Digital marketing : strategy, implementation and practice

Abstract

I am fortunate to have shared my journey of understanding how best to use digital marketing with thousands of students and marketing professionals and I thank you for sharing your experiences with me. I’d particularly like to thank all the practitioners who have shared their experiences on applying digital marketing in their articles and webinars on Smartinsights. com and past, present and future colleagues who I have enjoyed working with to develop our digital communications at Smart Insights, in particular my co-founders Stu Miller and Danyl Bosomworth. Likewise, I appreciate the effort made by the digital marketing specialists who have shared their knowledge as expert commentators on Smart Insights, including Mike Berry and Richard Sedley (marketing strategy), Dan Barker, Ben Jesson and Pritesh Patel (analytics), Dan Bosomworth, Paul Fennemore, Katy Howell and Marie Page (social media marketing), Rene Power (B2B marketing), Rob Thurner (mobile marketing), Chris Soames, James Gurd and John Newton (search marketing), Lilach Bullock (social media marketing), Mel Henson (copywriting), Paul Rouke (usability) and Kath Pay, Tim Watson and Jenna Tiffany (email marketing). Also to the many occasional contributors who have shared their expertise and experiences. The authors would like to thank the team at Pearson Education for their help in the crea- tion of this text through many useful reviews, especially Anita Atkinson, Rufus Curnow, Elizabeth Leight, Manoj Lodhi and Diane Jones. As always, special thanks go to my family for supporting me in the ongoing updates and educating me via their personal and business use of social media marketing!