Digital Marketing in Practice

How do you create and measure digital marketing campaigns? How can you analyse competitor and consumer behaviour? How can digital marketing be conducted in a responsible and accountable way? Explore these areas and more with this definitive resource for students to understand and apply all the key components of digital marketing.

Digital Marketing in Practice balances step-by-step practical coverage with academic theoretical context to offer a streamlined resource which doesn't assume prior subject area knowledge. It explores key definitions and best-practice for tools, channels and platforms including search engine optimisation (SEO), online advertising, social media marketing, email marketing, ecommerce and affiliate marketing. 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, as well as respect legal considerations such as the GDPR (General Data Protection Regulation). Featuring interviews with industry professionals and case studies and examples from a range of brands including Adidas, Nielsen and The Eden Project, it also contains how-to guides, checklists 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.