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Digital Marketing For Dummies®, 2nd Edition
Published by: John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030-5774, www.wiley.com
Copyright © 2020 by John Wiley & Sons, Inc., Hoboken, New Jersey
Published simultaneously in Canada
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Library of Congress Control Number: 2020940304
ISBN 978-1-119-66048-4 (pbk); ISBN 978-1-119-66050-7 (ebk); ISBN 978-1-119-66049-1 (ebk)
Digital Marketing For Dummies®
To view this book's Cheat Sheet, simply go to www.dummies.com and search for “Digital Marketing For Dummies Cheat Sheet” in the Search box.
Table of Contents
1 Cover
2 Introduction About This Book Foolish Assumptions Icons Used in This Book Beyond the Book Where to Go from Here
3 Part 1: Getting Started with Digital Marketing Chapter 1: Understanding the Customer Journey Creating a Customer Avatar Getting Clear on the Value You Provide Knowing the Stages of the Customer Journey Preparing Your Customer Journey Road Map Optimizing the Customer Journey Avoiding an Optimization Mistake Chapter 2: Choosing the Right Marketing Campaign Establishing Marketing Objectives Defining a Digital Marketing Campaign Understanding the Three Major Types of Campaigns Balancing Your Marketing Campaign Calendar Choosing the Campaign You Need Now Viewing Your Digital Marketing through the Campaign Lens Chapter 3: Crafting Winning Offers Offering Value in Advance Designing an Ungated Offer Designing a Gated Offer Designing Deep-Discount Offers Maximizing Profit
4 Part 2: Using Content to Generate Fans, Followers, and Customers Chapter 4: Pursuing Content Marketing Perfection Knowing the Dynamics of Content Marketing Finding Your Path to Perfect Content Marketing
