eMarketing: The Essential Guide to Marketing in a Digital World
Rob Stokes, Quirk eMarketing
Pub Date: 2013
ISBN 13: 978-0-6205651-5-8
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Very comprehensive and their shift from digital marketing to marketing in a digital world makes for a positive shift in framing the challenges the read more
Very comprehensive and their shift from digital marketing to marketing in a digital world makes for a positive shift in framing the challenges the book addresses. There is a good blend of “tried and true” such as SWOT and updates such as adding “people” as a 5th P to the four Ps of marketing. Appendices that include the history of the internet are ideal as they do not clutter the text and distract from primary focus but can provide context, especially for younger students.
I was impressed with the thoroughness of the update and the details of each chapter. The sources cited are recent and that is important in this topic. I did not see a bias in any negative way, especially with regards to methodologies which can often be a source of bias.
The topic provides significant challenges for staying relevant. But, the focus on fundamental principles (think, create, engage, optimize) helps keep the shelf life long. In addition, they seem committed to updates. The examples were current but also significant enough and clear enough in the principles they were illustrating that they would have sufficient shelf life.
The writing is for the most part clear and crisp. The conceptual clarity was also strong. The only thing I see as potential for improvement is the discussion questions at the end of the chapter. They could do more to foster clarity for the reader. They are a bit uneven and overly general in a few of the chapters. The tables of key terms are wonderful for students new to the topic.
The overall model helps here and they are very consistent with tense and pulling through definitions and issues throughout. Concepts are used consistently throughout as well. For example, SMART goals is mentioned in the introductory chapter and then used in more detail in chapter 15. The formatting is also consistent.
The fact that they have an overarching model (think, create, engage, optimize) helps a lot here. There was not a lot of sophisticated engagement with digital media or required link outs to activities, etc. so in that sense the bar was low here, but it works well for what it is.
Some of the sections do feel a bit short. But, the breakouts for key quotes, statistics, diagrams, etc. work well. They break it up without feeling choppy or “busy.” Color coding of each segment of the model was a nice touch.
The link outs to free resources in section 3.7 and throughout was a real plus. Index was comprehensive and accurate as far as I could tell.
Writing was very good. Clean, clear. No issues other than the occasional blip on my end from British spelling. But that of course is me as a US reader. I do not see it as an obstacle and overall it is a very well written text.
Use of Nike and other examples kept it relevant. I would have actually enjoyed a bit wider range of examples and some NPO examples and controversy a bit more. I know that is risky but it also an inherent risk with marketing in a digital world.
For me the main strength of the text is the ability to go from zero to state of the market in one textbook. Very rare to cover that much ground that efficiently. On the (very minor) downside for me the two column format. On screen it required frequent toggling up and down as I got the bottom of the left column and then had to go up to the top of the right column. Small inconvenience though given the overall strength of the text.
The book provides a nice 4-step strategical framework (think, create, engage and optimize) to introduce digital marketing. Under each section, there read more
The book provides a nice 4-step strategical framework (think, create, engage and optimize) to introduce digital marketing. Under each section, there are a list of closely related subtopics covered. It is comprehensive in the way that covers many basic concepts/terminologies that students need to know before they start to do digital marketing. In the 5th edition, a comprehensive glossary and index section are provided in section Viii and iX.
The author explained the concepts well and accurately. However, since the textbook was published in year 2013, many references or hyperlinks provided in the text may not be applicable. Instructors who plan to adopt the textbook may need to let students be aware of this issue or may need to modify/delete some expired hyperlinks from the book.
Digital marketing is a rapid changing field and it’s extremely difficult to keep up the pace with the industry. The content is highly relevant to the fundamental concepts about digital marketing. What I would suggest to an instructor who is considering adopting the book is using the concept framework and supplement with more recent e-commerce stats and case studies.
The author did explain the jargon and technical terminology fairly well. Even if students forget a certain word, with searchable pdf file format, it’s easy to locate the definitions.
The text is very consistent in terms of terminology and framework.
The 4-step strategical framework and the corresponding subtitles make it easy to break the content into smaller modules. Instructors who adopt this textbook can easily pick and choose what topics they would like to include in their courses.
The organization/structure of this textbook is so far the best I have seen. The Think, Create, Engage and Optimize steps lead the students go through the necessary thought process of someone who wants to do digital marketing.
The text doesn’t have much problem with image distortion, however, as mentioned earlier, many reference URL and interactive interface (e.g. p.472, the QR code for the GottaQuirk blog) were broken. The broken information may cause students lack of interest in the textbook or lose their trust towards the textbook. I was also hoping that the URL links would work too. Right now, in the 5th edition, you can only copy and paste the hyperlinks into a browser to see the content.
The text is easy to understand and no obvious grammar errors.
Overall, the content is culturally neutral. The text was written in British English and some of the hyperlinks provided in the textbook were South African versions. The instructor may need to remove unnecessary URLs to reduce confusion.
I was very impressed with how comprehensive the book was in relation to small business management. Additionally, there is a big appendix in Chapter read more
I was very impressed with how comprehensive the book was in relation to small business management. Additionally, there is a big appendix in Chapter 16 which reviews ideas within the book.
There were some minor mistakes in the book but overall the content was accurate. I would recommend a better approach towards proof reading in future editions.
I do not believe there is an expiration date for the content within the book as small businesses will always exist and this book is a guide to small business management. The authors have written the book with the approach that small business management is a practical human activity rather than a theoretical concept.
I believe the book has been written for all types of readers where all the concepts are straight forward to grasp. Additionally, the appendix at the end of the book aids the reader further through a mini-dictionary, especially, in the case of any jargon or technical terminology.
I believe the book keeps a consistent tone, writing style along with consistency in framework and terminology discussed in the book where there are no contradictions.
In terms of modularity, the text within the book is easily and readily divisible into smaller reading sub-sections which can then be assigned to different points. There is an element of flexibility in the case of re-arranging the text to represent any other points.
I found the book's organisation, structure and flow very user friendly. There are plenty of paragraphs, smaller sentences along with logical arrangement of related topics.
In terms of interface, I have had minimal to absolutely no issues.
there were some errors within the text which can be addressed for future editions through maybe adding a bigger proof reading team to the pre-launch activity associated with the future editions.
I believe the book is very relevant in terms of culture where although the book is set in the USA, most concepts and ideas can be transferred over to the British society.
I found the book a comfortable read where I liked the author's approach in writing key words in bold within their discussion in order to highlight their points to the reader. This allowed me to remain on the same wavelength as the authors while reading the book.
This textbook has an excellent coverage of the subject matter. It includes almost all aspects in e-marketing ranging from emarketing tactics to read more
This textbook has an excellent coverage of the subject matter. It includes almost all aspects in e-marketing ranging from emarketing tactics to strategy as well as Web design, writing for the web, marketing research. It is good for giving students a broad introduction of emarketing. The index and glossary are good. Unfortunately, the comprehensiveness makes it difficult to focus on certain areas where students seem to be more interested in. For instance, the social media and the mobile advertising are today's hot areas, but the textbook could not elevate these areas over others. Also, a lot of content in the book are aging. Given the comprehensive nature of this book, it will take author(s) much time and effort to remove the obsolete content, update the existing content, and include the new content.
Although the content was accurate at the time of writing, it has been less accurate in the passage of time. The problem is that the subject of emarketing is like fast moving target. It is constantly changing. Things get old quickly and new things keep coming out. Therefore, what used to be accurate could become quickly obsolete or less accurate. For instance, statistics used were not longer accurate and tools/software mentioned no longer were used or did not exist in the present context. Looking at the references at the end of each chapter, most were around 2008. A lot of changes have taken place even in one year, let alone a decade.
This is related to the comment #1 and #2. The relevance/longevity of this particular edition of the textbook is low. This is not the fault of the author(s). The content just need to be updated to bring relevance to the present context. The subject of emarketing tends to have short longevity.
The book did a good job in explaining and illustrating the concept, tactics, and real-world examples. The jagon/terminology was explained. There was no need for any technical or business background to understand the content.
The consistency is high.
Although the text already has some degree of modularity. In the later edition, the modularity is much better. For instance in the 4th edition published in 2011, the book was divided into four key modules: Think, Create, Engage, and Optimize. All the chapters fit well under each of the modules. Sections inside the chapters are well organized to support the chapters and the modules. With a high level of modularity, the text provides instructors leeway to pick and choose areas to cover and to emphasize.
Overall, the organization/structure/flow of this textbook is fair. However, the later edition has improved even more. The organization flows in a logical fashion and the content is linked by the key modules: Think, Create, Engage, and Optimize.
The book is easy to read and follow. All the illustrations are well crafted. The use of color is quite good. However, to print the e-book is little more challenging. Due to the light color of some texts, while they look OK on the screen, some texts did not print out well on the paper. Also, there is NO mobile friendly version. PDF format lacks the responsiveness when it is read from a mobile device.
The text contains no grammatical errors, but one needs to be aware that it was written in British English.
The text tries to reach out to the global audience. It used examples and cases from different countries including Europe, S. Africa, and the U.S. Although this is a good attempt, in practice trying to reach global audience makes the text less cultural relevance to a specific country. For instance, when the text was adopted and used in the U.S., students seemed not to be able to appreciate or relate to tools/services/software from other countries. They never heard of companies or organizations that might be familiar to others. Perhaps, it could be the same case for students in other countries to appreciate when things related to U.S. were presented in the textbook. In this subject of emarketing, it is more difficult to be cultural relevance. I think therefore it might be better just to include country specific information rather than trying to reaching to many different countries.
Overall, the text is a good text for emarketing at the time of its writing (about 10 years ago). However, things have changed much since then. In order to be accurate, relevant, consistent, and informative, the text needs to be updated. Obsolete content needs to be removed. Old content needs to be updated. New content needs to be added. My recommendation is not to adopt the existing edition of the text currently posted in the Open Textbook Library. If anyone likes the text, he/she should look for the newer edition of the same text. It has all the strengths of this text but with up-to-date information. More recent references, update links, relevant materials, and current and future trends are among the features in the newer edition of the text. I adopted and used the 4th Edition (published in 2011). Even this one is already aged. Unfortunately, the more recent edition is no longer free and open as the older edition.
This is a good base text for an introductory digital marketing course. It could be supplemented with current social media concepts and practices for read more
This is a good base text for an introductory digital marketing course. It could be supplemented with current social media concepts and practices for third and fourth year students. It offers an overview of the structure of essential marketing concepts, with enough information to provide the context students need to have a thorough understanding of online marketing.
The content was accurate, but the many of the references are dated.
Due to the rapid changes in digital marketing, I often turn to non-traditional books that are very current. One thing that those books lack is the structural overview that traditional textbooks provide. This textbook helps fill in those gaps and while many of the references are dated, such as examples from the 2008 presidential campaign, the overall concepts discussed add another dimension to a course.
This book introduces a lot of industry terminology that marketing students need to know. In a field filled with industry jargon, the author does an excellent job of explaining each term in very clear, concise language. This overview of terms and in-depth explanations is easily understood by students.
This textbook is well-written, clear and consistent.
Each chapter of the book has an introduction, content and references. This structure makes it easy to use the entire book or incorporate only the pieces that fit into a specific course.
Each section flows logically from one to the next.
Several of the links in the book no longer function, but overall most work and were both relevant and useful.
This reviewer observed no grammatical errors.
This reviewer observed no culturally insensitive or offensive content.
I began incorporating sections of this textbook into my digital marketing courses this year. It is a very useful book and I recommend it. This text is a helpful addition to what we already have in place because it offers very concise explanations of a wide range of concepts. In this rapidly changing field, I think this text strikes a good balance by offering some theory along with relevant examples that are fairly up-to-date. This book is an excellent base text to work with while adding up-to-the moment content in the classroom.
The text is very comprehensive, compared to two other emarketing texts that I have used. Emarketing is a fast moving subject area, so it is read more
The text is very comprehensive, compared to two other emarketing texts that I have used. Emarketing is a fast moving subject area, so it is challenging to cover all of the emerging aspects of this topic. The author manages to do this in a way that allows the instructor to build on the author's conceptual framework as needed. The text is organized in a way that allows the instructor and students to self-determine how deep they wish to go into each topical chapter. There was no index in the PDF version of the text, which would have helped to demonstrate how comprehensive the text is.
I found no inaccuracies or biases in the text.
The fundamental concepts have long term relevance. The terminology and examples could use some updating. The text would benefit from an accompanying website that provides supplementary content to each chapter with newer material, e.g. the new expanded domain extensions such as .tech, .vin, etc. This could even be user-provided content, organized by the same chapter framework as the text.
The writing is clear, and provides extensive definitions and examples of any technical terms that were used. There was no glossary in the PDF version, which would have made it even clearer to understand.
All of the chapters are organized in the same, logical framework, so the student will find it easy to navigate from one chapter to another and within each chapter. The chapters and sub-chapter sections are all numbered in a logical sequence. However, there was no table of contents in the PDF version, with that same numbering scheme.
The modular structure was one of the best features of this text. Most of the chapters are written in a way that permits them to be used as stand-alone lessons, and taken in any order. It would be simple for the instructor (or students) to supplement the text with their own material or chapters. It would be interesting for the students to search for relevant videos, for example, to illustrate some of the concepts in the text.
The organizational structure in each chapter moves from the general to the specific. I really like the sub-chapters with a single Learning Objective, each, and then Key Learnings at the end of the chapters. This reinforces the modular organization.
The diagrams and images are all laid out in a professional manner, and all of the links that I tested worked fine. The colors, fonts and layout are also consistent from chapter to chapter.
I found no grammatical errors in the text. It is very well edited.
The text culturally inclusive, and has no observable biases.
The author has a deep understanding of the subject matter, as well as clever approaches to explain it to students in bite-size portions. It is lengthy (almost 500 pages); but the modular structure makes it easy for the instructor to use just the chapters of interest. The PDF version really needs a "book cover" illustration, table of contents, including sub-chapter numbered headings; a glossary and an index. The promotion for the text indicates that these all exist; but I was unable to find them. I highly recommend this text for courses in eMarketing. It is also a useful reference book for professionals working in this field.
The text adequately addresses the major and minor details of e-marketing and in some cases provide a “how-to” section, allowing practitioners to use read more
The text adequately addresses the major and minor details of e-marketing and in some cases provide a “how-to” section, allowing practitioners to use it as a reference. One area missing for the classroom is an international comparison of e-marketing use and success, which is helpful for both students in today’s marketplace and practitioners who may work in global organizations.
The examples used, case studies featured, screen shots illustrated, and figures presented are all seemingly accurate. The content is spot-on, and thoroughly presents a plethora of relevant information that comprise e-marketing. I am not sure the timeline in Chapter 1 reviews all key dates, though.
There are good, relevant examples and content included here. The information ties marketing research concepts to e-marketing platforms nicely, and easily connects the intricacies of e-marketing to a bigger, holistic picture. There is relevancy for students and practitioners.
While some industry-specific terms and acronyms are used, they are clearly defined and written for both the eye and ear of a novice versus an expert. The conciseness of the concepts and their relevancy does not create shortcomings in clarity.
The text is clearly written with one voice, made obvious by the consistency in sentence structure, word choice, concept definition and application, and overall framework of the content.
With well-placed lists throughout the text, the reader can quickly find relevant points without being bogged down with unnecessary word-heavy paragraphs, making it easy for the text content to be used wholly or in parts. Key content is made obvious by sentence structure and overall layout. On the flip side, there are a lot of lists (though helpful).
The short chapters are an easy read, with some key features that add value for the reader. The paragraphs flow well, and the use of figures helps with visualization of content while also breaking the monotony of text. There could be more figures, and some of the present figures need dates or timeframes as a reference point. The “key takeaways” sections serve as a nice review (easy to incorporate into the classroom). The exercises are relevant, they stimulate critical thinking, and are practitioner-based.
The text is easy to navigate and nicely labeled. Placing the references at the end of each chapter allows modularity of the content, but does require extra space before beginning the next chapter.
There were no grammatical errors in the text.
I did not find there to be any level of cultural insensitiveness in the text. As an additional chapter, it would be neat to compare e-marketing as it is known and used in America to other countries.
This book would be great for an intro to e-marketing class because of its thoroughness, or as a supplemental book for advertising or social media courses because the concise content can serve as a reference tool. Detailed and robust, it is an easy read with good “chunks” of up-to-date knowledge.
This book offers an overall perspective of e-marketing. Although app development and current technology has impacted e-marketing the text provides perspective. read more
This book offers an overall perspective of e-marketing. Although app development and current technology has impacted e-marketing the text provides perspective.
Although many of the links need updating (due to rapid change in the industry) there were no typos.
The text could be updated with current links and new techniques, yet for undergraduates (especially digital natives) it is key to understand basic strategies. There are excellent charts and takeaways that are relevant. Picking and choosing what you need for a specific area (such as pay-per-click) make it useful.
Well written and easy to understand.
Terminology is consistent throughout the text; index, references and table of contents are all clear.
Using smaller parts of this book is feasible to supplement more current information online. It provides breadth not readily available in most blog/social media size snippets of information.
Flows well; good continuity. Major concepts are easy to understand and tie together in a logical order.
PDF version worked well.
No grammar, spelling or errors in the writing.
Examples are broad and varied.
This book provides clear information regarding tactics, techniques and strategies used in electronic marketing. The examples are somewhat dated because the industry changes quickly--however, the concepts are the same. I would recommend this text.
The text covers all areas of emarketing. Very thorough, complete, and comprehensive. read more
The text covers all areas of emarketing. Very thorough, complete, and comprehensive.
I found no errors, seems to be unbiased and accurate.
The author uses a lot of political data that will lose relevancy. Also, some material regarding web sites and marketing issues are dated. Other than that, the big overall concepts are still relevant and valid. Still, a very good text for undergraduates.
The book is free of complex jargon. Perfect for undergraduates. The writing is clear, thoughtful, and articulate.
The internal coherence of the book is very good. Consistent and clear.
I only use parts of this text for my class. I just use it to augment what we already have in place. One of the reasons I use this text is for the modularity. It is easy to use just the chapters you need.
The scaffolding is perfect for undergraduates. Key concepts are always defined and clarified.
There are no problems with the books interface.
I found no grammar, syntax, spelling or mechanical issues.
The book is free of race, class, gender insensitivities.
I use this text to augment my digital commerce class. It works well when we come to discuss emarketing. It falls short of a stand alone text for my class because in addition to emarketing, we cover the creation and distribution of information and the social and political ramifications of the information economy. That said, this text is a fantastic book on emarketing and all the basics are covered and should make a very nice textbook of an undergrad emarketing class. The parts I've used are precise, clear, and concise. I have no problems with this text.
Table of Contents
About the Book
The newly updated edition - based on Quirk's unique Think, Create, Engage, Optimise structure and processes - includes chapters on the latest marketing trends as well as updated facts and figures and all new real-world case studies showing the application of digital best practice.
Other important updates include:
- Expansion of the THINK section to better position itself as a platform for approaching the rest of the book and the marketing process overall.
- Enormous improvements to the Market Research and Strategy chapters and the addition of a Content Strategy chapter.
- New Usability Design chapter.
- Expansion of the Video Marketing and Mobile chapters to reflect the growing importance of these areas in the digital landscape.
About the Contributors
Rob Stokes earned his Business Science Degree at the University of Cape Town and is the 2009 Bookmarks Winner for the Best Individual Contribution to Digital award. His Marketing Honors Thesis, which focused on the topic of email marketing, led to development of the company Quirk eMarketing, which he currently is the CEO of. He is considered to be an eMarketing specialist and he lectures on Internet Marketing at the University of Cape Town, Red & Yellow School of Advertising and Cape Peninsula University of Technology. He also holds various workshops and presentations on eMarketing across the globe.