Digital Marketing: Strategic Planning & Integration

The second edition of this book provides an unbiased, balanced guide to all aspects of digital marketing, including social media, mobile, and VR marketing, objectives, metrics, and analytics. It includes case examples from 28 global companies and brands and a new case study on Strava. It is suitable for digital and e-marketing courses at all levels and professional courses for anyone interested in gaining a holistic understanding of digital marketing.

Format: Hardback
Length: 480 pages
Publication date: 04 February 2022
Publisher: SAGE Publications Ltd

Digital marketing is a multifaceted field that encompasses various aspects, including social media, mobile, and virtual reality (VR) marketing. This comprehensive guide aims to provide an unbiased and balanced perspective on all these dimensions, offering a comprehensive understanding of digital marketing planning, objectives, metrics, and analytics.

The book covers a wide range of topics, from developing digital marketing strategies to implementing them effectively. It delves into the latest models and frameworks, providing insights into how businesses can leverage digital channels to reach their target audience and achieve their marketing goals.

One of the key features of this guide is its emphasis on practical application. It is supported by case examples from 28 global companies and brands, including IKEA, Uber, Klarna, and TikTok. These case studies provide real-world insights and demonstrate how digital marketing strategies have been successfully implemented in different industries.

Another notable aspect of the guide is its focus on ethical considerations in digital marketing. Ethical Insight boxes provide a reflective and challenging look at social issues and the negative side of marketing, helping readers to navigate the ethical challenges that arise in this field.

Digital Tool boxes introduce professional tools and platforms that can be used to enhance digital marketing efforts. These tools include 'Spot the Troll', 'Hootsuite', and 'Padlet', among others, which are designed to help marketers analyze data, monitor social media activity, and collaborate effectively.

The 'Smartphone Sixty Seconds' feature offers quick online activities that can be completed using only a smartphone. These activities provide a practical way for readers to apply the knowledge gained from the book to real-world scenarios.

Each chapter also includes a 'Journal of Note' feature, which directs readers to a key source of further reading. This feature enhances the learning experience by providing additional resources and insights into the topics covered.

The guide is 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. It is complemented by online resources, including PowerPoint slides, an Instructors Manual, quizzes, recommended video links, and free SAGE Journal articles.

In conclusion, this guide is an essential resource for anyone looking to excel in digital marketing. It provides a comprehensive and practical approach to all aspects of digital marketing, covering strategy, implementation, and ethical considerations. With its real-world examples, professional tools, and online resources, it is an invaluable tool for students, professionals, and anyone interested in staying up-to-date with the latest trends and best practices in digital marketing.

Weight: 1160g
Dimension: 246 x 189 (mm)
ISBN-13: 9781529742817
Edition number: 2 Revised edition