Digital Marketing Management

This book is for managers and would-be managers who need to upgrade their knowledge of digital marketing. Told from the perspective of marketing strategy it puts digital marketing in the context of rm strategy selection. The rst 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. Third use the other delivery platforms of digital marketing e-mail social and mobile to deploy that content to the customer. The nal 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.