Foundations in Digital Marketing
Rochelle Grayson, Langara College
Copyright Year:
Last Update: 2024
Publisher: BCcampus
Language: English
Formats Available
Conditions of Use
Attribution
CC BY
Reviews
Digital Marketing is an ever evolving topic with many facets. The book does a great job, first of providing an understanding the fundamentals, then providing the building blocks, resources, analytics, etc. to understand and develop digital... read more
Digital Marketing is an ever evolving topic with many facets. The book does a great job, first of providing an understanding the fundamentals, then providing the building blocks, resources, analytics, etc. to understand and develop digital marketing programs. I like the clarifying illustrations and videos. The book also points out developing trends in digital marketing, however being published in early 2023, content on Artificial Intelligence and details of its application in marketing could be significantly expanded.
The book provides up-to-date and relevant information on digital marketing fundamentals, and fundamentals transcend. The "Future Trends" section touches on developing topics and technologies. These topics may extend beyond the classification of "fundamentals", so are not covered in depth. They do however, become highly relevant in today's environment of rapidly developing tech, e.g., Artificial Intelligence (Ai) application.
The information presented is relevant in today's marketing environment. Understanding the dynamics of customer targeting, messaging, metrics, and the building blocks of program development and evaluation, ...is highly relevant.
Material is clear and well explained and understandable.
I like how, in each section, there's an explanation followed by a graphical representation that helps organize or visualize concepts.
The book is organized into clear high-level topics, followed by the supporting sub-topics that lend themselves to easy access - easily digested sections.
The book is organized into clear high-level topics, followed by the supporting sub-topics.
The linked TOC makes topic navigation easy. Visuals are distortion free. It all looks good.
I didn't notice any errors.
It's not culturally insensitive. Graphics are almost solely icon-based illustrations.
Well done. Then content is accessible. Good building block approach.
Table of Contents
- Accessibility Statement
- For Students: How to Access and Use this Textbook
- About BCcampus Open Education
- Introduction
- Part I: Fundamentals of Digital Marketing
- Part II: Generating Customer Demand and Nurturing Leads & Proposals
- Part III: Analyzing and Optimizing Your Digital Marketing Performance
- Part IV: The Future of Digital Marketing
- About the Author
- Versioning History
Ancillary Material
Submit ancillary resourceAbout the Book
Foundations in Digital Marketing is a textbook intended to introduce marketing students to the world of digital marketing. The book covers fundamental frameworks, practical applications, and online tools that can all be applied to build and execute a cohesive and engaging digital marketing strategy. The book covers the fundamental aspects of digital marketing, including areas such as:
- visual storytelling,
- design principles and frameworks,
- search engine optimization and marketing,
- website and landing page optimization,
- content marketing,
- content creation tools and technologies,
- paid advertising,
- social media marketing,
- mobile marketing,
- email marketing,
- attribution,
- conversion rate optimization,
- data and marketing analytics, and
- the future of digital marketing.
The book also features chapter learning objectives, videos, summaries, interactive learning activities, and discussion points, as well as recommended industry certifications and online resources to augment the textbook.
About the Contributors
Author
Rochelle Grayson (MBA in Finance and Business Policy, University of Chicago) is the department chair and Professor of Marketing at Langara College’s School of Management. She is also the industry chair, program advisor, and an instructor for the University of British Columbia’s Sauder School of Business Digital Leadership and Data & Marketing Analytics Programs. In addition to her educational roles, Rochelle is also an Executive-in-Residence with New Ventures BC, where she mentors growth-stage technology companies around their sales and marketing strategies. Rochelle holds a BA in German Literature from Swarthmore College, as well as Six Sigma (Blackbelt) master certifications in Product Development Management and Business Facilitation.