Digital Marketing Foundations and Strategy 5th Edition by Debra Zahay, Lauren Labrecque, Brooke Reavey, Mary Lou Roberts ISBN 0357720733 9780357720738

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ISBN 10: 0357720733
ISBN 13: 9780357720738
Author: Debra Zahay, Lauren Labrecque, Brooke Reavey, Mary Lou Roberts

Zahay/Labrecque/Reavey/Roberts’ DIGITAL MARKETING FOUNDATIONS AND STRATEGY, 5th EDITION delivers comprehensive coverage grounded in strategy concepts, making it easy for students to translate material from other marketing and business courses into the practice of digital marketing. Streamlined chapters combine extant marketing theory, and introduce conceptual frameworks to provide students with a foundational understanding of digital marketing issues. DIGITAL MARKETING FOUNDATIONS AND STRATEGY updates include the impact of the COVID pandemic as well as trends in account-based marketing and Google algorithm updates. Regal and regulatory issues as well as AI and marketing automation are integrated throughout the text.

Digital Marketing Foundations and Strategy 5th Table of contents:

Part I: Building the Foundations of Digital Marketing
Chapter 1: The Digital Marketing Landscape and Foundations
How Internet Marketing Has Evolved Into Digital Marketing
The Direct Marketing Roots of Digital Marketing
The Internet as a Direct Response Medium
Generic Direct Marketing Strategies
Critical Strategy Elements of Direct Marketing
Disruptive Change
The Waves of Internet Change
Digital Disruption and Digital Transformation
A Profile of Digital Users
Summary
Discussion Questions
Endnotes
Chapter 2: The Supply Chain Becomes a Value Ecosystem
The Impact of Digital Transformation on Supply Chains
The Virtual Value Chain
Next Step – the Digital Value Ecosystem
The Platform Economy
Technologies That Enable Value Chains and Ecosystems
What Comes Next for the Supply Chain?
Summary
Discussion Questions
Endnotes
Chapter 3: Business Models and Strategies
Understanding Business Models
Evolving Business Models – IBM, GE, and Amazon
The Value Proposition
Types of Business Models
Identifying Basic Business Models
Business Models in Action
Business Models Evolve with New Technologies
Summary
Discussion Questions
Endnotes
Chapter 4: Supporting the Digital Customer Journey
The Customer Journey in the Digital Age
Creating a Satisfying CX in the Digital Age
The Importance of Customer Service and Satisfaction
Omnichannel in the Digital Age: How to Make It Work
How Can Businesses Achieve Customer Service Goals?
Summary
Discussion Questions
Endnotes
Chapter 5: Measuring and Evaluating Digital Marketing Programs
Demonstrating Marketing Effectiveness Through Metrics
Website Performance
Collecting Website Traffic, Audience, and Campaign Data
Using Google Analytics and Segmenting Visitors
From Metrics to KPIs
Summary
Discussion Questions
Endnotes
Part II: Creating Visibility and Attracting Customers
Chapter 6: Developing and Maintaining Effective Online and Mobile Websites
The Role of Websites and Mobile Apps
What Makes a Website Effective?
The Website Development Process
Usability Testing
Designing Sites for Mobile
Summary
Discussion Questions
Endnotes
Chapter 7: Search Engine Marketing
The Growing Impact of Search
Search Engine Marketing
Organic Search Building Blocks
How Search Engines Work
Optimizing for Organic Search
The Relationship between Search and Social Media
Summary
Discussion Questions
Endnotes
Chapter 8: Paid Search and Social Advertising
The Growing Impact of Paid Search and Mobile Technology
PPC or Paid Search Defined
The Emergence of Paid Social Advertising and Google’s Display Ads
Display Ads on Major Social Media Platforms
Promoted Posts and Other Social Media Ad Options
Summary
Discussion Questions
Endnotes
Chapter 9: Social Media Marketing as a Cornerstone of Strategy
How Marketers Can Strategically Use Social Media – The P.O.S.T. Methodology
People: The 5cs of Consumer Motivations for Using Social Media
Objectives
Social Media Influencers
Social Media Algorithms
Embedding SMM in the Organization
Summary
Discussion Questions
Endnotes
Chapter 10: Display and Mobile Advertising for Customer Acquisition
Digital Customer Acquisition Techniques
Digital Display Advertising
Digital Ad Serving
Audience Targeting
Privacy Concerns and Regulations
Mobile Advertising
Additional Acquisition Techniques
Integrated Marketing Communications for Reach and Impact
Summary
Discussion Questions
Endnotes
Part III: Maintaining and Strengthening Relationships
Chapter 11: Email Marketing to Build Consumer and Business Relationships
The Importance of Email Marketing
Levels of Permission Marketing
Developing a Strategic Email Marketing Campaign
Designing an Effective Email Campaign
Present and Future Email Marketing Laws
The Vibrant Future of Email Marketing
Summary
Discussion Questions
Endnotes
Chapter 12: Content Marketing
Content Marketing Is More Than Entertaining Digital Content
What Exactly Is Content Marketing?
Who Uses Content Marketing – What and How Much?
The Content Marketing Strategy Process
Native Advertising – Promotion That Looks Like Content
Using Content to Engage Readers – Storytelling and More
Technology and the Future of Content Marketing
Summary
Discussion Questions
Endnotes
Chapter 13: Demand Generation and Conversion in B2B Markets
Demand Generation and Customer Conversion
The B2B Buy Cycle and the Customer Journey
The Changing Behavior of the B2B Buyer
Automation Systems Fill the Gap
The B2B Process Today: Demand Generation
Beyond Demand Generation: Buying Group Concept
The Organizational Approach
Summary
Discussion Questions
Endnotes
Chapter 14: Customer Relationship Development and Retention Marketing
Why Are CRM and CLV Invaluable to Marketers?
The Transactional versus the Relationship Perspective
Developing CRM Strategy
The Processes of CRM – Operational and Analytical
Targeting and Personalization
Aspects Needed When Creating a Comprehensive CRM

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Debra Zahay,Lauren Labrecque,Brooke Reavey,Mary Lou Roberts,Digital Marketing,Strategy