Author Description

To develop the skills needed for digital marketing planning, this book covers key topics such as Search Engine Optimization (SEO), Pay Per Click (PPC), types of online advertising, email marketing, viral marketing, online PR, affiliate marketing, social media, digital metrics and legislation, regulation and codes of practice. It shows marketing students and professionals how to: - Appraise different planning approaches and marketing environmental factors that influence online marketing activity - Discuss key stages in online development using relevant business models - Analyze the way in which the Internet has changed the marketing mix elements and how organizations employ them creatively in the digital environment - Apply relevant tools and concepts to measure and monitor an annual online marketing plan. The Cambridge Marketing Handbook: Digital Marketing provides the knowledge and skills necessary to plan, implement, measure and evaluate successful campaigns.