Digital Marketing Essentials You Always Wanted to Know

1. Understanding Digital Marketing

1.1 Traditional Marketing vs. Digital Marketing

1.2 Traditional Marketing vs. Digital Marketing: The Differences

1.3 How Digital Marketing Works

1.3.1 Digital Marketing Objectives

1.3.2 Digital Marketing Strategies

1.3.3 Does Digital Marketing Work?

Sample Case

Our Take

Quiz 1


2. Creating a Content Marketing Framework: Turning Prospect Visitors into Customers

2.1 Techniques of Well-Developed Content Marketing

2.1.1 Complete Content Marketing Comprises a Full Marketing Funnel

2.1.2 Create Intent-Based Content

2.1.3 Complete Content Marketing is Ascension Focused

2.1.4 Complete Marketing Is Segmented

2.1.5 Complete Content Marketing is Cross Channeled

2.1.6 Complete Content Marketing Is Based on Avatars

2.2 Smart Content Development Tool

2.3 Content Marketing Plan

2.4 Tactics to Measure Content Marketing Success

Our Take

Quiz 2

3. Digital Advertising: Creating A Plan That Works

3.1 A Little Overview of Paid Traffic

3.1.1 Best Sources for Paid Traffic

3.2 How to Implement Digital Advertising Easily

3.2.1 Concepts of Evaluating Your Target Audience

3.3 Five Elements of High Performing Advertisement Campaigns

3.4 How to Implement and Scale Your Ad Campaign

3.5 Metrics to Measure Your Digital Advertising Campaign

Sample Case

Our Take

Quiz 3

4. Critical Components of Social Media Marketing

4.1 Key components of a perfect social media account

4.1.1 Social Listening

4.1.2 Social Influencing

4.1.3 Social Networking

4.1.4 Social Selling

4.2 Social Media Success Metrics

Sample Case

Our Take

Quiz 4

5. Understanding E-mail Marketing

5.1 Roles of E-mail Marketing

5.2 Methods of Well-Executed E-mail Marketing

5.2.1 Types of Effective Marketing E-mails

5.2.2 The Phases of E-mail Marketing

5.3 The Metrics to Measure E-mail Marketing

Our Take

Quiz 5

6. Mastering Search Engine Marketing

6.1 Our Take On SEO

6.2 Methods of Well-Executed Search

6.3 The Stages for a Winning SEO

6.4 Metrics to Measure Search Marketing Strategies

Our Take

Quiz 6

7. Key Metrics in Digital Marketing for Tracking and Measuring Success

7.1 Why Data Is Important

7.2 Categories of Metrics in Digital Marketing

7.3 Measuring Your Digital Marketing Metrics Successfully

7.4 Digital Marketing Metrics You Need to Track and Measure

7.4.1 Traffic Metrics

7.4.2 Conversion Metrics

7.4.3 Revenue Metrics

Our Take

Quiz 7

8. Taking Advantage of Conversion Rate Optimization (CRO)

8.1 What is Conversion Rate Optimization (CRO)?

8.2 Why Is CRO So Important?

8.3 How to Perfectly Execute CRO

8.4 The Metrics

Our Take

Quiz 8

Vibrant Publishers is focused on presenting the best texts for learning about technology and business as well as books for test preparation. Categories include programming, operating systems and other texts focused on IT. In addition, a series of books helps professionals in their own disciplines learn the business skills needed in their professional growth.

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Digital Marketing Essentials is an essential book for digital marketers and educators. A comprehensive straight to the point guide providing a clear view on digital marketing techniques and framework on what works for beginners to experts alike. An up-to-date mixture of modern and traditional views on digital marketing that is easy to understand with clear concepts and examples.
-- Professor Eric Lui, Advisory Board Member - Pace University 

If you’re looking for a well-organized and well-written book on the fundamentals of digital marketing, this book is for you. I’m always on the look-out for new marketing textbooks for my university students across the country, so I was pleasantly surprised when I came across this book. It’s a rock solid introduction to some of the most important concepts in marketing today. Best of all, it focuses on the practical application of digital marketing, not just on the academic theory. Bravo!
-- Jamie Turner, Internationally Recognized Author, Speaker and, University Lecturer

The textbook is well-written and should give students a good working knowledge of terminology, theory, and practice for implementing digital strategy.
-- Joe Stabb, Assistant Professor, Oswego State University

In Digital Marketing Essentials, the publisher has simplified the self learning digital marketing fundamentals in an easy-to-understand language for any learner. The book discusses the traditional and modern methods to apply in modern marketing with comparison, and advantages of the modern process. It illustrates how a business owner can grow his/her business with a range of topics such as SEO, online advertising, email marketing, social media, Amazon, Google, e-Commerce, and so much more. You learn how a modern marketer can manage a business from the comfort of his or her own space yet, expands it to the world. In each chapter, the book introduces the learner on how to apply smart content combined with the strategic advertisement, marketing campaigns, or positioning of the content products applying various strategies. Following the lessons, the modern marketer gains the leverage to be unique and educated about the market with an outstanding business plan, recognize the trends, metrics while supplying the demand yet keeping up with a different variety of traffics.
-- Afsaneh Mardani, Adjunct Professor, City University of New York

Digital Marketing Essentials You Always Wanted to Know is a fantastic addition to the field. As an MBA Professor that has worked with hundreds of students and local businesses around their marketing challenges, many have no clue what is meant by the term “digital marketing” or how it differs from “traditional” marketing. Let me be perfectly clear here – I see digital as part of the P called PROMOTION and it makes me sick that so many in my profession are entirely focused on that one thing. It is critical you know how to do digital more effectively. Reading this book is as if you are sharing a meal with an expert who, as each course is brought to the table, addresses every digital marketing fundamental you must know and understand. Email, SEO, metrics, advertising, conversion rates etc. are all covered. It will get you “up to speed” quickly and give you a jump-off point to start executing the tactics.
Highly recommended for any student looking to “level-up” their understanding of this critical marketing topic.
-- Thomas Elmer, Adjunct Professor - West Chester University and Cairn University

Marketing is forever and this book on digital marketing encapsulates electronic arena of marketing. Aspects of marketing like digital, content, social media and search engine are covered befitting the title and benefiting readers. A must read for all students and professionals of commerce, marketing, technology students and entrepreneurs interested in the field.
-- Dr. Dhaivat Shah
Assistant Professor
BBA, MBA, M COM, UGC NET, Ph. D (Pursuing)
Chimanbhai Patel Institute

This book is very useful for teachers, students and working professionals. Each chapter has unique content which is not covered in other books. This book is highly recommend for those who want got gain more insights about digital marketing and also the members who are working in this line. Information about online websites is very clear and this will encourage many members to start online business. Entrepreneurs can gain more information from this
book as every transactions became digital in current scenario.
-- Ms. Indumathi
Assistant Professor-MA HRM
Stella Maris College
Chennai

This book offers a complete overview of digital marketing and how it works. It explains the essential components of digital marketing including search engine optimization, social media, email, and analytical reporting. The information is presented in a logical order starting from the basics and transitioning to the advanced ones. For example, the book cites case studies from well-known Indian and international companies. Another positive aspect of the book is its practicalities. Advanced marketing principles are particularly relevant for those students or professionals who are aiming to adopt extensive quantitative marketing approaches. Overall, while the book is helpful, I wished this particular subject area was covered in a more thorough and clearer way, especially when it comes to novel and fast growing aids such as Geolocation marketing, and interactive features in social networking sites.
-- Dr. S. Kanimozhi
Associate Professor & Program Administrator

Online Resources

Instructor Resources