Digital Marketing All-In-One For Dummies, 2nd Edition

Book 1

Creating Your Digital Marketing Strategy

Contents at a Glance

1. Chapter 1: Developing Your Overall Digital Strategy
   1. Understanding the Components of a Digital Marketing Strategy
   2. Communicating Your Mission
   3. Establishing Your Goals
   4. Expanding Your Corporate Mindset
   5. Dipping into User Design and Habits
2. Chapter 2: Grabbing Your Customer’s Attention
   1. Focusing on Attention
   2. Making Your Content Easy to Consume
   3. Deploying Interactive Content
3. Chapter 3: Discovering Your Business Model and Brand
   1. Separating Your Business Model from Your Brand
   2. Analyzing Your Business Model
   3. Discovering Your Brand
   4. Positioning Your Brand
   5. Solidifying the Look of the Brand
   6. Developing Success Measures for Your Brand
   7. Producing Engaging Branded Content
4. Chapter 4: Deciding which Marketing Campaign to Create
   1. Establishing Marketing Objectives
   2. Defining a Digital Marketing Campaign
   3. Understanding the Three Major Types of Campaigns
   4. Balancing Your Marketing Campaign Calendar
   5. Choosing the Campaign You Need Now
   6. Viewing Your Digital Marketing through the Campaign Lens
5. Chapter 5: Crafting Offers That Sell
   1. Offering Value in Advance
   2. Designing an Ungated Offer
   3. Designing a Gated Offer
   4. Designing Deep-Discount Offers
   5. Maximizing Profit
6. Chapter 6: Planning B2B Campaign Success
   1. Setting Key Performance Indicators
   2. Testing Your Campaigns
   3. Knowing You Aren't Wasting Money