Display advertising in digital marketing Display advertising (often known as banner advertising), which has a rich and interesting history and future. Display was one of the first forms of online marketing and has changed significantly over time. We look at those changes, at programmatic technology, types of display advertising and how to run the channel as part of your strategy.
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Search networks ,before you push your new paid search campaign live, be wary of checking the option to ‘also display ads on our search network’ (or similar). Checking this allows the search engine to display your ads on third-party sites that have signed up to their ad programme as a publisher. You will have very little control of where your
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Paid search, including a background on the channel and how to refer to it, how to set up campaigns and measure and optimize your results, as well as advanced techniques and ongoing management, you should understand why and when to use paid search, how to set up a campaign that is relevant to your business, how to optimize and manage
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SEO content is now much more reliant on a good content strategy. The good news is that there is no real need for a ‘Content for SEO’, looking at content marketing, works for SEO – as good SEO content is intrinsically linked to good content generally. It is, however, worth taking a quick look here at some specifics. The content
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Technical SEO, whilst we will not delve deep into technical SEO, in order to understand it fully you at least need to know what the main technical elements are. This section provides a high-level overview of the main technical considerations; however, it is important to know where your strengths are and to appoint an agency to assist you if you
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Search engine optimization ‘SEO’ is a digital marketing discipline that divides marketers. It is also arguably the discipline where a little knowledge really is truly dangerous, whilst a lot of knowledge is essential if you want to be able to deliver your digital strategy. This is because as soon as you have a website you are using the SEO channel
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Contingency planning is an important control to have in place. With all the best strategists, planners and best practice methods in place there still will be unforeseen factors. Macro-economic factors such as recessions are a good example of this. You cannot fully predict what will happen, so having plans in place to allow you to be flexible and implement plan
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Strategies, The word ‘strategy’ in this sense refers to the specific things that we will do to meet our objective. Do not confuse this with the broader meaning of strategy that the title of this book refers to. Your strategies are the plans that spell out how you will achieve your objectives. When goals are fairly broad, strategies must be
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The phased approach, Before we get on to steps three to five of the vision-based planning process it is worth quickly discussing phased planning. This refers to splitting your strategy into key development phases. These phases can be categorized into -; There are other phasing approaches but these are some of the most common. Calendar-based phasing This approach is as
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In order to deliver our digital marketing strategy we need to understand three things: The first of these is answered through research, data analysis and insight. The second is designed through the construction of a vision and mission. This therefore focuses on the third question: how? Digital marketing has created its own challenges here. Many digital channels can be switched
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