Transition from traditional marketing to digital marketing and master a comprehensive range of topics within this field. This book offers a practical, step-by-step approach to managing digital marketing (with the help of experts) in the current landscape, making it a timely and valuable resource for marketers, business owners, and students alike.
With an emphasis on referential information, youll review some of the foundational concepts of digital marketing, including digital assets, advertising channels, formats, and customer awareness. Youll also delve into targeting methods, audience segmentation, and the use of keywords for display and search ads.
Gain insights into key digital marketing metrics like CPC, CPV, CPM, clicks, and CTR, and how they impact campaign performance. Learn about conversion tracking, analytics, and how to interpret digital marketing reports to evaluate campaign success. Explore advanced topics such as the use of artificial intelligence in digital marketing for targeting and content optimization. Understand the landscape of legal, tax, and brand protection in the digital space.
The book's relevance stems from the increasing dominance of digital channels in marketing. In today's digital age, understanding and effectively utilizing digital marketing strategies is not just important but essential for businesses and marketers. The shift towards digital has been accelerated by technological advancements and changes in consumer behavior, making digital marketing skills more critical than ever, but not every executive and marketing professional has managed to stay on top of its developments.
The Digital Marketer's Playbook is an essential guide for those who have foundational knowledge in marketing but are relatively new to the domain of digital marketing.
What You Will Learn
See how a digital marketing campaign works (across providers, not provider-specific). Implement campaign optimizations. Explore digital marketing channels, creatives, formats, and advertiser channel providers.
Review the wording (jargon) used in the industry (personas, target group, bids, keywords, etc.).
Who This Book is For
Those who have implemented marketing campaigns, but they are looking to dive deeper into digital marketing, understand its particularities and know what to ask for and what to expect from specialists.
PART 1 - Digital Marketing: Fundaments, Concepts and Actors.- CHAPTER 1
- Whats digital marketing.- CHAPTER 2 - What are my digital assets, and why
are they important?.- CHAPTER 3 - What is an advertising channel provider, a
channel and a format?.- CHAPTER 4 - What is, and why is, the awareness level
of my customers important for digital marketing?.- CHAPTER 5 - Understanding
Walled Gardens and Open Internet.- CHAPTER 6 - Understanding
Targeting.- CHAPTER 7 - What is cannibalization?.- CHAPTER 8 - What are
placements and inventory?.- CHAPTER 9 - Target groups, audiences and
personas.- CHAPTER 10 - Understanding Bids, Bid Strategies, and Their
Impacts.- CHAPTER 11 - Exploring Ad Quality from Multiple
Perspectives.- CHAPTER 12 - Understanding Digital Marketing Metrics.- CHAPTER
13 - Understanding the Customer/Buyer Journey.- CHAPTER 14 - Keywords and
They are Used.- CHAPTER 15 - Exploring Types of Digital Marketing
Campaigns.- CHAPTER 16 - Crafting Creatives, Messages, and Copy for Effective
Digital Marketing.- CHAPTER 17 - Understanding Ad Accounts and Their
Structures.- CHAPTER 18 - Understanding Conversions and Conversion
Tracking.- CHAPTER 19 - Competitor Analysis in Digital Marketing:
Understanding Your Market.- CHAPTER 20 - Digital Marketing vs Traditional
Marketing: A Comparison.- CHAPTER 21 - Digital Marketing Channels Overview:
From Core to Specialized.- CHAPTER 22 - Advertising Formats and Their
Creatives.- CHAPTER 23 - Understanding Landing-Pages.- CHAPTER 24 - What is
Analytics?.- CHAPTER 25 - Understanding Digital Marketing Specialists and
Their Types.- CHAPTER 26 - The Landscape of Legal, Taxes, Brand Protection in
Digital Marketing .- PART 2 Creation: Laying the Foundation for a
Successful Digital Marketing Campaign.- CHAPTER 27 Setting Marketing Goals -
Crafting Strategic Objectives for Digital Campaigns.- CHAPTER 28 Advertiser
Channel Provider (Network) Selection.- CHAPTER 29 Enhancing Network Selection
Across Media for Diverse Marketing Goals.- CHAPTER 30 Format Recommendations
for Digital Marketing Campaigns.- CHAPTER 31 Digital marketing
brief.- PART 3 - Execution: Tips for Monitoring and Improving Your
Marketing Efforts in Real Time.- CHAPTER 32 Verification Bots from
Advertising Channel Providers: Navigating Campaign Approvals and
Pauses.- CHAPTER 33 Understanding the Learning Phase in Digital Marketing
Campaigns.- CHAPTER 34 Understanding How Budgets Work in Digital Marketing
Campaigns.- CHAPTER 35 Understanding and Implementing Campaign
Optimizations.- CHAPTER 36 - Campaign Settings Adjustments: Timing and
Access.- PART 4 - Campaign Analysis.- CHAPTER 37 - Navigating Digital
Marketing Reports at Campaign Completion.- Part 5 -
Recommendations.- CHAPTER 38 - Structuring Digital Marketing Efforts:
Multiple Campaigns vs. multiple Ad Groups vs. Multiple Ads.- CHAPTER 39 -
Evaluating Provider Recommendations in Digital Marketing Campaigns.- CHAPTER
40 - Digital Marketing Strategies for Small Companies.- CHAPTER 41 - Digital
marketing for a company which owns all its locations.- CHAPTER 42 - Digital
marketing for a company with many independently owned locations and
partners.- PART 6 - Overview of Social Media.- CHAPTER 43 - Overview
of Social Media.- PART 7 - Artificial Intelligence in Digital
Marketing.- CHAPTER 44 - Introduction to AI.- CHAPTER 45 - Enhancing
Targeting with AI.- CHAPTER 46 - Content Optimization with AI.- CHAPTER 47 -
Managing Expectations: When AI is Not the Answer.- ANNEX 1 - Digital
Marketing Brief for Campaign Settings.- ANNEX 2- Digital Marketing Brief for
Campaign Creatives.- ANNEX 3- Digital Marketing Brief for Campaign
Monitoring.- ANNEX 4- Digital Marketing Brief for Campaign Landing Page.
Diego Carrasco Gubernatis is a versatile professional who combines expertise in marketing, software development, and entrepreneurship. His career, starting in Chile with business and marketing, led him to Germany where he refined his software development skills, focusing on PHP and Python while deepening his digital marketing knowledge.
Diego's diverse background, including early entrepreneurial ventures, has shaped his unique approach to technology solutions. He integrates insights from various fields, particularly digital marketing, to create innovative approaches.
Currently, as Product Lead for Digital and Data at MEHRKANAL, Diego merges his expertise in software development, data science, digital marketing, and artificial intelligence. He develops solutions that enhance automation, standardization, and simplicity in digital marketing.
Diego's passion for continuous learning drives him to explore new horizons. This allows him to approach challenges from multiple perspectives, drawing on his broad knowledge base to create effective, multifaceted solutions.
You can follow him on LinkedIn or on his Website https://diegocarrasco.com.
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