Digital Marketing Strategy
Pierre-Yann Dolbec, Concordia University Research
Copyright Year:
Publisher: Concordia University Open Textbooks
Language: English
Formats Available
Conditions of Use
Attribution-NonCommercial-ShareAlike
CC BY-NC-SA
Reviews
Digital Marketing by Dolbec is clear and concise in the organization of the textbook. There is a smooth transition of content as the author works his way through the RACE framework (Dave Chaffey) which offers a construct on how to build a firm... read more
Digital Marketing by Dolbec is clear and concise in the organization of the textbook. There is a smooth transition of content as the author works his way through the RACE framework (Dave Chaffey) which offers a construct on how to build a firm foundation for digital marketing strategy. However, as there are more digital marketing tools introduced (i.e. ChatGPT, Artificial Intelligence, etc.), this textbook could use an update.
The textbook content is accurate and makes great use of another source for content foundation (RACE framework by Dave Chaffey).
There are a number of digital marketing tools introduced post the publishing of this textbook (i.e. ChatGPT, newer Artificial Intelligence tools, etc.). New technologies significantly impact digital marketing processes; and if the textbook is not updated regularly, then this book will become obsolete quickly.
The Digital Marketing textbook uses appropriate industry jargon that is understandable at a 100-200 course level. The presentation of the content is clear and understandable.
By using a contemporary framework as the foundation for the context of this textbook, the author has smartly chosen a resource that extends well beyond the pages of the book. As new technologies are constantly evolving, the framework author has an external site with updated content and additional resources.
The textbook is divided into small portions for reading and adequately divided with backlinks to other resources, interactive figures/pictures, and exercises. There are plenty of graphics and infographics to help engage the student.
Digital Marketing by Dolbec is clear and concise in the organization of the textbook. There is a smooth transition of content as the author works his way through the RACE framework (Dave Chaffey) which offers a construct on how to build a firm foundation for digital marketing strategy. However, as there more digital marketing tools introduced (i.e. ChatGPT, Artificial Intelligence, etc.), this textbook could use an update.
Overall navigation of the textbook is with ease. Students at my Institution are encouraged to use link at the https://opentextbooks.concordia.ca/digitalmarketing. In addition, with there being 12 different methods to access or integrate the textbook, this is a positive as it is wonderful to have so many options for text access. There are plenty of graphics and infographics to help engage the student. In addition, the beauty of an OER textbook you can improve as you wish. At my Institution, we integrated the textbook into the Canvas site using a technology to improve the interface. The integration in Canvas included more interaction by way of concept check questions, live videos, etc.
This textbook is used for an OER course at my Institution. The Instructional Designer had to take time to correct grammatical errors before integrating the text into the asynchronous Canvas course. The ID had to really go through and ensure the text was correct. The issue was not so much spelling issues, but rather words used in the right context and subject-verb agreement.
Digital Marketing by Dolbec uses real world examples and backlinks to a plethora of videos, websites, organizations throughout the book. Because there are so many outside references, authors and resources integrated, this book is inherently diverse. There are consumer examples, situational examples used throughout the book that refer to various backgrounds, lifestyles and interests.
There as so few OER resources (and even paid publisher books) devoted to this subject. An updated version would be helpful.
The textbook covers all bases of the digital marketing process and combines those efforts to other marketing concepts. read more
The textbook covers all bases of the digital marketing process and combines those efforts to other marketing concepts.
Up to date information and is consistent with other marketing concepts.
This textbook is very relevant to marketing concepts for many businesses and up to date with the information.
The textbook is very easy to follow and explains the marketing concepts and language very well with examples and clear detail.
The consistency in the textbook allows for reference throughout as the process is explained in each chapter.
Very well broken down and understandable.
Very well organized textbook with solid references.
Very well interfaced and fluid.
I did not find any grammatical errors.
This textbook is inclusive for all.
I found this textbook to be very engaging and detailed. I feel it would be very easily used as a marketing course textbook or a supplemental textbook for a more advanced course.
Table of Contents
- Introduction to Digital Marketing
- Understanding the Digital Consumer
- Planning for a Digital Marketing Campaign
- Introduction to Digital Strategy
- Reach: Generating Awareness and Attracting Visitors
- Act: Creating Content
- Act: Lead Generation and Lead Nurturing
- Convert: Conversion Optimization
- Engage: Building Loyalty and Co-Creating With Customers
Ancillary Material
Submit ancillary resourceAbout the Book
The Internet has transformed how businesses conduct their activities and how consumers go about buying products. This textbook aims to provide a way of conceptualizing how to do marketing online and a strategic framework to do so.
About the Contributors
Author
Pierre-Yann Dolbec is an assistant professor of marketing and Concordia University Research Chair in Complexity and Markets at the John Molson School of Business, Concordia University. His research tackles big questions to understand the complexity of markets and how people and organizations manage complexity. It has been published in the Journal of Retailing, the Journal of Consumer Research, the Journal of Marketing Research, and Marketing Theory, where it has received distinctions such as most cited and most downloaded articles. Recent media coverage includes the National Post, Channel News Asia, CTV News, Global News, CBC, Journal de Montreal, Les Affaires, and Le Devoir.
He has received more than 700 000$ in funding from varied funding sources, such as the Social Science and Humanities Research Council and the Fonds Société et Culture, is an editorial review board member of the Journal of Consumer Research and an instructor at the John Molson School of Business, where he is responsible for the digital marketing undergraduate course.