The Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns

Ian Dodson

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商品描述

The premier guide to digital marketing that works, and a solid framework for success

The Art of Digital Marketing is the comprehensive guide to cracking the digital marketing 'code,' and reaching, engaging, and serving the empowered consumer. Based on the industry's leading certification from the Digital Marketing Institute (DMI), this book presents an innovative methodology for successful digital marketing: start with the customer and work backwards. A campaign is only effective as it is reflective of the consumer's wants, needs, preferences, and inclinations; the DMI framework provides structured, implementable, iterative direction for getting it right every time. The heart of the framework is a three-step process called the 3i Principles: Initiate, Iterate, and Integrate. This simple idea translates into higher engagement, real customer interaction, and multichannel campaigns that extend even into traditional marketing channels.

The evolution of digital marketing isn't really about the brands; it's about consumers exercising more control over their choices. This book demonstrates how using this single realization as a starting point helps you build and implement more effective campaigns.

  • Get inside the customer's head with deep consumer research
  • Constantly improve your campaigns based on feedback and interactions
  • Integrate digital activities across channels, including traditional marketing
  • Build campaigns based on customer choice and control

Digital marketing turns traditional marketing models on their heads. Instead of telling the customer what to think, you find out what they already think and go from there. Instead of front-loading resources, you continually adjust your approach based on real interactions with real customers every day. Digital marketing operates within its own paradigm, and The Art of Digital Marketing opens the door for your next campaign.

商品描述(中文翻譯)

《數位行銷的藝術》是一本全面指南,教你如何破解數位行銷的「密碼」,並與資訊豐富的消費者建立聯繫、吸引他們並提供服務。本書基於數位行銷學院(Digital Marketing Institute,DMI)領先的認證,提出了一種成功數位行銷的創新方法:從客戶出發,逆向思考。一個行銷活動的有效性取決於它是否符合消費者的需求、偏好和傾向;DMI框架提供了結構化、可實施、可迭代的指導,以確保每次都能做到正確。該框架的核心是一個稱為3i原則的三步驟流程:啟動、迭代和整合。這個簡單的理念可以帶來更高的參與度、真實的客戶互動,以及延伸到傳統行銷渠道的多通道行銷活動。

數位行銷的演進實際上並不是關於品牌,而是消費者對自己選擇的更多控制權。本書展示了如何以這一領悟為起點,建立並實施更有效的行銷活動。

以下是本書的主要內容:
- 透過深入的消費者研究了解客戶的想法
- 根據反饋和互動不斷改進行銷活動
- 將數位活動與傳統行銷整合
- 基於客戶的選擇和控制來建立行銷活動

數位行銷顛覆了傳統行銷模式。不再告訴客戶該怎麼想,而是了解他們已經有什麼想法,然後從那裡出發。不再一次性投入所有資源,而是根據與真實客戶的實際互動每天不斷調整方法。數位行銷運作在自己的範式內,而《數位行銷的藝術》為你打開了下一個行銷活動的大門。