An unbiased, balanced guide to all aspects of digital marketing, from social media, mobile and VR marketing to objectives, metrics and analytics. Covering all aspects of digital marketing planning and the latest models, the book also offers a range of tools to help implement your own digital marketing plans and strategies.
The second edition has been expanded to include new discussions and research on areas including digital privacy, types of influencers, social listening and the gig economy.
Key features:
Supported by case examples from 28 global companies and brands including IKEA, Uber, Klarna and TikTok. A brand-new case study on Strava runs throughout the book to help you apply what you’ve learnt to real-world scenarios. ‘Ethical Insight’ boxes provide a reflective and challenging look at social issues and the negative side of marketing. ‘Digital Tool’ boxes introduce professional tools, such as ‘Spot the Troll’, Hootsuite and Padlet. The ‘Smartphone Sixty Seconds’ feature provides super-quick online activities using needing only your phone. Includes a new ‘Journal of Note’ feature in each chapter, to direct you to a key source of further reading.Worked digital marketing plan. Complimented by online resources, including PowerPoint slides, and Instructor’s Manual, quizzes, recommended video links and free SAGE Journal articles.
Suitable for digital and e-marketing courses at all levels, as well as professional courses for anyone interested in gaining a holistic understanding of digital marketing.
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An unbiased, balanced guide to all aspects of digital marketing planning and strategy, from social media, mobile and VR marketing to objectives, metrics and analytics.
Part 1: Digital Marketing Essentials
Chapter 1: The Digital Marketing Environment
Chapter 2: The Digital Consumer
Part 2: Digital Marketing Tools and Channels
Chapter 3: Email, Websites, SEO and Paid Search
Chapter 4: Content Marketing
Chapter 5: Social Media Marketing
Chapter 6: Online Communities
Chapter 7: Mobile Marketing
Chapter 8: Augmented, Virtual and Mixed Reality
Part 3: Digital Marketing Strategy and Planning
Chapter 9: Digital Marketing Audits
Chapter 10: Digital Marketing Strategy and Objectives
Chapter 11: Digital Marketing Planning
Part 4: Digital Marketing Management
Chapter 12: Managing Resources and Reporting
Chapter 13: Digital Marketing Metrics and Analytics
Chapter 14: Integrating, Improving and Transforming Digital Marketing
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Digital Marketing is an invaluable resource for those who want to discover more about this exciting, emerging and rapidly evolving subject. The logical structure and presentation make it easy to read each topic in depth or to dip into for quick reference. Case studies about recognisable brands increase engagement and application of theoretical concepts, making learning and teaching enjoyable and valuable for students and lecturers alike. Highly recommended!
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Produktdetaljer
ISBN
9781529742800
Publisert
2022-02-04
Utgave
2. utgave
Utgiver
Vendor
SAGE Publications Ltd
Vekt
980 gr
Høyde
246 mm
Bredde
189 mm
Aldersnivå
U, 05
Språk
Product language
Engelsk
Format
Product format
Heftet
Antall sider
480
Forfatter