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Digital Marketing in Practice

Design, Implement and Measure Effective Campaigns

Learn how to develop, implement and evaluate effective digital marketing with this practical yet theoretically grounded introductory textbook which also explores the latest legal and ethical considerations.
EAN: 9781398608870
Edition: 1
Format: 240x170
344 pages

About the book

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.

About the authors

Dr 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 Fellow of the Higher Education Academy, a member of the Institute of Direct and Digital Marketing (IDM) and the Digital Marketing Institute (DMI). She draws on practitioner experience gained working in industry and has served as a regional board member for the Chartered Management Institute (CMI). A regular academic journal article reviewer, she has presented papers at international conferences and is also a Visiting Lecturer at the National School of Business Management in Colombo, Sri Lanka.

Dr Lizette Vorster is Lecturer in Digital Marketing at Northumbria University, UK. Prior to this, she was Assistant Lecturer at Coventry University. A Fellow of the Higher Education Academy and member of the Academy of Marketing Science and the Institute of Data and Marketing, she has held a number of senior positions in professional practice, including Head of Marketing and Creative Director.