Details for: Digital and social media marketing : a results-driven approach /

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Digital and social media marketing : a results-driven approach / edited by Aleksej Heinze, Gordon Fletcher, Tahir Rashid and Ana Cruz.

Contributor(s): Heinze, Aleksej [editor.] | Fletcher, Gordon [editor.] | Rashid, Tahir [editor.] | Cruz, Ana [editor.]Publisher: London : Routledge, 2020Edition: Second editionDescription: xxvii, 336 pages : illustrations (black and white) ; 24 cmContent type: text | still image Media type: unmediated Carrier type: volume001: BDZ0042924936ISBN: 9780367236021 (pbk.) :Subject(s): Internet marketing

| Internet advertising

| Electronic commerce

| Social media

| Business and Management | Business & Management | Economics

| Sales & marketing management | Sales & marketing

| E-commerce: business aspects | Advertising

| Retail & wholesale industries | Ethical & social aspects of IT | Internet: general works | Social networking

| Graphical & digital media applicationsDDC classification: 658.872 LOC classification: HF5415.1265 | .D5385 2020

Contents:

Part 1: Introduction 0. A visual introduction to Digital and Social Media Marketing 1. Understanding Digital and Social Media Marketing concepts 2. Identifying business needs Part 2: Building your digital marketing strategy 3. Understanding your buyer persona 4. Digital and Social Media Marketing strategy Part 3: Operational planning 5. Campaign planning and project management 6. Developing an effective digital presence 7. Search engine optimisation: strategy implementation 8. Social media 9. Content marketing 10. Paid advertising - search, social and affiliate 11. Mobile marketing 12. Measuring brand awareness, campaign evaluation and web analytics 13. Future users, content and marketing

Summary: This textbook is an up to date, results-driven guide to digital marketing. Mixing academic theory with practical examples from a range of different organisations worldwide, it provides techniques to enable the creation, development and maintenance of a successful digital presence. The second edition of Digital and Social Media Marketing is an up-to-date, industry-led results-driven guide to digital marketing. Mixing academic theory with practical examples from a range of different organisations worldwide, it provides insight into, and techniques to enable, the creation, development and maintenance of a successful digital presence.This highly regarded textbook has been fully revised to bring the content up-to-date with the newest digital technologies. With topics including developing an effective digital presence, search engine optimization, and measuring brand awareness, the new edition also looks at digital ethics, General Data Protection Regulation and privacy, artificial intelligence and machine learning, and voice strategies. New international case studies are explored, including Alibaba and Amazon, as well as revised practical exercises in each chapter, enabling students to see how the concepts underpinning digital and social media marketing support business success. The book's customisable Digital Business Maturity Model, and the Buyer Persona Spring, offer organisations a clear road map for understanding their own levels of technology adoption and digital strategy development.This accessible textbook provides a hands-on, user-friendly platform to turn skills and knowledge into strategic advantage. It is ideal for advanced undergraduate and postgraduate students of digital marketing and marketing strategy and for practitioners aiming to be at the cutting edge of digital and social media marketing.Alongside electronic resources for each chapter, this new edition also includes digital learning materials, case studies and exercises available in a supporting online learning environment. The online materials further enhance learners' experience and support a worldwide learning community.

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Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	MAIN LIBRARY Book	PRINT	658.872 HEI (Browse shelf(Opens below))	1	Available		114801

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Previous	658.872 CHA Digital marketing : strategy, implementation and practice /	658.872 COR Build a business from your kitchen table /cSophie Cornish and Holly Tucker ; with Jessica Fellowes.	658.872 HAY Pinfluence : the complete guide to marketing your business with Pinterest /	658.872 HEI Digital and social media marketing : a results-driven approach /	658.872 KER Likeable social media : how to delight your customers, create an irresistable brand, and be generally amazing on facebook (and other social networks) /	658.872 KIN Digital marketing strategy : an integrated approach to online marketing /	658.872 KIN Digital marketing strategy : an integrated approach to online marketing /	Next

Enhanced descriptions from Syndetics:

The second edition of Digital and Social Media Marketing is an up-to-date, industry-led results-driven guide to digital marketing. Mixing academic theory with practical examples from a range of different organisations worldwide, it provides insight into, and techniques to enable, the creation, development and maintenance of a successful digital presence.

This highly regarded textbook has been fully revised to bring the content up-to-date with the newest digital technologies. With topics including developing an effective digital presence, search engine optimization, and measuring brand awareness, the new edition also looks at digital ethics, General Data Protection Regulation and privacy, artificial intelligence and machine learning, and voice strategies. New international case studies are explored, including Alibaba and Amazon, as well as revised practical exercises in each chapter, enabling students to see how the concepts underpinning digital and social media marketing support business success. The book's customisable Digital Business Maturity Model, and the Buyer Persona Spring, offer organisations a clear road map for understanding their own levels of technology adoption and digital strategy development.

This accessible textbook provides a hands-on, user-friendly platform to turn skills and knowledge into strategic advantage. It is ideal for advanced undergraduate and postgraduate students of digital marketing and marketing strategy and for practitioners aiming to be at the cutting edge of digital and social media marketing.

Alongside electronic resources for each chapter, this new edition also includes digital learning materials, case studies and exercises available in a supporting online learning environment. The online materials further enhance learners' experience and support a worldwide learning community.

"eResources"--Front cover.

"Companion website"--Front cover.

Previous edition: 2017.

Includes bibliographical references and index.

This textbook is an up to date, results-driven guide to digital marketing. Mixing academic theory with practical examples from a range of different organisations worldwide, it provides techniques to enable the creation, development and maintenance of a successful digital presence. The second edition of Digital and Social Media Marketing is an up-to-date, industry-led results-driven guide to digital marketing. Mixing academic theory with practical examples from a range of different organisations worldwide, it provides insight into, and techniques to enable, the creation, development and maintenance of a successful digital presence.This highly regarded textbook has been fully revised to bring the content up-to-date with the newest digital technologies. With topics including developing an effective digital presence, search engine optimization, and measuring brand awareness, the new edition also looks at digital ethics, General Data Protection Regulation and privacy, artificial intelligence and machine learning, and voice strategies. New international case studies are explored, including Alibaba and Amazon, as well as revised practical exercises in each chapter, enabling students to see how the concepts underpinning digital and social media marketing support business success. The book's customisable Digital Business Maturity Model, and the Buyer Persona Spring, offer organisations a clear road map for understanding their own levels of technology adoption and digital strategy development.This accessible textbook provides a hands-on, user-friendly platform to turn skills and knowledge into strategic advantage. It is ideal for advanced undergraduate and postgraduate students of digital marketing and marketing strategy and for practitioners aiming to be at the cutting edge of digital and social media marketing.Alongside electronic resources for each chapter, this new edition also includes digital learning materials, case studies and exercises available in a supporting online learning environment. The online materials further enhance learners' experience and support a worldwide learning community.

Table of contents provided by Syndetics

List of boxes (p. xiii)
List of case studies (p. xiv)
List of figures (p. xv)
List of tables (p. xix)
List of contributors (p. xxi)
Acknowledgements (p. xxii)
Definitions of terms (p. xxiv)
Section I Introduction (p. 1)
A visual introduction to digital and social media marketing (p. 3)
0.1 You and your buyer persona (p. 7)
0.2 Your complex organisation (p. 11)
0.3 The Buyer Persona Spring and action-based learning (p. 14)
0.4 The Buyer Persona Spring (p. 17)
0.5 Book structure (p. 19)
1 Understanding digital and social media marketing concepts (p. 21)
1.0 Darning objectives (p. 21)
1.1 Understanding digital and social media marketing (p. 21)
1.2 How to speak digital and social media marketing (p. 22)
1.3 Success and failure in digital marketing (p. 25)
1.4 The Digital Business Maturity Model (p. 30)
1.5 Online customer journey (p. 35)
1.6 Summary (p. 37)
1.7 References (p. 38)
2 Identifying business needs (p. 39)
2.0 Learning objectives (p. 39)
2.1 Digital marketing strategy (p. 39)
2.2 Analysing the external environment (p. 41)
2.3 The practicalities: identifying micro- and macro-conditions (p. 54)
2.4 Digital marketing and action learning (p. 61)
2.5 Summary (p. 63)
2.6 References (p. 65)
Section II Building your digital marketing strategy (p. 67)
3 Understanding your buyer persona (p. 69)
3.0 Learning objectives (p. 69)
3.1 Understanding the buyer persona (p. 69)
3.2 Building buyer personas (p. 71)
3.3 Buyerpersona's roles (p. 77)
3.4 Buyer personas and decision making units (DMUs) (p. 82)
3.5 Characteristics of ethical, moral and green consumer behaviour within digital environments (p. 84)
3.6 Privacy and data protection (p. 87)
3.7 The buying journey (p. 88)
3.8 Summary (p. 96)
3.9 References (p. 96)
4 Digital and social media marketing strategy (p. 98)
4.0 Learning objectives (p. 98)
4.1 What is a digital marketing strategy? (p. 98)
4.2 Aligning your strategy with your buyer persona (p. 104)
4.3 Setting objectives (p. 108)
4.4 Creating campaigns and reaching your objectives (p. 111)
4.5 Tactics (p. 115)
4.6 Buyer Persona Spring as the core for the digital marketing strategy (p. 117)
4.7 Summary (p. 120)
4.8 References (p. 120)
Section III Operational planning (p. 121)
5 Campaign planning and project management (p. 123)
5.0 Darning objectives (p. 123)
5.1 The importance of planning (p. 123)
5.2 Project management in the context of digital marketing campaigns (p. 125)
5.3 Planning-starting a new project (p. 134)
5.4 Acting - executing your project (p. 138)
5.5 Observing-optimising your efforts (p. 142)
5.6 Summary (p. 147)
5.7 References (p. 148)
6 Developing an effective digital presence (p. 149)
6.0 Darning objectives (p. 149)
6.1 Defining digital presence (p. 149)
6.2 Brand building (p. 150)
6.3 Brand equity (p. 154)
6.4 The rise of the social media-based brand (p. 155)
6.5 Social media presence (p. 157)
6.6 Developing a network of profiles (p. 158)
6.7 Owned, earned and paid content (p. 159)
6.8 Building a successful user experience (p. 162)
6.9 The principles of user experience design (p. 163)
6.10 Usability guide and testing (p. 164)
6.11 Responsive design (p. 165)
6.12 Website infrastructure (p. 167)
6.13 Information architecture (p. 168)
6.14 The A1DA model for creating content (p. 169)
6.15 Content and website design (p. 171)
6.16 Summary (p. 173)
6.17 References (p. 173)
7 Search engine optimisation: strategy implementation (p. 175)
7.0 Learning objectives (p. 175)
7.1 The importance of search engines (p. 175)
7.2 The business models of search engines (p. 176)
7.3 How search engines work (p. 178)
7.4 Creating an SEO strategy to engage your buyer persona (p. 179)
7.5 Strategic keyword research (p. 182)
7.6 Implementing your SEO strategy (p. 190)
7.7 Benchmarking SEO activities (p. 201)
7.8 Summary (p. 202)
7.9 References (p. 203)
8 Social media (p. 204)
8.0 Learning outcomes (p. 204)
8.1 The importance of social media (p. 204)
8.2 Social media strategies (p. 205)
8.3 Social capital and social media (p. 208)
8.4 Online communities (p. 210)
8.5 Cultures (p. 211)
8.6 Sustainability of your social media platform (p. 212)
8.7 Blogging platforms (p. 212)
8.8 B2C platforms (p. 214)
8.9 B2B platforms (p. 215)
8.10 Social media optimisation (p. 217)
8.11 Finding key influences (p. 223)
8.12 Summary (p. 228)
8.13 References (p. 228)
9 Content marketing (p. 230)
9.0 Learning objectives (p. 230)
9.1 The importance of content marketing (p. 230)
9.2 The idea generation process (p. 236)
9.3 Content creation and development (p. 242)
9.4 Content marketing implementation and delivery (p. 248)
9.5 Content marketing campaign evaluation (p. 250)
9.6 Content creation and copywriting techniques and tips (p. 253)
9.7 Summary (p. 255)
9.8 References (p. 255)
10 Paid advertising - search, social and affiliate (p. 257)
10.0 Learning objectives (p. 257)
10.1 Paid advertising in context (p. 257)
10.2 Understanding paid advertising (p. 258)
10.3 Differences in paid advertising on various search engines in Europe (p. 263)
10.4 Planning and managing paid search marketing (p. 265)
10.5 Paid social media marketing introduction (p. 269)
10.6 Overview of advertising on the most popular social media platforms in Europe (p. 270)
10.7 Affiliate marketing (p. 273)
10.8 Benchmarking and monitoring paid advertising activities (p. 275)
10.9 Summary (p. 276)
10.10 References (p. 277)
11 Mobile marketing (p. 278)
11.0 Learning objectives (p. 278)
11.1 Introducing mobile marketing (p. 278)
11.2 Understanding mobile consumer behaviour (p. 279)
11.3 Responsive mobile websites and applications (p. 281)
11.4 Mobile, pay-per-click advertising (p. 283)
11.5 Mobile search engine optimisation (p. 284)
11.6 M-commerce (p. 285)
11.7 Mobile payment systems (p. 287)
11.8 2D and QR codes (p. 288)
11.9 Internet of Things (p. 292)
11.10 Wearable technology (p. 293)
11.11 Voice strategies (p. 293)
11.12 Summary (p. 294)
11.13 References (p. 294)
12 Measuring brand awareness, campaign evaluation and web analytics (p. 296)
12.0 Learning objectives (p. 296)
12.1 Introduction (p. 296)
12.2 Digital marketing = conversions + brand awareness (p. 297)
12.3 Calculating return on investment and customer lifetime value (p. 300)
12.4 Web analytics (p. 301)
12.5 KPIs for small and medium enterprises when using Google Analytics (p. 305)
12.6 Designing web analytics reports that meet business needs (p. 309)
12.7 Meaningful reporting and campaign tracking (p. 310)
12.8 Digital campaign tracking - UTM codes (p. 311)
12.9 Ethical dilemmas in marketing research and data collection (p. 312)
12.10 Quantitative data analysis methods (p. 313)
12.11 Qualitative data analysis methods (p. 314)
12.12 Summary (p. 315)
12.13 References (p. 315)
13 Future users, content and marketing (p. 317)
13.0 Learning objectives (p. 317)
13.1 Introduction (p. 317)
13.2 The Digital Business Maturity Model (p. 318)
13.3 Future work (p. 323)
13.4 Future marketing ethics (p. 326)
13.5 Interactive everything and the Internet of Things (p. 328)
13.6 Future business models and structures (p. 328)
13.7 Summary (p. 332)
13.8 References (p. 332)
Index (p. 334)

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