Digital Marketing. Annmarie Hanlon

       SAGE Publications India Pvt Ltd

      B1/I-1 Mohan Cooperative Industrial Area

      Mathura Road New Delhi 110 044, India

      Copyright © Annmarie Hanlon, 2019

      All rights reserved. No part of this book may be reproduced or utilized in any form or by any means, electronic or mechanical, including photocopying, recording or by any information storage or retrieval system, without permission in writing from the publisher.

       This edition is for sale only in South Asia-India, Afghanistan, Bangladesh, Bhutan, Myanmar, Nepal, Pakistan, Sri Lanka and the Maldives

       Library of Congress Control Number: 2020942378

      Published by Vivek Mehra for SAGE Publications India Pvt Ltd. Typeset in 10/12 pt Cambria by AG Infographics, Delhi.

      This book is dedicated to Nick, who positively makes all things possible.

      To my parents, who were there at the start but left before the ink was dry, Ar dheis Dé go raibh a n-anam.

      About the Authors

      Annmarie Hanlon

      is a Senior Lecturer in Digital Marketing at the University of Derby and a practitioner who works on digital marketing strategy and social media projects with charities, household names and service businesses.

      Originally a graduate in French and Linguistics, Annmarie subsequently gained a Masters in Business Administration, focusing on marketing planning. She studied for the Chartered Institute of Marketing Diploma for which she won the Worshipful Company of Marketors’ award for the best worldwide results.

      As an early adopter, working in ‘online marketing’ since 1990, she is a Senior Examiner in digital strategy, a Fellow of the Chartered Institute of Marketing, a Member of the Marketing Institute Ireland and a Liveryman of the Worshipful Company of Marketors. Annmarie is past winner of the Mais Scholarship and her research interests include the strategic use of social media in organisations, differences in practice between generations and the technology that makes it happen.

      Follow her updates on Twitter @AnnmarieHanlon

      Acknowledgements

      Writing a textbook on digital marketing is achieved with a supporting cast of practitioners and academics. As a hybrid part-academic and part-practitioner I am in a wonderful and unique space with access to students as well as organisations of all shapes. Whilst I would like to list everyone who has helped, this would be like the never-ending speech at the awards ceremony! May I thank you all, you know who you are #RoundOfApplause.

      Special thanks are due to: Karen Jones at Aston University, who provided constant motivation and helped with the content marketing and online communities chapters; Adam Civval at Greendog Digital, David Peck at the University of Derby and Peter Rees, an examiner in digital marketing, who all provided inspiration and ideas for mobile marketing; Karl Weaver, the CEO of Isobar, who shared insights into programmatic advertising; Richard Shambler, a long-established examiner in digital marketing and an expert in the SAF framework; some of my former digital marketing students now working in agencies and in-house: Joe Alder, Imogen Baumber and Jade Walden.

      Thanks to those behind the scenes, including: Jonathan Saipe and Tracey Stern, who deliver digital training at Emarketeers, Brian O'Kane at Oak Tree Press in Cork, who inspired me to write my earlier practitioner books, Dave Chaffey, who encouraged me to write a textbook, plus the plethora of anonymous reviewers who provided fantastic feedback.

      Translating the book from an idea to reality was made possible by the detailed and dedicated SAGE team, ably managed by Matthew Waters, Delia Alfonso and Jasleen Kaur.

      Preface

      Digital marketing is a journey that can take an organisation towards new markets, discover new opportunities and protect the current landscape. In the digital marketing journey you can choose to be a navigator or a passenger. As a navigator you explore options, set the course and lead the way. As a passenger you can sit back and take in the scenery or you can lean forward and advise the navigator.

      Whilst digital marketing was established 20 years ago and is one of the fastest moving and most exciting aspects of marketing today, there are fewer universities and colleges providing digital marketing education. As a result there is still a lack of understanding and fewer established frameworks to make it easier to adapt business practices and adopt new ways of working. This book aims to provide that understanding and share the latest concepts to apply in organisations, whether you are a student working on a case study, or heading into your placement year, or juggling a part-time vocational marketing module with work.

      Students can think of this textbook as a digital marketing roadmap, a blueprint for your digital journey, to enable you to become navigators rather than passengers.

      The book contains three key parts. Depending on your knowledge you may start at Part 1 or jump straight into Parts 2 or 3.

      Part 1, Digital Marketing Essentials, equips you with a useful context to the digital landscape. Discover the key concepts to understand how we arrived in this new world and comprehend more about the changing digital consumer.

      Part 2, Digital Marketing Tools, provides a rich source of the key components. It starts with an overarching toolbox that explores all possible digital marketing tactics, followed by more detail with dedicated chapters on content marketing, online communities, mobile marketing