Chapter 7: Websites
Chapter 7 turns the website into your hardest-working asset: a planning document before any design, the sitemap-wireframes-visuals process, and the conversion discipline that lifts sales 50% on identical traffic.
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Elliott King
Chapter 9: Managing an Integrated Strategy
The closing chapter of Marketing Wins: the four personality traits every marketing team needs, the cure for lazy marketing, and how to blend digital, PR and traditional tactics into one integrated strategy that drives sales.
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Chapter 6: Social Media
Social media turned marketing from broadcast into dialogue. Chapter 6 covers reach, engagement, the key channels and the three pillars of a winning social strategy.
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Chapter 2: Digital Marketing Strategy 101
Chapter 2 maps the digital marketing funnel from awareness to retention, and shows how earned, paid and owned media work together at every stage of the customer journey.
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Chapter 1: Brief History of Marketing
From the broadcast-and-hope era of print, TV and radio to the customer-led digital funnel: Chapter 1 sets the context every later chapter builds on, closing with Elliott's first-hand account of the dot-com boom and crash.
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TikTok Edits: How Fan Edits Became Brand Advertising
Influence on TikTok has moved from who posts the content to who edits it. How Lionsgate, Doritos, Ryanair and Duolingo turned fan-edit culture into advertising, and why the tactic still needs a strategy behind it.
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Wendy's Social Media Strategy: Real-Time Cultural Agility
Wendy's tore up the sanitised PR playbook and let its social team roast rivals in real time. The result: 1.6 million new followers and a 49.7% rise in net income in a single year.
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The Evolution of Sponsored Content: Why Short-Form Wins the Attention Economy
Sponsorship has moved from the two-minute ad read to the half-second hook. How the short-form economy works, and where the ethical line sits.
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Spotify Wrapped: The Skill of Packaging Data as Social Currency
Every December, Spotify turns millions of listeners into a global, unpaid marketing department. The psychology and strategy behind Wrapped, and what it teaches about retention.
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The Power of Clip Farming: How the Hub-and-Spoke Model Drives Scalable Reach
One long-form recording becomes dozens of short-form clips. How the hub-and-spoke model, and the fans who clip for you, make reach scalable.
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The ALS Ice Bucket Challenge: A Viral Marketing Masterclass
How the ALS Ice Bucket Challenge turned frictionless participation, 24-hour urgency and public peer tagging into 17 million videos and $100 million for charity. We break down the awareness marketing lessons your brand can borrow.
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TikTok Shop: Features, Psychology and Business Success
TikTok Shop turned scrolling into shopping: a $15.8 billion discovery ecommerce engine built on algorithmic exposure, live streams and impulse psychology. Here is how it works, and what businesses can learn from it.
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