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.
Part 1: Introduction 0. A visual introduction to Digital and Social Media Marketing Gordon Fletcher 1. Understanding Digital and Social Media Marketing concepts Rimantas Gatautis 2. Identifying business needs Milanka Slavova Part 2: Building your digital marketing strategy 3. Understanding your buyer persona Ana Cruz and Stelios Karatzas 4. Digital and Social Media Marketing strategy Ivan Stoychev Part 3: Operational planning 5. Campaign planning and project management Anna Tarabasz 6. Developing an effective digital presence Ana Cruz and Stelios Karatzas 7. Search engine optimisation: strategy implementation Aleksej Heinze 8. Social media Alex Fenton, Mostafa Mohamad and Ashley Jones 9. Content marketing Sophie Iredale, Aleksej Heinze and Martin J Williams 10. Paid advertising - search, social and affiliate Rimantas Gatautis and Elena Vitkauskaite 11. Mobile marketing Bartlomiej Kurzyk, Tahir Rashid and Sayed Ali Hayder 12. Measuring brand awareness, campaign evaluation and web analytics Alexander Christov, Verena Hausmann and Sue Williams 13. Future users, content and marketing Gordon Fletcher and Alexander Christov