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Annmarie Hanlon
Digital Marketing
Читать книгу Digital Marketing - Annmarie Hanlon - Страница 1
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Digital Marketing
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About the Authors
Acknowledgements
Preface
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1 The Digital Marketing Landscape Learning Outcomes
Professional Skills
1.1 Introduction
1.2 A New Era
Key Term Ubiquitous Computing
1.2.1 The Pace of Technology Substitution
Activity 1.1 Analyse Technology Change
1.2.2 Two-step Flow Theory of Communications
Key Term Diffusion of Innovations
Key Terms Opinion Formers and Opinion Leaders
Key Term Micro-Influencers
Smartphone Sixty Seconds® – Evaluate Your Influencers
Case Example 1.1 Eltoria Influencer Marketing
Case Questions
1.2.3 The Move from Traditional to Digital Marketing Tools
1.3 Digital Natives and Digital Immigrants
1.4 Digital Disruption
Discover More On the Past and Future History of the Internet
Activity 1.2 What's Your Digital Disrupter?
1.5 Internet of Things
Key Term Internet of Things (IOT)
Activity 1.3 Create Your Internet of Things
1.6 Big data
Key Term Big Data
Ethical Insights Web Scraping
1.7 Privacy and the Right to be Forgotten
Digital Tool Online Reputation Management
Key Term General Data Protection Regulation (GDPR)
1.8 Bitcoin and Blockchain
Discover More On Blockchain
Case Example 1.2 The Lost Bitcoins
Case Questions
1.8.1 Blockchain – the Distributed Ledger
Key Term Disintermediation
Further exercises
Summary
2 The Digital Consumer Learning Outcomes
Professional Skills
2.1 Introduction
2.2 The evolution of the digital consumer
Discover More On Consumerism
Key Terms Hedonic and Utilitarian Consumption
Key Term Dematerialisation
2.2.1 Accepting new Technology
Activity 2.1 Application of the Technology Acceptance Model
2.3 Changing digital behaviour
2.3.1 Consumer Power
2.3.2 The Rise of the Prosumer
Case Example 2.1 Open Source and the Prosumer
2.3.3 Second Screening
Discover More On Second Screening
2.3.4 Showrooming and Webrooming
2.3.5 Liquid and Solid Consumption
Key Terms Liquid and Solid Consumption
Discover More On Liquid Consumption
2.4 Online customer journey
Activity 2.2 Construct a Simple Customer Journey
2.4.1 The Challenge of Terminology
Buyer Journey
Consumer Journey or Consumer Decision Journey
Customer or User Journey Mapping
Customer Service Encounters
Customer Experience (CX)
Online Customer Service Experience (OCSE)
Path to Purchase
Digital Tool Google Path to Purchase
Key Term Cookie
Service Blueprinting
Activity 2.3 Create a Service Blueprint
2.4.2 Best Practice for Customer Journeys
2.4.3 Valuing the Customer Journey
Key Term Dark Social
Case Example 2.2 Adidas Combats Dark Social
Combating Dark Social
2.5 We're all connected
Smartphone Sixty Seconds® – Degrees of Separation
2.6 We're all digital now
Further Exercises
Summary
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