Description

Staying true to its former edition ‘Fundamentals of digital marketing (second edition)’ is an honest attempt to capture and showcase the evolving Indian landscape of digital marketing to an audience that had for long viewed this academic field from a non-Indian lens. This text will be of great interest to students, professors, readers, and entrepreneurs as it brings forth a pedagogical, framework-driven approach mostly lacking across academic and corporate circuits. Key Features of the new edition: • Inclusion of practical exercises across digital marketing assessment and strategy phases (including consumer analysis, market trend assessment, and competitive research • Implementation exercises on developing owned media and earned presence along with executing paid promotions • Project brief towards understanding and implementing multiple marketing analytics techniques deployed across the digital marketing landscape • Introduction of a new section on Google Analytics (logical) to help upcoming marketers gain a view of why logical is one of the most preferred analytics tools for marketers to understand website actions, engage better with visitors and analyze campaign data • Inclusion of digital marketing trends (that gained prominence in 2018) including voice marketing, micro-influencers, GDP, growth hacking and conversion rate optimization Table of Contents: Unit I: Basics of Digital Marketing • Chapter 1: Introduction to digital marketing • Chapter 2: Digital marketing models creation • Chapter 3: The consumer for digital marketing Unit II: Digital Marketing Strategy Development • Chapter 4: Digital marketing assessment Phase • Chapter 5: Digital marketing strategy definition Unit III: Digital Marketing Planning and Setup • Chapter 6: Digital marketing communications and channel mix • Chapter 7: Digital marketing operations set-up Unit IV: Digital Marketing Execution • Chapter 8: Digital marketing campaign management • Chapter 9: Digital marketing execution element Unit V: Digital Business- Present and Future • Chapter 10: Digital marketing- Landscape and emerging areas • Chapter 11: A career in digital marketing.