Marketing your business through social media isn’t an option these days—it’s absolutely imperative. In this new edition of the bestselling Social Media Marketing All-in-One For Dummies, you’ll get comprehensive, expert guidance on how to use the latest social media platforms to promote your business, reach customers, and thrive in the global marketplace.
Social media continues to evolve at breakneck speed, and with the help of this guide, you’ll discover how to devise and maintain a successful social media strategy, use the latest tactics for reaching your customers, and utilize data to make adjustments to future campaigns and activities. Plus, you’ll find out how to apply the marketing savvy you already have to the social media your prospects are using, helping you to reach—and keep—more customers, make more sales, and boost your bottom line.
Includes the latest changes to Facebook, Twitter, Pinterest, LinkedIn, YouTube, and more
Offers tips for engaging your community and measuring your efforts
Explains how to blend social media with your other online and offline marketing efforts
Shows you how to leverage data to learn more about your community
Don’t get left behind! Let this book help you get the most from every minute and dollar you spend on marketing.
Digital Marketing: A Practical Approach
As in the previous editions of this book, whilst strategic issues are included where appropriate, by concentrating on the operational and functional aspects of this dynamic subject, Digital Marketing: A Practical Approach provides a step-by-step guide to implementing the key aspects of online marketing. Similarly, although primarily aimed at an academic market, the practical – rather than purely theoretical – nature of the book means that it will be equally useful in both training and self-learning scenarios.
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After reading this book – and completing the exercises within it – the reader will be equipped to undertake any digital marketing role within a variety of organizations. The practical case-study exercises – based on theory and recognized good practice – will ensure that readers will be able to analyse situations within the work place, identify the most appropriate course of action and implement the strategies and tactics that will help the organization meet its online objectives.
A key aspect to this digital marketing book is the use of a number of bespoke case studies that are designed to make clear how the impact of each online application varies between organizations and markets. For each section of every chapter there is a case study question that is pertinent to that subject – though readers are welcome to switch case studies for each question if they so wish, or even substitute their own organization. This makes the book an excellent text for work-based learning programmes such as Degree Apprenticeships.
As the subject has evolved in recent years, so too has the structure of the third edition of this book. The book is now in two distinct parts.
Part I considers the environment in which digital marketing is practised, digital buyer behaviour
and has a chapter that includes sections covering strategic digital issues such as content marketing,
attribution, influencers and digital marketing objectives.
Part II replicates the successful structure of the first two editions of the book by having chapters
devoted to the key elements of operational digital marketing. Essential updates made necessary by
both technology and consumer behaviour are made to all elements, but specifically to programmatic
advertising and marketing on social media. There is also the addition of a chapter devoted to e-metrics
and online analytics. Online support and subject updates that both complement and enhance each
chapter’s content can be found on the author’s website at AlanCharlesworth.com/Digital Marketing.
