The Digital Marketing Strategy Playbook
By John Alexander Rowley
Digital download (28.8mb), 70 pages
With 90% of the UK’s population using the internet to research, communicate and make purchases, digital marketing has become a crucial part of modern business. Whilst many people understand the potential of digital, knowing where to start or how to achieve the best return on investment can be challenging problems to overcome.
The Digital Marketing Strategy Playbook is intended for marketing managers and businesses looking to begin, develop or transform their digital marketing strategy in order to improve business performance.
It is suitable for all businesses – including those selling directly to customers or generating new business leads. For small independents, mid-sized enterprises and large multinational corporations. For low cost service providers to high-value retailers. For those looking to drive footfall in store to e-commerce pure-plays looking for additional revenue. The framework for a lasting digital strategy remains the same.
This playbook covers the key pillars to a successful digital strategy including persona marketing, customer experience, performance analysis and strategy suitability.
✔ Understanding profitable customer journeys
✔ Persona marketing and customer need states
✔ Unlocking three stages of personalisation
✔ Artificial Intelligence and Machine Learning
✔ Multi-channel marketing channels
✔ Owned, Earned and Paid media
✔ Attribution modelling & data-driven insights
✔ Conversion rate optimisation and split-tests
About the author
John Alexander Rowley has been passionate about helping businesses of all shapes and sizes improve their digital performance for almost 15 years.
To do this, John applies enthusiastic digital leadership with suitable and sustainable digital strategies which combine proven techniques with innovative digital ideas.
John’s experience and passion for all things digital have helped him achieve fantastic results within digital marketing. He is a passionate and enthusiastic thought leader with a particular emphasis on ecommerce, digital transformation and sharing experiences with like-minded audiences – Ultimately to help others achieve online success and drive the UK’s digital marketing industry forwards.
John has worked to transform the digital performance for some of the globes most recognisable brands. He has spoken at digital marketing keynotes across Europe and has supported local independent businesses revolutionise their online presence.