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Digital Marketing in Practice

Design, Implement and Measure Effective Campaigns

This textbook will show students how to develop, implement and evaluate effective digital marketing with coverage of the latest trends and considerations including AI and sustainability.
EAN: 9781398624726
Edition: 2
Published:
Format: 240 x 170
480 pages

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About the book

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 an 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.

About the authors

Hanne Knight is Lecturer in Marketing at the University of Plymouth, UK, where she also leads its Digital and Social Media Marketing MSc. She is a 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 and has also previously held senior positions in professional practice.

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