** Chapter - 00: Introduction: 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 organization 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 organization; ** 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: Affiliate schemes and partnerships to deliver highly targeted leads; ** Chapter - 14: Lead generation that delivers results; ** Chapter - 15: Content strategy - a key pillar of success; ** Chapter - 16: Personalizing the customer journey and digital experience; * Section - FOUR: Conversion, retention and measurement; ** Chapter - 17: Effective Experience Design (XD); ** Chapter - 18: Optimizing your e-commerce platform; ** Chapter - 19: Managing loyalty, CRM and data; ** Chapter - 20: Measuring success through data analytics and reporting; * Section - FIVE: Tailoring your final digital marketing strategy; ** Chapter - 21: Providing a smooth online service and customer experience; ** Chapter - 22: Putting together your digital marketing strategy;.