Digital Marketing: A Practical Approach provides a step-by-step and comprehensive guide to implementing the key aspects of digital marketing. Building on the previous editions, this fully updated 4th edition takes an approach that prepares students for an active role in digital marketing.

List of figures; List of tables; Acknowledgements; 1. Chapter 1 Introduction; 2. Chapter 2 Digital Customers, 2.1 Introduction, 2.2 Online buying behaviour, 2.3 The only way is ethics, 2.4 Digital marketing and the environment; 3. Chapter 3 Marketing goes digital, 3.1 Introduction, 3.2 Digital isn’t the only option, 3.3 Non-marketers in digital marketing, 3.4 In house or out-source, 3.5 Fads, trends, next big things and the occasional sustainable model, 3.6 Digital marketing objectives; 4. 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 Third-party SERP ranking, 4.7 Enterprise SEO; 5. Chapter 5 Website Development, 5.1 Introduction, 5.2 Website management and development, 5.3 Usability, 5.4 The basics, 5.5 Content development, 5.6 The global web presence; 6. Chapter 6 E-commerce and the Retail Website, 6.1 Introduction, 6.2 Multi- and omni-channel retailing, 6.3 Comparison Shopping engines and e-marketplaces, third-party shopping sites and social shopping, 6.4 Direct to consumer (DTC), 6.5 The e-commerce website, 6.6 Fulfilment and returns; Chapter 7 B2B and the B2B Website, 7.1 Introduction, 7.2 B2B buyer behaviour, 7.3 B2B website development, 7.4 The B2B e-commerce website, 7.5 B2B e-marketplaces; Chapter 8 Advertising Online, 8.1 Introduction, 8.2 Objectives and management, 8.3 Online ad formats and delivery systems, 8.4 Networked display advertising, 8.5 Search advertising, 8.6 Landing pages, 8.7 Limitations of online advertising, 8.8 Ad fraud; 9. Chapter 9 Email Marketing, 9.1 Introduction, 9.2 Email as a medium for direct marketing, 9.3 Triggered emails, automated response, enquiry response and admin emails as a medium for marketing messages, 9.4 Email newsletters; 10. Chapter 10 Marketing on social media, Prologue, Preface: What's in a name?, 10.1 Introduction, 10.2 Blogging, 10.3 Consumer reviews and ratings, 10.4 Social networking, social sharing and communities, 10.5 Customer service and support on social media, 10.6 Influencers, 10.7 Strategic considerations for marketing on social media, 10.8 Limitations of marketing on social media, 10.9 Social media use and user behaviour, 10.10 Epilogue; 11. Chapter 11 Metrics and analytics, Prologue, 11.1 Introduction, 11.2 How analytics are presented and used, 11.3 Limitations of online data; Index