Internet Marketing Strategy Briefing

Econsultancy’s 46-page Internet Marketing Strategy Briefing, which is free to download for registered members, covers some the most significant online trends and is recommended reading for anyone interested in digital marketing strategy.

The report, which includes case studies and examples of best practice, includes sections on customer centricity, channel diversification, data, social media and content strategy.  

Key online trends affecting internet marketing:

The document is split into five distinct sections and explores the following elements that are relevant to your internet marketing strategy: 

• User experience
• Customer experience management
• Voice of the customer

Channel Diversification

• Mobile app vs. mobile web
• Mobile as the ‘glue’ connecting channels
• Mobile commerce

Data

• Measuring the value of social media
• Social CRM
• Attribution management

Social Media

• Social for search engine optimization
• Social commerce
• Social media management

Content Strategy

• From bought media to earned media
• From impression to expression
• Enriched content: video, games, apps, metadata etc.

Full Table of Contents:

1. Introduction
   1. About this report
   2. About Econsultancy
2. Customer Centricity
   1. Introduction
   2. Key trends and market drivers
      1. User experience
      2. Customer experience management
      3. Voice of the customer
   3. Examples, case studies and resources
3. Channel Diversification
   1. Introduction
   2. Key trends and market drivers
      1. Mobile app vs. mobile web
      2. Mobile as the ‘glue’ connecting channels
      3. Mobile commerce
   3. Examples, case studies and resources
4. Data
   1. Introduction
   2. Key trends and market drivers
      1. Measuring the value of social media
      2. Social CRM
      3. Attribution management
   3. Conclusions
   4. Examples, case studies and resources
5. Social Media
   1. Introduction
   2. Key trends and market drivers
      1. Social for search engine optimization
      2. Social commerce
      3. Social media management
   3. Examples, case studies and resources
6. Content Strategy
   1. Introduction
   2. Key trends and market drivers
      1. From bought media to earned media
      2. From impression to expression
      3. Enriched content: video, games, apps, metadata etc.
   3. Examples, case studies and resources

The information contained within this briefing is collated from a range of sources including: 

• Econsultancy conferences, supplier showcases and roundtables
• Third party events
• Research carried out by Econsultancy and other organizations