Target Audience

This book is for managers and would-be managers who need to upgrade their knowledge of digital marketing.

Perspective and Context

Told from the perspective of marketing strategy, it puts digital marketing in the context of strategy selection.

Steps in Digital Marketing

The first step in digital marketing is to understand your company and your brand.

The second step is to put content and keywords on your website so that they can be found in search.

The third, use the other delivery platforms of digital marketing, e-mail, social, and mobile, to deploy that content to the customer.

Data Management and Privacy

The final topics in the book focus on the importance of data management and privacy.

The author discusses how to develop a database and to create an organization that puts data quality at its center.

These practices are as critical to digital marketing success as the delivery platforms. Without quality data, no digital marketing program can be successful.