Contents

  1. Accessibility Statement

  2. For Students: How to Access and Use this Textbook

  3. About BCcampus Open Education

  4. Introduction

  5. I. Fundamentals of Digital Marketing

    1. 1. Introduction to Digital Marketing

    2. 2. Fundamentals of Storytelling

    3. 3. Visual Storytelling

    4. 4. Visual Language & Sketchnoting

    5. 5. Target Market and Audiences

    6. 6. Customer Personas

    7. 7. Customer Journey Mapping

  6. II. Generating Customer Demand and Nurturing Leads & Prospects

    1. 8. A Lead Generation Framework

    2. 9. Content Marketing

    3. 10. Search Engine Optimization (SEO)

    4. 11. Website and Landing Page Optimization

    5. 12. Paid Advertising and Search Engine Marketing

    6. 13. Social Media Marketing

    7. 14. Mobile Marketing

    8. 15. Email Marketing

  7. III. Analyzing and Optimizing Your Digital Marketing Performance

    1. 16. A/B Testing

    2. 17. Attribution

    3. 18. Conversion Rate Optimization

    4. 19. Digital Marketing Analytics and Calculations

  8. IV. The Future of Digital Marketing

    1. 20. Future Digital Marketing Trends

  9. About the Author

  10. Versioning History