1Preface
263.2.3 Structure of a Campaign
21 The Basics of Digital Marketing
273.2.4 SOSTAC Model
31.1 Introduction
283.3 Communication Via Digital Media Channels
41.2 Do We Need Digital Marketing?
293.3.1 Setting Up a Communication Plan
51.3 The Macro-environment of the Digital Marketplace
303.3.2 Digital Communication Channels and Tactics
61.4 The Micro-environment of Digital Marketplace
313.4 How to Enhance the Performance of Digital Channel
71.5 References
323.5 Giving the Desired Digital Customer Experience
82 Digital Marketing Strategy
333.6 Websites
92.1 Which Digital Marketing Strategy to Choose?
343.7 References
102.2 Using Digital Platforms to Promote Relationship Marketing
354 Noteworthy Fives in Digital Marketing
112.2.1 The Fundamentals of Customer Engagement
364.1 Five Tools Crucial for Digital Marketing Success
122.2.2 Benefits of Digital Platforms (Digital CRM)
374.1.1 Content Marketing
132.2.3 Utilization Data for CRM Software
384.1.2 Mobile Considerations
142.3 Marketing Mix and Digital Media
394.1.3 Organic Search
152.4 B2B and B2C Marketing Practices
404.1.4 Social Media Marketing
162.4.1 B2B Vs B2C – A Comparative Analysis
414.1.5 Email Marketing & Nurturing Website Visitors
172.4.2 B2B Marketing Strategies
424.2 Five Common Mistakes in the World of Digital Marketing
182.4.3 B2C Marketing Strategies
434.2.1 Not Defining Goals to Achieve
192.5 Websites
444.2.2 Not Focusing on Retention
202.6 References
454.2.3 Not Using SEO Properly
213 Putting Digital Marketing into Effect
464.2.4 Not Utilizing Social Media
223.1 Introduction
474.2.5 Not Using Analytics
233.2 Planning Campaigns and Perfecting Them
484.3 References
243.2.1 The Use of Campaigns
49Index
253.2.2 Elements of a Marketing Campaign
