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, ...