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This comprehensive guide delves into various facets of digital marketing, from foundational concepts to advanced strategies. The second edition has been updated to address contemporary topics such as digital privacy, influencer types, social listening, and the gig economy. It also incorporates case studies from global brands like IKEA, Uber, Klarna, and TikTok to illustrate practical applications.
Chapter Structure:
1. The Digital Marketing Environment
o Explores the current landscape of digital marketing, including emerging trends and technologies.
2. The Digital Consumer
o Examines the behavior, preferences, and decision-making processes of consumers in the digital age.
3. Email, Websites, SEO, and Paid Search
o Discusses the fundamentals of building an online presence, optimizing for search engines, and leveraging paid search advertising.
4. Content Marketing
o Focuses on creating and distributing valuable content to attract and engage a target audience.
5. Social Media Marketing
o Covers strategies for utilizing social media platforms to build brand awareness and foster customer relationships.
6. Online Communities
o Looks into the development and management of online communities to enhance customer engagement and loyalty.
7. Mobile Marketing
o Addresses marketing strategies tailored for mobile devices, including apps and mobile advertising.
8. Augmented, Virtual, and Mixed Reality
o Explores the applications of AR, VR, and MR technologies in marketing campaigns.
9. Digital Marketing Audits
o Provides guidance on assessing the effectiveness of digital marketing efforts through systematic audits.
10. Digital Marketing Strategy and Objectives
o Discusses the formulation of strategic goals and objectives aligned with business aims.
11. Digital Marketing Planning
o Offers insights into developing comprehensive digital marketing plans, including budgeting and resource allocation.
12. Managing Resources and Reporting
o Focuses on the efficient management of digital marketing resources and the importance of reporting and analytics.
13. Digital Marketing Metrics and Analytics
o Delves into key performance indicators and analytical tools to measure and interpret digital marketing success.
14. Integrating, Improving, and Transforming Digital Marketing
o Looks at strategies for continuous improvement and integration of digital marketing efforts within broader business processes.
Key Features:
Case Studies: Real-world examples from 28 global companies, including a continuous case study on Strava, to demonstrate practical application of concepts.
Ethical Insights: Boxes that provide a reflective look at social issues and the potential negative aspects of marketing.
Digital Tools: Introductions to professional tools such as 'Spot the Troll,' Hootsuite, and Padlet.
Smartphone Sixty Seconds: Quick online activities designed to be completed in a minute using a smartphone.
Journal of Note: Each chapter highlights a key source for further reading.
Digital Marketing Plan: A worked example to assist in developing your own digital marketing strategies.
For more detailed information, including additional resources and case studies, you may visit the companion website provided by the publisher.
This structure aims to equip readers with both theoretical knowledge and practical tools to effectively navigate the dynamic field of digital marketing.