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.
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
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
that both compliments and enhances each chapter's content.