STRATEGIC

DIGITAL

MARKETING

Top Digital Experts Share the

Formula for Tangible Returns

ort Vour Marketing Investment

ERIC GREENBERG

AND

ALEXANDER KATES

Mc Graw Hill Education

New York Chicago San Francisco Athens London Madrid Mexico City Milan New Delhi

Singapore Sydney Toronto

CONTENTS

Introduction ix

PARTI: OUR NEW DIGITAL WORLD 1

1 The Digital Paradigm by Alexander Kates and Eric Greenberg 3 The New World of Marketing 4 The Modern Digital Consumer 7 The New Consumer's Journey 11

2 Marketing Strategies f or a Digital World by Alexander Kates and Eric Greenberg 17 State of the Modern Digital Ecosystem 17 Being Liquid: The Marketer's New Role 19 Getting Started: Learning by Example 22 The Ultimate Goal of Digital Marketing: ROI 26 A Framework for Digital Success 32

3 Managing Content in a Digital Age by Neil Perkin 35 The Importanee of Content Marketing 37 Holistic Liquid Content Strategies and Frameworks 39 The 70/20/10 Content Flanning Model 47

PART 2: ACHIEVING SUCCESS IN DIGITAL MARKETING CHANNELS 51

4 Search Marketing: 11 They Can't Find It, They Can't Buy It by Mike Moran 53 Why Search is Im porta nt 54 How Searchers Work 56 The Types of Search Marketing 58 The Language of Search 59 Succeeding at Search Marketing 60 Measuring Search Success 70 Search Trends 73

V

vi CONTENTS

5 Mobile Marketing: Innovation On the Go by Alexander Kates 77 The Mobile World We Live In 79

' The Modern Mobile Consumer 81 Mobile Unwires Marketers from Former Constraints 84 Mobile Website Considerations 90 SMS and MMS Campaigns 92 Mobile Applications: The Low-Down 93 Mobile Technologies to Watch: Snacks for Thought 99 Measuring Mobile Marketing Success 105 Device Convergence and the Future Mobile Landscape 108 Closing Thoughts 111

6 Video Marketing by Greg Jarboe 115 Who Discovers and Watches Videos? 118 Steps to Plan, Shoot, Edit, and Publish 120 Building Video Channel Strategy 124 Viewing Experience and Programming 127 Building Community and Promoting Your Videos 130 Jumpstart Your Traffic with an Ad Campaign 134 Who's Watching Your Videos? 135

7 Social Media Marketing byStan Smith 143 What is Social Media? 144 The Real Definition of Social Media 145 The New Digital Experience 146 Why Social Media is Important 151 Social Media Channel Strategy 153 Tools of the Trade 162 Best-in-Class Examples 166 Social Media ROI 169 The Future of Social Media 172

8 Building a Website with Purpose that Generates Results by Jeremy Floyd 177 Introduction 177 Begin with Purpose 179 The Process and Considerations for (re)Building

Your Website 183

CONTENTS vii

Ten Steps: From Discovery to Launch 185 Tools for Success 195 Conclusion 200

9 Measurement and ROI of Digital Strategies by Rob Petersen 203 Introduction to the World of Measurement 203 The Importance of Measurement 206 Demystifying the Buzzword: The Definition of Analytics 209 Measurements for a Digital World 211 Measurement Tool Mini-Handbook 221 Best-in-Class Examples 226 Budgeting for Digital Measurement 228 The Future of Measurement 229

10 Understanding the Law in Digital Marketing by Glen Gilmore 235 Keeping Face with the Law in Digital Marketing 235 Creating a Framework for Social Media Governance and

Compliance 238 Understanding the FTC's Social Media Marketing Guidelines 242 First Case Study for the FTC's New Social Media

Endorsement Guidelines 246 Two Tweets and Nike Runs into Regulatory Problems:

The Ethos of Transparency 247 Understanding the FTC's New Privacy Framework: Privacy by

Design, Simplified Choice, and Greater Transparency 249 Understanding the Children's Online Privacy

Protection Act 250 "Pin This": Copyright and Fair Use, The Basics 251 Marketing on the WorldWide Web Requires Compliance

with International Law 253 There's an App for Nearly Everything—And There Are

Guidelines for Apps 253 Staying on the Right Side of the Law in Social Media

Contests 254 Digital Marketing Compliance in Highly-Regulated Industries 257 Trends and the Future of Digital Marketing Law 258

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PART 3: COMPLETING THE DIGITAL TRANSFORMATION 261

11 Digital Leadership Principles by Bob Pearson 263 How We Digitally Transform Ourselves and Our Organizations 263 Address the Largest Barrier to Innovation First 265 The Importance of Forward-Leaning Learning 268 How to Undergo Transformational Change in Your Company 269 Ten Traits of Digital Leadership 274

12 Designing Organizations for Digital Success byAmy Kates 283 Introduction 283 What Do We Mean by "Digital"? 284 The STAR Model™ for Organization Design 286 Asking the Right Questions in Digital Organization Design 288 Conclusion 307 Suggested Reading 308

13 The Path to an Innovative, Digital-Centric Organization by Alexander Kates and Eric Greenberg 311 Six Habits of Highly Successful Firms 311 Digital Transformation Framework 319

Conciuding Thoughts 333

Index 337