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Digital Marketing: Strategic Planning & Integration 2nd Revised edition

Digital Marketing: Strategic Planning & Integration 2nd Revised edition

Paperback by Hanlon, Annmarie

Digital Marketing: Strategic Planning & Integration

WAS £48.99   SAVE £4.90

£44.09

ISBN:
9781529742800
Publication Date:
4 Feb 2022
Edition/language:
2nd Revised edition / English
Publisher:
Sage Publications Ltd
Pages:
480 pages
Format:
Paperback
For delivery:
Estimated despatch 1 Nov 2024
Digital Marketing: Strategic Planning & Integration

Description

An unbiased, balanced guide to all aspects of digital marketing, from social media, mobile and VR marketing to objectives, metrics and analytics. Covering all aspects of digital marketing planning and the latest models, the book also offers a range of tools to help implement your own digital marketing plans and strategies. The second edition has been expanded to include new discussions and research on areas including digital privacy, types of influencers, social listening and the gig economy. Key features: Supported by case examples from 28 global companies and brands including IKEA, Uber, Klarna and TikTok. A brand-new case study on Strava runs throughout the book to help you apply what you've learnt to real-world scenarios. 'Ethical Insight' boxes provide a reflective and challenging look at social issues and the negative side of marketing. 'Digital Tool' boxes introduce professional tools, such as 'Spot the Troll', Hootsuite and Padlet. The 'Smartphone Sixty Seconds' feature provides super-quick online activities using needing only your phone. Includes a new 'Journal of Note' feature in each chapter, to direct you to a key source of further reading. Worked digital marketing plan. Complimented by online resources, including PowerPoint slides, and Instructor's Manual, quizzes, recommended video links and free SAGE Journal articles. Suitable for digital and e-marketing courses at all levels, as well as professional courses for anyone interested in gaining a holistic understanding of digital marketing.

Contents

Part 1: Digital Marketing Essentials Chapter 1: The Digital Marketing Environment Chapter 2: The Digital Consumer Part 2: Digital Marketing Tools and Channels Chapter 3: Email, Websites, SEO and Paid Search Chapter 4: Content Marketing Chapter 5: Social Media Marketing Chapter 6: Online Communities Chapter 7: Mobile Marketing Chapter 8: Augmented, Virtual and Mixed Reality Part 3: Digital Marketing Strategy and Planning Chapter 9: Digital Marketing Audits Chapter 10: Digital Marketing Strategy and Objectives Chapter 11: Digital Marketing Planning Part 4: Digital Marketing Management Chapter 12: Managing Resources and Reporting Chapter 13: Digital Marketing Metrics and Analytics Chapter 14: Integrating, Improving and Transforming Digital Marketing

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