Index

A/B testing, 23, 64

ABC (always be closing) rule, 43

AdRoll, 66

Advertisements, 2. See also specific Advertisements

banner, 13, 57–58

blocking, 12

built-in tools, 61

costly and extravagant, 11

digital brand engagement be alternative to, 7–9

Adweek, 11

Affiliate marketing, 67–68

CAKE, 69

Commission Junction, 68

VigLink, 68–69

Ahrefs, 63

Always be closing (ABC) rule, 43

Amazon, 94

Android Pay, 50

Apple Pay, 50

AskJeeves, 83

Asset, brand as, 29, 32

Attention, attracting, 8

Audience retargeting, 66

Audience targeting method, 21

Automation, type of, 103

Aweber, 65

Banner advertisements, 13, 20, 57–58

BidIQ, 66

Brand, 7

as asset, 29, 32

names, 3

new users vs., 106–109

portfolio strategies, creating, 32

relevance, 19

maintenance of, 31

reputation, enhancing, 9

restrictions within digital marketing, 14

Branding

experience, 25–26

online building, 84–85

voice, 85–86

White Hat and Black Hat tactics, 86–87

Breakthrough brand building, generation of, 30

Broadcast media, 20

Budget, marketing, 107

Built-in tools, advertising, 61

Business, important things about, 6

BuzzFeed, 28

CAKE, 69

Canva, 70

Chat Now, 27

Chief Marketing Officers (CMOs), 2

CitationFlow, 63

Click-Through Rate (CTR), 23–24

CMOs (Chief Marketing Officers), 2

Commission Junction, 68

ComScore, 22

Connected activity, types of, 15

Consistency, 52

Content Creation

Canva, 70

Contently, 71

Visual.ly, 70–71

Content Curation, 71–72

Feedly, 72

Google Alerts, 72

Quora, 73

Scoop.it, 72–73

Content hub, Website into, 25

Content marketing, 11, 69–70

Content Creation

Canva, 70

Contently, 71

Visual.ly, 70–71

Content Curation, 71–72

Feedly, 72

Google Alerts, 72

Quora, 73

Scoop.it, 72–73

Contently, 71

Conversion rate, 74

ConvertKit, 65

Creative optimization, 23

CRM (Customer Relationship Management), 60

Crowdsourcing, 109

video, 105–106

CTR (Click-Through Rate), 23–24

Customer-centric marketing, 37, 39

Customer journey enhancement, 40–41

developing relationships, 42–43

making to come back, 44–45

reactivating old customers, 45

reminding to buy, 43–44

welcome program, 41–42

Customer Relationship Management (CRM), 60

DC Comics, 85

Decision-making process, brands in, 4

Digital advertising, 9

Digital bang, 50

Digital branding, 19–20, 57–58, 81–82

audience targeting, 21

building

affiliate marketing, 67–69

built-in advertising tools, 61

content marketing, 69–73

digital marketing toolkit, 59

digital personality, 58–59

display retargeting, 66–67

e-mail marketing, 64–65

Hootsuite, 61

search engine optimization, 61–63

Sprout Social, 60

website analytics, 73–76

website testing, 76–77

challenges

brand, as asset, 29, 32

brand relevance, maintenance of, 31

breakthrough brand building, generation of, 30

building internally, 31

digital strategies, building, 31

integrated-marketing communication, 30–31

portfolio strategies, creating, 32

subcategories, creation of, 30

vision, of brand, 30

channels building, 51–53

creative optimization, 23

customer journey enhancement, 40–41

developing relationships, 42–43

making to come back, 44–45

reactivating old customers, 45

reminding to buy, 43–44

welcome program, 41–42

customer mindset, capturing, 49–50

end user finding, 39–40

engagement

advertisements and, 11

advertising, alternative to, 7–9

aspects of, 8–9

content marketing, 11

digital-marketing campaign, 11–12

effective, 12–15

logo, 10

misconceptions associated with, 9–12

sales and, 10–11

social media, 10

influence, 48–49

location, 47–48

new habits of, 109–110

online presence development, 50

people, 46–47

Programmatic Premium, 22–23

retargeting, 22

search retargeting, 21–22

successful online techniques, 24–26

technology and people, 38–39

tools, 83

vs. traditional branding, 20–21

Digital landscape, 2

Digital marketing, 1–2, 20, 82–84

brand restrictions within, 14

toolkit, 59

Digital revolution, 7

new frontiers to, 101–102

habits of digital brand, 109–110

technologies shaping new frontiers, 102–104

user-generated content, 104–106

users vs. brands, 106–109

Digital strategies, building, 31

Direct mail, 20

Display retargeting

AdRoll, 66

Google AdWords, 67

ReTargeter, 67

E-Bay, 94

E-branding, 83–84, 104–106. See also Digital branding

on review sites, 94–95

on social media, 88–89

Facebook, 89–90

Instagram and Tumblr, 92–94

Twitter, 90–92

E-mail marketing

Aweber, 65

ConvertKit, 65

MailChimp, 64–65

Earned media, 12

Electronic word of mouth (eWOM), 48–49, 53

Facebook, 12, 27, 51, 61, 82, 88, 106

e-branding on, 89–90

Facebook Live, 105

Feedback, 9

Feedly, 72

First-time parents from New York, 21

Funnel model, 4

Gallego, Tom, 2

Google, 88

Google ads, 20

Google AdWords, 67

Google Alerts, 72

Google Analytics, 74–75

Google Plus, 27

Google Search Console, 62

Hashtags, 91

Hootsuite, 61

IMC (integrated-marketing communication), 30–31

Infographics, 13

Information overload, 14

Instagram, 88, 106

e-branding on, 92–94

InstaStories, 105

Integrated-marketing communication (IMC), 30–31

Internet, 5, 7, 81–82

branding, 20

making money on, 81

Interruption, inspiration compared to, 8

Investment factor, 8

Keyword, 86–87

Keyword Stuffing, 86

Kissmetrics, 75

Lifestyle segmentation approach, 46

LinkedIn, 27, 51, 88

LiveChat, 27

Location, offline branding and, 47–48

Logo, 10

Long-term customer loyalty, 24

MailChimp, 64–65

Marketing

affiliate. See Affiliate marketing

budget, 107

customer-centric, 37, 39

digital, 1–2

e-mail. See E-mail marketing

push vs. pull, 14

traditional-based, 3

Marvel Comics, 85

McTully, 83

Mention, 75–76

“Microblogging” site, 90

Mobile advertising, 106

Mobile marketing, 106

Moz, 63

Moz Blog, 63

Moz Local, 63

Moz Pro, 63

Offline branding

customer management and, 46–47

location and, 47–48

One-time customers, 4

One-to-many approach, 3

Online advertisements, 107–108

Optimizely, 77

Owned media, 13

Paid media, 12

Pay per click (PPC), 12

Pinterest, 51

Playbuzz, 28–29

Power Editor, 61

Preliminary-brand awareness, 22

Premium, 23

Print media, 20

Programmatic Premium, 22–23

Push vs. pull marketing, 14

Quora, 73

Real-Time Bidding (RTB), 22

Recent, Female College-Grad, 21

ReTargeter, 67

Retargeting, 22

Return on Investment (ROI), 41

Review sites, branding on, 94–95

ROI (Return on Investment), 41

RTB (Real-Time Bidding), 22

Sales, 10–11

Scoop.it, 72–73

Search Console, 62

Search engine marketing (SEM), 12

Search engine optimization (SEO), 6, 20, 61–62, 83

Ahrefs, 63

Google Search Console, 62

Moz, 63

SEMRush, 62–63

strategy improvement, 25

Twitter, advantages, 92

Search retargeting, 21–22

“Second evolution” of the Internet, 81

Security of premium inventory, 22–23

SEM (search engine marketing), 12

SEMRush, 62–63

SEO. See Search engine optimization

“Set-it-and-forget-it” approach, 76

Single-post “interactions,” 16

Smart Inbox, 60

Smartphones, 50, 106

SnapChat, 105

Social Local Mobile (SoLoMo), 106, 110

Social media, 10, 14, 59–60, 88–89

active presence, 25–26

BuzzFeed, 28

e-branding on, 88–89

Facebook, 89–90

Instagram and Tumblr, 92–94

Twitter, 90–92

marketing, 20

online presence, 51

Playbuzz, 28–29

Udemy, 29

YouTube, 28

Sprout Social, 60

Subcategories, creation of, 30

Super-premium inventory, 22

Target market, 40

Technologies, shaping new frontiers, 102–104

Telemarketing, 20

Traditional-based marketing, 3

Traditional branding, digital branding vs., 20–21

Triple-A games industry, 40

True engagement, 10, 15

Trust

gaining, 9

network, 110

TrustFlow, 63

Tumblr, 88

e-branding on, 92–94

TV advertising, 107–108

Twitter, 13, 27, 51, 61, 82, 88, 106

e-branding on, 90–92

Twitter Native Platform, 61

Udemy, 29

Unbounce, 76–77

User-generated content, 104–106

ValueClick Media, 22

Video advertisements, 2, 108–109

View-through conversion, 24

VigLink, 68–69

VIP access, 45

Virtual reality, 103–104

Vision, of brand, 30

Visual.ly, 70–71

Voice of brand, 85–86

Web 2.0, 81, 88

Website, 20

analytics, 73–74

Google Analytics, 74–75

Kissmetrics, 75

Mention, 75–76

into content hub, 25

testing

Optimizely, 77

Unbounce, 76–77

Welcome program, for customer journey enhancement, 41–42

White Hat and Black Hat tactics, 3, 7, 86–87

benefits with, 3–4

successful online, 5

World Wide Web, 57, 81

YouTube, 28, 53, 82, 106–107

ZenDesk, 26–27