1. Chapter 1
Acknowledgements

2. Figure 1.1: A traditional view of marketing, digital and other functions within a business

3. Figure 1.2: Visualising the conceptual understanding of business used in this book

4. Key concept Information and Communication Technologies Internet
World Wide Web
Web 2.0
Social media

5. Key concept Digital economy Digital business Social commerce
Mobile commerce
Digital marketing
Search marketing
Social media marketing
Mobile marketing

6. Figure 1.3: A visual interrelationship between key terms used in this book

7. Signals to avoid Lack of a digital strategy or operational plan
Lack of sufficient skilled staff for digital activities
Lack of high level organisational sponsorship
Lack of originality
Lack of agility

8. Seven steps towards improving digital engagements
Plan
Budget
Manage
Buyer persona
Share
Engage
Align

9. Seven traits for a successful digital organization (Hirt & Willmott, 2014)
Be unreasonably aspirational
Acquire new capabilities
‘Ring fence’ and cultivate talent
Challenge everything
Be quick and data driven
Follow the money
Be obsessed with your buyer persona

10. Figure 1.4: The Digital Business Maturity Model

11. The history of digital and social media marketing
Brochureware
Tradigital
Social Media Marketing
Engagement marketing

12. Figure 1.5: Consumer decision-making

13. Moments of truth Zero moment of truth (ZMOT) The first moment of truth
The second moment of truth
Ultimate moment of truth (UMOTH)

14. Tools for Digital and Social Media Marketing
PESTLE
SWOT
Ansoff matrix
SMART objectives

15. Figure 1.6: The relationship of strategic analysis tools to the Buyer Persona Spring