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Learn how to create effective digital marketing campaigns, analyse competitor behaviour and implement strategies in a responsible way with the 2nd edition of this textbook for undergraduate and postgraduate students.
Digital Marketing in Practice balances step-by-step practical coverage with academic theoretical context throughout to offer a definitive and easy-to-understand resource. Exploring key definitions and best-practice for tools, channels and platforms including SEO, social media marketing, email marketing and online advertising, it shows how to create plans and set objectives, design digital marketing campaigns and evaluate their success for improvement.
Features include:
- New chapters on AI in digital marketing, phygital and experiential marketing
- Guidance on incorporating accountability, inclusivity and meaningful sustainability messaging
- New and extended material on advergaming, deinfluencing and accessibility in website design
- Interviews with industry professionals an real-world examples from PureSEO and the Met Office
- Boxes of key-terms, how-to guides, check lists and critical thought pieces
It is supported by online resources of lecture slides, self-test questions, group activities, worksheets, additional interactive examples and further resource links.
List of contents
Section - ONE: Basic concepts and elements of digital marketing; Chapter - 01: Introduction to digital marketing; Chapter - 02: Planning a digital marketing strategy; Chapter - 03: Digital marketing campaigns; Chapter - 04: Accountability in the digital age; Section - TWO: Researching the digital environment; Chapter - 05: The macro-environment; Chapter - 06: The micro-environment; Chapter - 07: Market segmentation, targeting and positioning; Chapter - 08: Big data; Section - THREE: Online customer behaviour; Chapter - 09: The digital consumer; Chapter - 10: Customer journeys; Chapter - 11: Phygital and experiential marketing; Chapter - 12: Responsible consumer behaviour; Chapter - 13: Global consumer behaviour on digital channels; Section - FOUR: Implementing digital marketing; Chapter - 14: Objective setting; Chapter - 15: Marketing mix for the digital world; Chapter - 16: Digital tools, techniques and technology; Chapter - 17: Social media marketing channels and concepts; Chapter - 18: Digital marketing channels and platforms; Chapter - 19: AI and digital marketing; Section - FIVE: Measurement and evaluation; Chapter - 20: Evaluation of digital marketing success; Chapter - 21: Data analytics and metrics; Chapter - 22: Digital marketing audit; Chapter - 23: Managing, testing and improving campaigns; Chapter - 24: Ethical considerations; Chapter - 25: Sustainability in the digital world; Chapter - 26: Legal considerations
About the author
Hanne Knight is Lecturer in Marketing at the University of Plymouth, UK, where she also leads its Digital and Social Media Marketing MSc. She draws on practitioner experience gained working in industry and is a Fellow of the Higher Education Academy, a member of the Institute of Direct and Digital Marketing (IDM) and the Digital Marketing Institute (DMI). A regular academic journal article reviewer, she has presented papers at international conferences.Lizette Vorster is Assistant Professor in Strategic Business Communications at Aarhus University, Denmark. Prior to this, she was Lecturer in Digital Marketing at Northumbria University, UK. She has held a number of senior positions in professional practice, including Head of Marketing and Creative Director.
