Digital Marketing Fundamentals

Marjolein Visser RM has been fascinated by digitalisation since the first internet course in the Netherlands in 1994. As a managing partner at MarketWise, she assists organisations in developing innovative business models and optimising their marketing returns. Through TourWise, she operates international travel websites. In addition, Marjolein conducts incompany training and is involved in master’s and undergraduate programs. She has held interim marketing and executive roles at various organisations, including De Hypothekers Associatie, Achmea, Youri Group, Delta Lloyd, AEGON, SNS Bank, Randstad, and non-profit organisations. Marjolein has authored seven books and numerous articles on marketing.Mike Berry FCIM, F IDM started his career at Procter & Gamble. He then went agency-side with roles at EHS Brann (Havas), Wunderman (Y&R – WPP), Senior VP at Bozell/FCB (IPG) and Head of Digital for EMEA at Jack Morton (IPG). Today he’s a Digital Marketing consultant, trainer and academic (Professor of Practice at Hult International Business School, Module Leader at Imperial College London and King’s College London and Visiting Faculty at Cambridge Judge Business School and Grenoble Ecole de Management in Paris). He is the author/co-author of 5 books including The Best Of Global Digital Marketing Storybook 1 and 2 (with Hando Sinisalu). Mike is a Fellow of the Chartered Institute of Marketing, CIM (and Course Director, CIM Academy). He is passionate about online data privacy and its implications for marketers and individuals.

• 1. Digital Marketing (Case: Digital Marketing at Marriott) 2. Digital Transformation, Strategy and Business Models (Case: IKEA's Digital Transformation) 3. Online Customer Behaviour (Case: The Online Behaviour of Treehugger's Youngest Target Group) 4. Understanding the Customer (Case: E-sey Rider? Harley-Davidson LiveWire) 5. Strengthening the Brand (Case: Digital Brand Communications at Patagonia) 6. Digital Marketing in the Inspiration Phase (Case: Tiffany Inspires Once-in-a-Lifetime Jewellery Purchases) 7. Digital Marketing in the Research Phase (Case: Raleigh Optimises Findability) 8. Digital Marketing in the Evaluation and Selection Phases (Case: The Smart Online Sales Strategies of ASOS) 9. Facilitating Online Purchases (Case: The Growth Plan of La Roche-Posay Have Consequences for Distribution and Service) 10. Setting Up Digital/Automated Services (Case: FrieslandCampina Professional Optimises the Customer Journey for Pizza Chefs) 11. Digital Marketing Throughout the Use Cycle (Case: Fashion Brand Diane von Furstenberg Makes Customers Feel Special) 12. Designing Effective Websites and Apps (Case: An International Marketing Award for the Anne Frank Foundation) 13. Digital Analytics, Testing and Experimentation (Case: Digital Analytics in Practice at Van der Valk Hotels) 14. Digital Marketing Planning and Organisation (Case: Online Supermarket Ocado Delivers for its Customers)

Marketing without digital is an anachronism and yet many organisations still leave digital to the junior members of the team. This book is essential reading for all practitioners, both young and old, to understand how digital should now be the red thread in all marketing strategies.Ronan Gruenbaum, Global Director of Undergraduate Learning & Development, Hult International Business SchoolToday, more than ever, it is essential that marketers have a solid grounding in Digital Strategy and techniques. Employers are increasingly demanding these skills. This book provides exactly that and I recommend it.Christian Jensen-Broby, Vice President, Market Operations and Asset Management Europe, Middle East, Asia Pacific, Marriott Vacations WorldwideDigital technologies have changed the way we market to and engage with our audiences. We need to understand these technologies and add value to the customer journey. I recommend this book for anyone looking to develop their digital marketing knowledge and skills.Marialena Zinopoulou, CEO, The Digital Marketing Association (DMA), Module Leader at Imperial College Business School, London