The Digital Marketer's Playbook : How to Effectively Collaborate with Agencies, Freelancers, and Digital Marketing Experts

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.