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The Digital Marketing Handbook: Create a simple strategy and grow your business online
by Alice BenhamFrom strategist, speaker and podcaster Alice Benham comes The Digital Marketing Handbook - an expert guide covering the fundamentals of marketing, filled with case studies and interviews with industry insiders.There's so much marketing expertise out there but how should people know what to listen to? How to implement it? Or where to start? By covering the fundamentals of marketing, this book will act as a north star for small business owners looking to grow. Like Alice herself, the book is honest, practical, engaging and actionable - no fluff or complication allowed - and will help you build a community, get visible and make sales. Rooted in theory but with real-life experiences and case studies from entrepreneurs who have made digital marketing work for them, the book will leave you with the clarity and systems to take your business to the next level. An indispensable resource for small business owners, freelancers, entrepreneurs and marketing students.Here's what to expect from the book:Proven and practical expertise Clear definitions (no jargon!) Quick tips Examples and case studies Insights from trusted experts Chapter summaries for easy reminders Action steps for every topic
The Digital Marketing Handbook: Deliver Powerful Digital Campaigns
by Simon KingsnorthBuild, implement and optimize your digital marketing campaigns, with this indispensable guide which covers everything from SEO, social media, paid search and display advertising. The Digital Marketing Handbook takes the reader step by step through the various components of B2B and B2C online marketing, making it an essential companion to every marketer's desk. Highly practical in approach, it features tips, platform recommendations and common pitfalls to watch out for, as well as examples from global brands including Google, Amazon and Nissan. Detailed guidance is provided for key areas such as creating content that excites, informs and converts, using marketing automation and analyzing your results to maximize performance. Written by recognized industry expert and bestselling author, Simon Kingsnorth, The Digital Marketing Handbook brings together reliable and actionable insights into one complete resource. Also covering how to manage affiliates and partnerships to deliver highly targeted leads and provide customer service that achieves high review scores and builds loyalty, it is accompanied by online templates and interactive tools to use in practice. This book is an essential blueprint for marketing professionals to deliver the best results from their digital marketing campaigns.
Digital Marketing in Practice: Design, Implement and Measure Effective Campaigns
by Hanne Knight Lizette VorsterLearn how to create effective digital marketing campaigns, analyze competitor behaviour and conduct digital marketing in a responsible and accountable way with this real-life focussed and streamlined textbook.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.Digital Marketing in Practice also describes how to incorporate accountability, inclusivity and meaningful sustainability messaging. Featuring interviews with industry professionals and case study examples from a range of brands including Nielsen and the Met Office, it also contains how-to guides, check lists and critical thought pieces.Supported by online resources consisting of lecture slides, self-test questions, group activities, worksheets, additional interactive case studies and further resource links, it is an indispensable text to equip students with the tools to develop and implement successful digital marketing.
Digital Marketing in the Automotive Electronics Industry: Redefining Customer Experience through Digital Customer Engagement (Management for Professionals)
by Uli Schneider Jürgen HoikaThe book complements the current body of knowledge in business-to-business marketing with the experience of many professionals ranging from marketers to top management of a leading automotive semiconductor supplier worldwide. It presents unique and adaptable practical concepts, case studies, and tested models from practice. The book operationalizes the theory of approaches such as omni-channel marketing, and target driven performance marketing into practical and actionable approaches in large B2B companies in automotive sectors. The change management nature of the digital transformation of marketing is a common thread throughout the book and the experience of more than 10 practitioners, allowing readers to relate the content directly to their own business reality.
Digital Marketing In A Week: Brilliant Online Marketing In Seven Simple Steps
by Nick SmithDigital Marketing In A Week is a simple and straightforward guide to brilliant digital marketing, giving you everything you need to know in just seven short chapters. From social marketing and search engine optimization, to 'paid' advertising, mobile marketing and creating the perfect website for driving sales, you'll discover the perfect toolkit to drive your successful digital marketing.This book introduces you to the main themes and ideas of digital marketing, giving you a knowledge and understanding of the key concepts, together with practical and thought-provoking exercises. Whether you choose to read it in a week or in a single sitting, NLP In A Week is your fastest route to success:- Sunday: Building the ultimate sales website- Monday: SEO: The backbone of any digital marketing strategy- Tuesday: Social media marketing madness- Wednesday: Pay per click (PPC) simplified and explained- Thursday: Mobile optimization and getting mobile users- Friday: Email marketing - why you should do it no matter what- Saturday: Other marketing tricks and tips in the modern worldABOUT THE SERIESIn A Week books are for managers, leaders, and business executives who want to succeed at work. From negotiating and content marketing to finance and social media, the In A Week series covers the business topics that really matter and that will help you make a difference today. Written in straightforward English, each book is structured as a seven-day course so that with just a little work each day, you will quickly master the subject. In a fast-changing world, this series enables readers not just to get up to speed, but to get ahead.
Digital Marketing Strategies for Value Co-creation: Models and Approaches for Online Brand Communities
by Wilson Ozuem Michelle WillisOnline brand communities (OBCs) are hugely important in the development of marketing strategy, but it is unclear how marketers can effectively utilise these platforms to enhance and develop consumer engagement. For an online brand community to be successful, it should allow members to feel a connection to the brand and with other members while forming a disconnection from those not belonging to the community. It should also have rituals and traditions that join members together over a revered commonality, and moral responsibility in contributing to the community. Indeed, brands play active roles in securing degrees of activity in OBCs’ through content that offers members the quality of engagement they seek. This book focuses on contemporary digital marketing issues in OBCs, offering a comprehensive examination of consumers’ response to active engagement in such communities. It discusses how brands can tap into the various levels of participation, engagement and online conversations in the development of marketing strategy and ultimately examines how an online brand community strengthens value co-creation. Balancing theory with practical approaches, this book gives serious treatment to an important yet until now overlooked area of digital marketing strategy, providing an important resource for scholars, students and practitioners.
Digital Marketing Strategy: An Integrated Approach to Online Marketing
by Simon KingsnorthThe modern marketer needs to learn how to employ strategic thinking alongside the use of digital media to deliver measurable and accountable business success. Digital Marketing Strategy covers the essential elements of achieving exactly this by guiding you through every step of creating your perfect digital marketing strategy. It contains analysis of the essential techniques and platforms of digital marketing including social media, content marketing, SEO, user experience, personalization, display advertising and CRM, as well as the broader aspects of implementation including planning, integration with overall company aims and presenting to decision makers.Simon Kingsnorth brings digital marketing strategy to life through best practice case studies, illustrations, checklists and summaries, to give you insightful and practical guidance. Rather than presenting a restrictive 'one size fits all' model, this book gives you the tools to tailor-make your own strategy according to your unique business needs and demonstrates how an integrated and holistic approach to marketing leads to greater success.
Digital Marketing Strategy: An Integrated Approach to Online Marketing
by Simon KingsnorthEffectively select, align and manage digital channels and operations using this second edition of the bestselling guide, Digital Marketing Strategy. This accessible, step-by-step framework enables the planning, integration and measurement of each digital platform and technique, all tailored to achieve overarching business objectives. Ranging from social media, SEO, content marketing and user experience, to customer loyalty, automation and personalization, this edition features cutting edge updates on marketing automation, messaging and email, online and offline integration, the power of technologies such as AI, plus new data protection and privacy strategies. Accompanied by downloadable templates and resources, Digital Marketing Strategy is an ideal road map for any marketer to streamline a digital marketing strategy for measurable, optimized results. Online resources include lecture slides, activity sheets, practical implementation guides and templates, which will be regularly updated to equip readers as digital marketing continues to evolve.
Digital Marketing Strategy: An Integrated Approach to Online Marketing
by Simon KingsnorthBuild an effective and practical digital marketing strategy with this bestselling guide, covering everything from automation and analytics to integrating AI. Digital Marketing Strategy is a global bestseller, and a one-stop guide to structuring and building a more strategic approach to digital marketing. Now fully updated, this third edition covers the integration of AI in marketing, e-commerce, marketing automation, affiliate marketing and how to use digital analytical tools, plus new strategies for the latest cookie changes and privacy protection. Digital Marketing Strategy will show you how to effectively select, align and manage digital channels and operations, to streamline a successful digital marketing strategy for measurable, optimized results. Recommended by the Chartered Institute of Marketing (CIM), it is supported by real-world case studies from the likes of Coca-Cola, Spotify, Airbnb, Adidas and Hostelworld as well as checklists, key terms and insights from leading industry practitioners to help you develop your own digital marketing strategy. This book is an invaluable guide for both digital marketing students and entry-level to mid-management marketing professionals. Accompanying online resources consist of practical implementation guides spanning SEO, paid-search, email, lead-generation, as well as presentation slides and activity sheets.
Digital Marketing Technologies
by Hashem Aghazadeh Mozhde KhoshnevisThis book argues that digital marketing should benefit from emerging technologies to result in sustainable competitive values for businesses in both the digital and physical worlds. It not only explores digital marketing fundamentals, analysis, strategy, practices, and implementation but also explains the applications and relationships of marketing technologies (martechs) with digital marketing; as well as offers several real cases of practicing marketing technologies. It carefully describes how modern businesses offer their value propositions both digitally and physically applying emerging technologies specifically marketing technologies (martechs) and how consumers are using these new technologies particularly artificial intelligence (ChatGPT/ OpenAI). It investigates why consumers are so intrigued and interested in digital relationships, interaction, and shopping experiences. It critically examines and argues that digital marketing has become popular among businesses as they areattempting to serve their customers better by taking advantage of using digital marketing technologies (marketchs).
Digital Marketing with Drupal: The ultimate guide to build and deploy a complete digital marketing platform on top of Drupal
by Jose Fernandes Dries BuytaertSupercharge your digital marketing services by building your knowledge to become a skilled digital marketer with the power of DrupalKey FeaturesApply proven marketing techniques using real-world examples of a Drupal development agency and an e-commerce storeDiscover a checklist of nearly 300 must-do activities to ensure that no task is overlookedIntegrate Drupal with other third-party marketing applications and systemsBook DescriptionDrupal is an open-source platform for building ambitious digital experiences. With this practical guide to digital marketing, developers working with Drupal will be able to put their knowledge to work and boost the performance of their online marketing campaigns. Complete with step-by-step explanations of essential concepts, practical examples, and self-assessment questions, this book will take you through the most popular digital marketing techniques and how to apply them, including content marketing, email marketing, social media marketing, SEO, SEM, CRM, and marketing automation, and the latest developments in website personalization and AI marketing. Once you've learned the fundamentals of digital marketing, you'll see how to apply them to your Drupal website or online store. In addition, you'll discover how Drupal can help you better manage your tasks and automate some of them. The book will help you discover the free modules available, how to use them, and how to integrate Drupal with external marketing-related platforms and services. By the end of this Drupal digital marketing book, you'll be able to build and deploy a complete digital marketing platform on top of Drupal to reach a greater audience and achieve online success.What you will learnExplore the most successful digital marketing techniquesCreate your digital marketing plan with the help of Drupal's digital marketing checklistSet up, manage, and administer all the marketing components of a Drupal websiteDiscover how to increase the traffic to your Drupal websiteDevelop and implement an e-commerce marketing strategy for your Drupal Commerce storeManage your daily marketing activities using DrupalGet started with customizing your consumers' digital experienceFind out what's next for Drupal and digital marketingWho this book is forThis book is for Drupal site builders, digital marketers managing Drupal websites marketing and communication, digital or Drupal agency owners, marketing consultants, and anyone managing a Drupal website or e-commerce store. Basic knowledge of Drupal architecture and marketing concepts and related techniques is necessary.
The Digital Matte Painting Handbook
by David B. MattinglyThe only how-to guide dedicated to mastering the technique of digital matte painting! Matte painting affords seamless integration between an artist's painting with live action film footage and allows for greater flexibility and creative input in the appearance of movie settings. This unique book reveals a variety of tools and techniques that are both industry and classroom tested and will enhance your existing skill set. Veteran author and instructor David Mattingly walks you through the process of creating a matte painting, starting with rough concept sketches, working out the perspective drawing, adding light and shadow, and texturing all of the elements in the painting. You'll gradually upgrade to using Adobe After Effects and Autodesk Maya in order to fulfill your matte painting vision. Escorts you through the process of creating a matte painting, starting with the initial concept sketch, adding light and shadow, texturing elements, and incorporating motion and depth Author is an experienced matte artist and teacher and shares a plethora of unique industry- and classroom-tested tools and techniques Features helpful step-by-step instructions accompanied by screen shots and photos to illustrate the process of creating a matte painting Whether you're creating a background for a studio production, independent film, TV commercial, or YouTube video, The Digital Matte Painting Handbook helps you successfully complete your project. Note: CD-ROM/DVD and other supplementary materials are not included as part of eBook file.
Digital Maturity in Hospitals: Strategies, Frameworks, and Global Case Studies to Shape Future Healthcare
by Armin Scheuer Jörg StudzinskiThis book serves as a comprehensive guide for hospitals embarking on a digital maturity journey, offering actionable insights, best practices, and lessons learned from healthcare leaders worldwide. It brings together contributions from over 50 world-renowned digital health experts, providing hospitals with the tools and strategies needed to successfully drive digital transformation to benefit both healthcare workers and patients. Covering a broad range of topics, the chapters delve into critical dimensions of hospital digitalization, including digital maturity models, IT capability, interoperability, governance, patient-centered care, and advanced data analytics. Readers will find real-world case studies showcasing hospitals and governmental initiatives that have achieved externally validated success in their digital transformation efforts. As emphasized in the Foreword written by the President of the International Diabetes Federation, the book highlights the impact of digital maturity on patient care and explores forward-looking trends that will shape the future of healthcare digitalization, such as green IT, ethical considerations, social determinants of health, and workforce development. Whether you are a healthcare leader, policy maker, or practitioner, this book offers valuable guidance and strategic insights to help you navigate your organization’s digital maturity journey and drive excellence in healthcare delivery.
Digital Mayhem 3D Landscape Techniques: Where Inspiration, Techniques and Digital Art meet
by Duncan EvansCompiled by Duncan Evans, founder and inspiration behind 3DArtist Magazine. The Masters at Work titles will offer digital inspiration with hands-on insight and techniques from professional digital artists. More than just a gallery book - each artist has written a breakdown overview, with supporting imagery of how they made their piece of work. Start your mentorship into the world of digital art today with some of the greatest digital artists in the world and delve into professional techiques. We are asking you to comment on the series itself and then the first title in the series. The first title in the series will focus on 3D Landscapes. You will be able to develop your landscape and background skills beyond the variety of free online tutorials and apply the most up to date techniques, like colour and contrast enhancements, sharpening, composition, lighting and more! Expand your digital canvas to include a variety of new software tools with Masters at Work: 3D Landscapes. There will be a supporting website with source files, downloadable content and artist tutorials, demonstrating key techniques of some of the greatest digital artists.
Digital Mayhem 3D Machine Techniques: Where Inspiration, Techniques and Digital Art meet
by Duncan EvansFrom Icy Tundras to Desert savannahs, master the art of landscape and environment design for 2D and 3D digital content. Make it rain, shower your digital scene with a snow storm or develop a believable urban scene with a critical eye for modeling, lighting and composition. Move beyond the limitations of gallery style coffee table books with Digital Mayhem: 3D Landscapes-offering leading professional techniques, groundbreaking inspiration, and artistic mastery from some of the greatest digital artists. More than just a gallery book - each artist has written a breakdown overview, with supporting imagery of how they made their piece of work. Compiled by Duncan Evans, founder and inspiration behind 3DArtist Magazine, start your mentorship into the world of digital art today with some of the greatest digital artists in the world! Develop your landscape and background skills beyond the variety of free online tutorials and apply the most up to date techniques, like colour and contrast enhancements, sharpening, composition, lighting and more! Expand your digital canvas to include a variety of software techniques, tools and workflows featuring Photoshop, Painter, Maya and 3ds Max examples. A source of inspiration for digital artists everywhere: more than 50 artists and 700 stunning color images are showcased with an in-depth companion website that includes professional source files and further technique based skills development.
Digital Media: Concepts And Applications (Digital Video Production Ser.)
by Tena B. Crews Karen May Catherine SkintikNIMAC-sourced textbook
Digital Media
by Rimon EliasFocusing on the computer graphics required to create digital media this book discusses the concepts and provides hundreds of solved examples and unsolved problems for practice. Pseudo codes are included where appropriate but these coding examples do not rely on specific languages. The aim is to get readers to understand the ideas and how concepts and algorithms work, through practicing numeric examples. Topics covered include: 2D Graphics 3D Solid Modelling Mapping Techniques Transformations in 2D and 3D Space Illuminations, Lighting and Shading Ideal as an upper level undergraduate text, Digital Media - A Problem-solving Approach for Computer Graphic, approaches the field at a conceptual level thus no programming experience is required, just a basic knowledge of mathematics and linear algebra.
Digital Media: Concepts and Applications (3rd Edition)
by Karen May Susan E. L. LakeDIGITAL MEDIA, CONCEPTS AND APPLICATIONS, 3E prepares students for the workplace by teaching them to use business-standard software applications to complete projects and solve problems. The non-software-specific approach gives students a strong foundation in the concepts and practices of digital multimedia and allows the text to focus on the more creative end of business technology.
Digital Media and Learner Identity
by John PotterDrawing on research into autobiographical video production by young learners to present a theory of curatorship and new media, this work explores facets of literacy and identity theory which provided the initial frames for examining the work and shows how 'curatorship' works as a metaphor for new cultural and literacy practices.
Digital Media and Participatory Cultures of Health and Illness (Routledge Studies in New Media and Cyberculture)
by Stefania VicariThis book looks at the complex scenario of platforms, practices, and content of contemporary digital communication to map and interpret emerging forms of digitally enhanced health activism. The everyday use of digital and social media platforms has major implications for the production, seeking, and sharing of health information, and raises important questions about the dynamics of health peer support, power relations, trust, privacy, and the quality of health information disseminated across these platforms. This book navigates contemporary forms of participation that develop through mundane digital practices, like tweeting about the latest pandemic news or keeping track of our daily runs with Fitbit or Strava. In doing so, it explores both radical activist practices and more ordinary forms of participation that can gradually lead to social and/or cultural changes in how we understand health and illness. While drawing upon digital media studies and the sociology of health and illness, the book offers theoretical and methodological insights from a decade of empirical research of digital uses that span from digital health advocacy to illness-focused social media practices. Accessible and engaging, the book is ideal for scholars and students interested in digital media, digital activism, health activism and digital health, as well as areas of media and communication and sociology.
Digital Media and Reporting Conflict: Blogging and the BBC’s Coverage of War and Terrorism (Routledge Research in Journalism #6)
by Daniel BennettThis book explores the impact of new forms of online reporting on the BBC’s coverage of war and terrorism. Informed by the views of over 100 BBC staff at all levels of the corporation, Bennett captures journalists’ shifting attitudes towards blogs and internet sources used to cover wars and other conflicts. He argues that the BBC’s practices and values are fundamentally evolving in response to the challenges of immediate digital publication. Ongoing challenges for journalism in the online media environment are identified: maintaining impartiality in the face of calls for more open personal journalism; ensuring accuracy when the power of the "former audience" allows news to break at speed; and overcoming the limits of the scale of the BBC’s news operation in order to meet the demands to present news as conversation. While the focus of the book is on the BBC’s coverage of war and terrorism, the conclusions are more widely relevant to the evolving practice of journalism at traditional media organizations as they grapple with a revolution in publication.
Digital Media and Society
by Andrew WhiteReferencing key contemporary debates on issues like surveillance, identity, the global financial crisis, the digital divide and Internet politics, Andrew White provides a critical intervention in discussions on the impact of the proliferation of digital media technologies on politics, the economy and social practices.
Digital Media and Technology in Afterschool Programs, Libraries, and Museums
by Christo Sims Becky Herr Stephenson Anne Balsamo Dan Perkel Maura Klosterman Susana Smith Bautista Diana RhotenDigital media and technology have become culturally and economically powerful parts of contemporary middle-class American childhoods. Immersed in various forms of digital media as well as mobile and Web-based technologies, young people today appear to develop knowledge and skills through participation in media. This MacArthur Report examines the ways in which afterschool programs, libraries, and museums use digital media to support extracurricular learning. It investigates how these three varieties of youth-serving organizations have incorporated technological infrastructure and digital practices into their programs; what types of participation and learning digital practices support; and how research in digital media and learning can contribute to better integration of technology within and across these organizations. The authors review a range of programs (including the long-running Computer Clubhouse movement, established in 1993 in partnership with MIT's Media Lab), and then use the idea of "media ecologies" to investigate the role that digital media play (or could play) in these "intermediary spaces for learning." They call for less anecdotal, more empirical and methodologically sound studies to help us understand the affordances of digital media for learning within and across these programs; for research focused on the relationship between digital media and the effectiveness of youth-serving organizations; and for further study of schools within childhood media ecologies.
Digital Media and the Making of Network Temporality
by Philip PondThis book presents an exciting new theory of time for a world built on hyper-fast digital media networks. Computers have changed the human social experience enormously. We’re becoming familiar with many of the macro changes, but we rarely consider the complex, underlying mechanics of how a technology interacts with our social, political and economic worlds. And we cannot explain how the mechanics of a technology are being translated into social influence unless we understand the role of time in that process. Offering an original reconsideration of temporality, Philip Pond explains how super-powerful computers and global webs of connection have remade time through speed. The book introduces key developments in network time theory and explains their importance, before presenting a new model of time which seeks to reconcile the traditionally separate subjective and objective approaches to time theory and measurement.
Digital Media, Culture and Education
by John Potter Julian McdougallThis book provides a critical commentary on key issues around learning in the digital age in both formal and informal educational settings. The book presents research and thinking about new dynamic literacies, porous expertise, digital making/coding/remixing, curation, storying in digital media, open learning, the networked educator and a number of related topics; it further addresses and develops the notion of a 'third space literacies' in contexts for learning. The book takes as its starting point the idea that an emphasis on technology and media, as part of material culture and lived experience, is much needed in the discussion of education, along with a criticality which is too often absent in the discourse around technology and learning. It constructs a narrative thread and a critical synthesis from a sociocultural account of the memes and stereotypical positions around learning, media and technology in the digital age, and will be of great interest to academics interested in the mechanics of learning and the effects of technology on the education experience. It closes with a conversation as a reflexive 'afterword' featuring discussion of the key issues with, amongst others, Neil Selwyn and Cathy Burnett.