The 8th edition of the Digital Marketing book is the most comprehensive guide to all aspects concerning the use of Internet technologies, digital media, and marketing to achieve the goals of integrated multichannel marketing.

Digital Marketing combines marketing theory with practical professional experience to help you understand what digital marketing really is through case studies involving market-leading and technologically advanced companies such as ASOS, Spotify, and L’Oreal. In this context, the book includes special frameworks for Essential Digital Skills, which guide you on how to cultivate critical skills needed in the workplace, frameworks with Activities that will provide you with the opportunity to apply theory in practice, as well as exercises at the end of each chapter to help you check your understanding.

The fully updated eighth edition will help you learn the best practices for developing a digital marketing strategy and the key success factors for the core techniques of digital marketing, such as search, social media, content marketing, conversion optimization of visitors into customers, and marketing automation. Data-driven marketing techniques are analyzed in greater depth through many new examples relating to digital data analysis, artificial intelligence, and machine learning. Moreover, with the practical advice from Digital Marketing, you will be able to leverage digital media and digital technology to achieve your marketing goals.

Book Contents:

• Part 1: Fundamental Principles of Digital Marketing
• Introduction to Digital Marketing
• Online Market Analysis: The Microenvironment
• The Digital Macroenvironment
• Part 2: Developing a Digital Marketing Strategy
• Digital Marketing Strategy
• Digital Brand Development and the Marketing Mix
• Relationship-Based Database Marketing Using Digital Platforms
• Part 3: Digital Marketing: Implementation and Practical Application
• Providing Digital Customer Experience
• Campaign Planning for Digital Media
• Marketing Communications through Digital Media Channels
• Evaluation and Improvement of Digital Channel Performance