Short description:

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.

Long description:

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.

Digital Marketing Excellence is a practical textbook for all marketing executives, managers and students who plan and implement digital campaigns. The book is engaging, practical, easy to follow and comprehensive and is highly recommended by the IDM.

Tracey Poulson, Director of Learning, Institute of Direct and Digital Marketing, UK.

Digital marketing has transformed the marketing arena. It offers opportunities for better target profiling and informed strategic decisions. Chaffey & Smith have supported that evolution from the start. Their book, Digital Marketing Excellence 6e, covers elements of how to turn data into information and information into insight - and insight is the fuel that drives digital marketing success.

Marialena Zinopoulou, CEO - The Digital Marketing Association - Analytics Lecturer - IoT Researcher, UK.

Our School of Marketing places an emphasis on analytics in our digital marketing education. In Digital Marketing Excellence, the leading edge examples demonstrate data driven decision making in practice. The SOSTAC? framework is an element that our students take from the classroom to the workplace and use as a systematic and comprehensive approach to digital marketing planning.

Etain Kidney, Programme Director, Digital Marketing, DIT, Ireland.?

Table of Contents:

1. Introduction to Digital Marketing  2. Digital Customers  3. Digital Models  4. Content Marketing  5. Create Integrated Campaigns  6. Social Media Marketing  7. Digital Communications  8. Designing Digital Experiences  9. Digital Innovation  10. Digital Marketing Plan