The Digital Marketing Handbook

Deliver Powerful Digital Campaigns

Simon Kingsnorth

• Publisher: Kogan Page
• Year: 2022
• Print ISBN: 9781398603394
• eBook ISBN: 9781398603400
• Edition: 1
• Topic: Business
• Subtopic: Digital Marketing
• Index: Business

Build, implement and optimize your digital marketing campaigns, with this indispensable guide which covers everything from SEO, social media, paid search and display advertising. The Digital Marketing Handbook takes the reader step by step through the various components of B2B and B2C online marketing, making it an essential companion to every marketer's desk. Highly practical in approach, it features tips, platform recommendations and common pitfalls to watch out for, as well as examples from global brands including Google, Amazon and Nissan. Detailed guidance is provided for key areas such as creating content that excites, informs and converts, using marketing automation and analyzing your results to maximize performance. Written by recognized industry expert and bestselling author, Simon Kingsnorth, The Digital Marketing Handbook brings together reliable and actionable insights into one complete resource. Also covering how to manage affiliates and partnerships to deliver highly targeted leads and provide customer service that achieves high review scores and builds loyalty, it is accompanied by online templates and interactive tools to use in practice. This book is an essential blueprint for marketing professionals to deliver the best results from their digital marketing campaigns.

Index

Note: page numbers in italic indicate figures or tables

‘funnel of awareness’ 193

A/B testing 226

abandoned-cart email 214, 217

account structure 63

AD groups 172–3

Ads 76–78

Advanced Format Options 91

advantages of CRM 206–07

Affiliate Insider 114

affiliate marketing 244

benefits 106–7

definition 106

track, manage and optimize 118–21

AI

chatbots 170, 245, 260–62

customer service analytics 259

Ai-Da 14

algorithms 33

Amazon 4, 24, 198

Alexa 263–64

early website 4

Echo 264

marketing dashboard 198

tap 264

analyse

and measure results 148–50

customer support data 256–58

your list health 225

your segment 87, 88

analytics 27

techniques-descriptive, predictive and prescriptive 186

use for digital marketing 186

asking questions 128–29

attribution 120, 196–97

models 196–97

audience

brand connection 92, 93

target 86

types 71–72

automated marketing and email 214–23

average session duration 192

awareness 82, 124

Awin (2020) 110

B2B (Business To Business) 122

attracting potential new clients 217

marketing 186

B2C travel startup 108

beginning from scratch 141

behaviour

segmentation 9

suggestion 33, 34

BEHUMAN 34

benefits of partnerships 247–48

practices for affiliate-created assets 118

better crawling benefits 47

bidding strategy 68–70

BigCommerce 236

big-picture category 208

Bing Webmaster Tools 26

Bing’s Webmaster Tools 36

Black hat techniques 33, 34;

Blog Post 132, 143

blue 20

bounce rate 192–93, 224

brand

design 12

led business model 5–6

broad match modifier (BMM) 67–68

Brown, Derren 14

browsers

Chrome 27

third-party cookies 188

Firefox 27

Microsoft bro...

Table of contents

• About the author
• 01 How this book works
• 02 Building a high-converting, beautiful website
• 03 Optimizing your website to deliver top SEO results
• 04 Managing paid search for cost-effective results
• 05 Running display advertising that delivers brand value
• 06 Managing affiliates and partnerships to deliver highly targeted leads
• 07 Creating content that excites, informs and converts
• 08 Delivering organic and paid social media that grows your brand
• 09 Using analytics to interpret and optimize your results to maximize performance
• 10 Automating your email and CRM plans to deliver compelling digital communications
• 11 Using e-commerce and retail partners to scale your merchandizing
• 12 Providing customer service that delivers high review scores and builds loyalty
• Index