Digital Marketing: A Practical Approach

Digital Marketing: A Practical Approach provides a step-by-step and comprehensive guide to implementing key aspects of digital marketing, with practical case-study exercises and updated resources. It equips advanced undergraduate, postgraduate, and executive education students with the tools to undertake any digital marketing role within organizations.

Format: Paperback / softback
Length: 356 pages
Publication date: 01 November 2022
Publisher: Taylor & Francis Ltd

Digital marketing is a dynamic and ever-evolving field that has become an essential component of modern business strategies. In order to effectively navigate the digital landscape, businesses need to have a comprehensive understanding of the key aspects of digital marketing. Digital Marketing: A Practical Approach provides a comprehensive and step-by-step guide to implementing these key aspects.

The fourth edition of this text has been fully updated to reflect the latest trends and developments in digital marketing. It takes a practical approach that prepares students for an active role in digital marketing. The text includes a range of topic-based exercises and practical case-study exercises that help students apply their knowledge to real-world situations.

One of the key updates to the new edition is the increased focus on the role of digital influencers. Digital influencers have become an increasingly important part of digital marketing campaigns, and the text provides an in-depth exploration of their role and impact. It also covers direct-to-consumer (DTC) and omni-channel retailing, which have become increasingly popular in recent years.

Another important update is the discussion of individuals' privacy and the role of organizations in gathering and storing their personal data. With the rise of data breaches and privacy concerns, it is essential for businesses to have a clear understanding of the ethical aspects of digital marketing and the impact it can have on their reputation and customer trust.

The text also covers the development of search engine optimization (SEO) and Google's 'zero click' search algorithm. SEO has become an essential tool for businesses looking to improve their online visibility and drive more traffic to their website. The new edition provides an updated overview of SEO techniques and strategies.

Online ad fraud is another issue that has become increasingly prevalent in the digital marketing landscape. The text provides an in-depth exploration of this issue and discusses the strategies that businesses can use to protect themselves from fraud.

In addition to these updates, the new edition includes updated online resources available via the author's own site. These resources include links to articles and opinion pieces, PowerPoint lecturer slides, and questions based on the chapter

Digital marketing is a complex and multifaceted field that requires a comprehensive understanding of the key aspects in order to succeed. Digital Marketing: A Practical Approach provides a comprehensive and up-to-date guide to implementing these key aspects, equipping students with the skills and knowledge they need to thrive in the digital marketing landscape. Whether you are a business owner, marketing professional, or student, this text is an essential resource for anyone looking to stay ahead of the curve and achieve their online objectives.

Weight: 654g
Dimension: 174 x 245 x 32 (mm)
ISBN-13: 9780367706593
Edition number: 4 ed