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B2B Digital Marketing: Using the Web to Market Directly to Businesses, 1st edition

  • Michael Miller

Published by Que Publishing (March 6th 2012) - Copyright © 2012

1st edition

B2B Digital Marketing: Using the Web to Market Directly to Businesses

ISBN-13: 9780132811651

Includes: Instant Access

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Overview

Table of contents

Introduction 1

 

I PLANNING

1 Understanding Digital Marketing 5

What Is Digital Marketing? .............................................................................6

Why Digital Marketing Matters for B2B ................................................6

    Digital Marketing Keeps You Competitive ...................................7

    Digital Marketing Is Becoming More Prevalent.........................8

    Digital Marketing Improves Customer Relationships .....................................9

    Digital Marketing: A 21st Century Imperative ...........................9

Getting to Know the Components of Digital Marketing ............................10

    Website Marketing .....................................................................................10

    Search Engine Marketing .......................................................................11

    Online Advertising .....................................................................................12

    Email Marketing ..........................................................................................13

    Blog Marketing .............................................................................................14

    Social Media Marketing ..........................................................................15

    Audio, Video, and Interactive Marketing....................................16

    Public Relations............................................................................................17

    Mobile Marketing .......................................................................................18

    Migrating from Traditional Channels to Digital Channels .............................19

    Migrating from Cold Calling to Search Engine Marketing ...................................19

    Migrating from Literature to Websites .........................................20

    Migrating from Trade Advertising to Web Advertising ..........................20

    Migrating from Direct Mail to Email .............................................20

    Migrating from Newsletters and Phone Calls to

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