Digital Marketing in Practice

Hanne Knight is a lecturer in Marketing at the University of Plymouth, UK, specialising in sustainability communication and digital engagement. She also serves as an alternate delegate to the UK Department for Energy Security and Net Zero (DESNZ), helping bridge research and climate policy practice..Lizette Vorster Larsen is Assistant Professor in Strategic Business Communications at Aarhus University, Denmark. Prior to this, she was Lecturer in Digital Marketing at Northumbria University, UK and has also previously held senior positions in professional practice.

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: Digital marketing channels and platforms; Section - FIVE: Measurement and evaluation; Chapter - 18: Evaluation of digital marketing success - Dashboards and challenges of data-driven marketing; Chapter - 19: Data analytics and metrics; Chapter - 20: Digital marketing audit; Section - SIX: Legal and ethical considerations; Chapter - 21: Sustainability messaging Chapter - 22: Ethical considerations; Chapter - 23: Sustainability in the digital world; Chapter - 24: Legal considerations;