Digital Marketing Fundamentals: From Strategy to ROI

by Marjolein Visser, Berend Sikkenga, Mike Berry

Overview

Digital Marketing Fundamentals is the first fully-fledged textbook on digital marketing that covers the entire marketing process. Both the scientific theory behind digital marketing as well as techniques and media are discussed. Digital Marketing Fundamentals is easy to read and contains many International examples and cases. The Dutch version of this book (Basisboek Online Marketing) has become a standard issue in The Netherlands.

In this book, all relevant aspects of digital marketing are addressed: strategic aspects, market research, product development and realisation, branding, customer acquisition, customer loyalty and order processing. The book also discusses effective websites and apps, digital analytics and planning and organisation. The application of social media and mobile communication is seamlessly integrated into the topics.

Digital Marketing Fundamentals is very suitable for commercial and management courses in Higher Education and also for professionals active in digital marketing.

Product Details

ISBN-13:	9781000035322
Publisher:	Taylor & Francis
Publication date:	11/04/2019
Series:	Routledge-Noordhoff International Editions
Sold by:	Barnes & Noble
Format:	eBook
Pages:	640
File size:	56 MB
Note:	This product may take a few minutes to download.

About the Author

Marjolein Visser RM has been fascinated by digitalisation since the first internet course in the Netherlands in 1994. As a managing partner at MarketWise, she assists organisations in developing innovative business models and optimising their marketing returns. Through TourWise, she operates international travel websites. In addition, Marjolein conducts incompany training and is involved in master’s and undergraduate programs. She has held interim marketing and executive roles at various organisations, including De Hypothekers Associatie, Achmea, Youri Group, Delta Lloyd, AEGON, SNS Bank, Randstad, and non-profit organisations. Marjolein has authored seven books and numerous articles on marketing.

Mike Berry FCIM, F IDM started his career at Procter & Gamble. He then went agency-side with roles at EHS Brann (Havas), Wunderman (Y&R – WPP), Senior VP at Bozell/FCB (IPG) and Head of Digital for EMEA at Jack Morton (IPG). Today he’s a Digital Marketing consultant, trainer and academic (Professor of Practice at Hult International Business School, Module Leader at Imperial College London and King’s College London and Visiting Faculty at Cambridge Judge Business School and Grenoble Ecole de Management in Paris). He is the author/co-author of 5 books including The Best Of Global Digital Marketing Storybook 1 and 2 (with Hando Sinisalu). Mike is a Fellow of the Chartered Institute of Marketing, CIM (and Course Director, CIM Academy). He is passionate about online data privacy and its implications for marketers and individuals.

Table of Contents

1. Digital Marketing (Case: Digital Marketing at Marriott) 2. Strategy and Business Models (Case: Cleartrip) 3. Market Sensing (Case: How Alibaba benefits from Singles Day) 4. Product Realisation (Case: Hire your neighbour’s car with SnappCar) 5. Customer acquisition: digital brand communications (Case: Digital Brand communications at Patagonia) 6. Customer acquisition: recruiting visitors through owned or earned channels (Case: Samsung UK targets SMEs) 7. Customer acquisition: recruiting visitors through paid channels (Case: Under Armour ecommerce, Google Shopping) 8. Customer acquisition: sales and pricing (Case: ASOS) 9. Order processing (Case: IKEA focuses on customer experience and self-service) 10. Customer relationship management (Case: Fashion brand Diane von Furstenberg makes customers feel special) 11. Designing effective websites and apps (Case: An International Marketing Award for the Anne Frank Foundation) 12. Digital analytics (Case: Digital Analytics in practice at Van der Valk Hotels) 13. Planning and organisation (Case: Online food delivery service Deliveroo)

Editorial Reviews

"Digital marketing knowledge and skills are the ‘go to’ for today’s marketers who must create valuable customer journeys across digital platforms. This book goes beyond the basics, explaining ‘why’ digital marketing is now essential. Practical case studies bring the theory to life. Highly recommended for marketing students and business practitioners who want to create long-lasting customer relationships in our digital world." Kate Jones, Senior Lecturer, Digital Marketing, AUT University, Auckland, New Zealand

"Digital technologies have changed the way we market to and engage with our audiences. We need to understand these technologies and add value to the customer journey. I recommend this book for anyone looking to develop their
digital marketing knowledge and skills." Marialena Zinopoulou, CEO, The Digital Marketing Association (DMA) and Lecturer in Digital and Emerging Technologies in Marketing

"Today, more than ever, it is essential that marketers have a solid grounding in Digital Strategy and techniques. Employers are increasingly demanding these skills. This book provides exactly that and I recommend it." Christian Jensen-Broby, Vice President, Market Operations and Asset Management, Europe, Middle East and Asia, Marriott Vacations Worldwide

From the Publisher