Alan Charlesworth

Digital Marketing

A Practical Approach

• Broschiertes Buch

Produktbeschreibung

Digital Marketing: A Practical Approach provides a step-by-step and comprehensive guide to implementing the key aspects of digital marketing. Building on the previous editions, this fully updated fourth edition takes an approach that prepares students for an active role in digital marketing.

As well as topic-based exercises, the text also includes practical case-study exercises - based on theory and recognized good practice - which will ensure that readers will be able to analyse situations within the work place, identify the most appropriate course of action and implement the strategies and tactics that will help the organization meet its online objectives.

Key updates to the new edition include:
The role of the digital influencerDirect to Consumer (DTC) and omni-channel retailingIndividuals' privacy and the role of organizations in gathering and storage of their personal dataEthical aspects of digital marketing and its impact on the environmentSEO and Google's development of the 'zero click'Online ad fraudUpdated online resources available via the author's own site
This essential text equips advanced undergraduate, postgraduate and executive education students with the tools to undertake any digital marketing role within a variety of organizations. Comprehensive support material available online for both students and instructors includes links to articles and opinion pieces, PowerPoint lecturer slides and questions based on the chapter material.

Produktdetails

• Verlag: Routledge / Taylor & Francis
• 4. Aufl.
• Seitenzahl: 372
• Erscheinungstermin: 1. November 2022
• Englisch
• Abmessung: 246mm x 174mm x 20mm
• Gewicht: 661g
• ISBN-13: 9780367706593
• ISBN-10: 0367706598
• Artikelnr.: 64661039

Autorenporträt

With a background in sales, service, marketing and education, Alan Charlesworth has been involved in what we now call 'digital marketing' as practitioner, trainer, researcher, teacher, writer and consultant since 1996.

Inhaltsangabe

List of figures; List of tables; Acknowledgements; 1. Chapter 1 Introduction; 2. Chapter 2 Digital Customers, 2.1 Introduction, 2.2 Online buying behaviour, 2.3 The only way is ethics, 2.4 Digital marketing and the environment; 3. Chapter 3 Marketing goes digital, 3.1 Introduction, 3.2 Digital isn't the only option, 3.3 Non-marketers in digital marketing, 3.4 In house or out-source, 3.5 Fads, trends, next big things and the occasional sustainable model, 3.6 Digital marketing objectives; 4. Chapter 4 Search Engine Optimization, 4.1 Introduction, 4.2 How search engines work, 4.3 Keyword selection, 4.4 On-site optimization, 4.5 Off-site optimization, 4.6 Third-party SERP ranking, 4.7 Enterprise SEO; 5. Chapter 5 Website Development, 5.1 Introduction, 5.2 Website management and development, 5.3 Usability, 5.4 The basics, 5.5 Content development, 5.6 The global web presence; 6. Chapter 6 E-commerce and the Retail Website, 6.1 Introduction, 6.2 Multi- and omni-channel retailing, 6.3 Comparison Shopping engines and e-marketplaces, third-party shopping sites and social shopping, 6.4 Direct to consumer (DTC), 6.5 The e-commerce website, 6.6 Fulfilment and returns; Chapter 7 B2B and the B2B Website, 7.1 Introduction, 7.2 B2B buyer behaviour, 7.3 B2B website development, 7.4 The B2B e-commerce website, 7.5 B2B e-marketplaces; Chapter 8 Advertising Online, 8.1 Introduction, 8.2 Objectives and management, 8.3 Online ad formats and delivery systems, 8.4 Networked display advertising, 8.5 Search advertising, 8.6 Landing pages, 8.7 Limitations of online advertising, 8.8 Ad fraud; 9. Chapter 9 Email Marketing, 9.1 Introduction, 9.2 Email as a medium for direct marketing, 9.3 Triggered emails, automated response, enquiry response and admin emails as a medium for marketing messages, 9.4 Email newsletters; 10. Chapter 10 Marketing on social media, Prologue, Preface: What's in a name?, 10.1 Introduction, 10.2 Blogging, 10.3 Consumer reviews and ratings, 10.4 Social networking, social sharing and communities, 10.5 Customer service and support on social media, 10.6 Influencers, 10.7 Strategic considerations for marketing on social media, 10.8 Limitations of marketing on social media, 10.9 Social media use and user behaviour, 10.10 Epilogue; 11. Chapter 11 Metrics and analytics, Prologue, 11.1 Introduction, 11.2 How analytics are presented and used, 11.3 Limitations of online data; Index

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List of figures; List of tables; Acknowledgements; 1. Chapter 1 Introduction; 2. Chapter 2 Digital Customers
2.1 Introduction
2.2 Online buying behaviour
2.3 The only way is ethics
2.4 Digital marketing and the environment; 3. Chapter 3 Marketing goes digital
3.1 Introduction
3.2 Digital isn't the only option
3.3 Non-marketers in digital marketing
3.4 In house or out-source
3.5 Fads
trends
next big things and the occasional sustainable model
3.6 Digital marketing objectives; 4. Chapter 4 Search Engine Optimization
4.1 Introduction
4.2 How search engines work
4.3 Keyword selection
4.4 On-site optimization
4.5 Off-site optimization
4.6 Third-party SERP ranking
4.7 Enterprise SEO; 5. Chapter 5 Website Development
5.1 Introduction
5.2 Website management and development
5.3 Usability
5.4 The basics
5.5 Content development
5.6 The global web presence; 6. Chapter 6 E-commerce and the Retail Website
6.1 Introduction
6.2 Multi- and omni-channel retailing
6.3 Comparison Shopping engines and e-marketplaces
third-party shopping sites and social shopping
6.4 Direct to consumer (DTC)
6.5 The e-commerce website
6.6 Fulfilment and returns; Chapter 7 B2B and the B2B Website
7.1 Introduction
7.2 B2B buyer behaviour
7.3 B2B website development
7.4 The B2B e-commerce website
7.5 B2B e-marketplaces; Chapter 8 Advertising Online
8.1 Introduction
8.2 Objectives and management
8.3 Online ad formats and delivery systems
8.4 Networked display advertising
8.5 Search advertising
8.6 Landing pages
8.7 Limitations of online advertising
8.8 Ad fraud; 9. Chapter 9 Email Marketing
9.1 Introduction
9.2 Email as a medium for direct marketing
9.3 Triggered emails
automated response
enquiry response and admin emails as a medium for marketing messages
9.4 Email newsletters; 10. Chapter 10 Marketing on social media
Prologue
Preface: What's in a name?
10.1 Introduction
10.2 Blogging
10.3 Consumer reviews and ratings
10.4 Social networking
social sharing and communities
10.5 Customer service and support on social media
10.6 Influencers
10.7 Strategic considerations for marketing on social media
10.8 Limitations of marketing on social media
10.9 Social media use and user behaviour
10.10 Epilogue; 11. Chapter 11 Metrics and analytics
Prologue
11.1 Introduction
11.2 How analytics are presented and used
11.3 Limitations of online data; Index