Digital marketing strategy: an integrated approach to online marketing

Includes bibliographical references and index

Introduction -- What is digital marketing? -- Aligning with your business strategy -- Barriers and considerations -- Planning -- Search engine optimization -- Paid search -- Display -- Social media -- User experience and transformation -- CRM and retention -- True personalization -- Customer service -- Content strategy -- Analytics and reporting -- Presenting your strategy -- Bringing it all together.

"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. It contains analysis of 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"