Digital and Social Media Marketing
A Results-Driven Approach
- 432 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
Digital and Social Media Marketing
A Results-Driven Approach
About this book
Now in its third edition, Digital and Social Media Marketing provides a practice-led approach to digital marketing. This highly regarded textbook combines academic theory with practical examples from a range of different organisations worldwide to highlight techniques for the development and maintenance of a successful digital presence. The book's customisable models offer organisations a way to decipher their current situation and plan a clear road map for developing a marketing strategy appropriate for the digital era.
This rich and accessible textbook has been fully updated to reflect the current global landscape. The content of this third edition has been expanded to:
- consider the concept of GDPR as a sound framework for responsible marketing
- offer a greater focus on sustainable marketing throughout, linked to the UN Sustainable Development Goals
- place emphasis on the importance of crisis and reputation management
- explore the latest material in big data, data management and data privacy
- cover the latest in martech trends, particularly related to automation, machine learning and artificial intelligence
- provide new case studies from China, India, Nigeria and across Asia, alongside student activities and questions designed to improve learning outcomes
This textbook provides a hands-on, user-friendly platform to turn skills and knowledge into a strategic advantage. It is ideal for advanced undergraduate, postgraduate and executive students of digital marketing and marketing strategy, as well as for practitioners aiming to be at the cutting edge of digital and social media marketing. Online resources include PowerPoint slides and a test bank.
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Information
Table of contents
- Cover Page
- Half-Title Page
- Endorsement Page
- Title Page
- Copyright Page
- Contents
- List of figures
- List of tables
- List of contributors
- 0 A visual introduction to marketing in a digital era
- 1 Navigating global challenges
- 2 Unleashing growth with stakeholder-centric perspectives
- 3 Horizon scanning for insights
- 4 Developing a stakeholder value persona
- 5 The marketing landscape: Strategy and business models
- 6 SMART evidence-based decision-making
- 7 The combined power of qualitative and quantitative insights
- 8 Crafting projects and planning campaigns
- 9 Engaging stakeholders with captivating content
- 10 Building an irresistible digital presence
- 11 The art of influencer marketing
- 12 SEO strategy for a digital presence
- 13 Using search engine optimisation to build trust
- 14 Orchestrating social media optimisation
- 15 Demystifying paid advertising
- 16 Curating on-the-go experience
- 17 Marketing to organisations in the digital era
- 18 The future of marketing
- Index