In an era defined by the rapid digital transformation triggered by the pandemic, businesses across diverse industries have accelerated their online presence. The convergence of marketing strategies with cutting-edge technology and a human-centric approach has become the driving force in establishing a competitive edge and forging meaningful connections with consumers. This comprehensive textbook delves into the heart of this convergence, starting with the essential principles of digital marketing and progressing to equip students with the strategic knowledge necessary to thrive in today's dynamic online marketplace.

What's New in the 2nd Edition:

In this updated edition, two new chapters have been added to address pivotal aspects of contemporary digital marketing strategy. The first new chapter explores the pivotal role of project management in the realm of digital marketing. It delves into the intricacies of planning, execution, and monitoring, emphasizing how effective project management can streamline digital marketing campaigns and boost overall efficiency.

The second new chapter delves into the significance of organizational structure and culture in nurturing a thriving digital marketing strategy. It sheds light on how a company's internal dynamics, including its hierarchy, communication channels, and cultural values, can profoundly influence the success of digital marketing initiatives. Readers will gain insights into creating an environment conducive to innovation and digital marketing excellence.

With a focus on key topics such as social media, SEO/SEM, digital analytics, and cutting-edge technologies like AI, machine learning, and the metaverse, "Strategic Digital Marketing: Modernizing 21st Century Business, 2^nd Edition” remains the definitive guide to navigating the digital marketing landscape of the 2020s. This textbook empowers students and professionals with practical knowledge and industry-driven insights, offering a valuable resource for anyone seeking to thrive in the evolving world of digital marketing.

Table of Contents

Introduction

Chapter 1: The Digital Landscape, Past & Present

1.1 Introduction

1.2 The Internet That Was

1.3 The Evolution of the Web

1.4 IoT: The Internet of Things, Modern Approach

1.5 Digital Marketing: A Modern Definition

1.6 The Technology Impact

Chapter 2: The Digital Consumer & Dynamic Behavior

2.1 Introduction

2.2 The Digital Consumer, 2020s Edition

2.3 Digital Consumer Connectivity & Accessibility

2.4 Consumer Behavior, Digitally

2.5 The Modern Four Ps of Digital Marketing

2.6 Online Buyer Behavior & the Decision-Making Process

2.7 Consumer Behavior Theory in Today’s Digital Environment

Chapter 3: Organizational Structure and Culture in a Digital Era

3.1 Introduction

3.2 The Digital Era: A New Digital Landscape

3.3 Organizational Structure in the Digital Era

3.4 Organizational Culture in Digital Marketing

Chapter 4: The Experience Factor & Digital Content

4.1 Introduction

4.2 User Experience

4.3 Content Marketing in the Art of Digital Experience

4.4 Content Marketing & The Digital Funnel

Chapter 5: Modern Social Media Marketing

5.1 Introduction

5.2 Social Media Factors

5.3 Social Share of Voice

5.4 Social Online Communities

5.5 Social Media Platforms & Channels

5.6 Influencer Marketing

5.7 Social Commerce, The Rise of Social Spending

5.8 Future Perspectives

Chapter 6: The Power of Search: SEO & SEM

6.1 Introduction

6.2 SEO – Search Engine Optimization

6.3 SEO – Keyword and Key Phrase Assessment

6.4 SEO – Modern Trends

6.5 SEM – Search Engine Marketing

6.6 SEM – Analytics Methodology

6.7 On-Site Search

Chapter 7: The Art & Science of Customer Relationship Management

7.1 Introduction

7.2 Foundations of CRM

7.3 CRM Models

7.4 CRM Software & Technology Impact

7.5 Customer Profile & Portfolio Management

7.6 Modern Customer Loyalty Programs

7.7 Lead Generation Management

Chapter 8: Mobile Marketing — Niche to Modernization

8.1 Introduction

8.2 SMS and MMS Marketing

8.3 Mobile App Marketing

8.4 Mobile First Strategic Method

Chapter 9: Project Management in Digital Marketing

9.1 Introduction

9.2 The Role of Project Management in Digital Marketing

9.3 Agile Project Management

9.4 Lean Project Management

9.5 Deciding Best Project Management Approach

9.6 Framework of the Digital Marketing Project Plan

Chapter 10: Digital Analytics & Performance Measurement

10.1 Introduction

10.2 Defining Digital Analytics

10.3 Data Management in Digital Analytics

10.4 Goals of Digital Analytics

10.5 Performance Measurement & Digital Metrics

10.6 Web Analytics

10.7 Mobile Analytics

10.8 Social Media Analytics

Chapter 11: Building the Digital Marketing Strategy

11.1 Introduction

11.2 Identifying the Target Audience

11.3 Researching Market and Consumer Needs

11.4 Developing the Strategy Goals

11.5 Assessing the Digital Media Channel and Distribution

11.6 Building the Budget

11.7 Testing Phase

11.8 Execution Phase

Chapter 12: The Future: Technology, Transformation & Talent

12.1 Introduction

12.2 Technology

12.3 Transformation

12.4 Talent

References

About the Author:

Dr. Kyle Allison, renowned as The Doctor of Digital Strategy, brings a wealth of expertise from both the industry and academia in the areas of e-commerce, business strategy, operations, digital analytics, and digital marketing. With a remarkable track record spanning more than two decades, during which he ascended to C-level positions, his professional journey has encompassed pivotal roles at distinguished retail and brand organizations such as Best Buy, Dick's Sporting Goods, Dickies, and the Army and Air Force Exchange Service.

Throughout his career, Dr. Allison has consistently led the way in developing and implementing innovative strategies in the realms of digital marketing and e-commerce. These strategies are firmly rooted in his unwavering dedication to data-driven insights and a commitment to achieving strategic excellence. His extensive professional background encompasses a wide array of business sectors, including the private, public, and government sectors, where he has expertly guided digital teams in executing these strategies. Dr. Allison's deep understanding of diverse business models, coupled with his proficiency in navigating B2B, B2C, and DTC digital channels, and his mastery of both the technical and creative aspects of digital marketing, all highlight his comprehensive approach to digital strategy.

In the academic arena, Dr. Allison has been a pivotal figure in shaping the future generation of professionals as a respected professor & mentor, imparting knowledge in fields ranging from digital marketing, analytics, and e-commerce to general marketing and business strategies at prestigious institutions nationwide, spanning both public and private universities and colleges. Beyond teaching, he has played a pivotal role in curriculum development, course creation, and mentorship of doctoral candidates as a DBA doctoral chair.

As an author, Dr. Allison has significantly enriched the literature in business strategy, analytics, digital marketing, and e-commerce through his published works in Quick Study Guides, textbooks, journal articles, and professional trade books. He skillfully combines academic theory with practical field knowledge, with a strong emphasis on real-world applicability and the attainment of educational objectives.

Dr. Allison's educational background is as extensive as his professional accomplishments, holding a Doctor of Business Administration, an MBA, a Master of Science in Project Management, and a Bachelor's degree in Communication Studies.

For the latest updates on Dr. Allison's work and portfolio, please visit DoctorofDigitalStrategy.com.

Review from a Student:

“I must admit, I had a phobia of taking this course. Mainly because I never considered myself a creative person as a marketer would be. I am so glad I was able to take Dr. Allison's course. I [sic] made the course manageable to understand. His course book was understandable and related to the course. I not only learn academically about digital marketing, but I gained knowledge on a personal level as well. For a person who has no marketing experience, the course is rigorous, assignments are demanding, but I greatly appreciate doing the assignments versus test and quizzed. I learned so much more completing the assignments. Dr. Allison gave us real work experiences through the milestones and final project. I would suggest anyone required to take a marketing course to take Dr. Allison s digital marketing class.”