A/B testing, 38–39, 49, 76, 147
AC Nielsen, 128
Activision, 103
Adobe Analytics, 34
Adobe’s Marketing Cloud, 140
Advertisements, 94–95
Agile marketing, 147
AI. See Artificial intelligence
AIDA. See Attention, interest, desire, and action
Airbnb, 24
Alexa.com, 34
Algorithm, 53
EdgeRank, 88
Hummingbird, 53
Panda, 53
Penguin, 53
Alt tags, 55
Alt text. See Alt tags
Always on marketing, 104–107
Amazon, 10, 59, 60, 94, 100, 116–117
Analytics
data, 137
predictive, 137–138
web, 139–141
Apache Hadoop, 126–127
Artificial intelligence (AI), 145–146
Association to Advance Collegiate Schools of Business (AACSB), xiv
Attention, interest, desire, and action (AIDA), 101–102
Automation, in marketing, 145–146
Banner ads, 92
Barnes and Noble, 10–11
BERT update. See Bidirectional Encoder Representations from Transformers update
Bespoke, 103
Bidirectional Encoder Representations from Transformers (BERT) update, 53
Big Data, 135–136
Big Data analysis, 111, 127, 136
Bing, 10
paid search, 47
Branding, and search rankings, 59–60
Braun, 81
Broad Data, 136
Broad match, 47
Browser technology, 10
Business customer
external information, 132
internal information, 132
Business markets, market segmentation for, 132–133
BuzzSumo, 86
California Consumer Privacy Act (CCPA), 74, 119
CCPA. See California Consumer Privacy Act
CDP. See Customer data platform
CE. See Customer engagement
CEB Marketing Leadership Council. See Corporate Executive Board Marketing Leadership Council
CEM. See Customer experience marketing
Chaffey, Dave, 148–149
Channel correlation matrix, 107
Children’s Online Privacy Protection Act (COPPA), 119
Click-through rates (CTRs), 66, 67, 72, 77
Click to open rate (CTOR), 72
Clicktale.com, 36
Cluster analysis, 129
Collaborative filtering, 10
Communications
in marketing and advertising, progression of, 11–12
revolution in, 14–17
Consumers
attitudes toward privacy, 116–117
external information, 131
internal information, 129
markets, market segmentation for, 129–130
Content marketing and social media marketing, relationship between, 80–82
Controlling the Assault of Non-Solicited Pornography and Marketing Act (CAN-SPAM), 73–74
Conversational search, 53
Coolidge, Calvin, 115
COPPA. See Children’s Online Privacy Protection Act
Core competencies, 19–21
Corporate Executive Board (CEB) Marketing Leadership Council, 109
Cost per click (CPC), 48
CPC. See Cost per click
Creative Commons approach, 120–121
CRM. See Customer relationship management
Cross-device marketing, 33
CTOR. See Click to open rate
CTRs. See Click-through rates
Current data, keeping, 155
Customer
acquisition and relationship management, 16–17
experience, 39
lifecycle management, 29–32
Customer data platform (CDP), 141–142
Customer engagement (CE)
definition of, 84
social media marketing and, 84–86
Customer experience marketing (CEM), 103
Customer lifecycle, 30
Customer relationship management (CRM), 13–14, 29
data quality, vicious circle of, 109–113
definition of, 102
marketing management versus, 99–103
measurement of, 107–109
data quality, importance of, 109
Customization, 12
mass, 12–13
true, 12
DARPA. See Defense Advanced Research Projects Agency
Data
analysis, 123–124
analytics, 137
quality, vicious circle of, 109–113
security, 120–121
sharing, 155
Data-driven organization, organizing, 135–137
Database structure, designing, 125
Database technology, 10
Database Wizard, 126
Defense Advanced Research Projects Agency (DARPA), 8
Digital advertising landscape, 92–95
Digital marketing, 5
definition of, 69
plan outline, 157–160
scope and responsibilities, 150
strategic ideas, 19–26
structuring, 148–150
Digital marketing delivery mix (DMDM), 3–4
Digital marketing technologies, 22
Digital Millennium Copyright Act, 120
Direct media, evolution of, 15–16
Display ads, and paid search, 59
Distribution, revolution in, 14–17
DMDM. See Digital marketing delivery mix
Doritos, 83
Double Click, 94
Duopoly, 94
E-commerce marketing, 23
as branding tool, 67–68
effective design and offers, 75–76
fitting to digital marketing, 63–64
metrics, 76–77
as process, 72–75
as retention tool, 68–72
unsung hero of digital age, 65–67
E-mail service provider (ESP), 74, 77
Earned media, 83–84
EAT factor. See Expertise, authoritativeness, and trustworthiness factor
EdgeRank algorithm, 88
Eloqua, 103
eMarketer, 155
Epsilon, 93
ESP. See E-mail service provider
EU. See European Union
European Union (EU)
approach to data privacy, 117–119
General Data Protection rules, 74
Safe Harbor provisions, 117–118
ExactTarget Marketing Cloud Services, 74
Excluded match. See Negative match
Expertise, authoritativeness, and trustworthiness (EAT) factor, 53–54
versus internal data, 128
Eyeball tracking studies, 36–37
Facebook, 24, 47, 50–51, 55, 59, 84, 94, 100
Facebook Insights, 87
Fair Information Practices principles, 118
Federal Express, 16
Federal Trade Commission (FTC), 74, 118
Firm objectives, prioritization for, 33–34
Flickr, 84
Former customers, 31
Forrester Research, 85–86
Fortune 500, 100
FTC. See Federal Trade Commission
Gartner Group, 68, 69, 108, 111
GDPR. See General Data Protection Rules
General Data Protection Rules (GDPR), 118
Google, 46, 47, 59, 84, 88–89, 94, 118
BERT update, 53
Webmaster tools, 89
Google Ad Grants Online Marketing Challenge (OMC), xiv
Google Ads, 46
ad groups, 49
match types for selection in, 48
paid search, 47
Google Alerts, 87
Google Analytics, 34, 137, 139–141
Google Business Profile, 55
Google Chrome, 10
Google Glasses, 89
Google Trends, 5, 23–24, 46, 86
Gramm-Leach-Bliley Act, 119
Health Insurance Portability & Accountability Act (HIPPA), 119
Hierarchical databases, 125
Hilton Hotels, 88
Hilton Worldwide, 124
HIPPA. See Health Insurance Portability & Accountability Act
Hootsuite™, 86
House of Quality for Multichannel Marketing, 105, 154
Hummingbird algorithm, 53
IAB. See Internet Advertising Bureau
IBM, 85
Analytics solutions, 140
Digital Analytics, 34
Identify, differentiate, interact and customize (IDIC), 102
Identify, differentiate, interact and customize/personalize (IDICP), 102
IDIC. See Identify, differentiate, interact and customize
IDICP. See Identify, differentiate, interact and customize/personalize
Indeed.com, 25
Index Server, 54
Informational websites, 27
Inimitable resources, 19
Intellectual property issues, 120–121
versus external data, 128
International Standard Industrial Classification System, 134
Internet Advertising Bureau (IAB), 92, 119
Internet marketing, 5, 8, 10–11
simulation, xiv
Internet of Things, 89
Internet Service Provider (ISP), 74, 76, 120
iPhone, 90
ISP. See Internet Service Provider
Jobs, Steve, 28
Key performance indicators (KPIs), 148, 155
Keyhole, 86
Keyword Planner, 46
Keywordtool.io, 46
KLM (Royal Dutch Airlines), 13
KPIs. See Key performance indicators
Laissez-faire capitalism, 115
Landing page, 58
Lead nurturing process, 32
Learning
organization theory, 19
role in creating competitive advantage, 20
Legacy systems, 136
LinkedIn, 85
Logistic regression, 138
Luma Partners, 93
M&M, 90
Mail Chimp, 74
Market(ing)
actions, 101
agile, 147
always on, 104–107
automation in, 145–146
cross-device, 33
digital. See Digital marketing
e-commerce, 23
evolution of, 5–7
mix, 101
mobile, 79–95
multichannel (omni-channel), 104–107
orientation, 100
permission, 69
revolution in, 11–17
search engine, 45–61
social media, 79–95
technology stack, 146–148
Market segmentation, 35, 129–130
based on actions taken, 130–137
for business markets, 132–133
Marketing Charts, 155
Mason, Charlotte, 29
Mass customization, 12–13
Match codes, 135
Mckinsey & Company, 109
The Media company (TMC), 112
Merge/purge, 135
Microsoft Access, 126
Middle management, role in CRM implementation, 110–113
Middle managers, 155
MINI Getaway, 90
Mobile advertising, 91–92
Mobile analytics, 141
Mobile marketing and SoLoMo, combining, 89–91
modelmyoutfit.com, 13
Mosaic, 10
Moz Keyword Explorer, 46
Mozilla Firefox, 10
Multichannel marketing, 104–107
NAFTA. See North American Free Trade Agreement
NAICS code. See North American Industry Classification System code
Napster, 120
Natural search. See Organic search
Negative match, 47–48
Networking theory, 8–9
New customers, 31
Nike.com, 12–13
Nordstrom, 19
North American Free Trade Agreement (NAFTA), 134
North American Industry Classification System (NAICS) code, 35, 134–135
Office Depot®, 36
Office Max®, 36
OLAP. See Online-analytical processing
Old Spice, 83
OLTP. See Online-transaction processing
Omni-channel marketing. See Multichannel marketing
Online-analytical processing (OLAP), 126
Online Marketing Institute, xiv
Online-transaction processing (OLTP), 125
Open rate, 77
Operations planning, 20
Organic search, 53–56
and paid search, synergies between, 58
rankings, 56
Owned media, 83–84
Paid media, 83–84
Paid search, 46–48
campaign, organizing, 50
display ads and, 59
and organic search, synergies between, 58
Panda algorithm, 53
Pay per click (PPC), 46–47
Peer-to-Peer (P2P) sharing system, 120
Penguin algorithm, 53
Permission marketing, 69
layers of, 71
Persona marketing, 34–36, 75, 85
Personalization, 12
Personally identifiable information (PII), 116, 119, 120
Pervasive computing, 91
Phrase match, 47–48
PII. See Personally identifiable information
Pinterest, 84
exercise, 57
PPC. See Pay per click
Predictive analytics, 137–138
Privacy
consumer attitudes toward, 116–117
right to, 115–116
Profiling, 128
Programmatic advertising, 145
Prototypes, 38
Rack Room Shoes, 70
Radian6, 81
Real-time advertising, 104
Real-time bidding (RTB), 94
Recency/frequency/monetary (RFM), 128, 138
Red Bull, 81
Reddit, 84
Relational databases, 125
building, 125–126
Hadoop, 126–127
online-analytical processing, 126
Relationship matrix, 107
Responders, 31
Retained or repeat customers, 30
Return on investment (ROI), 108
Revolution
in communications/distribution, 14–17
in marketing, 11–17
in technology, 8–11
RFM. See Recency/frequency/monetary
Right keywords, choosing, 56–58
Right to privacy, 115–116
Roberts, MaryLou, 118
Robots, 54
Roe v. Wade, 115
ROI. See Return on investment
RTB. See Real-time bidding
Safe Harbor provisions (European Union), 117–118
SAP, 103
Screwfix, 124
Search Engine Land, 155
Search engine marketing (SEM), 45–61
branding and search rankings, 59–60
display ads and paid search, 59
organic search, 53–56
paid search, 47–48
phases of, 49
process, 48–52
right keywords, choosing, 56–58
synergies between paid and organic search, 58
types of, 46
Search engine optimization (SEO), 53–56
Search Engine Results Page (SERP), 47, 54, 60
branding and, 59–60
SEM. See Search engine marketing
SEO. See Search engine optimization
SERP. See Search Engine Results Page
Share of wallet, 108
Shared media, 83–84
Shopkick, 83
SHU. See Super heavy user
SIC coding system. See Standard Industrial Classification coding system
Site content, 36–38
Site maps, 38
Smart Watches, 89
Smith, Adam, 115
Social media marketing, 79–95
and customer engagement, 84–86
definition of, 79
digital advertising landscape, 92–95
measuring, 86–89
mobile advertising, 91–92
monitoring, 86–89
planning, 86–89
relationship with content marketing, 80–82
successful campaigns, 83–84
various forms, 79–80
Social media networking platforms, 84–85
SoLoMo and mobile marketing, combining, 89–91
Spam, 69
Sprout Social, 86
Standard Industrial Classification (SIC) coding system, 35, 133–134
Stickiness, 28
Stockholm, 90
Storytelling, 80–81
SumAll, 86
Sungard’s Zombie Apocalypse, 83
Super heavy user (SHU), 56
Supply chain management, 20
“T” shaped digital marketer, 146, 147
Tag management, 140
Target market, 34–36
Technology, revolution in, 8–11
Tesco, 108
Threadless.com, 86
360-degree view, 13, 103, 136, 141
TikTok, 85
TMC. See The Media company
Toyota, e-mail marketing campaign, 64, 65
Transactional databases. See Hierarchical databases
Transactional websites, 27
True customization, 12
Tumblr, 84
University of Illinois, 10
Unsubscribe rate, 77
UPS, 16
Usability testing, 38
Value chain, 20–21
Visualizations, 139
Wall Street Journal (WSJ), 50
Web 1.0, 28–29
Web 2.0, 29
Web 3.0, 29
Web analytics, 139–141
Web Content Management System, 38
Web/mobile design, 154
Website design, 27–40
customer lifecycle management, 29–32
evolution of, 28–29
firm objectives, prioritization for, 33–34
future challenges to, 39–40
responsive, 33
site content and design, 36–38
targeting and personas, 34–36
usability testing/launch/measurement, 38–39
Website navigation, 37
Wells Fargo, 103
Westin, Alan, 116
WhatsApp, 84–85
Wireframes, 38
WSJ. See Wall Street Journal
Yahoo!, 47
Yelp, 85