eMarketing: The Essential Guide to Marketing in a Digital World
Rob Stokes, Quirk eMarketing
Pub Date: 2013
ISBN 13: 9780620565158
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Conditions of Use
Overall, a majority of the digital marketing fundamentals the text covers are still relevant today, and it includes an applicable Table of Contents, Glossary and Index. The text does do a good job of introducing the digital marketing concepts and... read more
The introduction does a great job of summarizing all aspects of digital advertising into four words (Think, Create, Engage, Optimize), and points out the key challenges (niche communities, influential media personalities, and fragmented... 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... 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... 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. 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... 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... 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... 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... 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. read more
The text covers all areas of emarketing. Very thorough, complete, and comprehensive. read more
Table of Contents
- 1. Situating digital in marketing
- 2. Digital Marketing Strategy
- 3. Market Research
- 4. Content Marketing Strategy
- 5. User Experience Design
- 6. Web Development and Design
- 7. Writing for Digital
- 8. Customer Relationship Management
- 9. Search Engine Optimisation
- 10. Search Advertising
- 11. Online Advertising
- 12. Affiliate Marketing
- 13. Video Marketing
- 14. Social Media Channels
- 15. Social Media Strategy
- 16. Email Marketing
- 17. Mobile Marketing
- 18. Data Analytics
- 19. Conversation Optimisation
- 20. Appendix
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.