Overview

How do you create and measure digital marketing campaigns? How can you analyze competitor and consumer behaviour? How can digital marketing be conducted in a responsible and accountable way? Explore these areas and more with this definitive resource for students to understand and apply all the key components of digital marketing. Digital Marketing in Practice balances step-by-step practical coverage with academic theoretical context to offer a streamlined resource which doesn't assume prior subject area knowledge. It explores key definitions and best-practice for tools, channels and platforms including search engine optimisation (SEO), online advertising, social media marketing, email marketing, ecommerce and affiliate marketing. It shows how to create plans and set objectives, design digital marketing campaigns and evaluate their success for improvement. Digital Marketing in Practice also describes how to incorporate accountability, inclusivity and meaningful sustainability messaging, as well as respect legal considerations such as the GDPR (General Data Protection Regulation). Featuring interviews with industry professionals and case studies and examples from a range of brands including Adidas, Nielsen and The Eden Project, it also contains how-to guides, check lists and critical thought pieces. Supported by online resources consisting of lecture slides, self-test questions, group activities, worksheets, additional interactive case studies and further resource links, it is an indispensable text to equip students with the tools to develop and implement successful digital marketing.

Full Product Details

Author:   Hanne Knight ,  Lizette Vorster
Publisher:   Kogan Page Ltd
Imprint:   Kogan Page Ltd
Dimensions:   Width: 17.30cm , Height: 3.50cm , Length: 24.00cm
Weight:   0.855kg
ISBN:  

9781398608870

ISBN 10:   1398608874
Pages:   496
Publication Date:   03 March 2023
Audience:   College/higher education ,  Professional and scholarly ,  Tertiary & Higher Education ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print  
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Table 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: Primary and secondary data sources; Chapter - 10: The digital consumer; Chapter - 11: Customer journey and experiences; Chapter - 12: Socially responsible consumer behaviour; Chapter - 13: Global Consumer Behaviour; 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 Section - FIVE: Measurement and evaluation; Chapter - 19: Evaluation of digital marketing success – Dashboards and challenges of data-driven marketing; Chapter - 20: Data analytics and metrics; Chapter - 21: Digital marketing audit; Chapter - 22: Managing, testing and improving campaigns; Section - SIX: Legal and ethical considerations; Chapter - 23: Ethical considerations; Chapter - 24: Sustainability in the digital world; Chapter - 25: Legal considerations

Reviews

Digital Marketing in Practice is a very comprehensive and easy-to-read resource that will give students the ground knowledge and skills they need to become an effective digital marketer. The impeccable structure, clear signposting, engaging activities and up-to-date case studies and practitioner input are just some of the strengths of this textbook. It is a must-have for any introductory digital marketing course, balancing effectively the core marketing concepts with the latest developments in digital implementation. * Dr. Tana Licsandru, Programme Director, MSc International Marketing and Consumer Psychology, Queen Mary University of London * Technology is driving Marketing impact like never before. This book adds the missing link for future marketeers on how to use digital technologies responsibly and achieve long-term market development success. * Professor Mark A.A.M. Leenders, Professor of Marketing and Innovation, Graduate School of Business and Law, RMIT University, Melbourne, Australia * The book takes readers on a compelling journey through the digital marketing landscape with a strong focus on the important role of market research. * Lena Hochstrat, Senior Manager, Global Account Development, NielsenIQ Services Germany GmbH * A valuable resource which gives the reader an all-encompassing review of what aspiring digital marketers need to know. This is not a text that majors solely on the current 'on-trend' digital channels; it instead gives them an overview of critical ideas such as customer journey mapping and digital marketing metrics, all of which written in a manner that helps the reader understand the topics and apply them to practical scenarios. * Dr. David Hart, Associate Professor of Marketing and Deputy Head of Department (Marketing, Operations and Systems), Northumbria University, UK * This text provides its readers with key insights into the strategic and operational dimensions of digital marketing. The book is a valuable resource for those engaged in and studying and practising digital marketing at all levels. Its focus on responsible and sustainable marketing in the digital world presents a fresh take on the main issues that need to be considered by digital marketers in contemporary business environments. * Dr Phil Megicks, Associate Professor of Marketing, Southampton Business School, University of Southampton, UK and Chief Examiner, Chartered Institute of Marketing Awards * This book is a delightful guide full of important information for those who want to understand digital marketing, whether they are students with no prior experience, researchers who want to understand current digital marketing practices, or practitioners looking for best-practice examples and inspiration for their own business. * Professor Dr. Wassili Lasarov, Department of Marketing, Audencia Business School, Nantes, France * Knight and Vorster provide an interesting and easy-to-read introduction into the field of digital marketing. The comprehensive book covers a wide range of topics, including the highly timely and relevant, but often neglected chapters on responsible digital marketing or the use of technology to achieve sustainable business development. * Professor Dr. Stefan Hoffmann, Department of Marketing, Kiel University, Germany * Finally, the digital marketing book we all needed! Knight and Vorster have created a must-read for marketing students and anyone who wants to get involved in (digital) marketing. The text is comprehensive without being overwhelming: from digital marketing history to the mysterious crypto, and how to conduct a digital marketing audit, without ignoring ethical, legal, and responsible digital marketer behaviour. This masterpiece is reader-friendly, intuitively structured, easy to follow, and contains relevant examples and comments from practitioners, engaging hands-on activities, and up-to-date case studies. A book worth reading, keeping, and teaching. * Veronica Martin Ruiz, Assistant Professor of Marketing, UMass Amherst, USA * This is a comprehensive text that delivers all you need to know about digital marketing in practice. The book strikes a good balance between theory and application that is reinforced by the excellent case studies in every chapter. I would highly recommend this book to both undergraduate and postgraduate students. * Michael Kong, Programme Director, HKU SPACE College of Business and Finance, Hong Kong *

Author Information

Hanne Knight is Lecturer in Marketing at the University of Plymouth, UK, where she also leads its Digital and Social Media Marketing MSc. She consults practitioners on sustainability communication and is senior examiner at the Chartered Institute of Marketing. 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.

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