Unlock the Door to Potential Benefit Realisation

Key Features

Forms the base line for choosing a career in Digital Marketing and gives a broad coverage aligning theory to practice

Simplified English especially suited for Indian audience

Concepts explained with help of relevant figures, diagrams and examples .

Exercises for readers at end of each section

Fits both academic and professional needs.

Examples and Case studies from Indian context.

Description
Book deals with strategies that aim to not force a product or service on the customers but rather understand their needs and provide them with content that they like which will eventually persuade them to buy the product or service. The book caters to both academic and professional needs and has numerous examples and case studies to help gain the desired clarity.

What You Will Learn

Inbound Marketing, its analysis and implementation

The Art and Science of Consumer Connections

Customer Conversion Machine, Content Marketing

Enticing Visitors to your Website

Conversion and Measuring Success with Analytics

Who This Book is For
You could be a student, a fresh graduate, or a working professional with any educational background and you will be able to start your career in digital marketing with the help of this book.

Table of Contents
1. Inbound Marketing An Introduction
2. Implementing and Analysing Inbound Marketing
3. The Art and Science of Consumer Connections
4. Customer Conversion Machine
5. Content Marketing
6. Enticing Visitors to your Website
7. The Concept of Conversion
8. Measuring Success with Analytics

About the Author
Dr Chandrani Singh is currently working as Director-MCA and Placement Head MCA(SMI) at Sinhgad Institute of Management Vadgaon,Pune and has a rich experience of over eighteen years in the academic sector.

Dr. Abiresh Abraham is a post graduate in management and information technology and holds a doctorate in management with more than 15 years of academic and industrial experience. He worked with Sinhgad Institute of Management, Pune for more than a decade.

Ajit Pandey is 33 year old passionate (content) writer. He is working as an Asst.Professor in Sinhgad Institutes. He is a computer science post graduate from SRKNEC, Nagpur.

 

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Spis treści

Inbound marketing eBook -- spis treści

• Inbound Marketing
• Copyright
• Preface
• Acknowledgement
• Table of Contents
• Chapter 1: Inbound Marketing: An Introduction
  • Introductory Caselet
  • 1.1 Introduction
    • 1.1.1 The Concept of Inbound Marketing
    • 1.1.2 Why Inbound Marketing Became An Overnight Success
    • 1.1.3 Downside Of Inbound Marketing
    • 1.1.4 Scope of Inbound Marketing
    • 1.1.5 Inbound Marketing Vs. Outbound Marketing
    • 1.1.6 Inbound Marketing Categories
    • 1.1.7 The Process of Inbound Marketing
    • 1.1.8 The FOUR-Actions in Inbound Marketing
  • 1.2 The Inbound Marketing Viewpoint
  • 1.3 Summary
  • 1.4 Descriptive Questions
  • 1.5 Answers to Descriptive Questions Hints
  • 1.6 Answers To Self-Assessment Questions
• Chapter 2 Implementing And Analyzing Inbound Marketing 18
  • Introductory Caselet
  • 2.1 Analyzing Inbound Marketing Performance
    • 2.1.1 Why Performance diagnosis?
    • 2.1.2 Key Performance Indicators (KPIs) of Inbound Marketing
    • 2.1.3 Performance Finding Process
      • 2.1.3.1 Inbound Marketing Assessment
      • 2.1.3.2 Establishing Metrics
  • 2.2 Recommending Strategic Inbound Marketing Solutions
  • 2.3 Applying Inbound Solutions: Executing a Plan
  • 2.4 Summary
  • 2.5 Descriptive Questions
  • 2.6 Descriptive Questions Hints
  • 2.7 Answers To Self-Assessment Questions
• Chapter 3 The Art And Science Of Consumer Connections
  • Introductory Caselet
  • 3.1 Charting the paths of Customers Purchase
  • 3.2 Identification of Customer Needs using Keywords
    • 3.2.1 Customer need identification
    • 3.2.2 Keyword search
    • 3.2.3 Implied keywords
    • 3.2.4 How to use the keyword tools
  • 3.3 Linking People with Products
    • 3.3.1 The Four Ps of Inbound Marketing,
    • 3.3.2 Creating meaningful linkages with people
    • 3.3.3 Communication Gap Management
  • 3.4 Summary
  • 3.5 Descriptive Questions
  • 3.6 Descriptive Questions Hints
  • 3.7 Answers To Self-Assessment Questions
• Chapter 4 Customer Conversion Machine
  • Introductory Caselet
  • 4.1 Conversion Machine: An Introduction
    • 4.1.1 Importance and use of conversion machine?
    • 4.1.2 Connecting with customers
    • 4.1.3 How to build website engine?
    • 4.1.4 Managing website contents
    • 4.1.5 Buying experience- how to create an effective one
  • 4.2 Organizing Website for Attraction and Conversion
    • 4.2.1 Tips & Tricks for making website attractive for the customers
    • 4.2.2 Creating user experience that really works
    • 4.2.3 Choosing the content management system
    • 4.2.4 Bridging the gap between web developers and marketing strategy
  • 4.3 Call-To-Action (CTA) Map
    • 4.3.1 An introduction to Call-to-action map
    • 4.3.2 Creating an effective CTA map
    • 4.3.3 Building navigation, information and conversion pages
    • 4.3.4 CTA Map as a catalyst for increasing conversion rate
  • 4.5 Descriptive Questions
  • 4.6 Descriptive Questions Hints
  • 4.7 Answers To Self-Assessment Questions
  • 4.8 Suggested References and Readings
• Chapter 5 Content Marketing
  • Introductory Caselet
  • 5.1 Premium Content: An Introduction
    • 5.1.1 Forms of Premium Content
    • 5.1.2 Functions Of Premium Content
  • 5.2 How to create Valuable Content
  • 5.3 The Four Es of Content Marketing
  • 5.4 Process of creating Inbound Campaigns using Premium Content
  • 5.5 Blogging: An effective tool for attracting customers
    • 5.5.1 Blog- definition and importance
    • 5.5.2 Process of creating a blog
    • 5.5.3 Categorizing blog posts
    • 5.5.4 Determining what to Post on the blog
    • 5.5.5 Creating a calendar for posting on blog
  • 5.6 Summary
  • 5.7 Descriptive Questions
  • 5.8 Descriptive Questions Hints
  • 5.9 Answers To Self-Assessment Questions
  • 5.10 Suggested References and Readings
• Chapter 6 Enticing Visitors To Your Website
  • Introductory Caselet
  • 6.1 Organic Traffic
    • 6.1.1 Tools and Techniques to increase organic traffic on your website
    • 6.1.2 Tricks for Ranking higher on search engine result pages
  • 6.2 Paid Search
    • 6.2.1 Importance of paid search
    • 6.2.2 Using paid media for draw visitors to your website
    • 6.2.3 Types of paid media
    • 6.2.4 Creating a paid search campaign
    • 6.2.5 Ads on Google: the process
  • 6.3 Drawing Visitors with Social Media Sharing
    • 6.3.1 Advantages of social media
    • 6.3.2 Picking the most suitable social media channel
    • 6.3.3 Distributing content on social media
    • 6.3.4 How to create a following on social media
  • 6.4 Email as a medium to Attract and Re-attract audience
    • 6.4.1 Writing emails that will attract and convert
    • 6.4.3 Email workflows: how to create an effective one
    • 6.4.4 Planning Frequency of emails
  • 6.5 Summary
  • 6.6 Descriptive Questions
  • 6.7 Descriptive Questions Hints
  • 6.8 Answers To Self-Assessment Questions
  • 6.9 Suggested References and Readings
• Chapter 7 The Concept Of Conversion
  • Introductory Caselet
  • 7.1 Conversion Types
    • 7.1.1 Conversion Goal Type in Google Analytics
    • 7.1.2 Categories of customer conversion types
    • 7.1.3 Customer conversion chain
    • 7.1.4 Classification and segmentation of collected customer data
    • 7.1.5 Accountability towards customer data collected
  • 7.2 Methods for Website Conversions
    • 7.2.1 Methods of increasing conversions
    • 7.2.2 Measuring conversion statistics
    • 7.2.3 Analyzing links in customer conversion chain
    • 7.2.4 Recognizing successful conversion paths and reproducing it
  • 7.3 Landing Pages
    • 7.3.1 What are landing pages?
    • 7.3.2 Creating an effective landing page
    • 7.3.3 Essential Components of a landing page
    • 7.3.4 Replicating successful landing pages
  • 7.4 Summary
  • 7.5 Descriptive Questions
  • 7.6 Descriptive Questions Hints
  • 7.7 Answers To Self-Assessment Questions
• Chapter 8 Measuring Success With Analytics
  • Introductory Caselet
  • 8.1 Measuring Inbound Marketing Results
    • 8.1.1 Important inbound Marketing metrics
    • 8.1.2 Google analytics: an introduction
    • 8.1.3 Using Google analytics for reports generation
    • 8.1.4 Marketing automation software as measurement tool of inbound marketing
  • 8.2 Understanding User Testing
    • 8.2.1 Testing the key inbound metrics
    • 8.2.2 Fundamentals of testing: When and What to test
    • 8.2.3 A/B testing fundamentals
  • 8.3 Summary
  • 8.4 Descriptive Questions
  • 8.5 Descriptive Questions Hints
  • 8.6 Answers To Self-Assessment Questions
  • 8.7 Suggested References and Readings