Digital Marketing: Integrating Strategy and Tactics with Values is
an easy-to-understand guidebook that draws on the latest digital
tactics and strategic insights to help organizations generate
sustainable growth through digital integration. It provides a
roadmap to adopt a digital mindset, incorporate digital trends
strategically, and integrate the most effective digital tactics and
tools with core values to achieve competitive advantage. Bringing
the reader through its five-step Path to Digital Integration
(Mindset, Model, Strategy, Implementation, and Sustainability),
Digital Marketing seeks to Outline the key drivers of change and
leading digital marketing trends executives need to understand and
incorporate to drive business opportunity. Evaluate the digital
channels and technologies management teams can leverage to execute
a successful Integrated Digital Marketing strategy. This includes
insight into the latest digital tactics (website, social, mobile,
search, content, and email marketing; data analytics) and social
tools (Facebook, Twitter, YouTube, LinkedIn, Instagram, Pinterest,
and Google Plus). Discover the impact of digital transformation on
the organization, from the effect of digital tactics on the
customer experience (CX) to the value of integrating internal
digital strategies to facilitate collaboration and innovation.
Guide aspiring leaders on how to combine core values and business
goals with progressive digital strategies, tactics, and tools to
generate sustainable outcomes for all stakeholders. This
interactive guidebook provides a truly Connected Digital Experience
(CDE): the Zappar augmented reality mobile app allows the reader to
activate the "Discover More" and "Play Video" icons found
throughout the book, instantly connecting the reader, via their
mobile device, to additional content housed on our companion
website, Digital Marketing Resource Center
(www.dmresourcecenter.org). "Play Video" icons incorporate
point-in-time video commenting solution Vusay to enable interactive
social conversations around each video. Digital Marketing is the
ideal guide for aspiring leaders - executives, instructors, owners,
entrepreneurs, managers, students - at all stages of digital
literacy. To request access to the resources in the Digital
Marketing Resources Center, please contact Ira Kaufman at
[email protected].
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