Digital Marketing in Practice

Learn how to create effective digital marketing campaigns, analyse competitor behaviour and implement strategies in a responsible way with the 2nd edition of this textbook for undergraduate and postgraduate students. Digital Marketing in Practice balances step-by-step practical coverage with academic theoretical context throughout to offer a definitive and easy-to-understand resource. Exploring key definitions and best-practice for tools, channels and platforms including SEO, social media marketing, email marketing and online advertising, it shows how to create plans and set objectives, design digital marketing campaigns and evaluate their success for improvement. Features include: - New chapters on AI in digital marketing, phygital and experiential marketing - Guidance on incorporating accountability, inclusivity and meaningful sustainability messaging - New and extended material on advergaming, deinfluencing and accessibility in website design - Interviews with industry professionals and real-world examples from PureSEO and the Met Office - Boxes of key-terms, how-to guides, check lists and critical thought pieces It is supported by online resources of lecture slides, self-test questions, group activities, worksheets, additional interactive examples and further resource links.