Product Description
Digital Marketing – A South African Perspective
Author: B Stiehler-Mulder
Format: Physical Hardcopy
Digital Marketing refers to the use of digital channels, platforms and technologies to promote products or services and engage with audiences. It is a world that moves at a rapid pace and is best understood by those who engage in it every day. Developed by a digital marketing lecturer with both academic and industry experience who became frustrated by the challenges of outdated resources and theoretical-heavy approaches, Digital Marketing provides practical, up-to-date knowledge essential for navigating the dynamic digital marketing landscape.
Digital Marketing has a strong focus on “learn by doing” and actively encourages students to complete tasks and activities using digital tools. This hands-on approach ensures that the knowledge gained is not just theoretical, but immediately applicable in real-world scenarios.
Contents include the following:
Features:
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An introduction to digital marketing
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Unpacking how technology is shaping marketing
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Data management and big data
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Privacy and data protection
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Digital research
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Customer centricity
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Digital strategy development and execution
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Owned, paid and earned media
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Content creation
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Influencers and personal brands
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Integrating online and offline marketing
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Ecommerce
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Starting your own digital business
Contents:
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PART 1 AN OVERVIEW OF DIGITAL MARKETING
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Chapter 1: Introduction to digital marketing
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Chapter 2: Unpacking how technology is shaping marketing
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Chapter 3: Data
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Chapter 4: Protection of personal information
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PART 2 UNDERSTANDING DIGITAL AUDIENCES Chapter 5: Digital research Chapter 6: Customer centricity
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PART 3 DIGITAL STRATEGY AND PLANNING
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Chapter 7: Digital strategy
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Chapter 8: Execution of digital strategy
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Chapter 9: The digital team
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PART 4 DIGITAL MEDIA AND CONTENT CREATION EXCELLENCE
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Chapter 10: Owned media
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Chapter 11: Paid media advertising in digital marketing
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Chapter 12: Earned media
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Chapter 13: Content; creative excellence in digital marketing
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Chapter 14: Influencers and content creators
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Chapter 15: Integrating online and offline marketing
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PART 5 THE DIGITAL BUSINESS Chapter 16: Digital commerce Chapter 17: Starting your online business
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