A practical guide to digital marketing for SME owners, managers and professionals, this book helps
you understand and prioritise key digital media and allocate scarce resources to
maximise online return on investment (ROI).
Customers are online and they use social media, so businesses
have to be there also, at every touchpoint along the customer journey. Customers
actively use digital channels to investigate, locate, share, purchase and engage
with brands online. In contrast to traditional media, it is easy to track and
measure ROI for online spend, and digital marketing budgets have grown rapidly
at the expense of traditional media. However, the pace of this change has left a
big knowledge gap for many business people and this book aims to address and
fill this gap, to help you market online with confidence, using the various
digital media and channels to create competitive advantage.
The 2nd title in Chartered Accountants Ireland’s 'Your Advisor'
series, this highly accessible book explores the best channels and techniques
for business development and client servicing. It also contains real-life,
insightful case studies to illustrate how great digital marketing can positively
impact business success.
Contents
- Introduction: Digital Revolution
- Customer Insights
- Content
- Your Website
- Social Media
- Online Advertising
- Email Marketing
- Mobile Apps
- Search Engine Optimisation (SEO)
- Converting Leads
- E-commerce
- Appendix A: Data Protection (GDPR)
For further information, contact publishing@charteredaccountants.ie
or telephone on (+353) 1 637 7204
Click here to download an extract of Digital Marketing.
The Author
Rachel Killeen is managing director of
Killeen Communications, and a
professional writer and speaker, inspiring businesses to innovate and flourish.
Rachel enjoyed a career in SME, corporate and treasury marketing in leading
Irish banks for over 20 years. In 2007, she founded Killeen Communications, a
consultancy firm that specialises in helping professional services firms in the
healthcare, finance, and legal sectors, as well as early stage businesses, to
communicate with clients and customers. Rachel is also author of Client
Science: The Five Cs Marketing Plan for Professionals
(Chartered Accountants Ireland, 2010).
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