Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing 5th Edition By PR Smith
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Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing 5th Edition By PR Smith

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Pages
691
File size
9.61 MB
Format
Digital PDF
Category
eBook[PDF]
About this ebook
The textbook "Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing" (5th Edition) by Dave Chaffey and PR Smith is organized into 10 core chapters structured around foundational strategies, tactical implementations, and execution frameworks like PR Smith's SOSTAC® Planning Framework.
Chapter-by-Chapter Core Topics
  • Chapter 1: Introduction to Digital Marketing
      • Introducing consumer connectivity, definitions of digital marketing vs. e-business, and standard e-commerce interaction models (B2C, B2B, C2B, C2C).
      • Detailed review of the "5 Ss" of digital marketing objectives: Sell (sales growth), Serve (customer service), Speak (dialogue & communications), Save (cost reduction), and Sizzle (brand building).
  • Chapter 2: Remix
      • Modifying the traditional Marketing Mix (the 4 Ps / 7 Ps) for the digital environment.
      • Reviewing product/market innovation, dynamic online pricing strategies, digital placement/distribution channels, and morphing communication mix tactics.
  • Chapter 3: Digital Models
      • Exploring online business, revenue, and communication models.
      • Evaluating changing digital marketplaces and framework tools utilized to analyze value networks.
  • Chapter 4: Digital Customers
      • Understanding online consumer behaviour, motivations, digital personas, and customer journey touchpoints.
      • Implementing research and data methodologies to gain audience insights.
  • Chapter 5: Social Media Marketing
      • Managing social media platforms to grow visibility, engagement, and customer relationships.
      • Shifting focus from superficial audience tracking toward viral marketing, content amplification, and community management.
  • Chapter 6: Designing Digital Experiences
      • Best practices for designing websites, mobile apps, and other digital interfaces.
      • Emphasizing user experience (UX) design, accessibility, site utility, loading performance, and conversion rate optimization (CRO).
  • Chapter 7: Traffic Building
      • Detailed tactics to acquire online traffic across major media channels: Paid, Owned, and Earned media.
      • In-depth coverage of Search Engine Optimization (SEO), Search Engine Marketing (SEM/PPC), Online PR, email marketing, and affiliate/partnership marketing.
  • Chapter 8: Customer Lifecycle Communications and CRM
      • Principles of digital Customer Relationship Management (e-CRM).
      • Mapping marketing sequences to customer lifecycle segments through contextual databases, marketing automation, and opt-in direct marketing.
  • Chapter 9: Managing Digital Marketing
      • Structural execution challenges: maintaining legal compliance, digital ethics, privacy regulations, data security, and change management.
      • Organizing internal structures, outsourcing vs. insourcing digital agency tasks, and web analytics tracking via Key Performance Indicators (KPIs).
  • Chapter 10: Digital Marketing Plan
    • Pulling concepts together using the SOSTAC® Planning Framework: Situation Analysis, Objectives, Strategy, Tactics, Actions, and Control.
    • Creating cohesive, multi-channel marketing plans that link analytics tightly to strategic deployment.

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Topics

"5 Ss" of digital marketing objectives acquire online traffic across major media channels: Paid Owned and Earned media Customer Lifecycle Communications and CRM Designing Digital Experiences designing websites mobile apps and other digital interfaces Digital Customers online consumer behaviour motivations digital personas Digital Marketing Plan digital placement/distribution channels Digital Models online business revenue and communication models dynamic online pricing strategies experience (UX) design accessibility site utility loading performance and conversion rate optimization (CRO) Introduction to Digital Marketing ISBN-10: 1138191701 ISBN-13: 978-1138191686 ISBN-13: 978-1138191709 ISBN-13: 978-1138494237 Managing Digital Marketing Modifying the traditional Marketing Mix (the 4 Ps / 7 Ps) for the digital environment Online PR email marketing and affiliate/partnership marketing outsourcing vs. insourcing digital agency tasks Principles of digital Customer Relationship Management (e-CRM) Search Engine Optimization (SEO) Search Engine Marketing (SEM/PPC) Sell (sales growth) Serve (customer service) Speak (communications) Save (cost reduction) and Sizzle (brand) Social Media Marketing grow visibility engagement standard e-commerce interaction models (B2C B2B C2B C2C) Traffic Building Using SOSTAC® Planning Framework: Situation Analysis Objectives Strategy Tactics Actions and Control web analytics tracking via Key Performance Indicators (KPIs)
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