EMarketing : [electronic resource] the essential guide to marketing in a digital world / Rob Stokes

Part One: Think Chapter 1 Strategy and context Chapter 2 Understanding customer behavior Chapter 3 Data-driven decision making Chapter 4 Market research Part Two: Create Chapter 5 User experience (UX) design Chapter 6 Web development and design Chapter 7 Mobile channels and apps Chapter 8 Search engine optimisation (SEO) Chapter 9 Digital copywriting Chapter 10 eCommerce Part Three: Engage Chapter 11 Search advertising Chapter 12 Online advertising Chapter 13 Social media advertising Part Four: Retain Chapter 14 Customer relationship management Chapter 15 Content marketing strategy Chapter 16 Social media platforms Chapter 17 Social media strategy Chapter 18 Direct marketing: email and mobile Chapter 19 Video marketing Part Five: Optimise Chapter 20 Conversion optimisation Chapter 21 Data analytics Chapter 22 Appendix: Understanding the Internet Chapter 23 Last words

The newly updated edition - based on Quirk's unique Think, Create, Engage, Optimise structure and processes - includes chapters on the latest marketing trends as well as updated facts and figures and all new real-world case studies showing the application of digital best practice. Other important updates include: Expansion of the THINK section to better position itself as a platform for approaching the rest of the book and the marketing process overall. Enormous improvements to the Market Research and Strategy chapters and the addition of a Content Strategy chapter. New Usability Design chapter. Expansion of the Video Marketing and Mobile chapters to reflect the growing importance of these areas in the digital landscape.