3rd Edition
Digital and Social Media Marketing A Results-Driven Approach
Now in its 3rd edition, Digital and Social Media Marketing provides a practice-led approach to digital marketing. This highly regarded textbook combines academic theory with practical examples from a range of different organisations worldwide to highlight techniques for the development and maintenance of a successful digital presence. The book’s customisable models offer organisations a way to decipher their current situation and plan a clear road map for developing a marketing strategy appropriate for the digital era.
This rich and accessible textbook has been fully updated to reflect the current global landscape. The content of this 3rd edition has been expanded to:
• Consider the concept of GDPR as a sound framework for responsible marketing
• Offer a greater focus on sustainable marketing throughout, linked to the UN Sustainable Development Goals
• Place emphasis on the importance of crisis and reputation management
• Explore the latest material in big data, data management and data privacy
• Cover the latest in martech trends, particularly related to automation, machine learning and artificial intelligence
• Provide new case studies from China, India, Nigeria and across Asia, alongside student activities and questions designed to improve learning outcomes
This textbook provides a hands-on, user-friendly platform to turn skills and knowledge into strategic advantage. It is ideal for advanced undergraduate, postgraduate and executive students of digital marketing and marketing strategy, as well as for practitioners aiming to be at the cutting edge of digital and social media marketing. Online resources include PowerPoint slides and a test bank.
0. A visual introduction to marketing in a digital era 1. Navigating global challenges 2. Unleashing growth with stakeholder-centric perspectives 3. Horizon scanning for insights 4. Developing a stakeholder value persona 5. The marketing landscape: strategy and business models 6. SMART evidence-based decision-making 7. The combined power of qualitative and quantitative insights 8. Crafting projects and planning campaigns 9. Engaging stakeholders with captivating content 10. Building an irresistible digital presence 11. The art of influencer marketing 12. SEO Tactics for a digital presence 13. Using search engine optimisation to build trust 14. Orchestrating social media optimisation 15. Demystifying paid advertising 16. Curating on-the-go experience 17. Marketing to organisations in the digital era 18. The future of marketing
Biography
Aleksej Heinze is Associate Professor at KEDGE Business School, France.
Gordon Fletcher is Associate Dean: Research and Innovation at Salford Business School, University of Salford, UK
Ana Cruz is Associate Professor in Marketing at City College, University of York Europe campus
Alex Fenton is Associate Dean for International and Associate Professor at the University of Chester, UK
“It is exciting, ambitious, and useful work! I'll be sure to cite it in future work.” Robert Kozinets, Jayne and Hans Hufschmid Chair of Strategic Public Relations and Business Communication at the University of Southern California
"This book is a treasure trove for digital professionals. Packed with razor-sharp insights on data, AI, and stakeholder strategy, it's a playbook for the modern marketer. Its comprehensive approach, blending theory with actionable strategies, particularly in areas like influencer marketing and SEO, makes it an indispensable guide for anyone navigating the complexities of the digital marketing landscape. A must-read for those ready to make some serious digital waves." Tina Judic Chairman, Tomorrow Group [Found | Disrupt | Braidr | Luminr]
"Digital and Social Media Marketing: A Results-Driven Approach" 3d edition delivers an invigorated exploration of the digital marketing ecosystem. It combines rigorous academic insights with practical marketing challenges, serving as an essential text for both practitioners and students. This edition is indispensable for those seeking to adapt and excel in the ever-evolving digital landscape." Jim Lecinski, Professor of Marketing at Northwestern University's Kellogg School of Management and former Google vice-president
"The book serves both beginners and more advanced users in the area of digital marketing, as it is easy to navigate to the subject of one’s specific interest. It gives very relevant examples, thus making the reading easy to understand. It covers multiple topics around digital marketing and gives simple yet useful tools that the reader can implement straight away." Ksenia Vashchillo-Mollett, Kedge executive MBA (2021), Amazon EU SARL
"A comprehensive compendium of modern-day marketing themes with effective application of current models for every student and practitioner to use as their new digital marketing companion." Diane Earles, Senior Mentor for Marketing Apprentices, Professional Academy, Blackburn College (UK)
“The third edition of the Digital Marketing book is a testament to the dynamic nature of online marketing. Whether you are a novice, a student or a seasoned professional you will find invaluable techniques and strategies that are shaping the future of digital engagement. From building relationships through AI-driven campaigns to more traditional techniques using paid advertising, SEO and influencer marketing, this edition equips digital marketers with the insights and tools needed to thrive in the modern digital ecosystem.” Joseph Asamoah, Lecturer in Digital Marketing, Manchester Metropolitan University.
"I congratulate the entrepreneurship community for the publication of this valuable book, which represents a rich addition to digital marketing. The book is a simplified practical guide for entrepreneurs that addresses a vital topic about “marketing in a digital era,” which is the most important crossroads in the path of emerging projects and growing businesses. Nowadays, not many people buy newspapers. But Most of them have a smartphone! it's your call to go viral." Turki Alqurashi, Director of Organizational Excellence
