Explore how to create effective digital marketing strategies with this comprehensive textbook.

Digital Marketing by Chaffey and Ellis-Chadwick combines theory and practice, covering data, analytics, personalized marketing, privacy, and security. Equips students with academic models and practical skills for the digital marketing world, including the use of generative AI tools.

Preface

About the authors

Acknowledgements

Part 1 Digital marketing fundamentals

1. Introducing digital marketing
2. Online marketplace analysis: micro-environment
3. Digital Customer Behaviour

Part 2 Digital marketing strategy development

1. Digital marketing strategy
2. Digital branding and the marketing mix
3. Data-driven relationship marketing using digital platforms

Part 3 Digital marketing: implementation and practice

1. Delivering the digital customer experience
2. Campaign planning for digital media
3. Marketing communications using digital media channels
4. Evaluation and improvement of digital channel performance

Glossary

Index

Explore how to create effective digital marketing strategies with this industry-leading textbook designed specifically for students.

Digital Marketing 9^th edition by Dave Chaffey and Fiona Ellis-Chadwick is a comprehensive guide that teaches you how to effectively use digital marketing strategies, techniques, and systems in real-life scenarios. This book goes beyond theory by providing practical examples through engaging case studies and equipping you with the necessary digital skills needed in today's marketing landscape.

Digital marketing has revolutionized how businesses and organizations communicate with their target audiences. By utilizing digital data and analytics, companies can gain valuable insights into their customers and tailor marketing campaigns for maximum impact. However, it's important to balance these data-driven approaches with considerations for customer privacy and security.

This textbook covers all the essential concepts, techniques, and best practices in digital marketing. It combines cutting-edge academic models with hands-on knowledge and skills that will prepare you for a successful career in the field. You will learn how to leverage the opportunities that digital marketing offers while minimizing potential risks.

This updated edition includes a new chapter on digital consumer behaviour, updated case studies from industry-leading companies as well as a Research Spotlight feature that discusses important academic research papers. Additionally, there is a thought-provoking debate on the future of marketing, giving you valuable insights into the distinct scope of digital marketing. Fully updated with the latest coverage of artificial intelligence and the impact of generative AI services through new case studies on Zalando, Brainlabs and new activities such as using GenAI tools to support search engine optimisation in different sectors.

This book is also available as an ebook and interactive Pearson eTextbook.

About the author:

Dave Chaffey is a digital marketing consultant and co-founder of the marketing learning platform SmartInsights.com. Dave has been a visiting lecturer on Digital Marketing and E-Commerce courses at different universities, including The University of Leeds, University of Portsmouth, Manchester Metropolitan University, Cranfield, Warwick, and the Institute of Direct and Digital Marketing.

Fiona Ellis-Chadwick is a Senior Lecturer in Marketing at Loughborough University of Business and Economics as well as academic retail and marketing consultant and author.

Majd AbedRabbo is a Senior Lecturer in Digital Marketing at University of the West of Scotland's London Campus after previously holding teaching positions at University of Loughborough and Assistant Professor and Head of Department for E-Marketing and Social Media at the Princess Sumaya University for Technology, Jordan.

Pearson, the world's learning company.

• Academic and practical models such as RACE, T-shaped strategic marketer and a structured case study support student understanding of key concepts and digital marketing insights demonstrate using research in digital marketing
• Case studies and mini-case studies throughout the text illustrate how organisations are using the internet for marketing
• Essential digital skills showcase students' interests and experiences to boost employability

• Self-assessment exercises and questions encourage students to evaluate current practices
• Coverage of innovations in digital technology, such as generative AI, focuses on the challenges to marketers on assessing the use of these tools for maximum impact

• New chapter on digital consumer behaviour
• Focus on importance on combining strategic and tactical skills by introducing the T-shaped marketer
• Expanded coverage and examples of data-driven marketing techniques including digital analytics, artificial intelligence and machine learning, in particular, assessing the impact of generative AI (GenAI) services such as ChatGPT from OpenAI and Gemini from Google
• Incorporation of new research spotlight feature in each chapter discussing significant academic research papers
• Updated mini case studies of examples of deploying organic and paid social media
• New case studies in each chapter from organisations such as Temu, Spotify, Lipton, Melia and Airbnb
• In addition to updated powerpoints and instructor manual, this new edition comes with a new testbank resources for lecturers