The art of digital marketing the definitive guide to creating strategic, t

CONTENTS Cover Title Page Copyright Preface Chapter 1: An Introduction to Digital Marketing What Makes This Book Different? Start with the Customer and Work Backward What Are the 3i Principles? Chapter 2: Search Engine Optimization An Introduction Search Engine Result Pages: Positioning Search Behavior Stage 1: Goals Stage 2: On-Page Optimization Stage 3: Off-Page Optimization Stage 4: Analyze So, What Have You Learned in This Chapter? Chapter 3: Pay Per Click An Introduction Stage 1: Goals Stage 2: Setup Stage 3: Manage Stage 4: Analyze So, What Have You Learned in This Chapter? Chapter 4: Digital Display Advertising An Introduction Display Advertising: An Industry Overview Stage 1: Define Stage 2: Format Stage 3: Configure Stage 4: Analyze So, What Have You Learned in This Chapter? Chapter 5: Email Marketing An Introduction Stage 1: Data—Email Marketing Process Stage 2: Design and Content Stage 3: Delivery Stage 4: Discovery So, What Have You Learned in This Chapter? Chapter 6: Social Media Marketing (Part 1) An Introduction Stage 1: Goals Stage 2: Channels So, What Have You Learned in This Chapter? Chapter 7: Social Media Marketing (Part 2) An Introduction Stage 3: Implementation Stage 4: Analyze Laws and Guidelines So, What Have You Learned in This Chapter? Chapter 8: Mobile Marketing An Introduction Stage 1: Opportunity Stage 2: Optimize Stage 3: Advertise Stage 4: Analyze So, What Have You Learned in This Chapter? Chapter 9: Analytics An Introduction Stage 1: Goals Stage 2: Setup Stage 3: Monitor Stage 4: Analyze So, What Have You Learned in This Chapter? Chapter 10: Strategy and Planning An Introduction Stage 1: Approach Stage 2: Audience Stage 3: Activities Stage 4: Analysis So, What Have You Learned in This Chapter? Conclusion Acknowledgments Glossary Additional Resources About the Digital Marketing Institute About the Author Index End User License Agreement List of Illustrations Figure 1.1 Figure 2.1 Figure 2.2 Figure 2.3 Figure 2.4 Figure 2.5 Figure 2.6 Figure 2.7 Figure 2.8 Figure 2.9 Figure 2.10 Figure 2.11 Figure 2.12 Figure 2.13 Figure 2.14 Figure 2.15 Figure 2.16 Figure 2.17 Figure 3.1 Figure 3.2 Figure 3.3 Figure 3.4 Figure 3.5 Figure 3.6 Figure 3.7 Figure 3.8 Figure 3.9 Figure 3.10 Figure 3.11 Figure 3.12 Figure 3.13 Figure 3.14 Figure 3.15 Figure 3.16 Figure 3.17 Figure 3.18 Figure 3.19 Figure 3.20 Figure 3.21 Figure 3.22 Figure 3.23 Figure 3.24 Figure 3.25 Figure 3.26 Figure 3.27 Figure 3.28 Figure 3.29 Figure 3.30 Figure 3.31 Figure 3.32 Figure 3.33 Figure 3.34 Figure 4.1 Figure 4.2 Figure 4.3 Figure 4.4 Figure 4.5 Figure 4.6 Figure 4.7 Figure 4.8 Figure 4.9 Figure 4.10 Figure 4.11 Figure 4.12 Figure 4.13 Figure 4.14 Figure 4.15 Figure 4.16 Figure 4.17 Figure 5.1 Figure 5.2 Figure 5.3 Figure 5.4 Figure 5.5 Figure 5.6 Figure 5.7 Figure 5.8 Figure 5.9 Figure 5.10 Figure 5.11 Figure 5.12 Figure 5.13 Figure 5.14 Figure 5.15 Figure 6.1 Figure 6.2 Figure 6.3 Figure 6.4 Figure 6.5 Figure 6.6 Figure 6.7 Figure 6.8 Figure 6.9 Figure 6.10 Figure 6.11 Figure 6.12 Figure 6.13 Figure 6.14 Figure 7.1 Figure 7.2 Figure 7.3 Figure 7.4 Figure 7.5 Figure 7.6 Figure 7.7 Figure 7.8 Figure 7.9 Figure 7.10 Figure 7.11 Figure 7.12 Figure 7.13 Figure 7.14 Figure 7.15 Figure 7.16 Figure 7.17 Figure 7.18 Figure 7.19 Figure 7.20 Figure 7.21 Figure 7.23 Figure 7.22 Figure 7.24 Figure 7.25 Figure 7.26 Figure 7.27 Figure 7.28 Figure 7.29 Figure 7.30 Figure 7.31 Figure 7.32 Figure 7.33 Figure 7.34 Figure 7.35 Figure 7.36 Figure 7.37 Figure 7.38 Figure 7.39 Figure 7.40 Figure 7.41 Figure 7.42 Figure 7.43 Figure 7.44 Figure 7.45 Figure 7.46 Figure 7.47 Figure 7.48 Figure 7.49 Figure 7.50 Figure 7.51 Figure 7.52 Figure 7.53 Figure 7.54 Figure 7.55 Figure 7.56 Figure 7.57 Figure 7.58 Figure 7.59 Figure 7.60 Figure 8.1 Figure 8.2 Figure 8.3 Figure 8.4 Figure 8.5 Figure 8.6 Figure 8.7 Figure 8.8 Figure 8.9 Figure 8.10 Figure 8.11 Figure 8.12 Figure 8.13 Figure 8.14 Figure 8.15 Figure 9.1 Figure 9.2 Figure 9.3 Figure 9.4 Figure 9.5 Figure 9.6 Figure 9.7 Figure 9.8 Figure 9.9 Figure 9.10 Figure 9.11 Figure 9.12 Figure 9.13 Figure 9.14 Figure 9.16 Figure 9.15 Figure 9.17 Figure 9.18 Figure 9.19 Figure 9.20 Figure 9.21 Figure 9.22 Figure 9.23 Figure 9.24 Figure 9.25 Figure 9.26 Figure 9.29 Figure 9.28 Figure 9.27 Figure 9.30 Figure 9.31 Figure 9.32 Figure 9.33 Figure 9.34 images copyrighted profile image SERPs inbound links broken infographics Instagram instructional video integrated campaigns Interactive Advertising Bureau (IAB) interlinked content inverted commas IP address targeting J JavaScript Jenga JetBlue Journal.ie K key performance indicators See KPIs keyword long-tail negative keyword density keyword match types Keyword Planner Traffic Estimator keyword research tools keyword stuffing keyword suggestions keyword trends Klout L language extensible markup (XML) hypertext markup (HTML) schema markup Lanlard, Eric laws leaflets link one-way topic uninformative link-building brokers LinkedIn Advanced Search LinkedIn Advertising LinkedIn Analytics LinkedIn Career Page LinkedIn Company Page LinkedIn Connect LinkedIn Featured Applicant LinkedIn Follower Trends LinkedIn group membership policies LinkedIn Groups LinkedIn KPIs LinkedIn Marketing Solutions LinkedIn Personal Account LinkedIn Premium Linkedin Recommendations LinkedIn Recruiter account LinkedIn Sponsored Updates LinkedIn top contributor link formats links broken internal low-quality links internal local links local storage location-based search login encryptions low-energy chnologies low-volume search queries M macroconversion Macy's MailChimp mail user agent (MUA) managed placements Manchester United marital status market reality market research Mashable match bad broad exact modified broad negative phrase match type, best M-commerce menu navigation bar messages, welcome messaging instant relevant metrics hard soft microblogging microblogging platform microconversions Mid-placement units (MPUs) misspellings MMA (Mobile Marketing Association) MMS Mobile Analytics mobile commerce mobile conversions mobile friendliness mobile journalism Mobile Marketing Association (MMA) mobile search mobile wallets Moz MSN MUA (mail user agent) my Story N name female male naming convention navigation assistance negative feedback News Feed Newstalk radio station New York City New York Times NFC numerical targets O Obama, Barack obscene terms Oculus Rift offline performance offline reports Ogilvy Okabashi one-page scrolling one-to-one conversation online payment systems on-page headings opt-in email opt-ins opt-out requirement Organizational Policy Documents Outlook P page basket career login product showcase page names PageSpeed Insights tool Paris PayPal PC screen size performance, technical permanent subset personal emails Personally Identifiable Information (PII) PII (Personally Identifiable Information) Pinterest Pinterest Ads Pinterest Analytics Pinterest Business Account plagiarism platform specificity Podcast platforms PodOmatic polls positive user event post history post scheduling PowerDirector Power Editor PPC keyword research PR previous activity analysis price list privacy proactive Probist product demonstrations live products, self-service promotions provider selection proximity marketing Q QR codes custom Quality Score query parsing questionnaires questions live open R Radicati real-time bidding reciprocal link redirect regulations remarketing dynamic mobile app standard remarketing lists custom reputation management retargeting retweets revenue metric robots.txt ROI higher Rovio RSS feed S Safari Salesforce sales funnel Samsung ScreenFlow screen recording self-qualifying users self-regulation SEMrush sender ID Sendible SEO malpractices SERPs (search engine results page) showrooming Shutterstock sign, minus sign-up form site adaptive competitor custom mobile-adaptive mobile-optimized mobile responsive mobile-responsive responsive site development process sitemap situation analysis Skype SMART objectives SMS Campaign Development Process SMS marketing SMS supplier Snapchat Snap.ie social listening social listening tools social media content social media KPIs social media post scheduling SocialOomph social plug-ins Soft bounces source code Southwest Airlines spam filters triggering special characters spelling mistakes split test Sponsored InMail Campaigns SSL certificates Stakeholders in DDA Stakeholders of SMM static media structured data markup sweet spot customer T Taco Bell tag sponsored title tags, meta tap targets tenancy agreement text alternative anchor bolded keyword text overlaid thumbs down Thunderpenny time zones Topsy touch design Track Social traffic higher qualified internal targeted TripAdvisor Tumblr TV Tweet Activity Dashboard tweets prepopulated promoted sponsored Twitter, ideal character count for Twitter Account KPIs Twitter Activity Dashboard Twitter Advertising Twitter Analytics Twitter business account Twitter cards Twitter KPIs Twitter Private accounts U Uber unhappy Customers unique selling point (USP) Universal Analytics unsolicited email unsubscribes upselling up-skilling URLs destination vanity URL shorteners user experience (UX) disrupted user journey users logged-in nonduplicated unique USP (unique selling point) V value proposition video blogging (vlogging) video playback video remarketing videos short smartphone Vimeo W wearable computing web apps webinars web logs (blogs) Webmaster Tools web sign-up form website brochure e-commerce embedded individual mobile-optimized mobile-responsive responsive scrollable weddings well-crafted SMS WestJet WhatsApp WiFi ad-funded WiFi device Wikipedia Woobox WordPress word separators wrapped gifts X XML Sitemap Y Yahoo Yandex Yelp younger market YouTube YouTube ads YouTube Analytics Youtube Analytics Demographics Section YouTube Editor YouTube Search WILEY END USER LICENSE AGREEMENT Go to www.wiley.com/go/eula to access Wiley's ebook EULA ... not We have differentiated between these two activities in order to highlight the extent of the shift to consumer control A smart approach is to combine the best of both of these activities into... is that it also truncates titles that are too long—and this means part of the title is cut off Not paying attention to your title''s character count could result in the most important piece of information... execute a fully optimized digital marketing strategy that incorporates all of the key digital channels The professional diploma in digital marketing is at the core of the Digital Marketing Institute''s