Digital Marketing 2/e

Annmarie Hanlon teaches Digital and Social Media Marketing at the Cranfield School of Management and is a practitioner working on digital marketing strategy and social media projects with regional, national and international organisations. Originally a graduate in French and Linguistics, she subsequently gained a Masters in Business Administration, focusing on marketing planning. She studied for the Chartered Institute of Marketing Diploma for which she won the Worshipful Company of Marketors' award for the best worldwide results. As an early adopter, working in 'online marketing' since 1990, Dr Hanlon 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 strategic use of digital marketing and social media in organisations, differences in practice between generations and ethical issues in practice. Annmarie's SAGE textbooks include Digital Marketing, Strategic Planning and Integration and The Digital Marketing Planner. Follow her updates on Twitter @AnnmarieHanlon

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

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! -- Sarah Evans-Howe 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. -- Megan F. Hill 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. -- Cathrine von Ibenfeldt 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. -- Desmond J. Laffey 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. -- Wilson Ndasi 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. -- Martin Wetzels