Kagan, Jeremy
Digital marketing : strategy & tactics / Jeremy Kagan and Siddharth Shekhar Singh - New Delhi : Wiley India Pvt. Ltd., 2020. - xxi, 299 pages : color illustrations ; 25 cm.
Chapter 1 — Digital Marketing and the 4 P’s
Digital Is Different
Marketing’s 4 P’s Revisited
Chapter 2 — Search Marketing: Search Engine Optimization
Search Marketing
Search Engine Optimization
Chapter 3 — Search Marketing: Search Advertising (PPC)
Paid Search: Google and Everyone Else
The Economics of Search Engine Advertising
Beyond Search: Additional Google Ads
The Future of Search: Mobile and Local
Chapter 4 — Email Marketing
Email Effectiveness or Why We Still Love Email
Email Strategies and Execution
Measuring Success
Chapter 5 — Display Advertising: The Basics
The Evolution of Display Advertising
Display Measurement
How Display Works
Digital Display Options
Getting the Most Out of Display Creative
Chapter 6 — Display Advertising: Advanced Topics and Trends
Creative Trends in Display
Challenges in Display
Trends in Ad Optimization: The Digital Difference
Chapter 7 — Social Media: Communities and Targeting Advertising
The Power of Communities
Marketing in Social Media
Which Network Is the Right Network?
Chapter 8 — Social Media: Content Marketing, Influence, and Amplification
Content Marketing: Amplifying UGC
Content Marketing: Attracting and Retaining Customers
Influencer Marketing: Leveraging Trust and Engagement
Chapter 9 — Mobile and Its Impact
The Evolution of Mobile
Mobile as a Marketing Channel
Channel Differences between Mobile and Desktop
Marketing Your Mobile Application
Chapter 10 — E-Commerce and Shopping: Product Listing Ads
The Growth of E-commerce
Online Advertising and E-commerce
E-commerce and the Moment of Truth
Full Circle: Guide Stores and the Return of the Storefront
Online Retail in India
Chapter 11 — Evolving Business Models
Revenge of the Niches: Selling Fewer “Hits” and Many More Misses
The Evolution of Next Generation Business Models
Change Is the Only Constant; Business Models in Flux
Chapter 12 — Emerging Channels and Opportunities
Getting Up Close and Personal
Gaming Gets Serious
Voice, Visual Assistants, and Beyond
Wearables, Cars, and Homes
Marketing in the Face of Change
9789390395491
Digital marketing
Internet marketing
658.8 / KAG
Digital marketing : strategy & tactics / Jeremy Kagan and Siddharth Shekhar Singh - New Delhi : Wiley India Pvt. Ltd., 2020. - xxi, 299 pages : color illustrations ; 25 cm.
Chapter 1 — Digital Marketing and the 4 P’s
Digital Is Different
Marketing’s 4 P’s Revisited
Chapter 2 — Search Marketing: Search Engine Optimization
Search Marketing
Search Engine Optimization
Chapter 3 — Search Marketing: Search Advertising (PPC)
Paid Search: Google and Everyone Else
The Economics of Search Engine Advertising
Beyond Search: Additional Google Ads
The Future of Search: Mobile and Local
Chapter 4 — Email Marketing
Email Effectiveness or Why We Still Love Email
Email Strategies and Execution
Measuring Success
Chapter 5 — Display Advertising: The Basics
The Evolution of Display Advertising
Display Measurement
How Display Works
Digital Display Options
Getting the Most Out of Display Creative
Chapter 6 — Display Advertising: Advanced Topics and Trends
Creative Trends in Display
Challenges in Display
Trends in Ad Optimization: The Digital Difference
Chapter 7 — Social Media: Communities and Targeting Advertising
The Power of Communities
Marketing in Social Media
Which Network Is the Right Network?
Chapter 8 — Social Media: Content Marketing, Influence, and Amplification
Content Marketing: Amplifying UGC
Content Marketing: Attracting and Retaining Customers
Influencer Marketing: Leveraging Trust and Engagement
Chapter 9 — Mobile and Its Impact
The Evolution of Mobile
Mobile as a Marketing Channel
Channel Differences between Mobile and Desktop
Marketing Your Mobile Application
Chapter 10 — E-Commerce and Shopping: Product Listing Ads
The Growth of E-commerce
Online Advertising and E-commerce
E-commerce and the Moment of Truth
Full Circle: Guide Stores and the Return of the Storefront
Online Retail in India
Chapter 11 — Evolving Business Models
Revenge of the Niches: Selling Fewer “Hits” and Many More Misses
The Evolution of Next Generation Business Models
Change Is the Only Constant; Business Models in Flux
Chapter 12 — Emerging Channels and Opportunities
Getting Up Close and Personal
Gaming Gets Serious
Voice, Visual Assistants, and Beyond
Wearables, Cars, and Homes
Marketing in the Face of Change
9789390395491
Digital marketing
Internet marketing
658.8 / KAG