Digital Marketing in Practice

Design, Implement and Measure Effective Campaigns
1. Auflage 2023
ISBN: 978-1-3986-0887-0
Verlag: Kogan Page

Buch, Englisch, 496 Seiten, Format (B × H): 171 mm x 239 mm, Gewicht: 860 g

Learn how to create effective digital marketing campaigns, analyze competitor behaviour and conduct digital marketing in a responsible and accountable way with this real-life focussed and streamlined textbook.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. Digital Marketing in Practice also describes how to incorporate accountability, inclusivity and meaningful sustainability messaging. Featuring interviews with industry professionals and case study examples from a range of brands including Nielsen and the Met Office, 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.

Autoren/Hrsg.

Knight, Hanne

Vorster, Lizette

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing

Inhaltsverzeichnis

• 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

Über Autor(innen)

Vorster, Lizette
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.

Knight, Hanne
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.

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.