Digital Marketer's Playbook

PART 1 - Digital Marketing: Fundaments, Concepts and Actors.- CHAPTER 1 - What's digital marketing.- CHAPTER 2 - What are my digital assets, and why are they important?.- CHAPTER 3 - What is an advertising channel provider, a channel and a format?.- CHAPTER 4 - What is, and why is, the awareness level of my customers important for digital marketing?.- CHAPTER 5 - Understanding Walled Gardens and Open Internet.- CHAPTER 6 - Understanding Targeting.- CHAPTER 7 - What is cannibalization?.- CHAPTER 8 - What are placements and inventory?.- CHAPTER 9 - Target groups, audiences and personas.- CHAPTER 10 - Understanding Bids, Bid Strategies, and Their Impacts.- CHAPTER 11 - Exploring Ad Quality from Multiple Perspectives.- CHAPTER 12 - Understanding Digital Marketing Metrics.- CHAPTER 13 - Understanding the Customer/Buyer Journey.- CHAPTER 14 - Keywords and They are Used.- CHAPTER 15 - Exploring Types of Digital Marketing Campaigns.- CHAPTER 16 - Crafting Creatives, Messages, and Copy for Effective Digital Marketing.- CHAPTER 17 - Understanding Ad Accounts and Their Structures.- CHAPTER 18 - Understanding Conversions and Conversion Tracking.- CHAPTER 19 - Competitor Analysis in Digital Marketing: Understanding Your Market.- CHAPTER 20 - Digital Marketing vs Traditional Marketing: A Comparison.- CHAPTER 21 - Digital Marketing Channels Overview: From Core to Specialized.- CHAPTER 22 - Advertising Formats and Their Creatives.- CHAPTER 23 - Understanding Landing-Pages.- CHAPTER 24 - What is Analytics?.- CHAPTER 25 - Understanding Digital Marketing Specialists and Their Types.- CHAPTER 26 - The Landscape of Legal, Taxes, Brand Protection in Digital Marketing .- PART 2 - Creation: Laying the Foundation for a Successful Digital Marketing Campaign.- CHAPTER 27 Setting Marketing Goals - Crafting Strategic Objectives for Digital Campaigns.- CHAPTER 28 Advertiser Channel Provider (Network) Selection.- CHAPTER 29 Enhancing Network Selection Across Media for Diverse Marketing Goals.- CHAPTER 30 Format Recommendations for Digital Marketing Campaigns.- CHAPTER 31 Digital marketing brief.- ???????PART 3 - Execution: Tips for Monitoring and Improving Your Marketing Efforts in Real Time.- CHAPTER 32 Verification Bots from Advertising Channel Providers: Navigating Campaign Approvals and Pauses.- CHAPTER 33 Understanding the Learning Phase in Digital Marketing Campaigns.- CHAPTER 34 Understanding How Budgets Work in Digital Marketing Campaigns.- CHAPTER 35 Understanding and Implementing Campaign Optimizations.- CHAPTER 36 - Campaign Settings Adjustments: Timing and Access.- PART 4 - Campaign Analysis.- CHAPTER 37 - Navigating Digital Marketing Reports at Campaign Completion.- ???????Part 5 - Recommendations.- CHAPTER 38 - Structuring Digital Marketing Efforts: Multiple Campaigns vs. multiple Ad Groups vs. Multiple Ads.- CHAPTER 39 - Evaluating Provider Recommendations in Digital Marketing Campaigns.- CHAPTER 40 - Digital Marketing Strategies for Small Companies.- CHAPTER 41 - Digital marketing for a company which owns all its locations.- CHAPTER 42 - Digital marketing for a company with many independently owned locations and partners.- ???????PART 6 - Overview of Social Media.- CHAPTER 43 - Overview of Social Media.- ???????PART 7 - Artificial Intelligence in Digital Marketing.- CHAPTER 44 - Introduction to AI.- CHAPTER 45 - Enhancing Targeting with AI.- CHAPTER 46 - Content Optimization with AI.- CHAPTER 47 - Managing Expectations: When AI is Not the Answer.- ANNEX 1 - Digital Marketing Brief for Campaign Settings.- ANNEX 2- Digital Marketing Brief for Campaign Creatives.- ANNEX 3- Digital Marketing Brief for Campaign Monitoring.- ANNEX 4- Digital Marketing Brief for Campaign Landing Page.

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• Estudos de meios de comunicação
• Consultoria e subsídios para negócios
• Vendas e marketing
• E-commerce: aspectos de negócios
• Estilo de vida digital
• Matemática e sistemas do negócio

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