Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing

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Dave Chaffey (Independent Consultant, UK) PR Smith (Independent Marketing Consultant, UK)

Digital Marketing Excellence

Planning, Optimizing and Integrating Online Marketing

Dave Chaffey (Independent Consultant, UK), PR Smith (Independent Marketing Consultant, UK)

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English

Routledge
22 July 2022

Sales & marketing

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.

By: Dave Chaffey (Independent Consultant UK), PR Smith (Independent Marketing Consultant, UK)
Imprint: Routledge
Country of Publication: United Kingdom
Edition: 6th edition
Dimensions: Height: 246mm, Width: 174mm,
Weight: 1.460kg
ISBN: 9780367444754
ISBN 10: 0367444755
Pages: 638
Publication Date: 22 July 2022
Audience: College/higher education , Professional and scholarly , Primary , Undergraduate
Format: Paperback
Publisher's Status: Active

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

Dave Chaffey is a leading digital marketing consultant, trainer and author. Recognised by the CIM as one of 50 gurus who have shaped the future of marketing, Dave has lectured in digital marketing at several UK universities. Dave Chaffey is co-founder of SmartInsights.com, an online learning platform providing training on digital marketing strategy to members in over 100 countries worldwide. PR Smith is an international speaker, consultant and author of six books, including the SOSTAC® Guide to your perfect Digital Marketing Plan. Paul created the SOSTAC® Planning framework, adopted by CIM, universities, blue-chips and start-ups globally, with the new SOSTAC® Certified Planner course now on sostac.org. Paul also founded GreatSportsmanship.org, an NFP edutainment programme inspiring a new generation of global citizens through short stories about kindness, respect and friendship.

Reviews for Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing

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 (R) 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. 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 and 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 (R) 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.