Digital Marketing

Digital Marketing is an invaluable resource for those who want to discover more about this exciting, emerging and rapidly evolving subject. The logical structure and presentation make it easy to read each topic in depth or to dip into for quick reference. Case studies about recognisable brands increase engagement and application of theoretical concepts, making learning and teaching enjoyable and valuable for students and lecturers alike. Highly recommended!
Annmarie Hanlon has mastered effectively conveying the most crucial digital marketing concepts in a way that is grounded in theory and real-world applications. This second edition text is a must for students exploring the evolving world of all things digital.
Digital Marketing is a flexible book, written to enhance our theoretical understanding and prepping us for the practical skills we need to deliver great digital results in organizations. The second edition solidly elaborates on classical and core theoretical models, and the new cases enlighten students understanding of the need to have good frameworks when creating unique content with competitive advantage.
The book has a sound theoretical basis, covering the foundations of the subject in a clear and accessible manner. The Digital Tools regularly provide opportunities for students to apply what they have learned in practice. The book is also up to date in its content, with a selection of recent, global case studies, to engage modern students. 
Annmarie Hanlon is placed at the unique intersection of academic and practice. Digital Marketing integrates contemporary examples in the dynamic digital ecosystem to bring alive relevant concepts and theories into practical situations clearly and persuasively. This book is an essential read for both students and tutors. 
Marketing as a discipline is undergoing a decisive paradigm shift and how we do things is rapidly changing. Digital marketing is evolving from a niche discipline into the mainstream [...] it's not a nice-to-have anymore, but is now a must-have and is quickly establishing itself as the new standard for marketing principles in the 21st century. Annmarie Hanlon’s textbook has all the qualities of becoming a beacon for marketing practitioners and academics to provide guidance in the new realities of marketing.

Part 1: Digital Marketing Essentials
Chapter 1: The Digital Marketing Environment
Chapter 2: The Digital Consumer
Part 2: Digital Marketing Tools and Channels
Chapter 3: Email, Websites, SEO and Paid Search
Chapter 4: Content Marketing
Chapter 5: Social Media Marketing
Chapter 6: Online Communities
Chapter 7: Mobile Marketing
Chapter 8: Augmented, Virtual and Mixed Reality
Part 3: Digital Marketing Strategy and Planning
Chapter 9: Digital Marketing Audits
Chapter 10: Digital Marketing Strategy and Objectives
Chapter 11: Digital Marketing Planning
Part 4: Digital Marketing Management
Chapter 12: Managing Resources and Reporting
Chapter 13: Digital Marketing Metrics and Analytics
Chapter 14: Integrating, Improving and Transforming Digital Marketing

Dr Annmarie Hanlon is a Chartered Marketer and an Associate Professor in Digital and AI Marketing at UCL in the Global Business School for Health. Previously she was the Course Director of MSc Marketing and Leadership at Cranfield University. She is an experienced academic with a strong teaching portfolio in digital marketing. She has proficiency in shaping the curriculum, from module specification to programme validation.

Before joining academia, she worked in consultancy for 25 years. As an early adopter of technology and 'online marketing' she has led digital strategy and planning projects across Europe, in sectors including healthcare and IT, legal and financial, software and manufacturing. She is a Fellow of the Chartered Institute of Marketing, a Member of the Marketing Institute Ireland and a Liveryman of the Worshipful Company of Marketors. A past winner of the Mais Scholarship, her research interests include the application of health services, systems and apps that are related to digital marketing, AI marketing and technology.

Annmarie¿s Sage textbooks include Digital Marketing: Strategy, Planning & Disruption, Digital Business: Strategy, Management & Transformation and The Digital Marketing Planner. She is co-editor of The SAGE Handbook of Digital Marketing, and The SAGE Handbook of Social Media Marketing.