Digital Marketing in Practice: Design, Implement and Measure Effective Campaigns

How do you create and measure digital marketing campaigns? How can you analyze 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, check lists 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.

Author: Hanne Knight, Lizette Vorster
Publisher: Kogan Page
Published: 03/28/2023
Pages: 496
Binding Type: Paperback
Weight: 1.72lbs
Size: 9.61h x 6.69w x 1.35d
ISBN13: 9781398608870
ISBN10: 1398608874
BISAC Categories:
- Business & Economics | E-Commerce | Digital Marketing
- Business & Economics | Marketing | General

About the Author

Dr Hanne Knight is Lecturer in Marketing at the University of Plymouth, UK, where she also leads its Digital and Social Media Marketing MSc. She is a Fellow of the Higher Education Academy, a member of the Institute of Direct and Digital Marketing (IDM) and the Digital Marketing Institute (DMI). She draws on practitioner experience gained working in industry and has served as a regional board member for the Chartered Management Institute (CMI). A regular academic journal article reviewer, she has presented papers at international conferences and is also a Visiting Lecturer at the National School of Business Management in Colombo, Sri Lanka.

Dr Lizette Vorster is Lecturer in Digital Marketing at Northumbria University, UK. Prior to this, she was Assistant Lecturer at Coventry University. A Fellow of the Higher Education Academy and member of the Academy of Marketing Science and the Institute of Data and Marketing, she has held a number of senior positions in professional practice, including Head of Marketing and Creative Director.