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THE ULTIMATE CRASH COURSE IN DIGITAL MARKETING

The digital age is here—and it’s developing rapidly. Regardless of your industry, sector, or geography, you need to understand the power of digital strategies to market your brand, reach your audience, and broaden your framework for success. This comprehensive, all-in-one guide combines the collective insights of top digital marketers, consultants, and academics—each one an expert in his or her field.

With the proven techniques of Strategic Digital Marketing, you’ll be able to:

• Plan, strategize, and implement a complete marketing campaign that best suits you and your company.
• Use social media like Facebook and Twitter to not only engage your target audience, but get real results.
• Improve your website and supersize your media presence through liquid content, mobile apps, engaging videos, social contests, and more.
• Develop a logical and balanced approach to digital, using the proper tools, to measure and maximize return on investment (ROI).
• Reshape your management framework and redesign your company for digital-era growth, functionality, and success.

These are the same market-tested strategies Fortune 500 companies are using to take advantage of the exciting new opportunities that only digital media provides. You’ll discover the 10 traits of digital leadership, the six habitsof highly-successful firms, and the one true goal of digital marketing. You’ll read first-hand accounts of social media in action—and follow real-world case studies of the hottest companies trending today. You’ll also find need-to-know information on red-button subjects like emerging mobile technologies, legal guidelines for digital marketing, search engine optimization, and so much more.

Digital media has changed the world as we know it. Strategic Digital Marketing will change the way you live, work, grow . . . and succeed.

THE ULTIMATE CRASH COURSE IN DIGITAL MARKETING

The digital age is here—and it’s developing rapidly. Regardless of your industry, sector, or geography, you need to understand the power of digital strategies to market your brand, reach your audience, and broaden your framework for success. This comprehensive, all-in-one guide combines the collective insights of top digital marketers, consultants, and academics—each one an expert in his or her field.

With the proven techniques of Strategic Digital Marketing, you’ll be able to:

• Plan, strategize, and implement a complete marketing campaign that best suits you and your company.
• Use social media like Facebook and Twitter to not only engage your target audience, but get real results.
• Improve your website and supersize your media presence through liquid content, mobile apps, engaging videos, social contests, and more.
• Develop a logical and balanced approach to digital, using the proper tools, to measure and maximize return on investment (ROI).
• Reshape your management framework and redesign your company for digital-era growth, functionality, and success.

These are the same market-tested strategies Fortune 500 companies are using to take advantage of the exciting new opportunities that only digital media provides. You’ll discover the 10 traits of digital leadership, the six habitsof highly-successful firms, and the one true goal of digital marketing. You’ll read first-hand accounts of social media in action—and follow real-world case studies of the hottest companies trending today. You’ll also find need-to-know information on red-button subjects like emerging mobile technologies, legal guidelines for digital marketing, search engine optimization, and so much more.

Digital media has changed the world as we know it. Strategic Digital Marketing will change the way you live, work, grow . . . and succeed.

Tartalomjegyzék:

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 Katesand 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 forBusiness [est. 2012]) 235

Keeping Pace with the Law in Digital Marketing 235

Creating a Framework for Social Media Governance andCompliance 238

Understanding the FTC’s Social Media Marketing Guidelines 242

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

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

Understanding the FTC’s New Privacy Framework: Privacy byDesign, 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 Compliancewith International Law 253

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

Staying on the Right Side of the Law in Social MediaContests 254

Digital Marketing Compliance in Highly-Regulated Industries 257

Trends and the Future of Digital Marketing Law 258contents 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 DynamicOrganizations [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