Digital Marketing 2.0

Author - Rushen & Chakraborti

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Book Language : English

Book Format : Paperback

Publisher : Himalaya Publishing House

ISBN No. : 978-93-5299-414-4

Book Edition : 2018

No. of Pages : 260


Digital Marketing 2.0 can help to create a brand with zero cost. But do you know how? Google created a revolution by introducing tools like AdWords and Google Analytics through which companies can track the effectiveness of their marketing campaigns and pay as per the results achieved. They introduced pricing models like PPC (Pay-Per-Click), PPM (Pay-Per-Mille) and PPA (Pay-Per-Acquisition) which brought a lot of transparency and accountability in the advertising and marketing world. Facebook, Twitter and LinkedIn took digital marketing to the next level by creating community of users, and classifying and grouping them as per common interests. Now, companies could serve ads and customize them as per the preference of the targeted consumer group. This brought in more precision, accuracy and effectiveness in the ad campaigns. Search Engine Optimization (SEO), Search Engine Marketing (SEM) and Social Media Marketing (SMM) were the superhit tools of Digital Marketing 1.0. But times have changed. We now live in the age of Millenials (people born after 1990). Millenials are the people who are restless and want instant gratification. Millenials are the people who are more interested to experiment with new tools like Instagram, Pinterest, Tumblr, Snapchat and WhatsApp. If they are unhappy with you, they can bring down your brand with trolling, hacking and offensive blogging. To manage them, you need new age tools and strategies like Artificial Intelligence, Growth Hacking, Online Buzz Marketing and Online Reputation Management (ORM). This is a book that starts the journey with Digital Marketing 1.0 and takes you to Digital Marketing 2.0. This is a book that will give you the confidence to embark on a digital marketing journey and get maximum ROI at a minimum cost. This is a book that will teach you how to redefine your business model, and maximize market share and profitability by using the tools of Digital Marketing. This book is not just about theory. This book has case studies in every chapter that will illustrate with practical examples how companies like Xiaomi, Uber, Dropbox and AirBnB have actually used the prowess of Digital Marketing 2.0 for brand building. Contents - 1. Introduction to Digital Marketing 2.0 2. Web Store Planning and Creation 3. Search Engine Optimization 4. Search Engine Marketing 5. Social Media Marketing 6. Email Marketing 7. Mobile Marketing 8. Digital Display Advertising 9. Web Analytics and Google Analytics 10. Google Tools for the Digital Marketer 11. Social Media Marketing 2.0 12. Blogging 13. Affiliate Marketing 14. Inbound Marketing and Lead Generation 15. Content Marketing 16. Creating Online Buzz 17. Growth Hacking 18. Artificial Intelligence and Chatbots 19. Online Reputation Management 20. Online Crowdfunding 21. Guide to Google Certification Bibliography


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