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Digital Marketing By Annmarie Hanlon

Digital Marketing by Annmarie Hanlon

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An unbiased approach to the latest digital marketing models, offering students and practitioners a range of tools to implement in their digital marketing planning and strategy.

Digital Marketing Summary

Digital Marketing: Strategic Planning & Integration by Annmarie Hanlon

An unbiased approach to the latest digital marketing models, offering students and practitioners a range of tools to implement in their digital marketing planning and strategy.

Covering all aspects of digital marketing planning, and the latest digital marketing models, the book aims to provide a roadmap for a digital marketing journey. As such, its structure maps against the development of a digital marketing plan and concludes with a ready-made digital marketing plan template to download and adapt. In addition to this, the content is supported by case examples from real-world organizations, and a number of features throughout the chapters:

  • Smartphone sixty seconds features in every chapter, to evaluate influencers in relation to the topic covered.
  • Digital tool boxes introduce professional tools (for example how Google shares its aggregate data to inform marketers about shopping insights, trends and benchmarks
  • Ethical insights provide a reflective and challenging look at social issues and the negative sides to marketing.

The book is complemented by online resources for both instructors and students, these include PowerPoint slides, an instructor's guide, exercises and activities relating to each chapter, digital marketing planning documents, digital marketing model templates, quizzes, annotated recommended video links, links to free online tools and SAGE journal article recommendations.

Suitable for digital and e-marketing courses on marketing and advertising degrees as well as professional courses for anyone interested in gaining a holistic understanding of digital marketing.

About Annmarie Hanlon

Annmarie Hanlon is a Senior Lecturer in Digital Marketing at Cranfield University and a practitioner working with charities, household names and service businesses. Originally a graduate in French and Linguistics from University of London, Annmarie gained a Master's in Business Administration, focusing on marketing planning. She studied for the Chartered Institute of Marketing Post-Graduate Diploma for which she won the Worshipful Company of Marketors' award for the best results worldwide and subsequently gained a distinction for the Chartered Institute of Marketing's E-Marketing Award. Her PhD investigated social media marketing within organisations and she was awarded the Mais Scholarship. As an early adopter, working in 'online marketing' since 1990, she is a Senior Examiner in digital strategy, a Fellow of the Chartered Institute of Marketing, a Member of the Marketing Institute Ireland and a Liveryman of the Worshipful Company of Marketors. Her research interests include the strategic application of social media in organisations, differences in practice between generations and the technology that makes it happen. Follow her updates on Twitter @AnnmarieHanlon

Table of Contents

Part 1: Digital Marketing Essentials 1. The Digital Marketing Landscape 2. The Digital Consumer Part 2: Digital Marketing Tools 3. The Digital Marketing Toolbox 4. Content Marketing 5. Online Communities 6. Mobile Marketing 7. Augmented, Virtual and Mixed Reality Part 3: Digital Marketing Strategy and Planning 8. Audit Frameworks 9. Strategy and Objectives 10. Building the Digital Marketing Plan 11. Social Media Management 12. Managing Resources 13. Digital Marketing Metrics, Analytics and Reporting 14. Integrating, Improving and Transforming Digital Marketing

Additional information

Digital Marketing: Strategic Planning & Integration by Annmarie Hanlon
SAGE Publications Ltd
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a new book - be the first to read this copy. With untouched pages and a perfect binding, your brand new copy is ready to be opened for the first time

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