John Wiley & Sons Digital Marketing All-In-One For Dummies Cover Unlock the value in online marketing A well-executed digital marketing plan is a proven component o.. Product #: 978-1-119-56023-4 Regular price: $32.29 $32.29 In Stock

Digital Marketing All-In-One For Dummies

Diamond, Stephanie


1. Edition June 2019
816 Pages, Softcover
Wiley & Sons Ltd

ISBN: 978-1-119-56023-4
John Wiley & Sons

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Unlock the value in online marketing

A well-executed digital marketing plan is a proven component of success in business, and Digital Marketing All-In-One For Dummies covers everything you need to build and implement a winning plan. Whether you're a novice in the online space or an expert marketer looking to improve your digital ROI, this book has easy-to-absorb tips and insights that will turn online prospects into loyal customers.

This book compresses the essential information on 8 topics, so you have all the information you need and none of what you don't. You'll learn social media marketing, marketing to millennials, account-based marketing, influencer marketing, content marketing strategies, and more!
* Use targeted, measurable marketing strategies to promote brands and products
* Increase brand awareness, customer acquisitions, and audience engagement
* Measure what your online traffic is worth and improve ROI on digital marketing
* Develop a solid digital marketing plan and put it to work for your brand

From SEO and SEM to brand awareness and why you need it, Digital Marketing All-In-One For Dummies will help you level up your digital marketing game and avoid the common mistakes that might be holding your business back.

Introduction 1

Book 1: Creating Your Digital Marketing Strategy 5

Chapter 1: Developing Your Overall Digital Strategy 7

Chapter 2: Grabbing the Attention of Your Customer 29

Chapter 3: Discovering Your Business Model and Brand 45

Chapter 4: Deciding which Marketing Campaign to Create 67

Chapter 5: Crafting Offers That Sell 79

Chapter 6: Planning B2B Campaign Success 101

Book 2: Uncovering the Customer Experience 117

Chapter 1: Interacting with Customer Data 119

Chapter 2: Uncovering Buyer Personas 131

Chapter 3: Structuring the Buyer Journey 151

Chapter 4: Embracing Sales Enablement 171

Book 3: Dipping into Content Creation 181

Chapter 1: Creating Your Content Plan 183

Chapter 2: Reviewing Content Types 197

Chapter 3: Understanding the Customer's Intent 219

Chapter 4: Creating Content That Tells a Story 241

Chapter 5: Defining Your Content Framework Using Processes and Systems 253

Chapter 6: Targeting Content for Your B2B Audience 269

Book 4: Reaching Your Millennial Audience 293

Chapter 1: Figuring Out Millennials 295

Chapter 2: Looking at the Influence of Millennials 307

Chapter 3: Pursuing a Data Strategy 317

Chapter 4: Finding Millennials on Traditional Media 337

Chapter 5: Experimenting with the Share Economy 349

Chapter 6: Developing the Brand Experience 361

Book 5: Implementing Channel Promotions 383

Chapter 1: Identifying Paid, Earned, Shared, and Owned Media 385

Chapter 2: Using Search Marketing 401

Chapter 3: Making Content Shareable 425

Chapter 4: Considering Email Marketing 443

Book 6: Connecting with Influencers 469

Chapter 1: Communicating with Influencers 471

Chapter 2: Collaborating to Win 489

Chapter 3: Engaging Influencers Using the "Three Cs" 509

Chapter 4: Succeeding with Influencer Marketing 523

Chapter 5: Getting Creative 533

Chapter 6: Working with an Agency 543

Book 7: Facebook Marketing 549

Chapter 1: Delving into Facebook Marketing 551

Chapter 2: Creating a Facebook Marketing Plan 561

Chapter 3: Selling Products and Services Using Facebook Offers 583

Chapter 4: Uniting Facebook with Other Social Media 591

Chapter 5: Getting into Instagram 607

Chapter 6: Promoting Advanced Customer Engagement 617

Book 8: Deploying Other Social Media 641

Chapter 1: Leveraging Social Media 643

Chapter 2: Working with Twitter 659

Chapter 3: Looking at YouTube 673

Chapter 4: Reviewing Pinterest 685

Book 9: Analyzing Data for Success 711

Chapter 1: Looking Back at Your Business Model 713

Chapter 2: Reassessing Your Strategy 723

Chapter 3: Reviewing Ongoing Improvement for B2B Marketing 731

Chapter 4: Achieving Maximum ROI 741

Index 755
Stephanie Diamond founded Digital Media Works, Inc., an online marketing company. She has more than 20 years of experience building profits for both small businesses and multibillion-dollar corporations in over 75 different industries.