Introduce your students to Digital Marketing with this industry-leading text. Digital Marketing, 8th edition is the complete guide in the field, presenting the latest strategies and case studies. Featuring updated topics and exercises, this must-have book will support your teaching and help your students build their skills around the subject.

Brief Contents PrefaceAbout the authorsAcknowledgements Part 1: Digital marketing fundamentals Introducing digital marketingOnline marketplace analysis: micro-environmentThe digital macro-environment Part 2: Digital marketing strategy development Digital marketing strategyDigital branding and the marketing mixData-driven relationship marketing using digital platforms Part 3: Digital marketing: implementation and practice Delivering the digital customer experienceCampaign planning for digital mediaMarketing communications using digital media channelsEvaluation and improvement of digital channel performance GlossaryIndexCredits

"I have used this book in all its editions since first publication with my undergraduate and postgraduate students. It is a core text for all the students, because it provides the detail they require at an academic level. Importantly it is a book for the practitioner to use too - which is why we use it on our postgraduate practitioner programmes. We make a copy available to every student in the University. No other text comes close and literally thousands of our graduates have benefitted from it in their subsequent careers: written by the specialist for the specialist" David Edmundson-Bird, Principal Lecturer in Digital Marketing, Manchester Metropolitan University Digital Marketing, 8th Edition, provides the most comprehensive guide to all aspects of using the Internet, digital media and marketing technology to achieve the goals of integrated multichannel marketing. Digital Marketing links marketing theory with practical business experience to help you understand digital marketing in the real world through case studies from market-leading and cutting-edge companies such as ASOS, Spotify and L'Oréal. To support this, 'Essential Digital Skills' boxes provide guidance on how to develop key skills you will need in the workplace, regular activities allow you to put the theory into practice, and exercises at the end of every chapter enable you to test your knowledge. This eighth edition has been comprehensively updated to help you learn best practice frameworks for developing a digital marketing strategy and the success factors for key digital marketing techniques including search, social media and content marketing, conversion optimisation and marketing automation. The coverage of data-driven marketing techniques has been increased with many new examples covering digital analytics, artificial intelligence and machine learning, and the practical guidance within Digital marketing will enable you to get the most out of digital media and technology to meet your marketing goals. About the Authors Dave Chaffey is a digital marketing consultant and co-founder of the marketing learning platform SmartInsights.com. Dave has been a visiting lecturer on digital marketing and e-commerce courses at different universities including The University of Leeds, University of Portsmouth, Manchester Metropolitan University, Cranfield, Warwick and the Institute of Direct and Digital Marketing. Fiona Ellis-Chadwick is a Senior Lecturer in Marketing at Loughborough University of Business and Economics; academic retail and marketing consultant and author.

Hallmark Features of This Title Set and manage expectations for your students. Make your students aware of what they are expected to achieve, with the list of learning objectives at the beginning of each chapter.Encourage your students' research skills with data-driven digital marketing insights.Test your students' understanding of the topics with the activities and exercises provided. Encourage your students to use their critical thinking skills. Allow your students to link theory with real-world examples with the case studies found throughout the book and at the end of each chapter.Help your students boost their employability skills with practical ideas presented on the 'Essential Digital Skills' boxes, based on students' interests and experiences.

New and updated features of this title Simplified chapter introductions blend learning objectives and topics, delivering a clear structure for your students to work.Updated case studies within the text feature more start-up and not-for-profit businesses, demonstrating increased diversity.The 5Ds of digital marketing have now extended to 7Ds, further emphasising the importance of goal setting, strategy, and customer insight.New and updated visuals introduce and better explain digital marketing concepts and options to your students.A new section on data-driven marketing covers Big Data, AI, and machine learning. A case study further demonstrates how a start-up business can use data-driven marketing as a strategy for its growth.Updated figures recommend an integrated campaign timeline and introduce the different media types that could be appropriate, depending on the campaign budget.New figures explain ways for your students to use email marketing and social media as part of the marketing strategy to support customer lifecycle activities (RACE).New case studies discuss up-to-date industry topics that will keep your students engaged, such as social media influencers, Tik Tok advertising, Bitcoin and marketing applications of blockchain.More practical coverage of Google Analytics offers insight into evaluating and improving digital channel performance.