Part I speaking About Marketing in Crises

Document Outline

• 2 Understanding Digital Marketing---Basics and Actions
  • Abstract
  • 1 Introduction
  • 2 What Is Digital Marketing?
  • 3 Digital Marketing Plan
    • 3.1 Situational Analysis
    • 3.2 Goal Setting
    • 3.3 Planning a Strategy
    • 3.4 Action and Control
  • 4 Social Media Marketing
    • 4.1 Prosumers: Paradigm of an Active User
    • 4.2 The Role of Community Managers
    • 4.3 Social Media Plan
      • 4.3.1 Goals
      • 4.3.2 Audience
      • 4.3.3 Channels
      • 4.3.4 Defining a Strategy
      • 4.3.5 Measuring Outcomes
      • 4.3.6 Pivoting
    • 4.4 Social Media Advertisement
  • 5 E-mail Marketing
    • 5.1 Advantages of E-mail Marketing
    • 5.2 Disadvantages of E-mail Marketing
    • 5.3 Legal Framework
    • 5.4 The Heart of E-mail Marketing: Subscribers
    • 5.5 Newsletters---Some Key Aspects
    • 5.6 Basic Metrics to Assess the Efficiency of E-mail Marketing
    • 5.7 Applications and Resources for an E-mail Marketing Campaign
  • 6 E-commerce
    • 6.1 E-commerce Techniques
      • 6.1.1 Online Shop
      • 6.1.2 Development of an Affiliation Programme for the Online Shop (Affiliation Marketing)
      • 6.1.3 Retargeting or Remarketing
    • 6.2 Business Models to Estimate Payment Per Page in Advertising
    • 6.3 E-commerce Glossary
  • 7 Web Positioning
    • 7.1 Search Engines
    • 7.2 Keywords
      • 7.2.1 Tools to Select Keywords
    • 7.3 How to Use SEO Techniques
    • 7.4 How to Use SEM Techniques
    • 7.5 Malpractice: Black Hat SEO
  • 8 To Summarise
  • 9    Review Questions (True or False)
  • Answers to the Review Questions
  • References