Dave Chaffey is a digital marketing consultant and co-founder of the marketing advice education learning platform SmartInsights.com. He continues to lecture at universities and colleges including the University of Leeds, University of Portmouth, Manchester Metropolitan University, Cranfield and Warwick and the Institute of Direct and Digital Marketing.

Brief contents

Digital Marketing provides the most comprehensive guide to all aspects of using the Internet, digital media and marketing technology to achieve the goals of integrated multichannel marketing.

This streamlined edition provides comprehensive, practical guidance on how companies can get the most out of digital media and technology to meet their marketing goals. Digital Marketing links marketing theory with practical business experience through case studies from cutting edge companies such as ASOS, Spotify, Zalando and Zappos, to help students understand digital marketing in the real world. To support this, new GÇÿEssential Digital SkillsGÇÖ boxes give students guidance on how to develop key skills they will need in the workplace.

Readers will learn best practice frameworks for developing a digital marketing strategy, plus success factors for key digital marketing techniques including search marketing, conversion optimisation and digital communications using social media including Twitter and Facebook.