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.
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.
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.
Inhaltsangabe
Section ONE: Basic concepts and elements of digital marketing; Chapter 01: Introduction to digital marketing; Chapter 02: Planning a digital marketing strategy; Chapter 03: Digital marketing campaigns; Chapter 04: Accountability in the digital age; Section TWO: Researching the digital environment; Chapter 05: The macro environment; Chapter 06: The micro environment; Chapter 07: Market segmentation, targeting and positioning; Chapter 08: Big data; Section THREE: Online customer behaviour; Chapter 09: The digital consumer; Chapter 10: Customer journeys; Chapter 11: Phygital and experiential marketing; Chapter 12: Responsible consumer behaviour; Chapter 13: Global consumer behaviour on digital channels; Section FOUR: Implementing digital marketing; Chapter 14: Objective setting; Chapter 15: Marketing mix for the digital world; Chapter 16: Digital tools, techniques and technology; Chapter 17: Social media marketing channels and concepts; Chapter 18: Digital marketing channels and platforms; Chapter 19: AI and digital marketing; Section FIVE: Measurement and evaluation; Chapter 20: Evaluation of digital marketing success; Chapter 21: Data analytics and metrics; Chapter 22: Digital marketing audit; Chapter 23: Managing, testing and improving campaigns; Chapter 24: Ethical considerations; Chapter 25: Sustainability in the digital world; Chapter 26: Legal considerations
Section ONE: Basic concepts and elements of digital marketing; Chapter 01: Introduction to digital marketing; Chapter 02: Planning a digital marketing strategy; Chapter 03: Digital marketing campaigns; Chapter 04: Accountability in the digital age; Section TWO: Researching the digital environment; Chapter 05: The macro environment; Chapter 06: The micro environment; Chapter 07: Market segmentation, targeting and positioning; Chapter 08: Big data; Section THREE: Online customer behaviour; Chapter 09: The digital consumer; Chapter 10: Customer journeys; Chapter 11: Phygital and experiential marketing; Chapter 12: Responsible consumer behaviour; Chapter 13: Global consumer behaviour on digital channels; Section FOUR: Implementing digital marketing; Chapter 14: Objective setting; Chapter 15: Marketing mix for the digital world; Chapter 16: Digital tools, techniques and technology; Chapter 17: Social media marketing channels and concepts; Chapter 18: Digital marketing channels and platforms; Chapter 19: AI and digital marketing; Section FIVE: Measurement and evaluation; Chapter 20: Evaluation of digital marketing success; Chapter 21: Data analytics and metrics; Chapter 22: Digital marketing audit; Chapter 23: Managing, testing and improving campaigns; Chapter 24: Ethical considerations; Chapter 25: Sustainability in the digital world; Chapter 26: Legal considerations
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