Digital and Social Media Marketing: A Results-Driven Approach is an exciting new industry-led, research-informed and results-driven guide to digital commerce. Its examples draw from SMEs and from Europe to offer a unique perspective for those learning about digital marketing and, having been developed in close collaboration with the Search Engine Marketing Trade Association (SEMTA), it is a reliable source of prevailing industry standards for practitioners at the cutting edge of their trade.
Unlike other digital marketing texts, this accessible textbook gives special consideration to the ethical challenges raised by an increasingly digital world. Equally unique is the book's Digital Business Maturity Model, which offers organisations a clear roadmap for understanding their relative levels of technology adoption.
Embracing the true spirit of Digital and Social Media Marketing, the book will be the first of its kind in this field with digital learning materials, case studies and exercises available in a supporting Massive Open Online Course (MOOC). The MOOC will enhance learners' experience and create an interactive international learning community.
This book will provide a hands on, accessible and user friendly platform to turn skills and knowledge into strategic advantage. Ideal for postgraduate learners, instructors interested in providing a unique and up-to-date learning experience and for SMEs and practitioners aiming to be at the cutting edge of Digital and Social Media Marketing.
'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
'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
'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
'Comprehensive, cutting-edge and credible: a must-read authority for anyone serious about the study and practice of digital and social media marketing'
Professor Amanda Broderick, Chief Executive Officer, Newcastle University London, 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
1. Introduction to Digital and Social Media Marketing 2. Identifying business needs 3. Digital consumer behaviour 4. Digital and Social Media Marketing strategy 5. Campaign planning for social media and digital platforms 6. Developing an effective digital presence 7. Search Engine Optimisation: from strategy to implementation 8. Pay Per Click (Search and Social) and Affiliate Marketing 9. Mobile marketing 10. Measuring Brand Awareness, Campaign Evaluation and Web Analytics 11. Future users, content and marketing