i. Preface.......................................................v i. Preface.................................................. vii ii. Some thoughts on Marketing from Seth Godin...........................................................ix iii. Reviews...................................................xi iv. About the Open Education Declaration and the Creative Commons ..............................xiii v. Vouchers................................................. xv vi. First words...............................................1 vii. The Internet............................................3 Introduction to the Internet.......................4 how it works...............................................7 references................................................10 further reading.........................................12 Part 1. Think...............................................15 Introduction to Think...............................16 1. Digital Marketing Strategy......................19 1.1 introduction........................................20 1.2 key terms and concepts.....................20 1.3 what is marketing?............................21 1.4 what is digital marketing?.................21 1.5 what is digital marketing strategy?...22 1.6 the internet in the traditional marketing mix..........................................23 1.7 crafting a digital marketing strategy.29 1.8 summary............................................35 further reading.........................................38 2. Market Research.....................................39 2.1 introduction........................................40 2.2 key terms and concepts.....................41 2.3 how it works.......................................42 2.8 case study: BrandsEye.......................58 case study questions...............................60 chapter questions....................................60 2.9 references .........................................60 image reference.......................................61 further reading.........................................62 xvi
3. Crowdsourcing........................................63 3.1 introduction........................................64 3.2 key terms and concepts.....................65 3.4 how it works.......................................69 3.5 how it works in business....................70 Figure 3.5 The Crash the Superbowl campaign.................................................72 3.6 how a crowdsourcing campaign .......72 is managed...............................................72 3.7 the pros and cons of crowdsourcing..73 3.8 the bigger picture...............................74 3.9 summary ...........................................75 3.10 case study ........................................77 3.11 references........................................79 image references.....................................80 further reading.........................................80 Part 2. Create.............................................83 introduction to create..............................84 4. Web Development and Design.................85 4.1. introduction.......................................86 4.2 key terms and concepts.....................86 4.3 how it works.......................................88 4.4 planning – laying strong foundations..............................................94 4.5 designing............................................97 4.6 developing – technology gives it life.......................................................101 4.7 launch...............................................106 4.8 summary..........................................106 4.9 the bigger picture.............................107 4.10 case study: Happy Cog and Greater Philadelphia Tourism Marketing Corporation..........................107 4.11 references......................................111 further reading.......................................112 5. Writing for the Web...............................115 5.1 introduction .....................................116 5.2 key terms and concepts...................116 5.3 how it works.....................................117 5.4 HTML................................................119 5.5 an introduction to key phrases........120 5.6 types of web copy.............................121 5.7 SEO copywriting...............................128
6. Mobile Development.............................139 6.1 introduction......................................140 6.2 key terms and concepts...................141 6.3 history..............................................142 6.4 why mobile web development?........145 6.6 how it works.....................................149 6.9 case study: Diningout.co.za.............157 case study questions.............................158 chapter questions..................................158 6.10 references......................................158 further reading.......................................163 engage...................................................165 Part 3. Engage..........................................165 introduction to engage...........................166 7. Email Marketing...................................169 7.1 introduction .....................................170 7.2 key terms and concepts...................170 7.3 history..............................................172 7.8 case study – Canadian Tourism Commission...........................................193 case study questions.............................194 chapter questions..................................194 7.9 references........................................194 further reading.......................................196 8. Online Advertising................................197 8.1 introduction......................................198 8.2 key terms and concepts...................198 8.3 history..............................................200 8.4 how it works.....................................201 8.5 putting it all together.......................211 8.6 the future of online advertising.......213 8.7 the good and the bad.......................213 8.8 summary..........................................216 8.9 the bigger picture.............................217 8.10 case study: Hyundai and MediaMind..............................................217
case study questions.............................218 8.11 references......................................219 image references...................................220 further reading.......................................220 9. Affiliate Marketing................................223 9.1 introduction......................................224 9.2 key terms and concepts...................224 9.3 history..............................................225 9.4 how it works.....................................226 mini case study: PriceGrabber..............228 9.5 tools of the trade..............................237 9.6 setting up a campaign......................240 9.7 pros and cons...................................241 9.8 summary..........................................242 9.9 the bigger picture.............................242 9.10 case study: TripAdvisor..................243 9.11 references......................................245 further reading.......................................246 10. Search Engine Marketing....................247 10.2 key terms and concepts.................249 10.3 the importance of search to a marketer.............................................250 10.4 universal search.............................254 10.6 references......................................255 11. Search Engine Optimisation................257 11.1 introduction....................................258 11.2 history.............................................258 11.3 key terms and concepts.................260 11.4 how it works...................................261 11.5 tools of the trade............................276 11.6 pros and cons.................................277 11.7 summary........................................278 11.8 the bigger picture...........................279 11.9 case study: City Lofts ....................279 11.10 references....................................282 further reading.......................................283 12. PPC Advertising..................................285 12.1 introduction....................................286 12.2 key terms and concepts.................287 12.3 history.............................................288 12.4 how it works...................................290 12.5 types of adverts..............................291
Contents
5.8 best practices for online copywriting.............................................131 5.10 summary........................................136 chapter questions..................................136 5.11 references......................................137 further reading.......................................137
12.6 targeting adverts............................296 12.7 behavioural and demographic targeting.................................................299 12.7.3 Tracking.......................................303 12.8 tools of the trade............................307 12.9 pros and cons.................................308 12.10 summary......................................310 12.11 the bigger picture.........................311 case study questions.............................313 12.13 references....................................313 further reading.......................................314 13. Video Search Engine Optimisation......315 13.1 introduction....................................316 13.2 key terms and concepts.................316 13.3 history.............................................317 13.4 how it works...................................318 13.8 case study: Old Spice and YouTube.. 328 case study questions.............................331 chapter questions..................................331 13.9 references......................................331 further reading.......................................332 14. Social Media Channels........................333 14.2 history.............................................335 14.3 key terms and concepts.................337 14.4 how it works...................................337 14.5 tracking social media campaigns .. 359 14.6 web analytics..................................361 14.7 tools of the trade............................364 14.8 pros and cons.................................365 14.9 summary........................................365 14.10 the bigger picture.........................366 14.11 references....................................366 further reading.......................................368 15. Social Media Strategy.........................371 15.1 introduction....................................372 15.2 using social media to solve business challenges..............................372 15.3 creating a social media strategy....379 15.4 documents and processes.............384 15.5 summary........................................388 15.6 case study: MWEB, Free the Web ....388 15.7 references......................................391 further reading.......................................391 xviii
16. WebPR.................................................393 16.1 introduction....................................394 16.2 history.............................................395 16.3 key terms and concepts.................395 16.4 how it works...................................396 16.5 webPR tactics.................................398 16.6 tools of the trade............................407 16.7 webPR: should I or shouldn’t I?.....408 16.8 summary........................................408 16.10 case study: Nokia’s Social Media Press Room.................................409 16.11 references....................................412 further reading.......................................413 17. Online Reputation Management..........415 17.1 introduction....................................416 17.2 key terms and concepts.................417 17.3 Dell Hell .........................................418 17.4 how it works...................................420 17.5 ten rules to recover from an online brand attack................................430 17.6 summary........................................432 17.7 the bigger picture...........................432 17.8 case study: Woolworths & Yuppiechef raise R100 000 for charity...433 17.9 references......................................435 further reading.......................................436 18. Mobile Engagement............................439 18.1 introduction....................................440 18.2 key terms and concepts.................440 18.3 how it works...................................441 18.5 optimising for mobile search.........454 18.9 case study: MXit and the virtual rehab:.........................................461 case study questions.............................462 chapter questions..................................462 18.10 references....................................462 further reading.......................................465 19. CRM.....................................................467 19.1 introduction....................................468 19.2 key terms and concepts.................468 19.3 why eCRM?.....................................469 19.4 types of CRM in organisations.......472 19.5 putting a value on CRM..................473
Part 4. Optimise........................................487 introduction to optimise.........................488 20. Web Analytics......................................489 20.1 introduction....................................490 20.2 history.............................................490 20.3 key terms and concepts.................491 20.4 how it works...................................492 20.5 tools of the trade............................502 20.6 pros and cons.................................504 20.7 summary........................................504 20.9 references......................................505 image references...................................506 further reading.......................................506 21. Conversion Optimisation.....................509 21.1 introduction....................................510 21.2 key terms and concepts.................511 21.3 how it works...................................511 21.4 designing tests...............................515 21.5 types of tests..................................515 21.6 length of tests and sample size.....517 21.7 what can you test?..........................519 21.8 tools of the trade............................522 21.9 summary........................................522 21.10 case study: London Vision Clinc..523 further reading.......................................525 viii. Last words..........................................527 further reading.......................................527 ix. Glossary...............................................529 x. Index.....................................................563 xi. Contributors.........................................573
Contents
19.6 using CRM to inform your digital marketing tactics...................................477 19.7 technology and CRM......................478 19.8 VRM – a new way of looking at relationships......................................481 19.9 case study: StoraEnso and SynGro.. 482 19.10 references....................................484 further reading.......................................485