Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation: Volume 1

The next step was to set up automated e-mails that went out at various stages during the typical customer life cycle.

beginning. It’s much easier to optimize a site for search engines as you build it than it is to retrofit search engine optimization after the fact.

key to effective SEO is knowing what people looking for your products, services or information are typing into that little box on the search engine home page. Known as keywords or keyword phrases (which consist of two, three or more keywords), these form the foundation of your SEO efforts. Find the optimum keywords, follow a few basic SEO guideline

Before implementing the new system, Toptable’s e-mail stream consisted of two e-mails a week sent to their entire user base, with little segmentation, personalization or testing.

Research showed that 70 per cent of Japan’s urban male youth (the brand’s target market) used their mobile phones as alarm clocks.

While we’re still some way off a standardized set of metrics for measuring mobile campaign success, White Papers and the introduction of guidelines by organizations like the IAB and MMA help offer a consistent overview of the mobile marketing landscape, and facilitate knowledge transfer in terms

• Focus on design, UI (user interface) and UX (user experience) – the best, most popular applications are simple, effective and look good.

Your site structure – the way you arrange and group your information and how users navigate their way around it – can have a massive impact on its usability, its visibility to search engine spiders, its rank in search engine result pages (SERPs)3 and its potential to convert traffic once it arrives. Getting your

it’s distributed across multiple clustered servers, sharing resources between them. In theory, cloud-based hosting can be cost effective because you

are following you, promoting products you’ve already seen. This is the basis of retargeting, where affiliates serve dynamic ads including products you’ve already seen, from sites you’ve already