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Digital Marketing
Digital Marketing
Digital Marketing
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Digital Marketing

It explains what Digital Marketing is, how it works, and how it can help a marketing campaign by leveraging DM's challenges, techniques, and tools.

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The aim of this book is to help industry professionals, entrepreneurs, executives, and undergraduate and postgraduate students understand what Digital Marketing is, how it works, and how it can help them optimize their marketing campaign by leveraging the challenges, techniques, and tools of Digital Marketing.
 
Each section provides the theoretical background for understanding, followed by applications, techniques, and tools, focusing on practical applications.
Specifically, this book presents, with examples, applications, techniques, and tools, the individual topics involved in a successful Digital Marketing strategy. Some of the main topics discussed are:
  • Presentation of factors influencing Online & Mobile shopping & purchasing behavior through social media.
  • Guidelines for designing & developing an online presence
  • Understanding Search Engine Optimization (SEO/SEM) and creating relevant reports for specific pages.
  • Managing paid marketing campaigns on search engines.
  • Familiarization with various forms of digital advertising media & techniques with application examples.
  • Forms of email advertising.
  • Methods and techniques of personalization & recommendations.
  • Theoretical and Practical approach to social media.
  • Mobile MKT – mobile applications & Mobile marketing/advertising/apps.
  • Processes and techniques of Web Analytics.
  • Presentation of research possibilities & opportunities in a digital environment.

The book also records current trends in Digital Marketing and presents practical applications (AI-driven MKT – chatbots, Programmatic marketing/advertising, Neuromarketing - eye tracking, Sharing Economy Model, Crowdsourcing/ Crowdfunding Model, Gamification Model, Price comparison sites, IoT – Internet of Things).
Author(s)
Βλαχοπούλου Μάρω
Eudoxos
86053196
Sub-title
From theory to practice
ISBN
978-618-5131-60-9
Edition/Date
1st/2019
Pages
576
Cover
Soft
Dimensions
17x24
Table of Contents
Contents
Book sample
Excerpt

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