Stokes R. EMarketing. The Essential Guide...6ed 2018

Textbook in PDF format

Make your mark with digital eMarketing: the essential guide to marketing in a digital world is a one-stop guide to using the technologies and tools that are available to today’s marketers. Written by the experts from Africa’s largest digital agency, it offers practical insight into the strategic application of digital marketing best practice, providing students, practitioners and the industry with an accessible, comprehensive manual that no marketer should be without. Get to grips with Digital Strategy, Content Marketing, Social Media, Search Engine Optimisation, User Experience, Customer Relationship Management, Data Analytics and more.
Think.
Introduction to Think.
Strategy and context.
Understanding customer behaviour.
Data-driven decision making.
Market research.
Create.
Introduction to Create.
User experience |UX) design.
Web development and design.
Mobile channels and apps.
Search engine optimisation (SEO).
Digital copywriting.
eCommerce.
Engage.
Introduction to Engage.
Search advertising.
Online advertising.
Social media advertising.
Retain.
Introduction to Retain.
Customer relationship management.
Content marketing strategy.
Social media platforms.
Social media strategy.
Direct marketing: email and mobile.
Video marketing.
Optimise.
Introduction to Optimise.
Conversion optimisation.
Data analytics.
Appendix: Understanding the Internet.
Last words.
Glossary.
Index.
Contributors