Alan Charlesworth's Internet Marketing book
link to home page vertical black line link to tips hints and advice vertical black line link to interesting articles vertical black line link to good and bad practice vertical black line link to alan's musings vertical black line link to contact page
I hope that readers will find that this book does as it suggests in its title - it is a book on digital marketing that addresses the subject from a practical perspective.

book cover: Digital Marketing - a practical approach. A book on Digital Marketing by Alan Charlesworth

Whilst strategic issues are included where appropriate, by concentrating on the operational and functional aspects of this dynamic subject, Digital Marketing - a Practical Approach provides a step-by-step guide to implementing the key aspects of online marketing.

Although primarily aimed at an academic market, the practical nature of the book means that it will be equally useful in both training and self-learning scenarios.

It was always my intention that the book's ethos would be to get down in the digital marketing trenches rather than standing back and taking a strategic point of view on the subject. This book is designed to be more practical in nature - addressing tactics, operational and functional issues in detail. This is in contrast to many other academic texts on the subject of digital marketing, which tend to concentrate on the strategy itself, rather than how that strategy is implemented at the digital coal-face.

After reading this book - and completing the exercises within it - the reader will be equipped to undertake any Digital Marketing role within a variety of organizations. The practical case-study exercises - based on theory and recognized good practice - will ensure that readers will be able to analyse situations within the work place, identify the most appropriate course of action and implement the strategies and tactics that will help the organization meet its online objectives.

A key aspect to this Digital Marketing book is the use of a number of bespoke case studies that are designed to make clear how the impact of each online application varies between organizations and markets.

For each section of each chapter there is a case study question that is pertinent to that section - though readers are welcome to switch case studies for each question if they so wish - or even substitute their own organization. A similar format is followed at the end of each chapter, but at this time readers are invited to advise one of the case-study organizations on all aspects of Digital marketing covered in that chapter.

Throughout the book, case studies are used as both examples of how theory might be practiced and as exercises for readers to complete. Although the case studies are fictional, they all characterize real life situations. The cases are not intended to be comprehensive or exhaustive - merely a snap shot of a particular state of affairs within what is normally a complex environment, but they have been compiled in such a way that all aspects of Internet marketing can be addressed.

CHANGES IN THE THIRD EDITION

As the subject has evolved in recent years, so too has the structure of the third edition of this book. Gone is content that informed previous students of the background of the Internet and its development - information that contemporary readers are already aware.

Although it retains its practical - rather than theoretical - emphasis, the various elements of digital marketing are now considered from a more strategic perspective, reflecting that those elements are now specialist subjects in their own right. However, each of these key subjects is still introduced in depth to the non-specialist reader.

The book is now in two distinct parts.

PART ONE considers the environment in which digital marketing is practised, digital buyer behaviour and a chapter on that includes sections covering strategic digital issues such as content marketing, attribution, influencers and digital marketing objectives.

PART TWO replicates the successful structure of the first two editions the book by having chapters devoted to the key elements of operational digital marketing. Essential updates made necessary by both technology and consumer behaviour are made to all elements, but specifically programmatic advertising, personalization, marketing on social media and a full chapter now devoted to e-metrics and analytics.

The book has its own website that both compliments and enhances each chapter's content.

PART ONE

CHAPTER 1: THE DIGITAL ENVIRONMENT:
doing business in a connected world

  1. Introduction
  2. Digital transformation
  3. Programmatic marketing
  4. Artificial intelligence
  5. Virtual and augmented reality
CHAPTER 2: DIGITAL CUSTOMERS
  1. Introduction
  2. Online buying behaviour
  3. Privacy
CHAPTER 3: MARKETING GOES DIGITAL
  1. Introduction
  2. Digital isn't the only option
  3. Non-marketers in digital marketing
  4. Personalization
  5. Viral marketing
  6. Paid, earned, owned
  7. Content marketing
  8. Influencers
  9. Affiliate marketing
  10. Attribution
  11. Public relations and Reputation management
  12. Integrated marketing communications
  13. Gaming
  14. Legal considerations
  15. Strategic digital marketing
  16. Digital marketing objectives


PART TWO

CHAPTER 4: SEARCH ENGINE OPTIMIZATION
  1. Introduction
  2. How search engines work
  3. Keyword selection
  4. On-site optimization
  5. Off-site optimization
  6. Strategic search engine optimization
  7. Third-party search engine ranking



CHAPTER 5: WEBSITE DEVELOPMENT

  1. Introduction
  2. Web presence ownership, management and development
  3. Usability
  4. The basics
  5. Content development
  6. The B2B website
  7. The global web presence
CHAPTER 6: E-COMMERCE
  1. Introduction
  2. Multi-channel retailing
  3. Fulfilment
  4. Comparison Shopping engines, e-marketplaces and third-party shopping websites
  5. The e-commerce website
CHAPTER 7: ADVERTISING ONLINE
  1. Introduction
  2. Programmatic advertising
  3. Objectives and management
  4. Online ad formats
  5. Search advertising
  6. Network advertising
  7. Landing pages
CHAPTER 8: EMAIL MARKETING
  1. Introduction
  2. Email as a medium for direct marketing
  3. Email as medium for marketing messages
  4. Email newsletters
CHAPTER 9: MARKETING ON SOCIAL MEDIA
  1. Introduction
  2. Blogging
  3. Consumer reviews and ratings
  4. Social networking
  5. Social sharing
  6. Social service and support
  7. Strategic marketing on social media
  8. Measure and monitor
CHAPTER 10: METRICS AND ANALYTICS
  1. Introduction
  2. How analytics are presented and used

Alan Charlesworth copyright notice
cookies message