- A textbook for undergraduate and postgraduate students that explores key concepts of digital marketing and best-practice for tools, channels and platforms including SEO, social media marketing, email marketing and online advertising
- Combines practical and implementable step-by-step guidance for creating and evaluating digital marketing campaigns with a robust theoretical and academic underpinning
- Features interviews with industry professionals, as well as real-world examples from the Met Office and PureSEO (New Zealand), boxes of key terms, checklists and critical thought pieces
- New to this edition: chapters on AI in digital marketing, phygital and experiential marketing, new sections on ethics and sustainability in each chapter, new and extended material on advergaming, deinfluencing and accessibility in website design
- Online resources: lecture slides, group activities, worksheets and further resource links
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.
Key features at a glance
EAN: 9781398624726
Edition: 2
Published:
Format: 240x170
480 pages
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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