AC Nielson, 118
Adobe Analytics, 33
Adobe Omniture, 129
Alexa.com, 33
Algorithm, 49
EdgeRank, 82
Hummingbird, 49
Panda, 49
Penguin, 49
Alt tags, 51
Always on marketing, 95–98
Analytics, 125–129
data, 126
predictive, 126–127
web, 127–129
AOL, 87
Apache Hadoop, 116–117
Attention, interest, desire, and action (AIDA), 93–94
Attribution modelling, 82, 128–129
Banner ads, 86
Barnes and Noble, 10
Big Data analysis, 102, 117, 125
Bing, 9
Branding, and search rankings, 55–56
Braun, 76–77
Broad match, 45
Browser technology, 9–10
Business customer
external information, 121
internal information, 121
Business markets, market segmentation for, 122–123
Call-to-action, 71
Channel correlation matrix, 97
Children’s Online Privacy Protection Act (COPPA), 110
Clicktale.com, 36
Click through rate (CTR), 63, 67–68, 72
Click to open rate (CTOR), 68
Cluster analysis, 119
Co-creation, 21
Collaborative filtering, 10
Communications
in marketing and advertising, progression of, 10–12
revolution in, 14–17
Consumers
attitudes toward privacy, 108–109
external information, 121
internal information, 118
markets, market segmentation for, 119–120
Content marketing and social media marketing, relationship between, 75–77
Controlling the Assault of Non-Solicited Pornography and Marketing Act (CAN-SPAM), 69–70
Conversational search, 49
Core Metrics, 129
Corporate Executive Board (CEB)
Marketing Leadership Council, 100
Creative Commons approach, 111
Cross-device marketing, 32–33
Current data, keeping, 135
acquisition and relationship management, 16–17
database, organizing, 124–125
experience, 38
lifecycle management, 28–32
Customer engagement (CE)
definition of, 78–79
social media marketing and, 78–80
Customer experience marketing (CEM), 95
Customer relationship management (CRM), 29
data quality, vicious circle of, 100–103
definition of, 94
marketing management versus, 91–105
measurement of, 98–100
data quality, importance of, 100
Customization, 12
mass, 12
true, 12
Data
analysis, 113–114
analytics, 126
quality, vicious circle of, 100–103
security, 110–111
sharing, 135
Database structure, designing, 114–115
Database technology, 10
Defense Advanced Research Projects Agency (DARPA), 8
Digital advertising landscape, 85–87
Digital marketing, 4–7
definition of, 65
plan outline, 137–140
strategic thought, 19–26
Digital Millennium Copyright Act, 111
Direct media, evolution of, 14–15
Display ads, and paid search, 54–55
Distribution, revolution in, 14–17
Doritos, 78
Double Click, 86
Earned media, 78
E-commerce marketing, 23
EdgeRank algorithm, 82
Eloqua, 94
as branding tool, 63–64
as digital age unused hero, 61–63
effective design and offers, 71–72
fitting to digital marketing, 59–60
metrics, 72
as process, 68–70
as retention tool, 64–68
E-mail service provider (ESP), 70, 72
Epsilon, 86
European Union (EU)
approach to data privacy, 109–110
Safe Harbor provisions, 110
Excluded match. See Negative match
Eyeball tracking studies, 35–36
Facebook, 45, 48, 51, 55, 79, 86, 87, 92
EdgeRank algorithm, 82
Facebook Insights, 81
Fair Information Practices principle, 110
Federal Express, 16
Federal Trade Commission (FTC), 110
Firm objectives, prioritization for, 32–33
Focus groups, 24
Former customers, 31
Forrester.com, 80
Free markets, 107
Free trade, 107
Gartner Group, 64, 65, 99, 102, 103
Google+, 79
Google, 44, 45, 55, 56, 82–83, 87, 109
Webmaster tools, 83
Google AdWords, 128
Keyword Planner, 29
match types for selection in, 45
Google Alerts, 81
Google Analytics, 33, 126, 127–129
Google Chrome, 9
Google Glasses, 83
Google Online Marketing Challenge (GOMC), xx
Google Plus, 51
Google Trends, 5, 23–24, 29, 81
Gramm-Leach-Bliley Act, 110
Health Insurance Portability & Accountability Act (HIPPA), 110
Hierarchical databases, 115
Hootsuite™, 81
House of Quality for Multichannel Marketing, 96, 134
Hummingbird algorithm, 49
IBM, 80
Core Metrics, 33
Identify, differentiate, interact and customize (IDIC), 94
Identify, differentiate, interact and customize/personalize (IDICP), 94
Indeed.com, 25
Index Server, 50
Informational websites, 27
Inimitable resources, 19
Instagram, 79
Intellectual property issues, 111
Internet Advertising Bureau (IAB), 86, 110
Internet marketing, 5, 8, 9–10
Internet of Things, 83
Internet Service Provider (ISP), 70, 71, 111
Jobs, Steve, 27
Key performance indicators (KPIs), 134–135
Keywords, 43–44
right, choosing, 51–54
Keywordtool.io, 29
KLM (Royal Dutch Airlines), 13
Laissez-faire capitalism, 107
Landing page, 54
Land’s End, 12
Lead nurturing process, 31
Learning
role in creating competitive advantage, 20
Learning organization theory, 19
Legacy systems, 125
LinkedIn, 79
Logistic regression, 126–127
Luma Partners, 86
M&M, 84
Mail Chimp, 70
Market(ing)
actions, 93
always on, 95–98
cross-device, 32–33
digital. See Digital marketing
e-commerce, 23
evolution of, 6
mix, 93
mobile, 75–88
multichannel, 95–98
omni-channel, 95–98
orientation, 92
research surveys, 24
revolution in, 10–17
search engine, 43–57
social media, 75–88
Market segmentation, 34–35, 70, 119–120
based on actions taken, 120–125
for business markets, 122–123
Mason, Charlotte, 29
Mass customization, 12
Match codes, 124
Mckinsey & Company, 99
Merge/purge, 124
Microsoft, 87
Middle management, role in CRM implementation, 101–103
Middle managers, 135
MINI Getaway, 84
Mobile advertising, 85
Mobile analytics, 129
Mobile marketing and SoLoMo, combining, 83–85
Mozilla Firefox, 9
Multichannel marketing, 95–98
Natural search, 48–51
Negative match, 46
Networking theory, 8–9
Nike.com, 12
Nordstrom, 21
North American Free Trade Agreement (NAFTA), 124
North American Industrial Classification System (NAICS), 123–124
Office Depot, 35
Old Spice, 77
Omni-channel marketing, 95–98
Online-analytical processing (OLAP), 116
Online Marketing Institute, xx
Online-transaction processing (OLTP), 115
Open rate, 72
Operations planning, 20
Organic search, 48–51
authority, 50
and paid search, synergies between, 54
relevance, 50
Owned media, 78
Paid media, 78
campaign, organizing, 47–49
display ads and, 54–55
and organic search, synergies between, 54
Panda algorithm, 49
Pay per click (PPC), 44
Peer to Peer (P2P) sharing system, 111
Penguin algorithm, 49
Permission marketing, 65, 66–67
Personalization, 12
Personally identifiable information (PII), 108, 110, 111
Persona marketing, 33–35, 70, 80
Pervasive computing, 84
Phrase match, 46
Pinterest, 79
Predictive analytics, 126–127
Privacy
consumer attitudes toward, 108–109
right to, 107–108
Profiling, 118
Prototypes, 37
Rack Room Shoes, 66
Real-time advertising, 95
Real-time bidding (RTB), 86, 87
Recency/frequency/monetary (RFM), 118, 126
Red Bull, 75
Reddit.com, 79
Relational databases, 115
building, 115–116
Hadoop, 116–117
online-analytical processing, 116
Relationship matrix, 97
Responders, 30
Responsive web design, 32–33, 85
Retained or repeat customers, 30
Return on Investment (ROI), 99
Revolution
in communications/distribution, 14–17
in marketing, 10–17
in technology, 7–10
Right keywords, choosing, 51–54
Right to privacy, 107–108
Robots, 50
Roe v. Wade, 107
Safe Harbor provisions (European Union), 110
SAP, 94
Screwfix, 114
Search engine marketing (SEM), 43–57
branding and search rankings, 55–56
display ads and paid search, 54–55
organic search, 48–51
paid search and organic search, synergies between, 54
process, 46–49
right keywords, choosing, 51–54
types of, 44
Search engine optimization (SEO), 48–51, 54
Search Engine Results Page (SERP), 44, 45, 50, 56
branding and, 55–56
Shared media, 78
Shopkick, 78
Site content, 35–37
Site maps, 37
Site navigation, 35–37
Smart Watches, 83
Smith, Adam, 107
Social media marketing, 75–88
and customer engagement, 78–80
definition of, 75
digital advertising landscape, 85–87
measuring, 82–83
mobile advertising, 85
monitoring, 81–82
planning, 80–81
relationship with content marketing, 75–77
successful campaigns, 77–78
Social media networking sites, 79
Social Mention, 81
SoLoMo and mobile marketing, combining, 83–85
Spam, 65
Standard Industrial Classification (SIC) coding system, 123
Stickiness, 27
Stukent Internet Marketing Simulation, xx
Sungard
Zombie Apocolypse, 77
Super heavy user (SHU), 52
Supply chain management, 20
Tag management, 128
Target market, 33–35
Technology, revolution in, 7–10
Tesco, 99
Threadless.com, 81
Toyota
e-mail marketing campaign, 60, 61
Transactional databases. See Hierarchical databases
Transactional websites, 27
Tumblr, 79
Unsubscribe rate, 72
UPS, 16
Usability testing, 37–38
Wall Street Journal (WSJ), 48
What They Know, 109
Web analytics, 127–129
Web Content Management System, 37
Website design, 27–40
customer lifecycle management, 28–32
evolution of, 28
firm objectives, prioritization for, 32–33
future challenges to, 39
responsive, 32–33
site content and design, 35–37
targeting and personas, 33–35
usability testing/launch/measurement, 37–39
Westin, Alan, 108
Wireframes, 37
Yelp, 79
YouTube, 79