Chapter 1
Introduction
Chapter 2
Digital Customers
2.1 Introduction
2.2 Online buying behaviour
2.3 The only way is ethics
2.4 Digital marketing and the environment
Chapter 3
The Digital Landscape
3.1 Introduction
3.2 Digital isn’t the only option
3.3 Non-marketers in digital marketing
3.4 In house or out-source
3.5 Fads, trends, next big things and the occasional sustainable model
3.6 Digital marketing objectives
Chapter 4
Search Engine Optimization
4.1 Introduction
4.2 How search engines work
4.3 Keyword selection
4.4 On-site optimization
4.5 Off-site optimization and
4.6 Third-party search engine ranking
4.7 Enterprise SEO
Chapter 5
Website Development
5.1 Introduction
5.2 Web presence management and development
5.3 Usability
5.4 The basics
5.5 Content development
5.6 The global web presence
Chapter 6
E-commerce and the Retail Website
6.1 Introduction
6.2 Multi- and omni-channel retailing
6.3 Comparison Shopping engines and e-marketplaces, third-party shopping sites and social shopping
6.4 Direct to consumer (DTC)
6.5 The e-commerce website
6.6 Fulfilment and returns
Chapter 7
The B2B Website
7.1 Introduction
7.2 B2B buyer behaviour
7.3 B2B website development
7.4 The B2B e-commerce website
7.5 B2B e-marketplaces
Chapter 8
Advertising Online
8.1 Introduction
8.2 Objectives and management
8.3 Online ad formats and delivery
8.4 Networked display advertising
8.5 Search advertising
8.6 Landing pages
8.7 Limitations of online advertising
8.8 Ad fraud
Chapter 9
Email Marketing
9.1 Introduction
9.2 Email as a medium for direct marketing
9.3 Triggered emails, automated response, enquiry response and admin emails as a medium for marketing messages
9.4 Email newsletters
Chapter 10
Marketing on social media
10.1 Introduction
10.2 Blogging
10.3 Consumer reviews and ratings
10.4 Social networking, social sharing and communities
10.5 Customer service and support on social media
10.6 Influencers
10.7 Strategic considerations for marketing on social media
10.8 Limitations of marketing on social media
10.9 Social media use and user behaviour
10.10 Epilogue
Chapter 11
Metrics and analytics
Prologue
11.1 Introduction
11.2 How analytics are presented and used
11.3 Limitations of online data
Index
Biography
With a background in sales, service, marketing and education, Alan Charlesworth has been involved in what we now call 'digital marketing' as practitioner, trainer, researcher, teacher, writer and consultant since 1996.
