{"product_id":"the-art-of-digital-marketing-isbn-9781119265702","title":"The Art of Digital Marketing","description":"\u003cb\u003eThe premier guide to digital marketing that works, and a solid framework for success\u003c\/b\u003e \u003cp\u003e\u003ci\u003eThe Art of Digital Marketing\u003c\/i\u003e is the comprehensive guide to cracking the digital marketing 'code,' and reaching, engaging, and serving the empowered consumer. Based on the industry's leading certification from the Digital Marketing Institute (DMI), this book presents an innovative methodology for successful digital marketing: start with the customer and work backwards. A campaign is only effective as it is reflective of the consumer's wants, needs, preferences, and inclinations; the DMI framework provides structured, implementable, iterative direction for getting it right every time. The heart of the framework is a three-step process called the 3i Principles: Initiate, Iterate, and Integrate. This simple idea translates into higher engagement, real customer interaction, and multichannel campaigns that extend even into traditional marketing channels.\u003c\/p\u003e \u003cp\u003eThe evolution of digital marketing isn't really about the brands; it's about consumers exercising more control over their choices. This book demonstrates how using this single realization as a starting point helps you build and implement more effective campaigns.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eGet inside the customer's head with deep consumer research\u003c\/li\u003e \u003cli\u003eConstantly improve your campaigns based on feedback and interactions\u003c\/li\u003e \u003cli\u003eIntegrate digital activities across channels, including traditional marketing\u003c\/li\u003e \u003cli\u003eBuild campaigns based on customer choice and control\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eDigital marketing turns traditional marketing models on their heads. Instead of telling the customer what to think, you find out what they \u003ci\u003ealready\u003c\/i\u003e think and go from there. Instead of front-loading resources, you continually adjust your approach based on real interactions with real customers every day. Digital marketing operates within its own paradigm, and \u003ci\u003eThe Art of Digital Marketing\u003c\/i\u003e opens the door for your next campaign.\u003c\/p\u003e \u003cp\u003ePreface vii\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 An Introduction to Digital Marketing 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat Makes This Book Different? 1\u003c\/p\u003e \u003cp\u003eStart with the Customer and Work Backward 2\u003c\/p\u003e \u003cp\u003eWhat Are the 3i Principles? 4\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Search Engine Optimization 7\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAn Introduction 7\u003c\/p\u003e \u003cp\u003eSearch Engine Result Pages: Positioning 9\u003c\/p\u003e \u003cp\u003eSearch Behavior 11\u003c\/p\u003e \u003cp\u003eStage 1: Goals 14\u003c\/p\u003e \u003cp\u003eStage 2: On-Page Optimization 16\u003c\/p\u003e \u003cp\u003eStage 3: Off-Page Optimization 34\u003c\/p\u003e \u003cp\u003eStage 4: Analyze 38\u003c\/p\u003e \u003cp\u003eSo, What Have You Learned in This Chapter? 41\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 Pay Per Click 45\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAn Introduction 45\u003c\/p\u003e \u003cp\u003eStage 1: Goals 47\u003c\/p\u003e \u003cp\u003eStage 2: Setup 51\u003c\/p\u003e \u003cp\u003eStage 3: Manage 76\u003c\/p\u003e \u003cp\u003eStage 4: Analyze 81\u003c\/p\u003e \u003cp\u003eSo, What Have You Learned in This Chapter? 87\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Digital Display Advertising 91\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAn Introduction 91\u003c\/p\u003e \u003cp\u003eDisplay Advertising: An Industry Overview 93\u003c\/p\u003e \u003cp\u003eStage 1: Define 98\u003c\/p\u003e \u003cp\u003eStage 2: Format 101\u003c\/p\u003e \u003cp\u003eStage 3: Configure 111\u003c\/p\u003e \u003cp\u003eStage 4: Analyze 114\u003c\/p\u003e \u003cp\u003eSo, What Have You Learned in This Chapter? 118\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Email Marketing 121\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAn Introduction 121\u003c\/p\u003e \u003cp\u003eStage 1: Data—Email Marketing Process 123\u003c\/p\u003e \u003cp\u003eStage 2: Design and Content 134\u003c\/p\u003e \u003cp\u003eStage 3: Delivery 141\u003c\/p\u003e \u003cp\u003eStage 4: Discovery 143\u003c\/p\u003e \u003cp\u003eSo, What Have You Learned in This Chapter? 149\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Social Media Marketing (Part 1) 153\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAn Introduction 153\u003c\/p\u003e \u003cp\u003eStage 1: Goals 155\u003c\/p\u003e \u003cp\u003eStage 2: Channels 158\u003c\/p\u003e \u003cp\u003eSo, What Have You Learned in This Chapter? 183\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Social Media Marketing (Part 2) 187\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAn Introduction 187\u003c\/p\u003e \u003cp\u003eStage 3: Implementation 188\u003c\/p\u003e \u003cp\u003eStage 4: Analyze 228\u003c\/p\u003e \u003cp\u003eLaws and Guidelines 244\u003c\/p\u003e \u003cp\u003eSo, What Have You Learned in This Chapter? 246\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Mobile Marketing 249\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAn Introduction 249\u003c\/p\u003e \u003cp\u003eStage 1: Opportunity 251\u003c\/p\u003e \u003cp\u003eStage 2: Optimize 254\u003c\/p\u003e \u003cp\u003eStage 3: Advertise 266\u003c\/p\u003e \u003cp\u003eStage 4: Analyze 278\u003c\/p\u003e \u003cp\u003eSo, What Have You Learned in This Chapter? 283\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 Analytics 287\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAn Introduction 287\u003c\/p\u003e \u003cp\u003eStage 1: Goals 289\u003c\/p\u003e \u003cp\u003eStage 2: Setup 291\u003c\/p\u003e \u003cp\u003eStage 3: Monitor 296\u003c\/p\u003e \u003cp\u003eStage 4: Analyze 313\u003c\/p\u003e \u003cp\u003eSo, What Have You Learned in This Chapter? 326\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 Strategy and Planning 331\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAn Introduction 331\u003c\/p\u003e \u003cp\u003eStage 1: Approach 333\u003c\/p\u003e \u003cp\u003eStage 2: Audience 338\u003c\/p\u003e \u003cp\u003eStage 3: Activities 345\u003c\/p\u003e \u003cp\u003eStage 4: Analysis 352\u003c\/p\u003e \u003cp\u003eSo, What Have You Learned in This Chapter? 355\u003c\/p\u003e \u003cp\u003eConclusion 357\u003c\/p\u003e \u003cp\u003eAcknowledgments 359\u003c\/p\u003e \u003cp\u003eGlossary 361\u003c\/p\u003e \u003cp\u003eAdditional Resources 369\u003c\/p\u003e \u003cp\u003eAbout the Digital Marketing Institute 371\u003c\/p\u003e \u003cp\u003eAbout the Author 373\u003c\/p\u003e \u003cp\u003eIndex 375\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eIAN DODSON\u003c\/b\u003e is Co-founder and Director of the Digital Marketing Institute. The Institute has defined a set of qualifications for the digital marketing industry which are now the most widely taught global certifications – available in over 70 countries worldwide. These qualifications act as an educational and professional pathway for students, educators and employers.  \u003c\/p\u003e\u003cp\u003ePassionate about student centric outcomes and an advocate of education and digital literacy, Ian believes digital technologies are enabling tools for raising economic and social standards globally.   \u003c\/p\u003e\u003cp\u003eIf organizations and marketing professionals are to thrive in today’s increasingly competitive world, they must develop and maintain their business operations and customer engagement in a constantly evolving digital environment. \u003c\/p\u003e\u003cp\u003eWritten by Ian Dodson of the acclaimed Digital Marketing Institute, \u003ci\u003eThe Art of Digital Marketing \u003c\/i\u003eoffers an indispensible resource for tapping into the power of digital marketing. The text reflects the industry’s best practices, current trends, and innovative insights that help to cultivate a competitive edge within an in-demand industry. \u003ci\u003eThe Art of Digital Marketing \u003c\/i\u003ecorresponds with the Digital Marketing Institute’s certification program and can be used by anyone who wants to access the fundamentals of digital marketing. \u003c\/p\u003e\u003cp\u003eDesigned to make learning simple, accessible, and convenient, \u003ci\u003eThe Art of Digital Marketing \u003c\/i\u003eis an all-inclusive introductory handbook to the essential approaches, key concepts, and skills needed for kick-starting a digital marketing career. The guiding principle behind the text’s innovative digital marketing philosophy can best be summed up as “Start with the customer and work backwards.”  \u003c\/p\u003e\u003cp\u003eThe impact and effectiveness of any digital marketing campaign is only as good as the extent to which it takes into account and bases its activities on an empowered digital consumer. \u003ci\u003eThe Art of Digital Marketing \u003c\/i\u003eoutlines a proven marketing framework and shows how it can be implemented and managed effectively to reach the empowered consumer. \u003c\/p\u003e\u003cp\u003eThe digital marketing framework is based on a three-step process called the 3i Principles: Initiate, Iterate, and Integrate. \u003cb\u003eINITIATE: \u003c\/b\u003eA digital campaign is only as strong as the time spent interacting with the customer to find out what they want, where they are online, and how they like to be engaged with. \u003cb\u003eITERATE: \u003c\/b\u003eUnlike traditional marketing models which rely on a front loading of investment and resources, digital marketing is an iterative, ongoing, always improving process based on customer interactions and outcomes. \u003cb\u003eINTEGRATE: \u003c\/b\u003eThe third and crucial step in the process is about how it is crucial to integrate digital activities across various channels and also the means by which they are integrated with traditional marketing channels. \u003c\/p\u003e\u003cp\u003e\u003ci\u003eThe Art of Digital Marketing \u003c\/i\u003eis a key resource for empowering professionals with the digital skills and knowledge needed to take control of their career and maximizing their potential.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47990161080549,"sku":"NP9781119265702","price":50.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119265702.jpg?v=1761786736","url":"https:\/\/k12savings.com\/es\/products\/the-art-of-digital-marketing-isbn-9781119265702","provider":"K12savings","version":"1.0","type":"link"}