As in the previous editions of this book, whilst strategic issues are included where appropriate, by concentrating on the operational and functional aspects of this dynamic subject, Digital Marketing: A Practical Approach provides a step-by-step guide to implementing the key aspects of online marketing. Similarly, although primarily aimed at an academic market, the practical – rather than purely theoretical – nature of the book means that it will be equally useful in both training and self-learning scenarios.
After reading this book - and completing the exercises within it - the reader will be equipped to undertake any digital marketing role within a variety of organizations. The practical case-study exercises - based on theory and recognized good practice - will ensure that readers will be able to analyse situations within the work place, identify the most appropriate course of action and implement the strategies and tactics that will help the organization meet its online objectives.
A key aspect to this digital marketing book is the use of a number of bespoke case studies that are designed to make clear how the impact of each online application varies between organizations and markets. For each section of every chapter there is a case study question that is pertinent to that subject - though readers are welcome to switch case studies for each question if they so wish, or even substitute their own organization. This makes the book an excellent text for work-based learning programmes such as Degree Apprenticeships.
As the subject has evolved in recent years, so too has the structure of the third edition of this book. The book is now in two distinct parts.
Part I considers the environment in which digital marketing is practised, digital buyer behaviour
and has a chapter that includes sections covering strategic digital issues such as content marketing,
attribution, influencers and digital marketing objectives.
Part II replicates the successful structure of the first two editions of the book by having chapters
devoted to the key elements of operational digital marketing. Essential updates made necessary by
both technology and consumer behaviour are made to all elements, but specifically to programmatic
advertising and marketing on social media. There is also the addition of a chapter devoted to e-metrics
and online analytics. Online support and subject updates that both complement and enhance each
chapter’s content can be found on the author’s website at AlanCharlesworth.com/DigitalMarketing.
Table of Contents
Acknowledgements, Preface, CHAPTER 1: THE DIGITAL ENVIRONMENT: doing business in a connected world, 1.1 Introduction, 1.2 Digital transformation, 1.3 Programmatic marketing, 1.4 Artificial intelligence , 1.5 Virtual and augmented reality, CHAPTER 2: DIGITAL CUSTOMERS, 2.1 Introduction, 2.2 Online buying behaviour, 2.3 Privacy, CHAPTER 3: MARKETING GOES DIGITAL, 3.1 Introduction, 3.2 Digital isn’t the only option, 3.3 Non-marketers in digital marketing, 3.4 Personalization, 3.5 Viral marketing, 3.6 Paid, earned, owned, 3.7 Content marketing, 3.8 Influencers, 3.9 Affiliate marketing, 3.10 Attribution, 3.11 Public relations and Reputation management, 3.12 Gaming, 3.13 Legal considerations, 3.14 Strategic digital marketing, 3.15 Digital marketing objectives, , CHAPTER 4: SEARCH ENGINE OPTIMIZATION, 4.1 Introduction, 4.2 How search engines work, 4.3 Keyword selection, 4.4 On-site optimization, 4.5 Off-site optimization, 4.6 Strategic search engine optimization, 4.7 Third-party search engine ranking, CHAPTER 5: WEBSITE DEVELOPMENT, 5.1 Introduction, 5.2 Web presence ownership, management and development, 5.3 Usability, 5.4 The basics , 5.5 Content development, 5.6 The B2B website, 5.7 The global web presence, CHAPTER 6: E-COMMERCE, 6.1 Introduction, 6.2 Multi-channel retailing, 6.3 Fulfilment, 6.4 Comparison Shopping engines, e-marketplaces and third-party shopping websites, 6.5 The e-commerce website, CHAPTER 7: ADVERTISING ONLINE, 7.1 Introduction, 7.2 Programmatic advertising, 7.3 Objectives and management, 7.4 Online ad formats, 7.5 Search advertising, 7.6 Network advertising, 7.7 Landing pages, CHAPTER 8: EMAIL MARKETING, Introduction, 8.2 Email as a medium for direct marketing, 8.3 Email as medium for marketing messages, 8.4 Email newsletters, , CHAPTER 9: MARKETING ON SOCIAL MEDIA , 9.1 Introduction , 9.2 Blogging , 9.3 Consumer reviews and ratings, 9.4 Social networking, 9.5 Social sharing, 9.6 Social service and support, 9.7 Strategic marketing on social media, 9.8 Measure and monitor, CHAPTER 10: METRICS AND ANALYTICS, 10.1 Introduction, 10.2 How analytics are presented and used, Index.
Alan Charlesworth is a senior lecturer in marketing at a UK university and has been involved in what we now call 'digital marketing' in either practical, training, research or academic roles since 1996.