From Strategy to ROI
'Today, more than ever, it is essential that marketers have a solid grounding in digital strategy and techniques. Employers are increasingly demanding these skills. This book provides exactly that and I recommend it.' - Christian Jensen-Broby, Vice President, Market Operations & Asset Management, Asia Pacific, Marriott Vacations Worldwide 'Digital technologies have changed the way we market to and engage with our audiences. We need to understand these technologies and add value to the customer journey. I recommend this book for anyone looking to develop their digital marketing knowledge and skills.' - Marialena Zinopoulou, CEO, The Digital Marketing Association (DMA), Lecturer at Imperial College Business School, London, UK 'Marketing without digital is an anachronism, and yet many organisations still leave 'digital' to the junior members of the team. This book is essential reading for all practitioners, both young and old, to understand how digital should now be the red thread in all marketing strategies.' - Ronan Gruenbaum, Dean, Hult International Business School, USA
Marjolein Visser is Managing Consultant of MarketWise and founder of TourWise. Berend Sikkenga is Head of eCommerce at LEGO. Mike Berry is a Digital Marketing consultant, trainer and Professor of Practice at Hult International Business School, USA.
1. Digital Marketing 2. Strategy and Business Models 3. Market Sensing 4. Product Realisation 5. Customer Acquisition: Digital Branding 6. Customer Acquisition: Recruiting Visitors Through Owned or Earned Channels 7. Customer Acquisition: Recruiting Visitors Through Paid Channels 8. Customer Acquisition: Sales and Pricing 9. Order Processing 10. Customer Relationship Management 11. Designing Effective Websites 12. Digital Analytics 13. Planning and Organization