Acknowledgements, Preface, CHAPTER 1: THE DIGITAL ENVIRONMENT: doing business in a connected world , 1.1 Introduction, 1.2 Digital transformation, 1.3 Programmatic marketing, 1.4 Artificial intelligence , 1.5 Virtual and augmented reality, CHAPTER 2: DIGITAL CUSTOMERS, 2.1 Introduction, 2.2 Online buying behaviour, 2.3 Privacy, CHAPTER 3: MARKETING GOES DIGITAL, 3.1 Introduction, 3.2 Digital isn't the only option, 3.3 Non-marketers in digital marketing, 3.4 Personalization, 3.5 Viral marketing, 3.6 Paid, earned, owned, 3.7 Content marketing, 3.8 Influencers, 3.9 Affiliate marketing, 3.10 Attribution, 3.11 Public relations and Reputation management, 3.12 Gaming, 3.13 Legal considerations, 3.14 Strategic digital marketing, 3.15 Digital marketing objectives, , CHAPTER 4: SEARCH ENGINE OPTIMIZATION, 4.1 Introduction, 4.2 How search engines work, 4.3 Keyword selection, 4.4 On-site optimization, 4.5 Off-site optimization, 4.6 Strategic search engine optimization, 4.7 Third-party search engine ranking, CHAPTER 5: WEBSITE DEVELOPMENT, 5.1 Introduction, 5.2 Web presence ownership, management and development, 5.3 Usability, 5.4 The basics , 5.5 Content development, 5.6 The B2B website, 5.7 The global web presence, CHAPTER 6: E-COMMERCE, 6.1 Introduction, 6.2 Multi-channel retailing, 6.3 Fulfilment, 6.4 Comparison Shopping engines, e-marketplaces and third-party shopping websites, 6.5 The e-commerce website, CHAPTER 7: ADVERTISING ONLINE, 7.1 Introduction, 7.2 Programmatic advertising, 7.3 Objectives and management, 7.4 Online ad formats, 7.5 Search advertising, 7.6 Network advertising, 7.7 Landing pages, CHAPTER 8: EMAIL MARKETING, Introduction, 8.2 Email as a medium for direct marketing, 8.3 Email as medium for marketing messages, 8.4 Email newsletters, , CHAPTER 9: MARKETING ON SOCIAL MEDIA , 9.1 Introduction , 9.2 Blogging , 9.3 Consumer reviews and ratings, 9.4 Social networking, 9.5 Social sharing, 9.6 Social service and support, 9.7 Strategic marketing on social media, 9.8 Measure and monitor, CHAPTER 10: METRICS AND ANALYTICS, 10.1 Introduction, 10.2 How analytics are presented and used, Index.