Digital Marketing in Practice

Hanne Knight is Lecturer in Marketing at the University of Plymouth, UK, where she also leads its Digital and Social Media Marketing MSc. She consults practitioners on sustainability communication and is senior examiner at the Chartered Institute of Marketing. Lizette Vorster is Assistant Professor in Strategic Business Communications at Aarhus University, Denmark. Prior to this, she was Lecturer in Digital Marketing at Northumbria University, UK. She has held a number of senior positions in professional practice, including Head of Marketing and Creative Director.

Section - ONE: Basic concepts and elements of digital marketing;


Chapter - 01: Introduction to digital marketing;
Chapter - 02: Planning a digital marketing strategy;
Chapter - 03: Digital marketing campaigns;
Chapter - 04: Accountability in the digital age;


Section - TWO: Researching the digital environment;


Chapter - 05: The macro environment;
Chapter - 06: The micro environment;
Chapter - 07: Market segmentation, targeting and positioning;
Chapter - 08: Big Data;


Section - THREE: Online customer behaviour;


Chapter - 09: Primary and secondary data sources;
Chapter - 10: The digital consumer;
Chapter - 11: Customer journey and experiences;
Chapter - 12: Socially responsible consumer behaviour;
Chapter - 13: Global Consumer Behaviour;


Section - FOUR: Implementing digital marketing;


Chapter - 14: Objective setting;
Chapter - 15: Marketing mix for the digital world;
Chapter - 16: Digital tools, techniques and technology;
Chapter - 17: Social media marketing channels and concepts;
Chapter - 18: Digital marketing channels and platforms


Section - FIVE: Measurement and evaluation;


Chapter - 19: Evaluation of digital marketing success – Dashboards and challenges of data-driven marketing;
Chapter - 20: Data analytics and metrics;
Chapter - 21: Digital marketing audit;
Chapter - 22: Managing, testing and improving campaigns;


Section - SIX: Legal and ethical considerations;


Chapter - 23: Ethical considerations;
Chapter - 24: Sustainability in the digital world;
Chapter - 25: Legal considerations

"Technology is driving Marketing impact like never before. This book adds the missing link for future marketeers on how to use digital technologies responsibly and achieve long-term market development success."

"The book takes readers on a compelling journey through the digital marketing landscape with a strong focus on the important role of market research."

"A valuable resource which gives the reader an all-encompassing review of what aspiring digital marketers need to know. This is not a text that majors solely on the current 'on-trend' digital channels; it instead gives them an overview of critical ideas such as customer journey mapping and digital marketing metrics, all of which written in a manner that helps the reader understand the topics and apply them to practical scenarios."

"This text provides its readers with key insights into the strategic and operational dimensions of digital marketing. The book is a valuable resource for those engaged in and studying and practising digital marketing at all levels. Its focus on responsible and sustainable marketing in the digital world presents a fresh take on the main issues that need to be considered by digital marketers in contemporary business environments."

"This book is a delightful guide full of important information for those who want to understand digital marketing, whether they are students with no prior experience, researchers who want to understand current digital marketing practices, or practitioners looking for best-practice examples and inspiration for their own business."

"Knight and Vorster provide an interesting and easy-to-read introduction into the field of digital marketing. The comprehensive book covers a wide range of topics, including the highly timely and relevant, but often neglected chapters on responsible digital marketing or the use of technology to achieve sustainable business development."

"Finally, the digital marketing book we all needed! Knight and Vorster have created a must-read for marketing students and anyone who wants to get involved in (digital) marketing. The text is comprehensive without being overwhelming: from digital marketing history to the mysterious crypto, and how to conduct a digital marketing audit, without ignoring ethical, legal, and responsible digital marketer behaviour. This masterpiece is reader-friendly, intuitively structured, easy to follow, and contains relevant examples and comments from practitioners, engaging hands-on activities, and up-to-date case studies. A book worth reading, keeping, and teaching."

"This is a comprehensive text that delivers all you need to know about digital marketing in practice. The book strikes a good balance between theory and application that is reinforced by the excellent case studies in every chapter. I would highly recommend this book to both undergraduate and postgraduate students."