** Chapter - Chapter - 00: Introduction - How will this book transform your digital marketing strategy?; ** Chapter - Chapter - 01: The foundations of digital marketing; * Section - Section - ONE: Knowing your business objectives and your customer; ** Chapter - Chapter - 02: Understanding the digital ecosystem; ** Chapter - Chapter - 03: Integrating digital into wider organization strategy; ** Chapter - Chapter - 04: Understanding the evolving digital consumer; ** Chapter - Chapter - 05: Barriers, considerations and data protection in digital marketing strategy; * Section - Section - TWO: Integrating digital change into your wider organization; ** Chapter - Chapter - 06: Enabling technologies for online marketing and digital transformation; ** Chapter - Chapter - 07: Planning your digital marketing strategy - Objectives, teams and budgeting; * Section - Section - THREE: Using channel strategy to reach your customers; ** Chapter - Chapter - 08: SEO strategy and organic techniques; ** Chapter - Chapter - 09: Building and optimizing a winning paid search strategy; ** Chapter - Chapter - 10: Display advertising and programmatic targeting; ** Chapter - Chapter - 11: Tailoring your social media strategy; ** Chapter - Chapter - 12: Marketing automation, messaging and email marketing - The unsung heroes; ** Chapter - Chapter - 13: Lead generation that delivers results; ** Chapter - Chapter - 14: Content strategy - A key pillar of success; ** Chapter - Chapter - 15: Personalizing the customer journey and digital experience; * Section - Section - FOUR: Conversion, retention and measurement; ** Chapter - Chapter - 16: Effective design, e-commerce and user experience (UX); ** Chapter - Chapter - 17: Managing loyalty, CRM and data; ** Chapter - Chapter - 18: Providing a smooth online service and customer experience; ** Chapter - Chapter - 19: Measuring success through data analytics and reporting; * Section - Section - FIVE: Tailoring your final digital marketing strategy; ** Chapter - Chapter - 20: Putting together your digital marketing strategy; ** Chapter - Chapter - 21: Index.