About the author About the contributors Introduction What is a digital strategy? What''s the story of this book? How to get the most from this book 01 What is digital marketing? A history of digital marketing The 4 Ps of marketing Porter''s five forces Brand or perceptual positioning map Customer lifetime value Segmentation Boston Consulting Group matrix Summary Further reading References 02 Aligning with your business strategy Customer centricity Business model Global strategy Brand Vision Culture Research and insight KPIs Summary Further reading References 03 Barriers and considerations Technology Skills Budget and resources Business priorities Regulation Summary Further reading References 04 Planning The planning process The phased approach Goals Objectives and strategies Action plans Controls People Budgeting and forecasting Summary Further reading 05 Search engine optimization A history of SEO Researching your SEO strategy Technical SEO Site structure Content Mobile Location Penalties Organizational structure and SEO Summary Further reading References 06 Paid search An introduction to paid search Setting up a campaign Measurement and optimization Advanced paid search Managing paid search campaigns - humans versus robots Summary Further reading 07 Display A brief history Programmatic advertising Types and formats of display advertising Ad servers and technological delivery Types of display campaign Planning and targeting display campaigns Display campaign measurement and attribution modelling Summary Further reading References 08 Social media History of social media Should I or shouldn''t I? Customer service and reputation management The SEO angle Where to start? Types of social media Content Social advertising Measurement Summary References 09 User experience and transformation User experience (UX) Digital transformation Summary Further reading References 10 CRM and retention Defining CRM and retention Contact strategy Cross-selling and up-selling Predictive analytics CRM systems Social CRM (SCRM) Loyalty Summary Further reading References 11 True personalization What is personalization? Defining true personalization User-defined personalization Behavioural personalization Tactical personalization Single customer view Summary Further reading References 12 Customer service Customer service principles Service channels Social customer service Measurement Summary Further reading References 13 Content strategy What is content marketing? What is content? What content types should you use? Why content marketing? People and process for creating content Distribution Measuring the value of content International content Audit checklist Summary Further reading References 14 Analytics and reporting The data landscape The reliability of data-based decisions What are analytics? Tools and technology Attribution modelling Reporting Summary Further reading References 15 Presenting your strategy Decision making Budget Key channel benefits How channels interact Website Further considerations Structuring your proposal Advocacy Summary Further reading References Bringing it all together Index.