Digital Marketing: A Practical Approach provides a step-by-step and comprehensive guide to implementing the key aspects of digital marketing. Building on the previous editions, this fully updated fourth edition takes an approach that prepares students for an active role in digital marketing.
As well as topic-based exercises, the text also includes practical case-study exercises - based on theory and recognized good practice - which will ensure that readers will be able to analyse situations within the work place, identify the most appropriate course of action and implement the strategies and tactics that will help the organization meet its online objectives.
Key updates to the new edition include:
The role of the digital influencer
Direct to Consumer (DTC) and omni-channel retailing
Individuals privacy and the role of organizations in gathering and storage of their personal data
Ethical aspects of digital marketing and its impact on the environment
SEO and Googles development of the 'zero click
Online ad fraud
Updated online resources available via the authors own site
This essential text equips advanced undergraduate, postgraduate and executive education students with the tools to undertake any digital marketing role within a variety of organizations. Comprehensive support material available online for both students and instructors includes links to articles and opinion pieces, PowerPoint lecturer slides and questions based on the chapter material.
List of figures; List of tables; Acknowledgements; 1. Chapter 1 Introduction; 2. Chapter 2 Digital Customers, 2.1 Introduction, 2.2 Online buying behaviour, 2.3 The only way is ethics, 2.4 Digital marketing and the environment; 3. Chapter 3 Marketing goes digital, 3.1 Introduction, 3.2 Digital isnt the only option, 3.3 Non-marketers in digital marketing, 3.4 In house or out-source, 3.5 Fads, trends, next big things and the occasional sustainable model, 3.6 Digital marketing objectives; 4. Chapter 4 Search Engine Optimization, 4.1 Introduction, 4.2 How search engines work, 4.3 Keyword selection, 4.4 On-site optimization, 4.5 Off-site optimization, 4.6 Third-party SERP ranking, 4.7 Enterprise SEO; 5. Chapter 5 Website Development, 5.1 Introduction, 5.2 Website management and development, 5.3 Usability, 5.4 The basics, 5.5 Content development, 5.6 The global web presence; 6. Chapter 6 E-commerce and the Retail Website, 6.1 Introduction, 6.2 Multi- and omni-channel retailing, 6.3 Comparison Shopping engines and e-marketplaces, third-party shopping sites and social shopping, 6.4 Direct to consumer (DTC), 6.5 The e-commerce website, 6.6 Fulfilment and returns; Chapter 7 B2B and the B2B Website, 7.1 Introduction, 7.2 B2B buyer behaviour, 7.3 B2B website development, 7.4 The B2B e-commerce website, 7.5 B2B e-marketplaces; Chapter 8 Advertising Online, 8.1 Introduction, 8.2 Objectives and management, 8.3 Online ad formats and delivery systems, 8.4 Networked display advertising, 8.5 Search advertising, 8.6 Landing pages, 8.7 Limitations of online advertising, 8.8 Ad fraud; 9. Chapter 9 Email Marketing, 9.1 Introduction, 9.2 Email as a medium for direct marketing, 9.3 Triggered emails, automated response, enquiry response and admin emails as a medium for marketing messages, 9.4 Email newsletters; 10. Chapter 10 Marketing on social media, Prologue, Preface: What's in a name?, 10.1 Introduction, 10.2 Blogging, 10.3 Consumer reviews and ratings, 10.4 Social networking, social sharing and communities, 10.5 Customer service and support on social media, 10.6 Influencers, 10.7 Strategic considerations for marketing on social media, 10.8 Limitations of marketing on social media, 10.9 Social media use and user behaviour, 10.10 Epilogue; 11. Chapter 11 Metrics and analytics, Prologue, 11.1 Introduction, 11.2 How analytics are presented and used, 11.3 Limitations of online data; Index
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