| |
The digital age is here-and its 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.
This book introduces several new frameworks for understanding, applying, and implementing digital marketing strategies within organizations. These strategies have been developed and honed over the past several years at Rutgers University by training executives from the world`s leading brands. Using a running theme of ROI, Greenberg and Kates start by introducing digital strategy, then they have leading experts in the field present each digital media channel, and finally finish with a framework for transforming the organization to succeed in this digital world.
Contents :
PART 1: OUR NEW DIGITAL WORLD
1 The Digital Paradigm by Alexander Kates and Eric Greenberg
2 Marketing Strategies for a Digital World by Alexander Kates and Eric Greenberg
3 Managing Content in a Digital Age by Neil Perkin
PART 2: ACHIEVING SUCCESS IN DIGITAL MARKETING CHANNELS
4 Search Marketing: If They Cant Find It, They Cant Buy It by Mike Moran
5 Mobile Marketing: Innovation On the Go by Alexander Kates
6 Video Marketing by Greg Jarboe
7 Social Media Marketing by Stan Smith
8 Building a Website with Purpose that Generates Results by Jeremy Floyd
9 Measurement and ROI of Digital Strategies by Rob Petersen
10 Understanding the Law in Digital Marketing by Glen Gilmore
PART 3: COMPLETING THE DIGITAL TRANSFORMATION
11 Digital Leadership Principles by Bob Pearson
12 Designing Organizations for Digital Success by Amy Kates
13 The Path to an Innovative, Digital-Centric Organization
Concluding Thoughts
Index
ISBN - 9789351344810
|
| |
Pages : 368
|