• Book Name: Digital Marketing A Practical Approach 3rd edition by Alan Charlesworth
  • Author: Alan Charlesworth
  • Pages: 353
  • Size: 6 MB

Digital Marketing 3rd Edition by Alan Charlesworth PDF

Contents of Digital Marketing 3rd Edition by Alan Charlesworth PDF

Chapter 1 The digital environment: doing business in a connected world

1.1 Introduction 1.2 Digital transformation 1.3 Programmatic marketing 1.4 Artificial intelligence 1.5 Virtual and augmented reality

Chapter 2 Digital customers

2.1 Introduction 2.2 Online buying behaviour 2.3 Privacy

Chapter 3 Marketing goes digital

3.1 Introduction 3.2 Digital isn’t the only option 3.3 Non-marketing

digital marketers 3.4 Personalization 3.5 Viral marketing 3.6 Paid, earned, owned 3.7 Content marketing 3.8 Influencers 3.9 Affiliate marketing 3.10 Attribution 3.11 Public relations and reputation management 3.12 Integrated marketing communications 3.13 Gaming 3.14 Legal considerations 3.15 Strategic digital marketing 3.16 Digital marketing objectives

Chapter 4 Search engine optimization

4.1 Introduction 4.2 How search engines work 4.3 Keyword selection 4.4 On-site

optimization 4.5 Off-site optimization 4.6 Strategic search engine optimization 4.7 Third-party

search engine ranking

Chapter 5 Website development

5.1 Introduction 5.2 Web presence ownership, management and development 5.3 Usability 5.4 The basics 5.5 Content development 5.6 The B2B website 5.7 The global web presence

Chapter 6 E-commerce

6.1 Introduction 6.2 Multi-channel retailing 6.3 Fulfilment 6.4 Comparison shopping engines, e-marketplaces

and third-party shopping websites 6.5 The e-commerce website

Chapter 7 Advertising online

7.1 Introduction 7.2 Programmatic advertising 7.3 Objectives and management 7.4 Online ad formats 7.5 Search advertising 7.6 Network advertising 7.7 Landing pages

Chapter 8 Email marketing

8.1 Introduction 8.2 Email as a medium for direct marketing 8.3 Email as a medium for marketing messages 8.4 Email newsletters

Chapter 9 Marketing on social media

9.1 Introduction 9.2 Blogging 9.3 Consumer reviews and ratings 9.4 Social networking 9.5 Social sharing 9.6 Social media service and support 9.7 Strategic marketing on social media 9.8 Measure and monitor

Chapter 10 Metrics and analytics

10.1 Introduction 10.2 How analytics are presented and used

Preface of Digital Marketing 3rd Edition by Alan Charlesworth PDF

This is a book on digital marketing – it is not a book on marketing per se. To get the best from this book the reader should be aware of – though not necessarily an expert in – common marketing theories, strategies and tactics. To spend time explaining aspects of marketing – segmentation, for example – within this book would be to diminish the focus on its titular subject area. The content is, therefore, driven by digital marketing applications rather than elements of traditional marketing – though naturally there is some commonality. Nevertheless, it is inevitable that each chapter will integrate elements of marketing within its subject area.

For example, facets of the marketing mix are a constant throughout the book – as are issues associated with buyer behaviour, product/service and customer/consumer. Any book that has pretensions as an academic text should have appropriate academic underpinnings, which this book has. There are, however, four addendums to this:

1. The practical nature of the content means that there are also significant practical underpinnings – that is, there are also references to the work of practitioners who have proved themselves at the coalface of digital marketing. Furthermore, data science has – in my opinion – negated the value of some academic research. For example, I read one article on online advertising that ‘…applied a vector autoregressive models analysis to investigate…’. The findings were pretty accurate. I – and others – knew they were accurate because Google’s AdWords/AdSense analytics tell us the same as the findings – but in real-time.

2. References are also made to statistics or research findings from commercial organizations. Although there may be an element of bias in some of these, they are up to date and represent real-world issues.

3. The academic research in the subject area is out-dated. Not only does the process of researching and publishing academic articles work against contemporary findings – an article published in 2017 may have no references that post date 2015 (or earlier) as that is when the research was conducted – but whilst some findings pass the test of time, many conclusions do not. For example, any comments with regard to social  media marketing made in 2015 are not necessarily true for Internet users now; similarly, online advertising has changed so significantly in the last two years that any research into its effectiveness that pre-dates, well … now, is useless for anything other than history.

4. Some of the academic research in the subject area is of dubious quality. A continuation from the previous comment is that some later work uses the findings of earlier research without question, so making subsequent conclusions potentially flawed. In particular, meta-analysis (on academic articles) is popular in this field – I have yet to read one that questions the research rather than accepting the findings as presented. Also, a surprising amount of the research is conducted only on university campuses, with respondents being either (a) academics, or (b) students. Similarly, many requests to complete questionnaires are posted online – usually on social media. Whilst this might be acceptable in some research, when looking at anything Internet related these samples are not reasonable representations of the population.

Digital marketing 3rd edition by alan charlesworth pdf.


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