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 and 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.
eBook - ePub
Digital Marketing in Practice
Design, Implement and Measure Effective Campaigns
- English
- ePUB (mobile friendly)
- Available on iOS & Android
eBook - ePub
Digital Marketing in Practice
Design, Implement and Measure Effective Campaigns
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Table of contents
- List of figures and tables
- About the authors
- Preface
- PART ONE Basic concepts and elements of digital marketing
- 01 Introduction to digital marketing
- 02 Planning a digital marketing strategy
- 03 Digital marketing campaigns
- 04 Accountability in the digital age
- PART TWO Researching the digital environment
- 05 The macro-environment
- 06 The micro-environment
- 07 Market segmentation, targeting and positioning
- 08 Big Data
- PART THREE Online customer behaviour
- 09 Digital consumer behaviour
- 10 Customer journey and experiences
- 11 Engaging consumers with immersive marketing strategies
- 12 Responsible consumer behaviour
- 13 Global consumer behaviour on digital channels
- PART FOUR Implementing digital marketing
- 14 Objective setting
- 15 Marketing mix for the digital world
- 16 Digital tools, techniques and technology
- 17 Social media marketing channels and concepts
- 18 Digital marketing channels and platforms
- 19 The impact of AI on digital marketing
- PART FIVE Measurement and evaluation
- 20 Evaluation of digital marketing success
- 21 Data analytics and metrics
- 22 Digital marketing audit
- 23 Managing, testing and improving campaigns
- PART SIX Legal and ethical considerations
- 24 Ethical considerations
- 25 Sustainability in the digital world
- 26 Legal considerations
- Index
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Yes, you can access Digital Marketing in Practice by Hanne Knight,Lizette Vorster Larsen in PDF and/or ePUB format, as well as other popular books in Business & Consumer Behaviour. We have over 1.5 million books available in our catalogue for you to explore.