rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    non sort: The
    title: art of digital marketing
    sub title: the definitive guide to creating strategic, targeted and measurable online campaigns
  name:
    name part: Dodson, Ian
    role:
      role term: creator
    role:
      role term: author.
  type of resource: text
  genre: handbook
  genre: příručky
  genre: elektronické knihy
  genre: handbooks and manuals
  genre: electronic books
  origin info:
    place:
      place term: nju
    date issued: 2016
    issuance: monographic
  language:
    language term: eng
  physical description:
    form: remote
    extent: 1 online zdroj (viii, 385 stran)
  abstract: "The premier guide to digital marketing that works, and a solid framework for success The Digital Marketing Playbook is the comprehensive guide to cracking the digital marketing 'code, ' and reaching, engaging, and serving the empowered consumer. Based on the industry's leading certification from the Digital Marketing Institute (DMI), this book presents an innovative methodology for successful digital marketing: start with the customer and work backwards. A campaign is only effective as it is reflective of the consumer's wants, needs, preferences, and inclinations; the DMI framework provides structured, implementable, iterative direction for getting it right every time. The heart of the framework is a three-step process called the 3i Principles: Initiate, Iterate, and Integrate. This simple idea translates into higher engagement, real customer interaction, and multichannel campaigns that extend even into traditional marketing channels. The evolution of digital marketing isn't really about the brands; it's about consumers exercising more control over their choices. This book demonstrates how using this single realization as a starting point helps you build and implement more effective campaigns. Get inside the customer's head with deep consumer research Constantly improve your campaigns based on feedback and interactions Integrate digital activities across channels, including traditional marketing Build campaigns based on customer choice and control Digital marketing turns traditional marketing models on their heads. Instead of telling the customer what to think, you find out what they already think and go from there. Instead of front-loading resources, you continually adjust your approach based on real interactions with real customers every day. Digital marketing operates within its own paradigm, and The Digital Marketing Playbook opens the door for your next campaign"- Resumé vydavatele
  abstract: "The Digital Marketing Playbook is based off the Digital Marketing Institute's introductory program and provides an innovative methodology for implementing digital marketing. The principle behind the book can best be summed up as "Start with the customer and work backwards". Digital marketing fundamentally is the story of the empowered consumer. The evolution of the Internet is not about brands like Google or Facebook or Apple, it's actually about the evolution of consumer control over their choices and their existence. So the impact or effectiveness of any digital marketing campaign is only as good as the extent to which it takes into account and bases its activities on an empowered digital consumer. The Digital Marketing Playbook provides a structured, implementable, iterative framework that teaches people how to implement and manage digital marketing. It's based on a three-step process called the 3i Principles: Initiate, Iterate, and Integrate. - INITIATE: A digital campaign is only as strong as the time you spend interacting with the customer to find out what they want, where they are online, and how they like to be engaged with. - ITERATE: The digital model turns traditional marketing models on their head. Most traditional campaigns adopt a big bang approach that require a front loading of investment and resources. Digital marketing is an iterative, ongoing, always improving process based on customer interactions and outcomes. - INTEGRATE: The third and crucial step in the process is about how it is crucial to integrate digital activities across various channels and also the means by which they are integrated with traditional marketing channels"- Resumé vydavatele
  target audience: adult
  note: Ian Dodson.
  note: Includes index.
  note: Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty univerzity
  subject:
    topic: internetový marketing
  subject:
    topic: internetová reklama
  subject:
    topic: strategický marketing
  subject:
    topic: Internet marketing
  subject:
    topic: Internet advertising
  subject:
    topic: strategic marketing
  classification: 658.8:004.738.5
  classification: 659.19
  classification: 658.8:005.21
  classification: (035)
  classification: (0.034.2:08)
  related item:
    title info:
      title: Art of digital marketing
    name:
      name part: Dodson, Ian.
    origin info:
      publisher: Hoboken : Wiley, 2016
      edition: 1.
    identifier: (DLC) 2016004206
  identifier: 9781119265719
  identifier: 9781119267102
  identifier: 9781119265726
  identifier: http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=1217940&authtype=ip,shib&custid=s3936755
  access condition: Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty univerzity
  record info:
    record content source: DLC
    record creation date: 160229
    record change date: 20251008101023.0
    record identifier: 92164
    language of cataloging:
      language term: eng