Digital and Social Media Marketing
A Results-Driven Approach

Digital and Social Media Marketing: A Results-Driven Approachis an exciting new industry-led, research-informed and results-driven guide to digital commerce. Its examples draw from SMEs and from Europe to offer a unique perspective for those learning about digital marketing and, having been developed in close collaboration with the Search Engine Marketing Trade Association (SEMTA), it is a reliable source of prevailing industry standards for practitioners at the cutting edge of their trade.

Unlike other digital marketing texts, this accessible textbook gives special consideration to the ethical challenges raised by an increasingly digital world. Equally unique is the book?s Digital Business Maturity Model, which offers organisations a clear roadmap for understanding their relative levels of technology adoption.

Embracing the true spirit of Digital and Social Media Marketing, the book will be the first of its kind in this field with digital learning materials, case studies and exercises available in a supporting Massive Open Online Course (MOOC). The MOOC will enhance learners? experience and create an interactive international learning community.

This book will provide a hands on, accessible and user friendly platform to turn skills and knowledge into strategic advantage. Ideal for postgraduate learners, instructors interested in providing a unique and up-to-date learning experience and for SMEs and practitioners aiming to be at the cutting edge of Digital and Social Media Marketing.

Introduction (Gordon Fletcher)  1. Understanding Digital and Social Media Marketing Concepts (Rimantas Gatautis)  2. Identifying Business Needs (Milanka Slavova)  3. Understanding Your Buyer Persona (Ana Cruz and Stelios Karatsas)  4. Digital and Social Media Marketing Strategy (Ivan Stoychev)  5. Campaign Planning and Project Management (Anna Tarabasz)  6. Developing an Effective Digital Presence (Ana Cruz and Stelios Karatzas)  7. Search Engine Optimisation: Strategy implementation (Aleksej Heinze)  8. Social Media (Alex Fenton, Mostafa Mohamad and Ashley Jones)  9. Content Marketing (Sophie Iredale, Aleksej Heinze and Martin J Williams)  10. Paid Advertising: Search, social and affiliate (Rimantas Gatautis and Elena Vitkauskaitė)  11. Mobile Marketing (Bartłomiej Kurzyk, Tahir Rashid and Sayed Ali Hayder)  12. Measuring Brand Awareness, Campaign Evaluation and Web Analytics (Alexander Christov, Verena Hausmann and Sue Williams)  13. Future Users, Content and Marketing (Gordon Fletcher and Alexander Christov)

Aleksej Heinze is Senior Lecturer at the University of Salford, UK.

Gordon Fletcher is Senior Lecturer at the University of Salford, UK.

Tahir Rashid is Senior Lecturer at the University of Salford, UK.

Ana Cruz is a Lecturer in Marketing at the University of Sheffield International Faculty, CITY College, Greece.