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Digital and Social Media Marketing: A Results-Driven Approach [Hardback]

4.07/5 (15 ratings by Goodreads)
Edited by (City College, University of Sheffield, Greece), Edited by (University of Salford, UK), Edited by (University of Salford, UK), Edited by (University of Salford, UK)
  • Formāts: Hardback, 320 pages, height x width: 234x156 mm, weight: 800 g, 88 Line drawings, black and white; 29 Halftones, black and white; 34 Tables, black and white; 117 Illustrations, black and white
  • Izdošanas datums: 30-Nov-2016
  • Izdevniecība: Routledge
  • ISBN-10: 1138917907
  • ISBN-13: 9781138917903
Citas grāmatas par šo tēmu:
Digital and Social Media Marketing: A Results-Driven ApproachPalielināt
  • Formāts: Hardback, 320 pages, height x width: 234x156 mm, weight: 800 g, 88 Line drawings, black and white; 29 Halftones, black and white; 34 Tables, black and white; 117 Illustrations, black and white
  • Izdošanas datums: 30-Nov-2016
  • Izdevniecība: Routledge
  • ISBN-10: 1138917907
  • ISBN-13: 9781138917903
Citas grāmatas par šo tēmu:
Permanent link: https://www.kriso.lv/db/9781138917903.html
Keywords:
Digital and Social Media Marketing: A Results-Driven Approach is an exciting new industry-led, research-informed and results-driven guide to digital commerce. Its examples draw from SMEs and from Europe to offer a unique perspective for those learning about digital marketing and, having been developed in close collaboration with the Search Engine Marketing Trade Association (SEMTA), it is a reliable source of prevailing industry standards for practitioners at the cutting edge of their trade.



Unlike other digital marketing texts, this accessible textbook gives special consideration to the ethical challenges raised by an increasingly digital world. Equally unique is the books Digital Business Maturity Model, which offers organisations a clear roadmap for understanding their relative levels of technology adoption.



Embracing the true spirit of Digital and Social Media Marketing, the book will be the first of its kind in this field with digital learning materials, case studies and exercises available in a supporting Massive Open Online Course (MOOC). The MOOC will enhance learners experience and create an interactive international learning community.



This book will provide a hands on, accessible and user friendly platform to turn skills and knowledge into strategic advantage. Ideal for postgraduate learners, instructors interested in providing a unique and up-to-date learning experience and for SMEs and practitioners aiming to be at the cutting edge of Digital and Social Media Marketing.

Recenzijas

'This book takes a practical and strategic outlook to digital marketing with an easy to follow step-by-step approach. Each chapter has several business case studies that help give insights into real-world issues and scenarios, which can be used by both academic and business readers.' - Joanne Kuzma, Principal Lecturer in Computing, University of Worcester, UK



'Digital and Social Media Marketing: A Results-Driven Approach is a wonderful book that really communicates great concepts and practical techniques for helping companies and students understand how to approach digital commerce and transformation. Heinze, Fletcher, Rashid and Cruz nailed it with the "Marketing first" approach.' - Carla Dawson, Co-Founder of onmarc.com



'This book gets into almost every aspect of modern marketing, and the Buyer Persona Spring really helps to keep the focus on building conversations and engagement. I would highly recommend it to anyone getting into marketing.' - Susan Patch, Marketer, E-Learning Squared, Canada



'Comprehensive, cutting-edge and credible: a must-read authority for anyone serious about the study and practice of digital and social media marketing'



Professor Amanda Broderick, Chief Executive Officer, Newcastle University London, UK 















'This book is a great resource for both students and businesses. The case studies are fresh and topical and the latest findings from research are woven into this very stimulating text. Digital marketing is examined from a strategic and a practical perspective with both authority and creativity.' - Kate Dobson, Lecturer Consultant, University of Worcester, UK

List of boxes xi
List of case studies xii
List of figures xiii
List of tables xvii
Notes on contributors xix
Acknowledgements xx
Definitions of terms xxii
Section I: Introduction 1(66)
0 A visual introduction to Digital and Social Media Marketing
3(18)
0.1 You and your buyers
7(4)
0.2 Your complex organisation
11(2)
0.3 The Buyer Persona Spring and action-based learning
13(5)
0.4 The Buyer Persona Spring
18(2)
0.5 Book structure
20(1)
1 Understanding Digital and Social Media Marketing concepts
21(23)
1.0 Learning objectives
21(1)
1.1 Understanding Digital and Social Media Marketing
21(1)
1.2 How to speak Digital and Social Media Marketing
22(3)
1.3 Success and failure in digital marketing
25(7)
1.4 The Digital Business Maturity Model
32(3)
1.5 The buyer persona
35(3)
1.6 Tools for Digital and Social Media Marketing
38(4)
1.7 Summary
42(1)
1.8 References
43(1)
2 Identifying business needs
44(23)
2.0 Learning objectives
44(1)
2.1 Digital marketing strategy
44(2)
2.2 Analysing the external environment
46(12)
2.3 The practicalities: identifying micro- and macro-conditions
58(5)
2.4 Summary
63(2)
2.5 References
65(2)
Section II: Building your digital marketing strategy 67(46)
3 Understanding your buyer persona
69(25)
3.0 Learning objectives
69(1)
3.1 Understanding online consumer behaviour
69(2)
3.2 The buyer persona
71(7)
3.3 Characteristics of ethical, moral and green consumer behaviour within digital environments
78(2)
3.4 The buying journey
80(2)
3.5 From the buying journey to online purchases
82(2)
3.6 'Trust touchpoints'for buyers
84(1)
3.7 'Pain touchpoints'for buyers
84(4)
3.8 Strategies to gain trust and minimise pain
88(4)
3.9 Summary
92(1)
3.10 References
92(2)
4 Digital and Social Media Marketing strategy
94(19)
4.0 Learning objectives
94(1)
4.1 What is digital marketing strategy?
94(6)
4.2 Aligning your strategy with your buyer persona
100(4)
4.3 Setting objectives
104(1)
4.4 Creating campaigns and reaching your objectives
105(5)
4.6 Tactics
110(2)
4.7 Summary
112(1)
4.8 References
112(1)
Section III: Operational planning 113(204)
5 Campaign planning and project management
115(23)
5.0 Learning objectives
115(1)
5.1 The importance of planning
115(1)
5.2 Project management in the context of digital marketing campaigns
116(8)
5.3 Planning-starting a new project
124(3)
5.4 Acting-executing your project
127(5)
5.5 Observing-optimising your efforts
132(3)
5.6 Reflecting-closing a project
135(2)
5.7 Summary
137(1)
5.8 References
137(1)
6 Developing an effective digital presence
138(23)
6.0 Learning objectives
138(1)
6.1 Defining digital presence
138(1)
6.2 Brand building
139(4)
6.3 Brand equity
143(2)
6.4 The rise of the social media-based brand
145(1)
6.5 Social media presence
146(1)
6.6 Developing a network of profiles
147(1)
6.7 Owned, earned and paid content
148(2)
6.8 Building a successful user experience
150(1)
6.9 The principles of user experience design
150(1)
6.10 Usability guide and testing
151(1)
6.11 Responsive design
152(2)
6.12 Website infrastructure
154(1)
6.13 Information architecture
155(1)
6.14 The AIDA model for creating content
156(1)
6.15 Content and website design
157(2)
6.16 Summary
159(1)
6.17 References
160(1)
7 Search engine optimisation: strategy implementation
161(29)
7.0 Learning objectives
161(1)
7.1 The importance of search engines
161(1)
7.2 The business models of search engines
162(2)
7.3 How search engines work
164(1)
7.4 Creating a search engine optimisation strategy to engage your buyer persona
165(4)
7.5 Strategic keyword research
169(6)
7.6 Implementing your search engine optimisation strategy
175(12)
7.7 Benchmarking search engine optimisation activities
187(1)
7.8 Summary
188(1)
7.9 References
189(1)
8 Social media
190(24)
8.0 Learning outcomes
190(1)
8.1 The importance of social media
190(1)
8.2 Social media strategies
191(3)
8.3 Social capital and social media
194(1)
8.4 Online communities
195(2)
8.5 Cultures
197(1)
8.6 Sustainability of your social media platform
197(1)
8.7 Blogging platforms
198(1)
8.8 Business-to-consumer platforms
199(1)
8.9 Business-to-business platforms
200(1)
8.10 Social media optimisation
201(6)
8.11 Finding key influencers
207(5)
8.12 Summary
212(1)
8.13 References
212(2)
9 Content marketing
214(24)
9.0 Learning objectives
214(1)
9.1 The importance of content marketing
214(3)
9.2 The idea generation process
217(7)
9.3 Content creation and development
224(6)
9.4 Content marketing implementation and delivery
230(1)
9.5 Content marketing campaign evaluation
231(3)
9.6 Content creation and copywriting techniques and tips
234(2)
9.7 Summary
236(1)
9.8 References
236(2)
10 Paid advertising-search, social and affiliate
238(22)
10.0 Learning objectives
238(1)
10.1 Paid advertising in context
238(1)
10.2 Understanding paid advertising
239(5)
10.3 Differences in paid advertising on various search engines in Europe
244(2)
10.4 Planning and managing paid search marketing
246(4)
10.5 Paid social media marketing introduction
250(1)
10.6 Overview of advertising on most popular social media platforms in Europe
251(4)
10.7 Affiliate marketing
255(1)
10.8 Benchmarking and monitoring paid advertising activities
256(2)
10.9 Summary
258(1)
10.10 References
259(1)
11 Mobile marketing
260(19)
11.0 Learning objectives
260(1)
11.1 Introducing mobile marketing
260(1)
11.2 Understanding mobile consumer behaviour
261(2)
11.3 Responsive mobile websites and applications
263(3)
11.4 Mobile advertising and promotions
266(1)
11.5 Mobile pay-per-click advertising
266(1)
11.6 Mobile search engine optimisation
267(1)
11.7 M-commerce
268(2)
11.8 Mobile payment systems
270(2)
11.9 2D and QR codes
272(3)
11.10 Internet of Things
275(1)
11.11 Wearable technology
276(1)
11.12 Summary
277(1)
11.13 References
278(1)
12 Measuring brand awareness, campaign evaluation and web analytics
279(22)
12.0 Learning objectives
279(1)
12.1 Introduction
279(1)
12.2 Digital marketing = conversions + brand awareness
280(3)
12.3 Calculating return on investment and customer lifetime value
283(1)
12.4 Web analytics
284(5)
12.5 Key performance indicators for small and medium enterprises when using Google Analytics
289(4)
12.6 Designing web analytics reports that meet business needs
293(1)
12.7 Meaningful reporting and campaign tracking
293(1)
12.8 Digital campaign tracking - UTM codes
294(1)
12.9 Ethical dilemmas in marketing research and data collection
295(1)
12.10 Quantitative data analysis methods
296(2)
12.11 Qualitative data analysis methods
298(1)
12.12 Summary
298(1)
12.13 References
299(2)
13 Future users, content and marketing
301(16)
13.0 Learning objectives
301(1)
13.1 Introduction
301(1)
13.2 The Digital Business Maturity Model
302(5)
13.3 Future work
307(3)
13.4 Future marketing ethics
310(1)
13.5 Interactive everything and the Internet of Things
311(1)
13.6 Future business models and structures
312(4)
13.7 Summary
316(1)
13.8 References
316(1)
Index 317
Aleksej Heinze is Senior Lecturer at the University of Salford, UK.









Gordon Fletcher is Senior Lecturer at the University of Salford, UK.



Tahir Rashid is Senior Lecturer at the University of Salford, UK.



Ana Cruz is a Lecturer in Marketing at the University of Sheffield International Faculty, CITY College, Greece.