List of Figures
Figure 1.1
The four foundations of digital marketing delivery mix integrated with core website strategies
Figure 1.2
The evolution of marketing terminology from direct communication to engagement
Figure 1.3
Revolutionary trends contributing to digital marketing
Figure 1.4
One way of representing network relations, nodes, and ties
Figure 1.5
Progression of communications in marketing and advertising
Figure 1.6
Updated customer relationship management objectives
Figure 1.7
The evolution of direct media
Figure 1.8
Customer acquisition and relationship management: A continuous process
Figure 2.1
The role of learning in creating competitive advantage
Figure 2.2
Activities leading to the creation of value for and by customers
Figure 2.3
Digital marketing technologies enhance firm sensing capabilities
Figure 3.1
The evolution of web technology
Figure 3.2
The customer lifecycle
Figure 3.3
The F pattern and the golden triangle in website design
Figure 4.1
Types of search engine marketing
Figure 4.2
Match types for selection in Google AdWords
Figure 4.3
Four main phases of search engine marketing planning
Figure 4.4
Organizing a paid search campaign
Figure 4.5
Factors for ranking in organic search
Figure 4.6
How branding aids organic search
Figure 5.1
Layers of permission
Figure 5.2
E-mail marketing campaign process
Figure 6.1
The proliferation of social platforms
Figure 6.2
Developing the brand story through content
Figure 6.3
Types of media and examples
Figure 6.4
Sample content marketing plan
Figure 6.5
SoLoMo defines digital marketing
Figure 7.1
The House of Quality for multichannel and digital marketing
Figure 7.2
Customer channel preference versus our channel strategy
Figure 7.3
The key role of the top executive in data quality
Figure 7.4
How to organize for customer data quality
Figure 9.1
Types of data that create the customer database
Figure 9.2
The two types of marketing analytics
Figure 10.1
Digital marketing incorporates the best aspects of prior terminology
