Bibliografia na końcu każdego rozdziału. Indeks na stronach 419-426.

About the author; Preface; Acknowledgements; List of contributors; 1. Introduction: Digital transformation: In the beginning…; But this is a book about marketing in the digital age - the present and the future; The technology behind digital marketing; Digital transformation; Enough technology… let’s talk about people; Case study: SSE; References; 2. Digital marketing strategy setting: Why you need a digital marketing strategy; Your business and digital marketing; Defining your digital marketing strategy; Understanding the digital consumer; The four Ps of marketing and the 10 Ps of digital marketing; Eyes on the prize; Bringing it all together; Case study: Folly farm Leisure Limited; References; 3. Being online: Welcoming the world: Your website - the hub of your digital marketing world; Building an effective website; The main steps of building your website; Before you start; Choosing your domain name; Hosting - your website’s home on the internet; How to choose a web designer/developer; Arranging your information; Writing effective web content; Case study: Save the Children Australia; References; 4. Search: Being found online: Search: still the online marketer’s holy grail; About the engines; Optimizing your site for the engines; Case study: Bris; Advertising on the search engines; Mobile search; Black hat, the darker side of search; Bringing the pros; Universal search - more opportunities to rank; Shifting goalposts - search innovation and the quest for relevance; Case study: Homewise; References; 5. Email marketing: Email - the power channel; What exactly is email marketing?; Before you start; Planning your campaign; Measuring your success; Email - a vital component of digital marketing; Case study: Fitness Superstore; References; 6. Mobile marketing: Mobile - market size and rate of growth; So what can mobile marketing be used for?; The rise and the rise of mobile advertising; Location, location, location; The role of voice and voice-enabled devices; Mobile gaming; Mobile applications; Mobile privacy; Mobile data; Further exploration; Building a multichannel marketing strategy; Case study: UKTV Play; References; 7. Social media: Join the conversation; What is social media?; Different forms of social media; Social media dashboards - all your updates in one place; The rule engagement; Case study: Virgin Trains and the Toilet Role; References; 8. Content marketing and native content: Nothing has changed, but everything has changes; Why content? An overview; Content strategy; Content production; Promoting your content; Case study: WW Just Watch Me___; References; 9. Programmatic marketing: What is programmatic ad buying?; What do digital marketers need to know about programmatic buying?; Deeper dive; In-housing your programmatic media; The impact of GDPR and other privacy legislation on programmatic advertising; Dos and don’ts of programmatic advertising; The future challenges of programmatic for marketers; Case study: The Programmatic Company; References; 10. Performance marketing: Recognizing opportunities for strategic partnership; What is performance marketing?; Top five tips to publisher success; Summary; Case study: Shaw Academy; 11. How to form meaningful insights from data: Log files versus page tagging; Augmenting information using cookies; Test and test again; Measuring paid media; Attribution modelling; The return of GRP; The problem of earned media; What are you trying to achieve?; The need for trust; Case study: CITRIX; Index.