Digital Marketing

Digital Marketing, 8th edition is a market-leading text, providing you with the most comprehensive guide to the strategies, techniques, and online trends that have transformed the way companies communicate with their consumer audiences today. The text, known for its clear structure and accessible content, offers you valuable insight into the main principles and aspects of Digital Marketing. The 8th edition has been comprehensively updated to help you learn more about the success factors of a digital marketing strategy, using key techniques in the area, including search, social media and content marketing, conversion optimisation, and marketing automation. It also introduces increased data-driven marketing techniques with many new examples covering digital analytics, artificial intelligence, and machine learning.

This latest edition also links marketing theory with practical business experience to help you understand digital marketing in the real world through case studies from market-leading and cutting-edge companies such as ASOS, Spotify, and L'Oreal.

Many useful features include self-assessment exercises and discussion questions to self-test your knowledge and understanding of the topics. With the 'Essential Digital Skills' boxes guiding you into developing key skills you will later need in the workplace, this leading textbook is a must-have guide for students and professionals.

Key features

Make your students aware of what they are expected to achieve, with the list of learning objectives at the beginning of each chapter.
Encourage your students' research skills with data-driven digital marketing insights.
Test your students' understanding of the topics with the activities and exercises provided.
Allow your students to link theory with real-world examples with the case studies found throughout the book and at the end of each chapter.
Help your students boost their employability skills with practical ideas presented on the 'Essential Digital Skills' boxes, based on students' interests and experiences.

New to this edition

Simplified chapter introductions blend learning objectives and topics, delivering a clear structure for your students to work.
Updated case studies within the text feature more start-up and not-for-profit businesses, demonstrating increased diversity.
The 5Ds of digital marketing have now extended to 7Ds, further emphasising the importance of goal setting, strategy, and customer insight.
New and updated visuals introduce and better explain digital marketing concepts and options to your students.
A new section on data-driven marketing covers Big Data, AI, and machine learning. A case study further demonstrates how a start-up business can use data-driven marketing as a strategy for its growth.
Updated figures recommend an integrated campaign timeline and introduce the different media types that could be appropriate, depending on the campaign budget.
New figures explain ways for your students to use email marketing and social media as part of the marketing strategy to support customer lifecycle activities (RACE).
New case studies discuss up-to-date industry topics that will keep your students engaged, such as social media influencers, Tik Tok advertising, Bitcoin and marketing applications of blockchain.
More practical coverage of Google Analytics offers insight into evaluating and improving digital channel performance.