Description
THE ULTIMATE CRASH COURSE IN DIGITAL MARKETING The digital age is here-and it’s developing rapidly. Regardless of your industry, sector, or geography, you need to understand the power of digital strategies to market your brand, reach your audience, and broaden your framework for success. This comprehensive, all-in-one guide combines the collective insights of top digital marketers, consultants, and academics-each one an expert in his or her field. With the proven techniques of Strategic Digital Marketing, you’ll be able to: Plan, strategize, and implement a complete marketing campaign that best suits you and your company. Use social media like Facebook and Twitter to not only engage your target audience, but get real results. Improve your website and supersize your media presence through liquid content, mobile apps, engaging videos, social contests, and more. Develop a logical and balanced approach to digital, using the proper tools, to measure and maximize return on investment (ROI). Reshape your management framework and redesign your company for digital-era growth, functionality, and success. These are the same market-tested strategies Fortune 500 companies are using to take advantage of the exciting new opportunities that only digital media provides. You’ll discover the 10 traits of digital leadership, the six habitsof highly-successful firms, and the one true goal of digital marketing. You’ll read first-hand accounts of social media in action-and follow real-world case studies of the hottest companies trending today. You’ll also find need-to-know information on red-button subjects like emerging mobile technologies, legal guidelines for digital marketing, search engine optimization, and so much more. Digital media has changed the world as we know it. Strategic Digital Marketing will change the way you live, work, grow . . . and succeed. ERIC GREENBERG serves as managing director for the Center for Management Development at Rutgers University, speaking to and training Fortune 100 executives in four continents. He is also president of EG Consultants, a marketing consulting firm focused on brand management and customer-centric strategies. Previously, Eric founded MTS and grew it to more than 5,000 employees as the company’s CEO. ALEXANDER KATES is a serial entrepreneur and digital marketing maven. He works as a marketing consultant, often in partnership with Rutgers University, to train Fortune 500 executives. Alex helps top brands develop holistic digital strategies and harness emerging media to thrive in today’s digital world. He is the founder of several companies, including Planga and the Jersey Angels investment group. contents IntroductionPart 1: Our New Digital World1 The Digital Paradigm (by Alexander Kates and Eric Greenberg) 3 The New World of Marketing 4 The Modern Digital Consumer 7 The New Consumer’s Journey 11 2 Marketing Strategies for a Digital World (by Alexander Katesand Eric Greenberg) 17 State of the Modern Digital Ecosystem 17 Being Liquid: The Marketer’s New Role 19 Getting Started: Learning by Example 22 The Ultimate Goal of Digital Marketing: ROI 26 A Framework for Digital Success 32 3 Managing Content in a Digital Age (by Neil Perkin,Only Dead Fish & eConsultancy) 35 The Importance of Content Marketing 37 Holistic Liquid Content Strategies and Frameworks 39 The 70/20/10 Content Planning Model 47 Part 2: Ac hievin g Succ ess in Digital Marketin g Channels 514 Search Marketing: If They Can’t Find It, They Can’t Buy It(by Mike Moran, author of Do It Wrong Quickly [2007]and Search Engine Marketing, Inc.[2008]) 53 Why Search is Important 54 How Searchers Work 56 The Types of Search Marketing 58 The Language of Search 59 Succeeding at Search Marketing 60 Measuring Search Success 70 Search Trends 73 5 Mobile Marketing: Innovation On-the-Go (by Alexander Kates) 77 The Mobile World We Live In 79 The Modern Mobile Consumer 81 Mobile Unwires Marketers from Former Constraints 84 Mobile Website Considerations 90 SMS and MMS Campaigns 92 Mobile Applications: The Low-Down 93 Mobile Technologies to Watch: Snacks for Thought 99 Measuring Mobile Marketing Success 105 Device Convergence and the Future Mobile Landscape 108 Closing Thoughts 111 6 Video Marketing (by Greg Jarboe, author of Youtube &Video Marketing: An Hour a Day [2011]) 115 Who Discovers and Watches Videos? 118 Steps to Plan, Shoot, Edit, and Publish 120 Building Video Channel Strategy 124 Viewing Experience and Programming 127 Building Community and Promoting Your Videos 130 Jumpstart Your Traffic with an Ad Campaign 134 Who’s Watching Your Videos? 135 7 Social Media Marketing (by Stan Smith, PushingSocial.com) 143 What is Social Media? 144 The Real Definition of Social Media 145 The New Digital Experience 146 Why Social Media is Important 151 Social Media Channel Strategy 153 Tools of the Trade 162 Best-in-Class Examples 166 Social Media ROI 169 The Future of Social Media 172 8 Building a Website with Purpose that Generates Results(by Jeremy Floyd, Bluegill Creative) 177 Introduction 177 Begin with Purpose 179 The Process and Considerations for (re)Building Your Website 183 Ten Steps: From Discovery to Launch 185 Tools for Success 195 Conclusion 200 9 Measurement and ROI of Digital Strategies(by Rob Peterson, BarnRaisers LLC) 203 Introduction to the World of Measurement 203 The Importance of Measurement 206 Demystifying the Buzzword: The Definition of Analytics 209 Measurements for a Digital World 211 Measurement Tool Mini-Handbook 221 Best-in-Class Examples 226 Budgeting for Digital Measurement 228 The Future of Measurement 229 10 Understanding the Law in Digital Marketing(by Glen Gilmore Esq., author of Social Media Law forBusiness [est. 2012]) 235 Keeping Pace with the Law in Digital Marketing 235 Creating a Framework for Social Media Governance andCompliance 238 Understanding the FTC’s Social Media Marketing Guidelines 242 First Case Study for the FTC’s New Social MediaGuidelines Endorsement 246 Two Tweets and Nike Runs into Regulatory Problems:The Ethos of Transparency 247 Understanding the FTC’s New Privacy Framework: Privacy byDesign, Simplified Choice, and Greater Transparency 249 Understanding the Children’s Online Privacy Protection Act 250 “Pin This”: Copyright and Fair Use, The Basics 251 Marketing on the WorldWide Web Requires Compliancewith International Law 253 There’s an App for Nearly Everything-And There AreGuidelines for Apps 253 Staying on the Right Side of the Law in Social MediaContests 254 Digital Marketing Compliance in Highly-Regulated Industries 257 Trends and the Future of Digital Marketing Law 258contents vii Part 3: Completing the Digital Transformation 26111 Digital Leadership Principles (by Bob Pearson,author of Pre-Commerce) 263 How We Digitally Transform Ourselves and Our Organizations 263 Address the Largest Barrier to Innovation First 265 The Importance of Forward-Leaning Learning 268 How to Undergo Transformational Change in Your Company 269 Ten Traits of Digital Leadership 274 12 Designing Organizations for Digital Success (by Amy Kates,Kates-Kessler Consulting, author of Designing DynamicOrganizations [2001], Designing Your Organization [2007],and Leading Organization Design [2010]) 283 Introduction 283 What Do We Mean by “Digital”? 284 The STAR Model(TM) for Organization Design 286 Asking the Right Questions in Digital Organization Design 288 Conclusion 307 Suggested Reading 308 13 The Path to an Innovative, Digital-Centric Organization(by Alexander Kates and Eric Greenberg) 311 Six Habits of Highly Successful Firms 311 Digital Transformation Framework 319 Concluding Thoughts 333 Index 337
