a complete guide to engaging customers and implementing successful digital campaigns Ryan, Damian creator author. text bibliography enk 2021 2021 Fifth edition. monographic eng

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xxii, 426 pages : illustrations (black and white) ; 24 cm The world of digital media is constantly changing, as technologies continue to transform the way we interact and communicate on a global scale. In this climate, Understanding Digital Marketing provides a practical, no-nonsense guide to digital marketing, from strategy and digital transformation to best-practice basics and trends. Clear, informative and packed with case studies and examples, it gives an essential grounding in SEO, email marketing, social media, content marketing, performance marketing and much more. This fifth edition of the bestselling Understanding Digital Marketing is fully updated to reflect the latest global developments in the industry. Complete with first-hand accounts of what success in digital marketing looks like, this book is an essential resource for practitioners and students alike. It is now required reading for more than 100 universities and colleges, and has received endorsements from Harvard University, Hult Business School and the Chartered Institute of Marketing. Introduction: Digital transformation -- Digital marketing strategy setting -- Being online: Welcoming the world -- Search: Being found online -- Email marketing -- Mobile marketing -- Social media -- Content marketing and native content -- Programmatic marketing -- Performance marketing -- How to form meaningful insights from data. Damian Ryan. Previous edition: 2017. "Online resources"--Cover. Includes bibliographical references and index. Internet marketing Social media Strategic planning Marketing Management Business & Economics Marketing 658.872 R.D.U 9781789666014 9781789666038 1789666031 1789666015 2020945627 UKMGB 200904 20260820121941.0 2020945627 eng