Transition from traditional marketing to digital marketing and master a comprehensive range of topics within this field. This book offers a practical, step-by-step approach to managing digital marketing (with the help of experts) in the current landscape, making it a timely and valuable resource for marketers, business owners, and students alike.

With an emphasis on referential information, you’ll review some of the foundational concepts of digital marketing, including digital assets, advertising channels, formats, and customer awareness. You’ll also delve into targeting methods, audience segmentation, and the use of keywords for display and search ads.

Gain insights into key digital marketing metrics like CPC, CPV, CPM, clicks, and CTR, and how they impact campaign performance. Learn about conversion tracking, analytics, and how to interpret digital marketing reports to evaluate campaign success. Explore advanced topics such as the use of artificial intelligence in digital marketing for targeting and content optimization. Understand the landscape of legal, tax, and brand protection in the digital space.

The book's relevance stems from the increasing dominance of digital channels in marketing. In today's digital age, understanding and effectively utilizing digital marketing strategies is not just important but essential for businesses and marketers. The shift towards digital has been accelerated by technological advancements and changes in consumer behavior, making digital marketing skills more critical than ever, but not every executive and marketing professional has managed to stay on top of its developments.

The Digital Marketer's Playbookis an essential guide for those who have foundational knowledge in marketing but are relatively new to the domain of digital marketing.

What You Will Learn

• See how a digital marketing campaign works (across providers, not provider-specific).
• Implement campaign optimizations.
• Explore digital marketing channels, creatives, formats, and advertiser channel providers.
• Review the wording (jargon) used in the industry (personas, target group, bids, keywords, etc.).

Who This Book is For

Those who have implemented marketing campaigns, but they are looking to dive deeper into digital marketing, understand it’s particularities and know what to ask for and what to expect from specialists.

Part I: Digital Marketing: Fundamentals, Concepts, and Actors

Chapter 1: Defining Digital Marketing

Chapter 2: Digital Assets and Why They Are Important

Chapter 3: Structure of the Digital Advertising Ecosystem

Chapter 4: Understanding Customer Awareness Levels in Digital Marketing

Chapter 5: Understanding Walled Gardens and Open Internet

Chapter 6: The Essence of Targeting in Digital Marketing

Chapter 7: Understanding Cannibalization in Digital Marketing

Chapter 8: Understanding 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 in Digital Marketing: What They Are and Why They Matter

Chapter 15: Exploring Types of Digital Marketing Campaigns

Chapter 16: Crafting Creatives, Messages, and Copy for Effective Digital Marketing Campaigns

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 Position

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, and Brand Protection in Digital Marketing

Part II: Creation | Pre-campaign Preparatio

Laying the Foundation for a Successful Digital Marketing Campaign

Setting Marketing Goals

Choosing Ad Providers and Networks

Understanding Advertising Formats

Chapter 27: Setting Marketing Goals: Crafting Strategic Objectives for Digital Campaigns

Chapter 28: Advertiser Channel Provider (Network) Selection

Chapter 29: Integrating Traditional and Digital Media for Marketing Campaigns

Chapter 30: Format Recommendations for Digital Marketing Campaigns

Chapter 31: Digital Marketing Brief

Part III: Execution | During-Campaign Management

Managing Your Campaign As It Runs: Tips for Monitoring and Improving Your Marketing Efforts in Real Time

Real-Time Monitoring and Adjustments

Chapters Covered in This Part

Understanding the Role of Reports and Feedback

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 IV: Campaign Analysis

Chapter 37: Navigating Digital Marketing Reports at Campaign Completion

Part V: 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 Companies with Multiple Locations They Own

Chapter 42: Digital Marketing for a Company with Many Independently Owned Locations and Partners

Part VI: Overview of Social Media

Chapter 43: Social Media Overview: What Is Social Media and Social Media Activity?

Part VII: Artificial Intelligence in Digital Marketing

Chapter 44: Enhancing Targeting with AI

Chapter 45: Content Optimization with AI

Chapter 46: Managing Expectations: When AI Is Not the Answer

Chapter 47: Closing Words

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

About the Author

Diego Adolfo Carrasco Gubernatis is a versatile professional who combines expertise in marketing, software development, and entrepreneurship. His career, starting in Chile with business and marketing, led him to Germany where he refined his software development skills, focusing on PHP and Python while deepening his digital marketing knowledge.

Diego's diverse background, including early entrepreneurial ventures, has shaped his unique approach to technology solutions. He integrates insights from various fields, particularly digital marketing, to create innovative approaches.

Currently, as Product Lead for Digital and Data at MEHRKANAL, Diego merges his expertise in software development, data science, digital marketing, and artificial intelligence. He develops solutions that enhance automation, standardization, and simplicity in digital marketing.

Diego's passion for continuous learning drives him to explore new horizons. This allows him to approach challenges from multiple perspectives, drawing on his broad knowledge base to create effective, multifaceted solutions.