The goal of this book is to help professionals in the field, entrepreneurs, executives, and undergraduate and graduate students understand what Digital Marketing is, how it works, and how it can help them optimize their marketing campaigns by leveraging the challenges, techniques, and tools of DM.

Each section provides the theoretical background for understanding and then presents applications, techniques, and tools, focusing on practical applications. Specifically, this book presents with examples, applications, techniques, and tools the individual topics that concern a successful DM strategy.

Some of the main topics discussed are:

• Presentation of factors affecting Online & Mobile shopping and purchasing behavior through social media.
• Guidelines for designing & developing the online presence.
• Understanding Search Engine Optimization SEO/SEM and creating relevant reports for specific pages.
• Managing paid marketing campaigns on search engines.
• Familiarization with various formats of media & techniques for digital display with examples of applications.
• Email display formats.
• Methods and techniques of personalization & recommendations.
• Theoretical and Practical approach to social media.
• Mobile MK - mobile applications & Mobile marketing/advertising/apps.
• Processes and techniques of Internet Analytics.
• Presentation of capabilities & research opportunities in a digital environment.