Digital Marketing in Practice: Design, Implement and Measure Effective Campaigns

  • 2h 42m
  • Hanne Knight, Lizette Vorster
  • Kogan Page
  • 2023

Learn how to create effective digital marketing campaigns, analyze competitor behaviour and conduct digital marketing in a responsible and accountable way with this real-life focussed and streamlined textbook.

Digital Marketing in Practice balances step-by-step practical coverage with academic theoretical context throughout to offer a definitive and easy-to-understand resource. Exploring key definitions and best-practice for tools, channels and platforms including SEO, social media marketing, email marketing and online advertising, it shows how to create plans and set objectives, design digital marketing campaigns and evaluate their success for improvement.

Digital Marketing in Practice also describes how to incorporate accountability, inclusivity and meaningful sustainability messaging. Featuring interviews with industry professionals and case study examples from a range of brands including Nielsen and the Met Office, it also contains how-to guides, check lists and critical thought pieces.

Supported by online resources consisting of lecture slides, self-test questions, group activities, worksheets, additional interactive case studies and further resource links, it is an indispensable text to equip students with the tools to develop and implement successful digital marketing.

About the Author

Hanne Knight is Lecturer in Marketing at the University of Plymouth, UK, where she also leads its Digital and Social Media Marketing MSc. She consults practitioners on sustainability communication and is senior examiner at the Chartered Institute of Marketing.

Lizette Vorster is Assistant Professor in Strategic Business Communications at Aarhus University, Denmark. Prior to this, she was Lecturer in Digital Marketing at Northumbria University, UK. She has held a number of senior positions in professional practice, including Head of Marketing and Creative Director.

In this Book

  • Preface
  • Introduction to Digital Marketing
  • Planning a Digital Marketing Strategy
  • Digital Marketing Campaigns
  • Accountability in the Digital Age
  • The Macro-environment
  • The Micro-environment
  • Market Segmentation, Targeting and Positioning
  • Big Data
  • Primary and Secondary Data Sources
  • The Digital Consumer
  • Customer Journey and Experiences
  • Socially Responsible Consumer Behaviour
  • Global Consumer Behaviour on Digital Channels
  • Objective Setting
  • Marketing Mix for the Digital World
  • Digital Tools, Techniques and Technology
  • Social Media Marketing Channels and Concepts
  • Digital Marketing Channels and Platforms
  • Evaluation of Digital Marketing Success—Dashboards and Challenges of Data-driven Marketing
  • Data Analytics and Metrics
  • Digital Marketing Audit
  • Managing, Testing and Improving Campaigns
  • Ethical Considerations
  • Sustainability in the Digital World
  • Legal Considerations
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