Digital Marketing in Practice: Design, Implement and Measure Effective Campaigns

by Hanne Knight, Lizette Vorster

Overview

Learn how to create effective digital marketing campaigns, analyse competitor behaviour and implement strategies in a responsible way with the 2nd edition of this textbook for undergraduate and postgraduate students.

Digital Marketing in Practice balances step-by-step practical coverage with academic theoretical context throughout to offer a definitive and easy-to-understand resource. Exploring key definitions and best-practice for tools, channels and platforms including SEO, social media marketing, email marketing and online advertising, it shows how to create plans and set objectives, design digital marketing campaigns and evaluate their success for improvement.

Features include:
- New chapters on AI in digital marketing, phygital and experiential marketing
- Guidance on incorporating accountability, inclusivity and meaningful sustainability messaging
- New and extended material on advergaming, deinfluencing and accessibility in website design
- Interviews with industry professionals an real-world examples from PureSEO and the Met Office
- Boxes of key-terms, how-to guides, check lists and critical thought pieces

It is supported by online resources of lecture slides, self-test questions, group activities, worksheets, additional interactive examples and further resource links.

Product Details

ISBN-13:	9781398624740
Publisher:	Kogan Page, Ltd.
Publication date:	01/27/2026
Edition description:	2nd ed.
Pages:	480
Product dimensions:	6.14(w) x 9.21(h) x 0.00(d)

About the Author

Hanne Knight is Lecturer in Marketing at the University of Plymouth, UK, where she also leads its Digital and Social Media Marketing MSc. She is a senior examiner at the Chartered Institute of Marketing.

Lizette Vorster is Assistant Professor in Strategic Business Communications at Aarhus University, Denmark. Prior to this, she was Lecturer in Digital Marketing at Northumbria University, UK and has also previously held senior positions in professional practice.

Table of Contents

* Section - ONE: Basic concepts and elements of digital marketing; ** Chapter - 01: Introduction to digital marketing; ** Chapter - 02: Planning a digital marketing strategy; ** Chapter - 03: Digital marketing campaigns; ** Chapter - 04: Accountability in the digital age; * Section - TWO: Researching the digital environment; ** Chapter - 05: The macro-environment; ** Chapter - 06: The micro-environment; ** Chapter - 07: Market segmentation, targeting and positioning; ** Chapter - 08: Big data; * Section - THREE: Online customer behaviour; ** Chapter - 09: The digital consumer; ** Chapter - 10: Customer journeys; ** Chapter - 11: Phygital and experiential marketing; ** Chapter - 12: Responsible consumer behaviour; ** Chapter - 13: Global consumer behaviour on digital channels; * Section - FOUR: Implementing digital marketing; ** Chapter - 14: Objective setting; ** Chapter - 15: Marketing mix for the digital world; ** Chapter - 16: Digital tools, techniques and technology; ** Chapter - 17: Social media marketing channels and concepts; ** Chapter - 18: Digital marketing channels and platforms; ** Chapter - 19: AI and digital marketing; * Section - FIVE: Measurement and evaluation; ** Chapter - 20: Evaluation of digital marketing success; ** Chapter - 21: Data analytics and metrics; ** Chapter - 22: Digital marketing audit; ** Chapter - 23: Managing, testing and improving campaigns; ** Chapter - 24: Ethical considerations; ** Chapter - 25: Sustainability in the digital world; ** Chapter - 26: Legal considerations

Editorial Reviews

"Knight and Vorster provide an interesting and easy-to-read introduction into the field of digital marketing. The comprehensive book covers a wide range of topics, including the highly timely and relevant, but often neglected chapters on responsible digital marketing or the use of technology to achieve sustainable business development."

Professor Dr. Stefan Hoffmann

"The book takes readers on a compelling journey through the digital marketing landscape with a strong focus on the important role of market research."

Lena Hochstrat

"This text provides its readers with key insights into the strategic and operational dimensions of digital marketing. The book is a valuable resource for those engaged in and studying and practising digital marketing at all levels. Its focus on responsible and sustainable marketing in the digital world presents a fresh take on the main issues that need to be considered by digital marketers in contemporary business environments."

Dr Phil Megicks

"This is a comprehensive text that delivers all you need to know about digital marketing in practice. The book strikes a good balance between theory and application that is reinforced by the excellent case studies in every chapter. I would highly recommend this book to both undergraduate and postgraduate students."

Michael Kong

"Finally, the digital marketing book we all needed! Knight and Vorster have created a must-read for marketing students and anyone who wants to get involved in (digital) marketing. The text is comprehensive without being overwhelming: from digital marketing history to the mysterious crypto, and how to conduct a digital marketing audit, without ignoring ethical, legal, and responsible digital marketer behaviour. This masterpiece is reader-friendly, intuitively structured, easy to follow, and contains relevant examples and comments from practitioners, engaging hands-on activities, and up-to-date case studies. A book worth reading, keeping, and teaching."

Verónica Martín Ruiz

"A valuable resource which gives the reader an all-encompassing review of what aspiring digital marketers need to know. This is not a text that majors solely on the current 'on-trend' digital channels; it instead gives them an overview of critical ideas such as customer journey mapping and digital marketing metrics, all of which written in a manner that helps the reader understand the topics and apply them to practical scenarios."

Dr. David Hart

"Digital Marketing in Practice is a very comprehensive and easy-to-read resource that will give students the ground knowledge and skills they need to become an effective digital marketer. The impeccable structure, clear signposting, engaging activities and up-to-date case studies and practitioner input are just some of the strengths of this textbook. It is a must-have for any introductory digital marketing course, balancing effectively the core marketing concepts with the latest developments in digital implementation."

Dr. Tana Licsandru

"This book is a delightful guide full of important information for those who want to understand digital marketing, whether they are students with no prior experience, researchers who want to understand current digital marketing practices, or practitioners looking for best-practice examples and inspiration for their own business."

Professor Dr. Wassili Lasarov

"Technology is driving Marketing impact like never before. This book adds the missing link for future marketeers on how to use digital technologies responsibly and achieve long-term market development success."

Professor Mark A.A.M. Leenders

"I recently read Digital Marketing in Practice. The book stands out from other digital marketing books on the market due to its strong focus on responsible implementation of strategies. The case studies and examples featuring businesses that prioritise responsible digital marketing are a breath of fresh air and provide valuable insights into the real-world applications of these principles. This is a useful resource for students and professionals alike. I highly recommend it to anyone looking to stay ahead of the curve in digital marketing while also making a positive impact in their marketing efforts."

Chaka Jones