** Chapter - 00: How Will this Book Transform Your Digital Marketing Strategy?; ** Chapter - 01: The Foundations of Digital Marketing; * Section - ONE: Knowing Your Business Objectives and Your Customer; ** Chapter - 02: Understanding the Digital Ecosystem; ** Chapter - 03: Integrating Digital into Wider Organisation Strategy; ** Chapter - 04: Understanding the Evolving Digital Consumer; ** Chapter - 05: Barriers, Considerations and Data Protection in Digital Marketing Strategy; * Section - TWO: Integrating Digital Change into Your Wider Organisation; ** Chapter - 06: Enabling Technologies for Online Marketing and Digital Transformation; ** Chapter - 07: Planning Your Digital Marketing Strategy - Objectives, Teams and Budgeting; * Section - THREE: Using Channel Strategy to Reach Your Customers; ** Chapter - 08: SEO Strategy and organic techniques; ** Chapter - 09: Building and Optimizing a Winning Paid Search Strategy; ** Chapter - 10: Display Advertising and Programmatic targeting; ** Chapter - 11: Tailoring Your Social Media Strategy; ** Chapter - 12: Marketing Automation, Messaging and Email Marketing - The Unsung Heroes; ** Chapter - 13: Content Strategy - A Key Pillar of Success; ** Chapter - 14: Personalizing the Customer Journey and Digital Experience; * Section - FOUR: Conversion, Retention and Measurement; ** Chapter - 15: Effective Design, Ecommerce and User Experience (UX); ** Chapter - 16: Lead Generation that delivers Results; ** Chapter - 17: Managing Loyalty, CRM and data; ** Chapter - 18: Providing a Smooth Online Service and Customer Experience; ** Chapter - 19: Measuring Success Through Data Analytics and Reporting; * Section - FIVE: Tailoring Your Final Digital Marketing Strategy; ** Chapter - 20: Putting Together Your Digital Marketing Strategy; ** Chapter - 21: Top Tips and Templates for a Cost-Effective Digital Marketing Strategy.