Table of contents

Acknowledgments

About the author

Foreword

Introduction

  1. Evolution of the digital marketing scenario
  2. What you will find in this book
  3. To whom it is addressed

Chapter 1. Online customers

  1. Struggle for attention
  2. Access to information
  3. Social Relationships
  4. About education
  5. This is how we buy
  6. Internet of things
  7. Wearables
  8. Privacy, transparency and oversight
  9. Hearings
  10. Users
  11. Buyers
  12. Consumers or customers?
  13. Customers
  14. Prescribers
  15. Additional references

Chapter 2. Online companies

  1. The pending digital transformation
  2. The company’s online headquarters: beyond the Web site
  3. The Web site
  4. Apps
  5. PWA
  6. Domain
  7. Development
  8. Big Data
  9. Additional references

Chapter 3. Digital marketing

  1. What is digital marketing?
  2. How we set objectives
  3. What media does digital marketing use?
  4. What are your main strategies?
  5. Inbound marketing strategies
  6. Outbound marketing strategies
  7. The importance of measuring
  8. The keys to designing a digital marketing plan
  9. Additional references

Chapter 4. The digital marketing plan

  1. Structure of the digital marketing plan
  2. Analysis of the initial situation
  3. Target definition
  4. Strategy approach
  5. Additional references

Chapter 5. Traffic attraction strategies

  1. Search Engine Optimization or SEO
  2. Search engines, protagonists of the Web
  3. Online advertising
  4. Google Ads within our strategy
  5. How to monitor the management of a campaign
  6. Content marketing
  7. Additional references

Chapter 6. Conversion strategies

  1. What is conversion
  2. What is usability?
  3. Conversion Rate Optimization (CRO)
  4. Conversion optimization
  5. What is Web accessibility?
  6. Basic Web accessibility recommendations
  7. Marketing automation
  8. Additional references

Chapter 7. Loyalty strategies

  1. Loyalty is more profitable
  2. New legal framework for the processing of personal data: RGPD
  3. Excellence in user experience
  4. Personalization of the experience
  5. Database segmentation
  6. As a customer, you are special
  7. E-mail marketing
  8. Social networks
  9. Marketing automation
  10. Additional references

Chapter 8. Strategies aimed at converting customers into prescribers

  1. The user at the center… Or not?
  2. Social networks today
  3. User-generated content
  4. Testimonials
  5. Additional references

Chapter 9. Analytics and scorecard

  1. Business strategy
  2. Social media analytics
  3. Metrics
  4. Data integration
  5. Visualization tools
  6. Scorecard
  7. Corrections
  8. Additional references

Bibliography

  1. Impact of the Internet
  2. Online marketing
  3. Usability and conversion
  4. Search Engine Optimization
  5. Content marketing
  6. Social networks
  7. Web Analytics

Alphabetical index

Sections

en