Dive into the exciting world of modern and future-proof digital media strategies with this dynamic guide.  Another book in the portfolio brought to you by The Doctor of Digital Strategy. This book is your ultimate roadmap to mastering the art and science of digital media management.

Explore the nuances of paid, owned, and earned media channels, and discover how to leverage each for maximum impact. From crafting compelling media plans to executing strategic buys, this book is packed with practical tips and real-world examples to help you navigate the digital landscape like a pro.

But it's not just about tactics—it's about results. Learn how to measure the effectiveness of your campaigns with precision, using advanced metrics and analytics tools. Whether you're aiming to boost brand awareness, drive conversions, or increase engagement, you'll find the strategies you need to achieve your goals and propel your business forward.

Whether you're a seasoned marketer looking to stay ahead of the curve, an aspiring entrepreneur eager to make your mark, or a student in the field ready to dive into the world of digital media, this book is your ultimate guide to success. Get ready to unlock the full potential of digital media and take your marketing efforts to new heights!

Table of Contents:

Introduction

Chapter One: Introduction to Digital Media

1.1 Understanding the Digital Media Landscape

1.2 The Evolution of Digital Media

1.3 Digital Media’s Impact on Modern Marketing

Chapter Two: Media Buying and Planning

2.1 Foundations of Media Buying & Planning

2.2 Digital Media Planning Process

2.3 Agency vs In-House Media Buying

Chapter Three: Owned Media

3.1 Fundamentals of Owned Media

3.2 The Framework of Owned Media Campaigns

3.3 Owned Media Innovation

Chapter Four: Paid Media

4.1 Fundamentals of Paid Media

4.2 Paid Media Channels and Platforms

4.3 Budgeting Best Practices

Chapter Five: Earned Media

5.1 Fundamentals of Earned Media

5.2 Earned Media Platforms and Channels

5.3 Strategies in Earned Media

Chapter Six: Media Channel Management

6.1 Managing Digital Media Channels

6.2 Digital Channel Types & Management

6.3 Ethics in Media Channel Management

Chapter Seven: Growth Marketing

7.1 Understanding Growth Marketing

7.2 Growth Marketing with Digital Media

7.3 Growth Hacking

Chapter Eight: Digital Media Metrics & Analytics

8.1 Understanding Digital Media Metrics

8.2 Identifying the Right Metric

8.3 Descriptive, Predictive & Prescriptive Analytics in Digital Media

Chapter Nine: Integrated Marketing Communications

9.1 Promotional Mix

9.2 Integrated Marketing Communications

9.3 IMC Planning Process

Chapter Ten: Future Trends in Digital Media

10.1 Technology Advancement in Digital Media

10.2 Future of Consumer Behavior Trends

10.3 Maintaining a Competitive Advantage

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.