Description
Taylor and Francis Digital And Social Media Marketing A Results-Driven Approach 2Nd Edition 2020 Edition by Aleksej Heinze, Gordon Fletcher, Tahir Rashid, Ana Cruz
The second edition of Digital and Social Media Marketing is an up-to-date, industry-led results-driven guide to digital marketing. Mixing academic theory with practical examples from a range of different organisations worldwide, it provides insight into, and techniques to enable, the creation, development and maintenance of a successful digital presence.This highly regarded textbook has been fully revised to bring the content up-to-date with the newest digital technologies. With topics including developing an effective digital presence, search engine optimization, and measuring brand awareness, the new edition also looks at digital ethics, General Data Protection Regulation and privacy, artificial intelligence and machine learning, and voice strategies. New international case studies are explored, including Alibaba and Amazon, as well as revised practical exercises in each chapter, enabling students to see how the concepts underpinning digital and social media marketing support business success. The book's customisable Digital Business Maturity Model, and the Buyer Persona Spring, offer organisations a clear road map for understanding their own levels of technology adoption and digital strategy development.This accessible textbook provides a hands-on, user-friendly platform to turn skills and knowledge into strategic advantage. It is ideal for advanced undergraduate and postgraduate students of digital marketing and marketing strategy and for practitioners aiming to be at the cutting edge of digital and social media marketing.Alongside electronic resources for each chapter, this new edition also includes digital learning materials, case studies and exercises available in a supporting online learning environment. The online materials further enhance learners' experience and support a worldwide learning community. Part 1: Introduction0. A visual introduction to Digital and Social Media MarketingGordon Fletcher1. Understanding Digital and Social Media Marketing conceptsRimantas Gatautis2. Identifying business needsMilanka SlavovaPart 2: Building your digital marketing strategy3. Understanding your buyer personaAna Cruz and Stelios Karatzas4. Digital and Social Media Marketing strategyIvan StoychevPart 3: Operational planning5. Campaign planning and project managementAnna Tarabasz6. Developing an effective digital presenceAna Cruz and Stelios Karatzas7. Search engine optimisation: strategy implementationAleksej Heinze8. Social mediaAlex Fenton, Mostafa Mohamad and Ashley Jones9. Content marketingSophie Iredale, Aleksej Heinze and Martin J Williams10. Paid advertising - search, social and affiliateRimantas Gatautis and Elena Vitkauskaite11. Mobile marketingBartlomiej Kurzyk, Tahir Rashid and Sayed Ali Hayder12. Measuring brand awareness, campaign evaluation and web analyticsAlexander Christov, Verena Hausmann and Sue Williams13. Future users, content and marketingGordon Fletcher and Alexander Christov