Title:
Digital marketing in practice : design, implement and measure effective campaigns
Author:
Knight, Hanne, author.
ISBN:
9781398608870
9781398608894
Personal Author:
Physical Description:
xiv, 474 pages : illustrations ; 24 cm
Contents:
Part One Basic concepts and understanding 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 Primary and secondary data sources -- 10 The digital consumer -- 11 Customer journey and experiences -- 12 Socially responsible consumer behaviour -- 13 Global consumer behaviour on digital channels -- 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 -- Part Five Measurement and evaluation -- 19 Evaluation of digital marketing success: Dashboards and challenges of data-driven marketing -- 20 Data analytics and metrics -- 21 Digital marketing audit -- 22 Managing, testing and improving campaigns -- Part Six Legal and ethical considerations -- 23 Ethical considerations -- 24 Sustainability in the digital world -- 25 Legal considerations.
Abstract:
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. The book also explains 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.-- Back cover.
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