O'Reilly logo

Fundamentals of Digital Marketing, 2/e by Puneet Bhatia

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

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, ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required