Contents -- Preface: Welcome to a brave new world -- Acknowledgements -- Damian Ryan -- Calvin Jones -- 01 Going digital - the evolution of marketing -- Our chapter pledge to you -- In the beginning… -- The changing face of advertising -- The technology behind digital marketing -- Enough technology… let's talk about people -- 02 Strategic thinking -- Our chapter pledge to you -- Why you need a digital marketing strategy -- Your business and digital marketing -- Defining your digital marketing strategy -- Understanding the digital consumer -- Mind your Ps -- Eyes on the prize -- Bringing it all together -- 03 Your window to the digital world -- Our chapter pledge to you -- Your website - the hub of your digital marketing world -- Building an effective website -- The main steps of building your website -- Before you start -- Choosing your domain name -- Hosting - your website's home on the internet -- How to choose a web designer/developer -- Arranging your information -- Writing effective web content -- Website design summary -- 04 The search for success -- Our chapter pledge to you -- Search: still the online marketer's holy grail -- About the engines -- Optimizing your site for the engines -- Advertising on the search engines -- Black hat, the darker side of search -- Bringing in the pros -- Universal search - more opportunities to rank -- Shifting goalposts: search innovation and the quest for relevance -- 05 Website intelligence and return on investment -- Our chapter pledge to you -- Measuring your way to digital marketing success -- Getting started -- How information is measured -- Measuring what's important to you -- Testing, investing, tweaking, reinvesting -- Action stations -- Harness the power of online data and watch your ROI take off -- 06 E-mail marketing -- Our chapter pledge to you -- The new direct mail.

What exactly is e-mail marketing? -- Before you start -- Planning your campaign -- Measuring your success -- E-mail: a vital component of digital marketing -- 07 Social media and online consumer engagement -- Our chapter pledge to you -- Join the conversation -- What is social media? -- Different forms of social media -- Social media dashboards - all your updates in one place -- The rules of engagement -- Adding social media to your own site -- 08 Online PR and reputation management -- Our chapter pledge to you -- Fostering a positive online image -- Promoting your business through online channels -- Monitoring the conversation - reputation management -- Damage limitation: turning the tide when things go wrong -- 09 Affiliate marketing and strategic partnerships -- Our chapter pledge to you -- Recognizing opportunities for strategic partnership -- Affiliate marketing -- 10 Your marketing in your prospect's pocket -- Our chapter pledge to you -- Mobile: market size and rate of growth -- Mobile: Web2.02 -- Mobile marketing: a game-changing channel or just another conduit? -- Location, location, location -- Mobile gaming -- Mobile applications -- Measuring mobile -- Mobile privacy -- Mobile data -- Further exploration -- 11 What's next? -- Our chapter pledge to you -- The future's bright: head towards the light -- Word of mouth: savvy consumers control the future -- Collaborative consumption -- Co-creation -- Search: a constantly evolving marketing powerhouse -- Mobile: whoah… it's finally here! -- Tracking and measuring human behaviour -- In-game advertising -- Video -- two screens -- wrappers -- Holistic marketing: blurring lines and integrating media -- Dynamic, unpredictable, exciting… and essential -- Glossary -- Index.