Download or read book Digital Marketing written by Ira Kaufman and published by Routledge. This book was released on 2014-10-17 with total page 368 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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].

Download or read book Transformative Digital Marketing written by Jason Cormier and published by . This book was released on 2017-08-15 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Driving Digital Strategy written by Sunil Gupta and published by Harvard Business Press. This book was released on 2018-07-24 with total page 327 pages. Available in PDF, EPUB and Kindle. Book excerpt: Digital transformation is no longer news--it's a necessity. Despite the widespread threat of disruption, many large companies in traditional industries have succeeded at digitizing their businesses in truly transformative ways. The New York Times, formerly a bastion of traditional media, has created a thriving digital product behind a carefully designed paywall. Best Buy has transformed its business in the face of Amazon's threat. John Deere has formed a data-analysis arm to complement its farm-equipment business. And Goldman Sachs and many others are using digital technologies to reimagine their businesses. In Driving Digital Strategy, Harvard Business School professor Sunil Gupta provides an actionable framework for following their lead. For over a decade, Gupta has studied digital transformation at Fortune 500 companies. He knows what works and what doesn't. Merely dabbling in digital or launching a small independent unit, which many companies do, will not bring success. Instead you need to fundamentally change the core of your business and ensure that your digital strategy touches all aspects of your organization: your business model, value chain, customer relationships, and company culture. Gupta covers each aspect in vivid detail while providing navigation tips and best practices along the way. Filled with rich and illuminating case studies of companies at the forefront of digital transformation, Driving Digital Strategy is the comprehensive guide you need to take full advantage of the limitless opportunities the digital age provides.

Download or read book Handbook of Research on IoT Digital Transformation and the Future of Global Marketing written by El-Gohary, Hatem and published by IGI Global. This book was released on 2021-06-25 with total page 471 pages. Available in PDF, EPUB and Kindle. Book excerpt: The business world today is changing enormously due to many factors that affect every element of the business cycle worldwide. From globalization to recession, in addition to other environmental forces, companies today face numerous challenges that have a great impact on business. Among the factors that are affecting the current way business is conducted are the emergence of marketing tools including the internet, internet of things (IoT), virtual reality, mobile applications, social media, electronic word of mouth (eWoM), artificial intelligence, digital marketing, and more that have a great impact not only on customers but also on companies. It is imperative for businesses to embrace the utilization of these tools in order to expand their customer base and provide unique, successful consumer experiences. The Handbook of Research on IoT, Digital Transformation, and the Future of Global Marketing provides comprehensive coverage of current global marketing trends related to the use of technology. The book links the industry with academia by providing useful insights on how to improve businesses’ ability to create and customize customer value and loyalty. Covering topics including e-commerce, mobile marketing, website development, and phygital customer experiences, this book is essential for marketers, brand managers, advertisers, IT consultants and specialists, customer relations officers, managers, practitioners, business owners, marketing and business associations, students, researchers, and academicians interested in incorporating the latest technologies and marketing strategies into their businesses and studies.

Download or read book Personalized Digital Advertising written by Diaz Nesamoney and published by FT Press. This book was released on 2015-03-31 with total page 293 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is the first plain-English, 100% practical guide to supercharged digital advertising personalization: what's here, what's next, and how to make the most of it! Digital advertising and marketing are undergoing a massive, data-driven transformation: practically everything you thought you knew about them is obsolete. In Personalized Digital Advertising: How Data and Technology Are Transforming How We Market, pioneering entrepreneur Diaz Nesamoney demystifies the newest technologies, showing non-technical marketers how to use them to precisely target every message to every individual. First, Nesamoney explores the current state of digital advertising, reviewing best practices for maximizing personalization through long-familiar data and targeting technologies. Next, he introduces powerful recent innovations, presenting new best practices for deepening and extending personalization with: New data management platforms Advanced solutions for offline, mobile, and location data Powerful new ad production and serving technologies Nesamoney then previews emerging disruptive technologies and personalization approaches, from social data to new techniques for anticipating user intent. He concludes by introducing the Digital Advertising Technology Stack: a visual schematic showing how multiple products and technologies come together to radically improve advertising personalization and performance. Personalized Digital Advertising will be an indispensable resource for wide audiences of CMOs and marketing professionals, brand managers, media and creative directors, creative team members, and all students of digital advertising and marketing.

Download or read book Think Digital First written by Warren Knight and published by . This book was released on 2015-04-28 with total page 150 pages. Available in PDF, EPUB and Kindle. Book excerpt: 'Think #Digital First' is essentially a step-by-step guide designed for creative entrepreneurs, business owners, and sales and marketing managers that shares with them the importance of having the right mindset to focus on technology, sales and marketing. Understanding your strengths to building the right team around you and knowing the different platforms, social networks and the right digital tools are so important when integrating them into your sales and marketing to help you market your brand online, saving time and getting sales to grow your business. An entrepreneur's first step to building a socially-savvy business is accepting that you are the one driving your business forward. To be able to do this in the most successful way, you need to build a social business from the ground up and in each of the below chapters, Warren's seven simple steps are easy to follow, packed full of great detail and demystifies the new digital age. Warren Knight is the co-founder of Gloople, the UK's first "Social Sharing" eCommerce platform. With 20 years' experience in selling products and services, he is a speaker, author and consultant specialising in B2B Social Media and is a Social Commerce expert helping SME's use Social Media and Digital Commerce to achieve a multi-channel experience to drive traffic and better understand their customers.

Download or read book The Digital Transformation Playbook written by David L. Rogers and published by Columbia University Press. This book was released on 2016-04-05 with total page 267 pages. Available in PDF, EPUB and Kindle. Book excerpt: Rethink your business for the digital age. Every business begun before the Internet now faces the same challenge: How to transform to compete in a digital economy? Globally recognized digital expert David L. Rogers argues that digital transformation is not about updating your technology but about upgrading your strategic thinking. Based on Rogers's decade of research and teaching at Columbia Business School, and his consulting for businesses around the world, The Digital Transformation Playbook shows how pre-digital-era companies can reinvigorate their game plans and capture the new opportunities of the digital world. Rogers shows why traditional businesses need to rethink their underlying assumptions in five domains of strategy—customers, competition, data, innovation, and value. He reveals how to harness customer networks, platforms, big data, rapid experimentation, and disruptive business models—and how to integrate these into your existing business and organization. Rogers illustrates every strategy in this playbook with real-world case studies, from Google to GE, from Airbnb to the New York Times. With practical frameworks and nine step-by-step planning tools, he distills the lessons of today's greatest digital innovators and makes them usable for businesses at any stage. Many books offer advice for digital start-ups, but The Digital Transformation Playbook is the first complete treatment of how legacy businesses can transform to thrive in the digital age. It is an indispensable guide for executives looking to take their firms to the next stage of profitable growth.

Download or read book Digital Marketing Strategy written by Simon Kingsnorth and published by Kogan Page Publishers. This book was released on 2016-05-03 with total page 344 pages. Available in PDF, EPUB and Kindle. Book excerpt: The modern marketer needs to learn how to employ strategic thinking alongside the use of digital media to deliver measurable and accountable business success. Digital Marketing Strategy covers the essential elements of achieving exactly this by guiding you through every step of creating your perfect digital marketing strategy. This book analyzes the essential techniques and platforms of digital marketing including social media, content marketing, SEO, user experience, personalization, display advertising and CRM, as well as the broader aspects of implementation including planning, integration with overall company aims and presenting to decision makers. Simon Kingsnorth brings digital marketing strategy to life through best practice case studies, illustrations, checklists and summaries, to give you insightful and practical guidance. Rather than presenting a restrictive 'one size fits all' model, this book gives you the tools to tailor-make your own strategy according to your unique business needs and demonstrates how an integrated and holistic approach to marketing leads to greater success. Digital Marketing Strategy is also supported by a wealth of online resources, including budget and strategy templates, lecture slides and a bonus chapter.

Download or read book Knowledge Capitalism written by Alan Burton-Jones and published by . This book was released on 2001 with total page 268 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book probes the surface of contemporary economic and social change and reveals how the shift to a knowledge-based economy is redefining firms, empowering individuals, and reshaping the links between learning and work. Using economic, management and knowledge-based theories, it describes the emergence of a new breed of capitalist, one dependent on knowledge rather than physical resources.

Download or read book Contemporary Issues in Digital Marketing written by Outi Niininen and published by Routledge. This book was released on 2021-11-29 with total page 257 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book presents a comprehensive overview of the key topics, best practices, future opportunities and challenges in the Digital Marketing discourse. With contributions from world-renowned experts, the book covers: Big Data, Artificial Intelligence and Analytics in Digital Marketing Emerging technologies and how they can enhance User Experience How ‘digital’ is changing servicescapes Issues surrounding ethics and privacy Current and future issues surrounding Social Media Key considerations for the future of Digital Marketing Case studies and examples from real-life organisations Unique in its rigorous, research-driven and accessible approach to the subject of Digital Marketing, this text is valuable supplementary reading for advanced undergraduate and postgraduate students studying Digital and Social Media Marketing, Customer Experience Management, Digital Analytics and Digital Transformation.

Download or read book Digital Luxury written by Wided Batat and published by SAGE. This book was released on 2019-04-29 with total page 340 pages. Available in PDF, EPUB and Kindle. Book excerpt: The fashion and luxury industries have been well-established for centuries, but the new disruptive digital environment is causing these industries to rethink their business case and adapt their brand offerings for consumers and experiences both online and offline, mixing physical place and digital space: phygital. This exciting new text, the first on this timely subject, written by an expert author explores the current malaise and offers ways forward through a mixture of research and practice-led examples.

Download or read book Digital Business Transformation written by Nigel Vaz and published by John Wiley & Sons. This book was released on 2021-01-05 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: Fuel your business' transition into the digital age with this insightful and comprehensive resource Digital Business Transformation: How Established Companies Sustain Competitive Advantage offers readers a framework for digital business transformation. Written by Nigel Vaz, the acclaimed CEO of Publicis Sapient, a global digital business transformation company, Digital Business Transformation delivers practical advice and approachable strategies to help businesses realize their digital potential. Digital Business Transformation provides readers with examples of the challenges faced by global organizations and the strategies they used to overcome them. The book also includes discussions of: How to decide whether to defend, differentiate, or disrupt your organization to meet digital challenges How to deconstruct decision-making throughout all levels of your organization How to combine strategy, product, experience, engineering, and data to produce digital results Perfect for anyone in a leadership position in a modern organization, particularly those who find themselves responsible for transformation-related decisions, Digital Business Transformation delivers a message that begs to be heard by everyone who hopes to help their organization meet the challenges of a changing world.

Download or read book Digital Marketing Management and Transformation by Innovation written by Philip Kotler and published by . This book was released on 2021-04-05 with total page 138 pages. Available in PDF, EPUB and Kindle. Book excerpt: Digital Marketing Management and Transformation by Innovation In this ever-changing world, enterprises, organizations and societies are influenced and affected by several mega trends. These include digitalization, disruption - which goes along with the need to transform companies through innovation - and corporate social responsibility. As a result, marketing is undergoing rapid change and must embrace these factors that shape the macro-environment of each and every company and organization. This book describes the guidelines for digital marketing management and transformation by innovation and practically shows how companies and organizations can achieve market-based sustainability via sophisticated digital and social media marketing, transformation through innovation and Marketing 4.0. This holistic "market orientation plus!" enables enterprises to align themselves with the market-focused needs and wants of customers and the interests of all stakeholders. Endorsements 'This book is an indispensable guide for 21st century professional marketers, who seek to leverage their innovation potential, social media marketing communication and holistic approach to win in stakeholder relationship management.' Al Ries, Chairman, Ries & Ries 'In an increasingly digitalized and disrupted world, marketing too has to change. This is the book that will help you master marketing in disruptive times via effective social media marketing, achieve transformation through innovation and implement a holistic Marketing 4.0 framework which results in sustainable growth for companies and organizations alike.' V Kumar, Ph.D., Professor of Marketing, Georgia State University, USA The authors Philip Kotler is the S. C. Johnson & Son Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management, and one of the world's leading authorities on marketing. His writing has defined marketing around the world for the past decades. Philip Kotler is the recipient of numerous awards and honorary degrees. Marc Opresnik is a Distinguished Professor of Marketing at the Technische Hochschule Lübeck as well as a Member of the Board of Directors at SGMI Management Institute St. Gallen and TEDx Speaker. He is Chief Research Officer at Kotler Impact Inc. and a global co-author of marketing legend Philip Kotler. With his many years of international experience, Marc Opresnik is one of the world's most renowned marketing, management and negotiation experts. Kohzoh Takaoka is the Representative Director, President & CEO, Nestlé Japan Ltd. He proposed and built new business models, such as the KITKAT exam campaign and NESCAFÉ AMBASSADOR which increased profit margins. He endeavors to establish a global business model for mature and developed markets by encouraging marketing in all departments, including personnel and sales departments.

Download or read book The Definitive Guide to B2B Digital Transformation written by Fred Geyer and published by . This book was released on 2020-05-22 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Converge written by Bob W. Lord and published by John Wiley & Sons. This book was released on 2013-04-29 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: Argues that in order to succeed, businesses must combine marketing, technology, and creativity to engage the modern consumer.

Download or read book DIGIPEDIA written by Deepa Sayal and published by Notion Press. This book was released on 2019-10-09 with total page 504 pages. Available in PDF, EPUB and Kindle. Book excerpt: The technology adoption on the information highway is supersonic. Digital is perhaps at the crux of this metamorphosis as Digital Transformative best practices hold the centrestage in this decade. Understanding the Digital best practices and strategies would not only open the doors to a number of opportunities but also help understand as to how do we integrate, synergise, blend all the mixes in this concoction in the right proportion along with other factors in order to achieve the best deliverables. This book not only talks of Digital marketing but many of its advanced versions and combinations, that we see soon in the impending decade, albeit in different versions. Whether you are an Individual, entrepreneur, media marketer, brand marketer or a student, this book will help you build your brand. You could Scale your business regionally, nationally and globally. What’s even interesting is that you choose your audience, you choose the genre and You could also generate volumes of customers, converse with them, educate them about your product and engage them like never before. So let’s do this journey together and see where does all this head to? There are plenty of examples that I have cited to understand and comprehend the Digital Transformative practices better. It answers questions such as: Imagine what the Digital world would look like ten years down the lane? What call for a great Digital Marketing strategy? The Role of Data and how it is going to evolve? Would artificial intelligence change digital dynamics? Would it eliminate jobs? What’s the secret and underlying principles to building a great digital business? How deep-seated is Virtual Reality going to become? The role of chatbots in the times to come?

Download or read book Digital Transformation in the Cultural Heritage Sector written by Tiziana Russo Spena and published by Springer Nature. This book was released on 2021-03-25 with total page 226 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book devises an alternative conceptual framework to understand digital transformation in the cultural heritage sector. It achieves this by placing a high importance on the role of technology in the strategic process of modeling and developing cultural services in the digital era. The focus is on how marketing activities and customer processes are being transformed by digital technologies to create better value, which can also be communicated to customers through an engaged and personalized approach. Much of the digital debate in cultural heritage is still in infancy. Some existing studies are anecdotal and often developed within the domain of established research streams, including studies with some technological aspects addressed partially and from an episodic or periodic perspective. Moreover, the critical changes that have emerged in the cultural management landscape are yet to be highlighted. This book fills that gap and provides a perspective on the cultural heritage sector, which uses the new social and technology landscape to describe the digital transformation in cultural heritage sectors. The authors highlight an inclusive perspective that addresses marketing strategy in the digital era as a proactive, technology-enabled process by which firms collaborate with customers to jointly create, communicate, deliver, and sustain experience and value co-creation.