Digital Marketing

Klaus Solberg Söilen is a Professor of Management at Halmstad University, Sweden. He has taught management-related courses for more than twenty-five years and has been a consultant for even longer. Before entering academia, he worked at several multinational companies, including KPMG Oslo. He has more than a hundred publications to his name and was the editor-in-chief of the Journal of Intelligence Studies in Business (JISIB) for 12 years, until 2024. He has also published scholarly and practice-based books, including "Exhibit Marketing and Trade Show Intelligence" (Springer, 2013).

Understanding the Digital Environment.- Big Data and Data Mining.- Data Quality.- Customer Analytics: Profiles, Personas, Personalization.- Monitoring Performance and Crushing the Numbers, KPIs.- Search Engine Optimization (SEO).- Click Analytics.- The Online Buying Process.- Checkout and Payment Options.- The e-commerce Website and Mobile App.- Information Architecture.- Building an Attractive Site Structure.- Mobile Interface Is All.- The Role of Influencers, Celebrity Endorsements, and Identifying Opinion Leaders.- Storytelling in Marketing.- Stealth Marketing on Social Media.- The Video-First World: How Everything Is Video and Evaluated in Seconds.- Why Music Matters in Digital Marketing.- Drafting the Storyline, Expected Emotions.- Embedding.- Real-Time Video Editing.- Social CRM.- Personal Branding.- Building Brands Online and Brand Identity.- Online Partnerships.- Omnichannel Marketing.- Gamification Strategies.- Cross-Selling and Upselling.- AI and Marketing Automation.- Geolocation of Visitors.- Dropshipping.- Browsing and Purchasing Online.- B2B Digital Marketing.- Impact on Employment.- The Evolution of PR and Communications in the Digital Age.- The Art and Science of Copywriting.- Ethics in Digital Marketing.- Banner and Native Advertising, Display Champaigns.- Digital Cultures.- Strategies and Business Models in Digital Marketing.- Cookies and Privacy Concerns.- Using Google Ads in Digital Marketing.- E-governance.- Social Networks and E-learning.- Digital Healthcare.