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Francesca James; Hannah Durham Edited by Francesca James & Hannah Durham 50 Shades of Digital Marketing 50 Shades of Digital Marketing1stedition© 2013 Fresh Content & bookboon.comISBN 978-87-403-0560-9 Contents Spoiler alert10 1The Rise and Rise of the Influencer – What it means to today’s marketers121.1Find and Engage121.2What influencers mean to marketers13 The Changing Psychology of the Social Shopper14 2 3Leverage your Assets!16 Learn from the Media’s Example17 5The Value Theory of Content Marketing: It’s Priceless!185.1What’s content good for?19 Top three tips for winning at multi-channel21 EXPERIENCETHE VALUE OF APROFESSIONAL NETWORK Our peer groups are carefully tailored to members’profiles, which ensures both adequate input fromprofessionals who match your level of managementand discipline, and avoids accidental placement witha group of competitors or significant customers. 50 Shades of Digital MarketingContents If You Don’t Know Where you’re Going – All Roads Lead There!23 Optimising your Inventory for Online Ad Campaigns25 8 What Does the Future hold for the Marketing Organisation?27 Don’t Mistake Reach for Influence 29 11Developing a Mobile App vs. a Mobile Website3111.1Benefits of developing a mobile app3111.2Weighing up your options3211.3Things to consider32 12The Rise of Visual Social Media – Instagram, Pinterest and Tumblr 12.1Tumblr33 12.2Pinterest33 12.3Instagram34 12.4Conclusion34 EXPERIENCE THEBUSINESS BENEFITS OFA PROFESSIONAL NETWORK EGN acts as a support network for your entire business,giving you benefits that include upskilling of your keyemployees, insights into the latest market trends and tools. 13The Role Video has to play in Driving Traffic and Increasing Profitability3513.1The case for video3513.2More traffic, more purchases?35 The Integration of Search and Social37 The Importance of Speed to eCommerce Companies39 16Ditching the SEO Silos: Integrate the 5 Pillars of SEO4016.1The Foundation: Keyword Research4016.2Pillar 1: Technical SEO4016.3Pillar 2: User Experience4116.4Pillar 3: Content Marketing and Outreach4116.5Pillar 4: Public Relations4116.6Pillar 5: Social Media41 The Dos and Don’ts of Dealing with Bloggers42 17 This is a global network, wherethe return on human capital istruly enormous. PETER Y. B. TAYFOUNDER & CEOTPS CORPOR ATE SERVICES PTE LTD,SING APORE 18SEO Q&A on In-Depth Articles4418.1What are in-depth articles?4418.2I thought in-depth articles was an algorithm…4418.3So are these new results in addition to normal search results?4418.4Crikey – how do I get “in-depth article” ranks then?4518.5Should I bother? I’d like to rank higher than the bottom 3 RESULTS45 How to take Relationship Marketing to the Next Level46 19 20Why LinkedIn Is Your Best Lead Generation Friend4820.13 Secrets LinkedIn Experts Keep To Themselves48 21Are We Allowing Big Data to get too Big? Is it in fact just a euphemismfor ‘lost in data’?50 It’s Time to up Your Email Game53 The Future of Online Content – Link Attributes and the Authored Web54 Has Digital Changed PR56 24 It is a great way to shareexperiences across differentkinds of companies. PATRICK LYKKEG A ARDSERVICE DELIVERY MANAGERMAERSK TANKERSEGN DENMARK 25PPC Advertisers must capitalise from the Great Google v AmazonProduct Listing Battle5826The Power of Seduction6026.1Old school… it’s the future6027Treat your Website like a Shop or Dealership6228Has Digital Killed Traditional?6329Building an e-commerce Business from Zero6430Hold the Champagne6631Full Stack Marketing 1016731.1How to Become a Full Stack Marketer:6832Why are Ad Volumes increasingly being purchased in Real-Time on theAd Exchanges?69 I find it so insightful co-creatingsolutions and having debateson the key questions, we have. VERONICA CABED OHR CONSULTANT & COACHEGN BELGIUM 33Advertising Needs More People Who Understand the Data7134How to Reach More Customers and Deliver on your Brand Promise7335How important is “Time of Day sending”?7936Why Expertise and Empathy are the Future of Digital Marketing8137‘Digital’ Still Means So Many Different Things to Different People8338Improving Conversions: Make it Easier to connect with your Customers8539Why Marketers Need to Understand the Benefits of Mobile First8740Are We Forgetting the Primary Function of a Mobile?8941Time to get Emotional9142Making the Most of Email Marketing Metrics9242.1Campaign Metrics9242.2Engagement Metrics9542.3Mobile Metrics9642.4ROI Metrics9742.5Making the most of the metrics9843There’s No Such Thing as Free Web Traffic10044Digital Tactics: What Are You Going to Commit to?10245Digital Marketing: The Science behind the Art?10446Device Slice is King!10647The Advent of Customer Engagement Marketing10848How to Convince a Personal Brand to Use Your Company Brand11149Why It’s Not Enough to Be Liked on Social Media11350Social Customer Service – Are You Ready To Connect? Spoiler alert Francesca James – Head Of Content,The Digital Marketing Show@francescaajames