Digital Marketing Excellence

Digital Marketing Excellence is a practical textbook for all marketing executives, managers and students who plan and implement digital campaigns. The book is engaging, practical, easy to follow and comprehensive and is highly recommended by the IDM. Tracey Poulson, Director of Learning, Institute of Direct and Digital Marketing, UK. Digital marketing has transformed the marketing arena. It offers opportunities for better target profiling and informed strategic decisions. Chaffey & Smith have supported that evolution from the start. Their book, Digital Marketing Excellence 6e, covers elements of how to turn data into information and information into insight - and insight is the fuel that drives digital marketing success. Marialena Zinopoulou, CEO - The Digital Marketing Association - Analytics Lecturer - IoT Researcher, UK. Our School of Marketing places an emphasis on analytics in our digital marketing education. In Digital Marketing Excellence, the leading edge examples demonstrate data driven decision making in practice. The SOSTAC framework is an element that our students take from the classroom to the workplace and use as a systematic and comprehensive approach to digital marketing planning. Etain Kidney, Programme Director, Digital Marketing, DIT, Ireland. Digital Marketing Excellence is a practical textbook for all marketing executives, managers and students who plan and implement digital campaigns. The book is engaging, practical, easy to follow and comprehensive and is highly recommended by the IDM. Tracey Poulson, Director of Learning, Institute of Direct and Digital Marketing, UK. Digital marketing has transformed the marketing arena. It offers opportunities for better target profiling and informed strategic decisions. Chaffey and Smith have supported that evolution from the start. Their book, Digital Marketing Excellence 6e, covers elements of how to turn data into information and information into insight - and insight is the fuel that drives digital marketing success. Marialena Zinopoulou, CEO - The Digital Marketing Association - Analytics Lecturer - IoT Researcher, UK. Our School of Marketing places an emphasis on analytics in our digital marketing education. In Digital Marketing Excellence, the leading edge examples demonstrate data driven decision making in practice. The SOSTAC framework is an element that our students take from the classroom to the workplace and use as a systematic and comprehensive approach to digital marketing planning. Etain Kidney, Programme Director, Digital Marketing, DIT, Ireland.

Dave Chaffey is a leading digital marketing consultant, trainer and author. Recognised by the CIM as one of 50 gurus who have shaped the future of marketing, Dave has lectured in digital marketing at several UK universities. Dave Chaffey is co-founder of SmartInsights.com, an online learning platform providing training on digital marketing strategy to members in over 100 countries worldwide. PR Smith is an international speaker, consultant and author of six books, including the SOSTAC Guide to your perfect Digital Marketing Plan. Paul created the SOSTAC Planning framework, adopted by CIM, universities, blue-chips and start-ups globally, with the new SOSTAC Certified Planner course now on sostac.org. Paul also founded GreatSportsmanship.org, an NFP edutainment programme inspiring a new generation of global citizens through short stories about kindness, respect and friendship.

1. Introduction to Digital Marketing 2. Digital Customers 3. Digital Models 4. Content Marketing 5. Create Integrated Campaigns 6. Social Media Marketing 7. Digital Communications 8. Designing Digital Experiences 9. Digital Innovation 10. Digital Marketing Plan