2nd Edition

Digital and Social Media Marketing A Results-Driven Approach

Edited By Aleksej Heinze, Gordon Fletcher, Ana Cruz Copyright 2020
    364 Pages 164 B/W Illustrations
    by Routledge

    364 Pages 164 B/W Illustrations
    by Routledge

    The second edition of Digital and Social Media Marketing is an up-to-date, industry-led results-driven guide to digital marketing. Mixing academic theory with practical examples from a range of different organisations worldwide, it provides insight into, and techniques to enable, the creation, development and maintenance of a successful digital presence.

    This highly regarded textbook has been fully revised to bring the content up-to-date with the newest digital technologies. With topics including developing an effective digital presence, search engine optimization, and measuring brand awareness, the new edition also looks at digital ethics, General Data Protection Regulation and privacy, artificial intelligence and machine learning, and voice strategies. New international case studies are explored, including Alibaba and Amazon, as well as revised practical exercises in each chapter, enabling students to see how the concepts underpinning digital and social media marketing support business success. The book’s customisable Digital Business Maturity Model, and the Buyer Persona Spring, offer organisations a clear road map for understanding their own levels of technology adoption and digital strategy development.

    This accessible textbook provides a hands-on, user-friendly platform to turn skills and knowledge into strategic advantage. It is ideal for advanced undergraduate and postgraduate students of digital marketing and marketing strategy and for practitioners aiming to be at the cutting edge of digital and social media marketing.

    Alongside electronic resources for each chapter, this new edition also includes digital learning materials, case studies and exercises available in a supporting online learning environment. The online materials further enhance learners’ experience and support a worldwide learning community.

    Part 1: Introduction

    0. A visual introduction to Digital and Social Media Marketing

    Gordon Fletcher

    1. Understanding Digital and Social Media Marketing concepts

    Rimantas Gatautis

    2. Identifying business needs

    Milanka Slavova

    Part 2: Building your digital marketing strategy

    3. Understanding your buyer persona

    Ana Cruz and Stelios Karatzas

    4. Digital and Social Media Marketing strategy

    Ivan Stoychev

    Part 3: Operational planning

    5. Campaign planning and project management

    Anna Tarabasz

    6. Developing an effective digital presence

    Ana Cruz and Stelios Karatzas

    7. Search engine optimisation: strategy implementation

    Aleksej Heinze

    8. Social media

    Alex Fenton, Mostafa Mohamad and Ashley Jones

    9. Content marketing

    Sophie Iredale, Aleksej Heinze and Martin J Williams

    10. Paid advertising – search, social and affiliate

    Rimantas Gatautis and Elena Vitkauskaitė

    11. Mobile marketing

    Bartłomiej Kurzyk, Tahir Rashid and Sayed Ali Hayder

    12. Measuring brand awareness, campaign evaluation and web analytics

    Alexander Christov, Verena Hausmann and Sue Williams

    13. Future users, content and marketing

    Gordon Fletcher and Alexander Christov


    Aleksej Heinze is Associate Professor at KEDGE Business School, France.

    Gordon Fletcher is Director of Business 4.0 at Salford Business School, University of Salford, UK.

    Tahir Rashid is Senior Lecturer at the University of Salford, UK.

    Ana Cruz is a Lecturer in Marketing at the University of Sheffield International Faculty, CITY College, Greece.

    "Filled with fresh research facts and topical case studies, this book offers academia and organisations (both non- and for-profit) an excellent cutting-edge guide to digital marketing strategy-building. It is a great help to any organisation looking to transform into a future-oriented, data-driven, digitally mature ecosystem." — Wojciech Czart, Google’s Global Academic Panel member, Senior Lecturer, Adam Mickiewicz University, Poland

    "This book takes a practical and strategic outlook to digital marketing with an easy to follow step-by-step approach. Each chapter has several business case studies that help give insights into real-world issues and scenarios, which can be used by both academic and business readers." — Joanne Kuzma, Principal Lecturer in Computing, University of Worcester, UK

    "This book is a great resource for both students and businesses. The case studies are fresh and topical and the latest findings from research are woven into this very stimulating text. Digital marketing is examined from a strategic and a practical perspective with both authority and creativity." — Kate Dobson, Lecturer Consultant, University of Worcester, UK

    "Digital and Social Media Marketing: A Results-Driven Approach is a wonderful book that really communicates great concepts and practical techniques for helping companies and students understand how to approach digital commerce and transformation. Heinze, Fletcher, Rashid and Cruz nailed it with the ‘Marketing first’ approach." — Carla Dawson, Co-Founder of onmarc.com, USA/Argentina

    "This book gets into almost every aspect of modern marketing, and the Buyer Persona Spring really helps to keep the focus on building conversations and engagement. I would highly recommend it to anyone getting into marketing." — Susan Patch, Marketer, E-Learning Squared, Canada

    "A practical, how-to handbook in navigating today's digital marketing world. The book includes all of the current tools used in industry with sage advice on when and how to use them. It presents a systematic approach to planning, executing and measuring digital marketing efforts that is easy for anybody to follow and implement. Content goes deep on topics that marketers need to understand today... deep enough for seasoned digital marketers with clear and logical explanations for those new to the topic. A comprehensive, pragmatic and efficient read." — Liz Gray, Faculty, Lawrence Kinlin School of Business, Fanshawe College, Canada