How do you translate your business objectives into a digital marketing strategy? What are today's best practices for content marketing, email marketing, social media and online advertising? What is the practical use for new technologies like Augmented and Virtual Reality, the Internet of Things, Artificial Intelligence and chatbots? Digital Marketing like a PRO is an easy to follow, step-by-step marketing guide that helps you maximize all digital channels. Packed with models, information and examples to help you succeed, it is free of fluff and noise so you can get to work quickly. Whether you're new to marketing or a long-time professional seeking to boost your skills, this digital marketing handbook will help you save time, energy and resources as you learn from tested industry models and best practices. Table of contents THANK YOU VERY MUCH 14 FOREWORD BY NEIL PATEL 16 INTRODUCTION: PREPARE, RUN, OPTIMIZE! 20 PART I: PREPARE 25 CHAPTER 1: SITUATION ANALYSIS 29 1.1 MARKETING AND BRAND AUDIT 31 1.2 MARKET RESEARCH 60 1.3 NETWORK ANALYSIS AND STAKEHOLDER IDENTIFICATION 79 1.4 CUSTOMER CENTRICITY 90 1.5 MARKETPLACE ANALYSIS 116 CHAPTER 2: STRATEGIC DIGITAL MARKETING PLAN 117 2.1 GUIDING PRINCIPLES OF A GOOD MARKETING STRATEGY 120 2.2 KEY DIGITAL MARKETING STRATEGIES 133 2.3 ELEMENTS OF A DIGITAL MARKETING STRATEGY: START WITH THE “WHY” 137 2.4 SMART DIGITAL MARKETING OBJECTIVES 142 2.5 MEASURING SUCCESS 158 2.6 CUSTOMER RESEARCH AND CUSTOMER MAPPING 166 CHAPTER 3: DIGITAL MARKETING PLANNING 183 3.1 DIGITAL MARKETING ACTION PLAN 183 3.2 BUDGET CALCULATION 187 3.3 CONTENT MARKETING PLAN/EDITORIAL CALENDAR 190 3.4 CAMPAIGN PLAN 192 PART II: RUN 195 CHAPTER 4: TACTICS THAT WORK 199 4.1 YOUR WEBSITE OR E-COMMERCE SITE AS MOBILE-FIRST CONVERSION HUB 199 4.2 EMAIL MARKETING 215 4.3 ORGANIC SOCIAL MEDIA 220 4.4 CONTENT MARKETING 264 4.5 ONLINE ADVERTISING, PROMOTIONS AND PARTNERSHIPS 298 4.6 MOBILE MARKETING 308 CHAPTER 5: INNOVATIVE TACTICS 314 5.1 REFERRAL MARKETING AND VIRALITY 315 5.2 ONLINE REPUTATION MANAGEMENT AND CRISIS COMMUNICATION 322 5.3 DARK SOCIAL: CHATBOTS AND MESSAGING APPS 334 CHAPTER 6: DISRUPTIVE TECHNOLOGIES 341 6.1 APPLICATIONS OF ARTIFICIAL INTELLIGENCE (AI) IN DIGITAL MARKETING 343 6.2 VIRTUAL AND AUGMENTED REALITY 347 6.3 INTERNET OF THINGS AND WEARABLES 349 PART III: OPTIMIZE 353 CHAPTER 7: DIGITAL MARKETING OPTIMIZATION 356 7.1 GROWTH HACKING 356 7.2 SEARCH ENGINE OPTIMIZATION (SEO) 363 7.3 NEWSLETTER PERFORMANCE OPTIMIZATION 374 7.4 MARKETING AUTOMATION 380 7.5 CONVERSION RATE OPTIMIZATION 382 7.6 APP STORE OPTIMIZATION (ASO) 387 7.7 ADVERTISING PERFORMANCE OPTIMIZATION 389 AFTERWORD 395 ENDNOTES 397