The book, chapter by chapter

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. 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. Chapter 3: Strategic Marketing Planning Chapter 3 builds the marketing plan: the FiMO model, vision, values and mission, SMART objectives, customer personas and the USP your marketing messages will carry into every channel. Chapter 4: Digital Marketing Tools and Tactics Chapter 4 walks the digital marketing funnel end to end: four awareness tools, the owned media that engages and converts, and the retention tactics that turn loyal customers into advocates. Chapter 5: Search How customers actually find you: the anatomy of a search, the three pillars of SEO, and why organic and paid work best in tandem. 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. 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. Chapter 8: Creating a Branded Video Series A single great video is a moment; a series is a relationship. Chapter 8 walks through the five steps of branded episodic video, from strategy and planning to production, editing and distribution. 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.