 54

How Searchers Work 56

The Types of Search Marketing 58

The Language of Search 59

Succeeding at Search Marketing 60

Measuring Search Success 70

Search Trends 73

5 Mobile Marketing: Innovation On-the-Go (by Alexander Kates) 77

The Mobile World We Live In 79

The Modern Mobile Consumer 81

Mobile Unwires Marketers from Former Constraints 84

Mobile Website Considerations 90

SMS and MMS Campaigns 92

Mobile Applications: The Low-Down 93

Mobile Technologies to Watch: Snacks for Thought 99

Measuring Mobile Marketing Success 105

Device Convergence and the Future Mobile Landscape 108

Closing Thoughts 111

6 Video Marketing (by Greg Jarboe, author of Youtube & Video Marketing: An Hour a Day [2011]) 115

Who Discovers and Watches Videos? 118

Steps to Plan, Shoot, Edit, and Publish 120

Building Video Channel Strategy 124

Viewing Experience and Programming 127

Building Community and Promoting Your Videos 130

Jumpstart Your Traffic with an Ad Campaign 134

Who’s Watching Your Videos? 135

7 Social Media Marketing (by Stan Smith, PushingSocial.com) 143

What is Social Media? 144

The Real Definition of Social Media 145

The New Digital Experience 146

Why Social Media is Important 151

Social Media Channel Strategy 153

Tools of the Trade 162

Best-in-Class Examples 166

Social Media ROI 169

The Future of Social Media 172

8 Building a Website with Purpose that Generates Results (by Jeremy Floyd, Bluegill Creative) 177

Introduction 177

Begin with Purpose 179

The Process and Considerations for (re)Building Your Website 183

Ten Steps: From Discovery to Launch 185

Tools for Success 195

Conclusion 200

9 Measurement and ROI of Digital Strategies (by Rob Peterson, BarnRaisers LLC) 203

Introduction to the World of Measurement 203

The Importance of Measurement 206

Demystifying the Buzzword: The Definition of Analytics 209

Measurements for a Digital World 211

Measurement Tool Mini-Handbook 221

Best-in-Class Examples 226

Budgeting for Digital Measurement 228

The Future of Measurement 229

10 Understanding the Law in Digital Marketing (by Glen Gilmore Esq., author of Social Media Law for Business [est. 2012]) 235

Keeping Pace with the Law in Digital Marketing 235

Creating a Framework for Social Media Governance and Compliance 238

Understanding the FTC’s Social Media Marketing Guidelines 242

First Case Study for the FTC’s New Social Media Guidelines Endorsement 246

Two Tweets and Nike Runs into Regulatory Problems: The Ethos of Transparency 247

Understanding the FTC’s New Privacy Framework: Privacy by Design, Simplified Choice, and Greater Transparency 249

Understanding the Children’s Online Privacy Protection Act 250

“Pin This”: Copyright and Fair Use, The Basics 251

Marketing on the WorldWide Web Requires Compliance with International Law 253

There’s an App for Nearly Everything—And There Are Guidelines for Apps 253

Staying on the Right Side of the Law in Social Media Contests 254

Digital Marketing Compliance in Highly-Regulated Industries 257

Trends and the Future of Digital Marketing Law 258 contents vii

Part 3: Completing the Digital Transformation 261

11 Digital Leadership Principles (by Bob Pearson, author of Pre-Commerce) 263

How We Digitally Transform Ourselves and Our Organizations 263

Address the Largest Barrier to Innovation First 265

The Importance of Forward-Leaning Learning 268

How to Undergo Transformational Change in Your Company 269

Ten Traits of Digital Leadership 274

12 Designing Organizations for Digital Success (by Amy Kates, Kates-Kessler Consulting, author of Designing Dynamic Organizations [2001], Designing Your Organization [2007], and Leading Organization Design [2010]) 283

Introduction 283

What Do We Mean by “Digital”? 284

The STAR Model™ for Organization Design 286

Asking the Right Questions in Digital Organization Design 288

Conclusion 307

Suggested Reading 308

13 The Path to an Innovative, Digital-Centric Organization (by Alexander Kates and Eric Greenberg) 311

Six Habits of Highly Successful Firms 311

Digital Transformation Framework 319

Concluding Thoughts 333

Index 337