v Co n t e n t s Preface viii Acknowledgments xiv 01 Going digital ­ the evolution of marketing Our chapter pledge to you 1 In the beginning... 2 The changing face of advertising 2 The technology behind digital marketing 4 Enough technology... let's talk about people 11 1 02 strategic thinking 18 Our chapter pledge to you 18 Why you need a digital marketing strategy 19 Your business and digital marketing 20 Defining your digital marketing strategy 22 Understanding the digital consumer 24 Mind your Ps 28 Eyes on the prize 31 Bringing it all together 33 03 Your window to the digital world 36 Our chapter pledge to you 36 Your website ­ the hub of your digital marketing world 37 Building an effective website 38 The main steps of building your website 38 Before you start 39 Choosing your domain name 42 Hosting ­ your website's home on the internet 44 How to choose a web designer/developer 47 Arranging your information 48 Writing effective web content 50 Website design summary 55