Description
Book SynopsisGain essential grounding in SEO, email marketing, social media, content marketing, performance marketing and much more, with this practical and essential guide to digital marketing. The world of digital media is constantly changing, as technologies continue to transform the way we interact and communicate on a global scale. In this climate,
Understanding Digital Marketing provides a practical, no-nonsense guide to digital marketing, from strategy and digital transformation to best-practice basics and trends, packed with clear and informative case studies and examples. This fifth edition of the bestselling
Understanding Digital Marketing is fully updated to reflect the latest global developments in the industry including martech, consumer data and privacy considerations, influencer marketing and voice marketing. Complete with first-hand accounts of what success in digital marketing looks like, this book is an essential resource for practitioners and students alike. It is now required reading for more than 100 universities and colleges, and has received endorsements from Harvard University, Hult Business School and the Chartered Institute of Marketing.
Trade Review""
Understanding Digital Marketing accomplishes well the difficult feat of assembling current practical strategies from leading experts in the digital marketing field."" * Carol Stuckey, Dean, School of Professional Studies, MCPHS University *
""Comprehensive, contextualized and current. Does a great job of balancing solid overview with specific, insightful case examples. An essential addition to any marketer's bookshelf."" * Agnes Nairn, Professor of Marketing, School of Management, University of Bristol *
"Gives you the information and insight necessary to implement a great foundation for a successful digital business. And in today's world, every business is a digital business." * Scott Brinker, Editor, chiefmartec.com, author, Hacking Marketing *
""A no-nonsense, clearly written book which you can dip in and dip out of depending on your digital needs. Excellent to see that the 'human side of digital' has a clear presence throughout."" * Dr Sarah Warnes SFHEA, Principal Teaching Fellow, UCL School of Management *
"A must-read for those wishing to become digital marketers or improve their existing knowledge and skills. The book diligently covers the fundamental cornerstones of the modern marketing mix, whilst delivering best practices, advice and real-world case studies from market-leading brands."" * John Horsley, Founder & CEO, Digital Doughnut *
""A must-read, whether you're new to online advertising or are already experienced but need a refresher or deep subject dive. Covers all the bases from a human, user point of view. Full of examples and case histories - and it's readable too!"" * Bob Wootton, Principal, Deconstruction and Mediatel columnist *
""This book seeks to help the reader both understand digital marketing and develop marketing strategies that work within the digital realm. An attractive, accessible and informative guide with a great affordable price tag to match."" * Darren Ingram, Editor, Darren Ingram Media *
Table of Contents
- Chapter - 01: Introduction - Digital transformation;
- Chapter - 02: Digital marketing strategy setting;
- Chapter - 03: Being online: Welcoming the world;
- Chapter - 04: Search - Being found online;
- Chapter - 05: Email marketing;
- Chapter - 06: Mobile marketing;
- Chapter - 07: Social media;
- Chapter - 08: Content marketing and native content;
- Chapter - 09: Programmatic marketing;
- Chapter - 10: Performance marketing;
- Chapter - 11: How to form meaningful insights from data
