Digital marketing strategy : an integrated approach to online marketing / Simon Kingsnorth.

Includes bibliographical references and index.

Introduction: how will this book transform your digital marketing strategy? -- The foundations of digital marketing -- Understanding the digital ecosystem -- Integrating digital into wider organization strategy -- Understanding the evolving digital consumer -- Barriers, considerations and data protection in digital marketing strategy -- Enabling technologies for online marketing and digital transformation -- Planning your digital marketing strategy-objectives, teams and budgeting -- SEO strategy and organic techniques -- Building and optimizing a winning paid search strategy -- Display advertising and programmatic targeting -- Tailoring your social media strategy -- Marketing automation, messaging and email marketing- the unsung heroes -- Affiliate schemes and partnership to deliver highly targeted leads -- Lead generation that delivers results -- Content strategy- a key pillar of success -- Personalizing the customer journey and digital experience -- Effective experience design -- Optimizing your e-commerce platform -- Managing loyalty, CRM and data -- Measuring success through data analytics and reporting -- Providing a smooth online service and customer experience -- Putting together digital marketing strategy.