Digital Marketing for Business Growth

Digital marketing and social media has had a significant impact on the way companies engage with potential customers when selling their products and services. Companies are now able to connect with their target audience in a way that makes people feel engaged in order to help them make purchasing decisions.This book covers topics that need to be addressed so that plans to achieve sales growth can be implemented successfully. These include:aAA c Creating a digital marketing strategyaAA c Using your website effectively to add valueaAA c Social media platforms for digital marketing communicationaAA c Getting the best out of data analyticsaAA c Selling internationallyaAA c The future of digital marketing and how it might affect youWhether you have a role in marketing or not, you will be able to apply these best practice ideas. This will help you improve the engagement with your target audience in order to achieve a higher return from your marketing campaigns.

Table of Contents:
Introduction About the book Note Glossary of sales terms ONEA brief history of digital marketing Introduction What is digital marketing? Where did it come from? Changes in the landscape The progress of digital marketing Brand awareness 1How can you build brand awareness? Making a connection Chapter summary ChecklistTWOCreating a digital marketing strategy Introduction Marketing goals Marketer Buyer Budget Setting up best practice principles Look at the elements which define the strategy Getting departments to work towards one goal Performance incentives Multi-channel marketing Inbound marketing Content marketing Social-local-mobile (SoLoMo) Local search Integrating your digital marketing Chapter summary Key points THREEChanges that impact on the customer experience Introduction The impact of technology Digital culture Keeping up with the pace of change The customer experience The power of customer feedback Customer service Online purchasing and how it has changed behaviour Traditional retailers adapting to change Chapter summary Key points Getting your website to add value Introduction What makes a good website? Deciding on its purpose Website content Navigation Optimisation How a website supports digital marketing What to put in and what to leave out! Ways that you can make your website more interactive Chapter summary Key points FIVEPlatforms for digital marketing communication Introduction Social media networks The impact of social media on consumers Chapter summary Key points SIXGetting the best out of data analytics Introduction Marketing data analytics Google Analytics and other web analytics SEO and PPC PPC Google AdWords Social influencer marketing Chapter summary Key points SEVENIntegrating with traditional forms of marketing Introduction The Marketing Mix Traditional forms of marketing Advertising Direct marketing Cold calling Conference, exhibition or trade show Referrals and introductions Networking Who uses traditional marketing? Traditional versus new marketing channels Applying traditional marketing skills What to focus on Public relations Working together with traditional and digital marketing Chapter summary Key points EIGHTA move to international markets Introduction How to compete internationally Competing with multinational companies Enhancing your value proposition Having an international strategy Adapting to a digital world Opportunities and threats Monitoring your progress Chapter summary Key points NINEThe future of digital marketing Introduction The power of data Predictive analytics Proving yourself as a real value provider Creating a marketing ecosystem Machine learning and artificial intelligence AI and social media SEO and PPC in relation to AI AI and customer service Automated web design Augmented reality and future trends The growth of mobile video and other future trends Chapter summary Key points TENBibliography

About the Author :
Julian Clay has a BSc (Hons) degree in Psychology and Business Studies. He was a top sales performer in Kodak's Office Imaging division. He is the author of Successful Selling Solutions, as well as the co-author of The Sales Manager's Desktop Guide, Sales Strategy for Business Growth and The Mobile Boardroom (Thorogood Publishing).