Digital marketing excellence : planning, optimizing and integrating online marketing [printed text] / Dave Chaffey, Author ; PR Smith, Author  . -  6th . - Oxon (2 Park Square, Abingdon, OX14 4RN, UK) : Routledge, 2023 . - 638 p. : ill. b&w ; 39 mm.
ISBN : 978-0-367-44475-4 : €60.25
Now in its sixth edition, the hugely popular Digital Marketing Excellence is a practical guide to creating and executing integrated digital marketing plans, combining established approaches to marketing planning with the creative use of new digital models and digital tools.

Written by two highly experienced digital marketing consultants, the book shows you how to:


- Draw up an outline integrated digital marketing plan

- Evaluate and apply digital marketing principles and models

- Integrate online and offline communications

- Implement customer-driven digital marketing as part of digital transformation

- Reduce costly trial and error

- Measure and enhance your digital marketing

- Learn best practices for reaching and engaging your audiences using the key digital marketing platforms.

This new edition has been streamlined to seamlessly integrate the latest developments in digital analytics, ethics and privacy, Predictive Analytics, Machine Learning and Artificial Intelligence. Including new international case studies and up-to-date examples throughout, this book cuts through the jargon to show marketers how to leverage data and digital technologies to their advantage.

Offering a highly structured and accessible guide to a critical and far-reaching subject, Digital Marketing Excellence, 6th edition, provides a vital reference point for all digital marketing students, and managers involved in digital marketing strategy and implementation.

Online resources have been fully updated for the new edition and include a new set of PowerPoint slides and a full test bank of questions and exercises.

Class number:

658.872

Contents note:

1. Introduction 1.1. Digital marketing in context; 1.2. Purpose-driven marketing; 1.3. Insight-driven marketing; 1.4. Digital marketing definitions and essential concepts; 1.5. SOSTAC planning methodology; 1.6. Chapter summary; 1.7. References; 1.8. Weblinks; 1.9. Self-test 2. Digital customers 2.1. Introduction to digital customers; 2.2. Motivations; 2.3. Expectations; 2.4. Fears and phobias; 2.5. Online information processing; 2.6. The online buying process; 2.7. Online relationships and loyalty; 2.8. Communities and social networks; 2.9. Customer profiles; 2.10. Researching the online customer; 2.11. Personas; 2.12. Chapter summary; 2.13. References; 2.14. Weblinks; 2.15. Self-test 3. Digital models 3.1. Introduction to digital models; 3.2. Online revenue models; 3.3. Digital intermediary models; 3.4. Attribution models; 3.5. Communication models; 3.6. Customer information processing models; 3.7. Customer buying process models; 3.8. Loyalty models; 3.9. Social media models; 3.10. Social business models and the Ladder of Engagement; 3.11. Marketing technology; 3.12 The endless journey - digital capability maturity models; 3.13 Chapter summary; 3.14. References; 3.15. Weblinks; 3.16. Self-test 4. Content marketing 4.1. Introduction; 4.2. What is the scope of a content marketing strategy?; 4.3. Setting objectives and making the case for investment in content marketing; 4.4. Creating a content marketing strategy; 4.5. Complete content audit; 4.6. Ideation for content marketing; 4.7. Implement your content marketing strategy; 4.8. Content distribution including influencer marketing; 4.9. Review and optimize content marketing ROI; 4.10. Chapter summary; 4.11. References; 4.12. Weblinks; 4.13. Self-test 5. Create integrated campaigns 5.1. Introduction; 5.2. Situation - target audience and competitive marketplace; 5.3. Objectives - set campaign goals; 5.4. Campaign tracking codes and review in Google Analytics; 5.5. Campaign proposition or offer and big idea; 5.6. Defining a message hierarchy; 5.7. Plan media; 5.8. Campaign implementation; 5.9. Post-campaign performance review; 5.10. Chapter summary; 5.11. References; 5.12. Weblinks; 5.13. Self-test 6. Social media marketing 6.1. Introduction to social media marketing; 6.2. Social media mistakes; 6.3. Social media plan and social media strategy; 6.4. Benchmarking and social media audits; 6.5. Social listening and reputation management; 6.6. Content marketing audit; 6.7. Social media optimization; 6.8. Social media manifesto; 6.9. Chapter summary; 6.10. References; 6.11. Weblinks; 6.12. Self-test 7. Digital communications 7.1. Introduction; 7.2. Search engine marketing; 7.3. Paid or pay for clicks search marketing; 7.4. Display advertising; 7.5. Online PR; 7.6. Online partnerships; 7.7. Opt-in emails; 7.8. Online traffic building; 7.9. Chapter summary; 7.10. References; 7.11. Weblinks; 7.12. Self-test 8. Designing digital experiences 8.1. Introduction - essential elements of creating effective online experiences; 8.2. Integrated design; 8.3. Online value proposition; 8.4. Customer orientation; 8.5. Dynamic design: AB testing, CRO and personalization; 8.6. Aesthics; 8.7. Page design; 8.8. Content strategy and copywriting; 8.9. Navigation and structure; 8.10. Interaction; 8.11. Mobile experience; 8.12. Chapter summary; 8.13. References; 8.14. Weblinks; 8.15. Self-test 9. Digital innovation 9.1. Introduction; 9.2. What is innovation?; 9.3. Innovative tech; 9.4. Artificial intelligence; 9.5. Other innovative tech; 9.6. Change management and innovation; 9.7. Digital transformation; 9.8. Innovation opportunities and solutions to AI challenges; 9.9. Chapter summary; 9.10. Appendices; 9.11References; 9.12. Weblinks; 9.13. Self-test 10. Digital marketing plan 10.1. Introduction to digital marketing planning; 10.2. Situation analytics; 10.3. Objectives; 10.4. Strategy; 10.5. Tactics; 10.6. Actions; 10.7. Control; 10.8. The 4Ms resources: men [and women], money [budgets], minutes [time], and mega data [data]; 10.9. Chapter summary; 10.10. Appendix: Huawei smartphones - digital promotional plan for the Irish market; 10.11. References; 10.12. Weblinks; 10.13. Self-test