Hanne Knight, Lizette Vorster Larsen

Digital Marketing in Practice (eBook, ePUB)

Design, Implement and Measure Effective Campaigns

• Format: ePub

Produktbeschreibung

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 and 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.

Produktdetails

• Verlag: Kogan Page eBook
• Seitenzahl: 552
• Erscheinungstermin: 3. Januar 2026
• Englisch
• ISBN-13: 9781398624733
• Artikelnr.: 76131350

Autorenporträt

Hanne Knight is Lecturer in Marketing at the University of Plymouth, UK, where she also leads its Digital and Social Media Marketing MSc. She draws on practitioner experience gained working in industry and 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). A regular academic journal article reviewer, she has presented papers at international conferences.

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: Primary and secondary data sources; Chapter
10: The digital consumer; Chapter
11: Customer journey and experiences; Chapter
12: Socially responsible consumer behaviour; Chapter
13: Global Consumer Behaviour; 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 Section
FIVE: Measurement and evaluation; Chapter
19: Evaluation of digital marketing success
Dashboards and challenges of data
driven marketing; Chapter
20: Data analytics and metrics; Chapter
21: Digital marketing audit; Chapter
22: Managing, testing and improving campaigns; Section
SIX: Legal and ethical considerations; Chapter
23: Ethical considerations; Chapter
24: Sustainability in the digital world; Chapter
25: Legal considerations