The Art of Digital Marketing

The Art of Digital Marketing 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.

The 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.

• Get inside the customer's head with deep consumer research
• Constantly improve your campaigns based on feedback and interactions
• Integrate digital activities across channels, including traditional marketing
• Build campaigns based on customer choice and control

Digital marketing turns traditional marketing models on their heads. Instead of telling the customer what to think, you find out what they already 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 The Art of Digital Marketing opens the door for your next campaign.

Preface vii

Chapter 1 An Introduction to Digital Marketing 1

What Makes This Book Different? 1

Start with the Customer and Work Backward 2

What Are the 3i Principles? 4

Chapter 2 Search Engine Optimization 7

An Introduction 7

Search Engine Result Pages: Positioning 9

Search Behavior 11

Stage 1: Goals 14

Stage 2: On-Page Optimization 16

Stage 3: Off-Page Optimization 34

Stage 4: Analyze 38

So, What Have You Learned in This Chapter? 41

Chapter 3 Pay Per Click 45

An Introduction 45

Stage 1: Goals 47

Stage 2: Setup 51

Stage 3: Manage 76

Stage 4: Analyze 81

So, What Have You Learned in This Chapter? 87

Chapter 4 Digital Display Advertising 91

An Introduction 91

Display Advertising: An Industry Overview 93

Stage 1: Define 98

Stage 2: Format 101

Stage 3: Configure 111

Stage 4: Analyze 114

So, What Have You Learned in This Chapter? 118

Chapter 5 Email Marketing 121

An Introduction 121

Stage 1: Data—Email Marketing Process 123

Stage 2: Design and Content 134

Stage 3: Delivery 141

Stage 4: Discovery 143

So, What Have You Learned in This Chapter? 149

Chapter 6 Social Media Marketing (Part 1) 153

An Introduction 153

Stage 1: Goals 155

Stage 2: Channels 158

So, What Have You Learned in This Chapter? 183

Chapter 7 Social Media Marketing (Part 2) 187

An Introduction 187

Stage 3: Implementation 188

Stage 4: Analyze 228

Laws and Guidelines 244

So, What Have You Learned in This Chapter? 246

Chapter 8 Mobile Marketing 249

An Introduction 249

Stage 1: Opportunity 251

Stage 2: Optimize 254

Stage 3: Advertise 266

Stage 4: Analyze 278

So, What Have You Learned in This Chapter? 283

Chapter 9 Analytics 287

An Introduction 287

Stage 1: Goals 289

Stage 2: Setup 291

Stage 3: Monitor 296

Stage 4: Analyze 313

So, What Have You Learned in This Chapter? 326

Chapter 10 Strategy and Planning 331

An Introduction 331

Stage 1: Approach 333

Stage 2: Audience 338

Stage 3: Activities 345

Stage 4: Analysis 352

So, What Have You Learned in This Chapter? 355

Conclusion 357

Acknowledgments 359

Glossary 361

Additional Resources 369

About the Digital Marketing Institute 371

About the Author 373

Index 375

IAN DODSON 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.

Passionate 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.

If 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.

Written by Ian Dodson of the acclaimed Digital Marketing Institute, The Art of Digital Marketing offers 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. The Art of Digital Marketing corresponds with the Digital Marketing Institute’s certification program and can be used by anyone who wants to access the fundamentals of digital marketing.

Designed to make learning simple, accessible, and convenient, The Art of Digital Marketing is 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.”

The 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. The Art of Digital Marketing outlines a proven marketing framework and shows how it can be implemented and managed effectively to reach the empowered consumer.

The digital marketing framework is based on a three-step process called the 3i Principles: Initiate, Iterate, and Integrate. INITIATE: A 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. ITERATE: Unlike 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. INTEGRATE: The 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.

The Art of Digital Marketing is a key resource for empowering professionals with the digital skills and knowledge needed to take control of their career and maximizing their potential.