Understand the Business Value You’re Getting from Social Media, so You Can Optimize It: Now, Tomorrow, and for Years to Come Four great books show you how to capture the data you need to drive better results from social and online marketing—and use that data to improve ROI, quickly and continuously. In SEO & PPC: Better Together, Melanie Mitchell shows how to use SEO and pay-per-click together to achieve better results than either can deliver alone. You’ll learn how to integrate SEO and PPC in campaigns that engage more consumers and use data from both to improve the performance of each. Next, in How to Use Social Media Monitoring Tools, leading social media marketer Jamie Turner offers a fast-paced primer on social media monitoring and realistic, low-cost methods for getting started. Turner introduces many of today’s most valuable monitoring tools and presents a practical eight-step social media monitoring plan that can be implemented rapidly by virtually any company. In How to Make Money with Social Media Optimization, Robert Scott Corbett helps you master “SMO”: the strategic use of social media engagement to supercharge brands, extend reach, influence conversations, build share, and drive profits. Finally, in Marketing in the Moment: The Practical Guide to Using Web 3.0 Marketing to Reach Your Customers First, top Web marketing consultant Michael Tasner helps marketers, entrepreneurs, and managers move beyond hype and high-level strategy to proven tactics and successful ground-level execution. You’ll discover which new marketing technologies deliver the best results and which hardly ever pay for themselves...how to use virtual collaboration to accomplish marketing projects faster and at lower cost...how to build realistic action plans for the next three months, six months, and twelve months. Whatever you sell, these books will help you build leads, traffic, sales, market share, and profits! From world-renowned online marketing pioneers and innovators Melanie Mitchell, Jamie Turner, Robert Scott Corbett, and Michael Tasner

Measuring the Success of Digital Marketing explains how to determine the success of a digital marketing campaign by demonstrating what digital marketing metrics are as well as how to measure and use them. Including real life case studies and experts viewpoints that help marketers navigate the digital world.

This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Win online by attracting the right customers and getting the right performance measurement Digital Impact answers the critical questions marketers have about connecting with and influencing consumers online. Written in an easy-to-read, approachable format, this helpful guide presents provocative content along with practical, commonsense methods that can be followed by any businessperson at companies of all sizes. The discussion hones in on two keys to success: building a performance measurement approach that will let you get maximum impact out of your online marketing and ad dollars, and creating magnetic content that attracts customers and keeps them engaged with your brand. Leverage trust and build ROI in social media and mobile spaces Get actionable data, best practices, cases studies, anecdotes, practical coaching tips and strategic insights Engage customers who typically resist advertising messages Learn from authors who have extensive experience across major industries and accounts, giving them a wide business appeal Whether your budget is corporate-sized or on a shoestring, you'll want to achieve the measurable bottom-line improvements that come with having Digital Impact.

There is a small and growing literature that explores the impact of digitization in a variety of contexts, but its economic consequences, surprisingly, remain poorly understood. This volume aims to set the agenda for research in the economics of digitization, with each chapter identifying a promising area of research. "Economics of Digitization "identifies urgent topics with research already underway that warrant further exploration from economists. In addition to the growing importance of digitization itself, digital technologies have some features that suggest that many well-studied economic models may not apply and, indeed, so many aspects of the digital economy throw normal economics in a loop. "Economics of Digitization" will be one of the first to focus on the economic implications of digitization and to bring together leading scholars in the economics of digitization to explore emerging research.

"A huge investment has been made in digitizing scholarly and cultural heritage materials through initiatives based in museums, libraries and archives, as well as higher education institutions. The 'Digital Economy' is an important component of institutional planning, and much attention is given to the investment in digital projects and programmes. However, few initiatives have examined the actual use, value and impact of digital collections, and the role of digital collections in the changing information environment. As the creative, cultural and educational sector faces a period of restricted funding, it is timely to re-examine the use of the digital collections that have been created in the past twenty years, and to consider their value to the institutions that host them and to the communities of users they serve. This book brings together a group of international experts to consider the following key issues: What is the role of digital resources in the research life cycle? Do the arts and humanities face a 'data deluge'? How are digital collections to be sustained over the long term? How is use and impact to be assessed? What is the role of digital collections in the 'digital economy'? How is public engagement with digital cultural heritage materials to be assessed and supported? This book will be of interest to academics, librarians, archivists and the staff of cultural heritage organizations, as well as funders and other key stakeholders with an interest in the development and long term sustainability of digital collections."--Publisher's website.

Measuring the Success of Digital Marketing explains how to determine the success of a digital marketing campaign by demonstrating what digital marketing metrics are as well as how to measure and use them. Including real life case studies and experts viewpoints that help marketers navigate the digital world.

Learn to take full advantage of search and social media for B2B marketing Business-to-business marketers have been slow to enter the online marketing arena, but now that the impact of search and social media marketing in the consumer marketplace is clearly documented, B2B marketers are ready for a complete guide to making the most of the medium. Written by experts with first-hand knowledge of the field, this book clearly explains how to leverage today's search engine marketing and social media technologies to get, nurture, and convert leads. Topics include strategy, branding, monitoring, resource allocation, and much more. B2B marketers need detailed, practical guidelines and strategies for how best to gain, nurture, and convert leads using today's Internet technologies and strategies This ultimate how-to guide examines strategic and branding considerations, search engine optimization techniques, and how to maximize the impact of banner ads and landing pages Explains how to use social media listening and monitoring tools, how to engage visitors, and how to allocate resources to ensure success Covers measuring results, improving web site usability, using metrics, and nurturing leads Skilled B2B marketers who are ready to take advantage of all that online marketing has to offer will find this guide provides exactly the know-how they need.

Learn how to create effective digital marketing campaigns, analyze competitor behaviour and conduct digital marketing in a responsible and accountable way with this real-life focussed and streamlined textbook. Digital Marketing in Practice balances step-by-step practical coverage with academic theoretical context throughout to offer a definitive and easy-to-understand resource. Exploring key definitions and best-practice for tools, channels and platforms including SEO, social media marketing, email marketing and online advertising, it shows how to create plans and set objectives, design digital marketing campaigns and evaluate their success for improvement. Digital Marketing in Practice also describes how to incorporate accountability, inclusivity and meaningful sustainability messaging. Featuring interviews with industry professionals and case study examples from a range of brands including Nielsen and the Met Office, it also contains how-to guides, check lists and critical thought pieces. Supported by online resources consisting of lecture slides, self-test questions, group activities, worksheets, additional interactive case studies and further resource links, it is an indispensable text to equip students with the tools to develop and implement successful digital marketing.

Digital Transformation Management for Agile Organizations highlights and explores new dynamics regarding how current digital developments globally scale, by examining the threats, as well as the opportunities these innovations offer to organizations of all kinds.