Digital and social media marketing : a results-driven approach

Cover -- Title -- Copyright -- Contents -- List of boxes -- List of case studies -- List of figures -- List of tables -- Notes on contributors -- Acknowledgements -- Definitions of terms -- Section I Introduction -- 0 A visual introduction to Digital and Social Media Marketing -- 0.1 You and your buyers -- 0.2 Your complex organisation -- 0.3 The Buyer Persona Spring and action-based learning -- 0.4 The Buyer Persona Spring -- 0.5 Book structure -- 1 Understanding Digital and Social Media Marketing concepts -- 1.0 Learning objectives -- 1.1 Understanding Digital and Social Media Marketing -- 1.2 How to speak Digital and Social Media Marketing -- 1.3 Success and failure in digital marketing -- 1.4 The Digital Business Maturity Model -- 1.5 The buyer persona -- 1.6 Tools for Digital and Social Media Marketing -- 1.7 Summary -- 1.8 References -- 2 Identifying business needs -- 2.0 Learning objectives -- 2.1 Digital marketing strategy -- 2.2 Analysing the external environment -- 2.3 The practicalities: identifying micro- and macro-conditions -- 2.4 Summary -- 2.5 References -- Section II Building your digital marketing strategy -- 3 Understanding your buyer persona -- 3.0 Learning objectives -- 3.1 Understanding online consumer behaviour -- 3.2 The buyer persona -- 3.3 Characteristics of ethical, moral and green consumer behaviour within digital environments -- 3.4 The buying journey -- 3.5 From the buying journey to online purchases -- 3.6 'Trust touchpoints' for buyers -- 3.7 'Pain touchpoints' for buyers -- 3.8 Strategies to gain trust and minimise pain -- 3.9 Summary -- 3.10 References -- 4 Digital and Social Media Marketing strategy -- 4.0 Learning objectives -- 4.1 What is digital marketing strategy? -- 4.2 Aligning your strategy with your buyer persona -- 4.3 Setting objectives -- 4.4 Creating campaigns and reaching your objectives