Fundamentals of Digital Marketing, 2/e

CHAPTER 8

Digital Marketing Campaign Management

LEARNING OBJECTIVES

After studying this chapter, you will be able to:

• Understand the seven key stages for setting up a digital marketing campaign—including campaign plan, budget, set-up, launch, monitor, fine-tune, and reconciliation
• Explain the basics of implementing intent-based campaigns, broadly known as search campaigns which include Search Engine Marketing (SEM) and Search Engine Optimization (SEO) concepts
• Describe brand-based campaigns and learn the basics of display campaign management and inventory classification along-with gaining knowledge on emerging data-driven display models (programmatic and RTB)
• Elucidate on campaign execution for emerging channels including social media, ...