Simplified chapter introductions blend learning objectives and topics, delivering a clear structure for your students to work.
Updated case studies within the text feature more start-up and not-for-profit businesses, demonstrating increased diversity.
The 5Ds of digital marketing have now extended to 7Ds, further emphasising the importance of goal setting, strategy, and customer insight.
New and updated visuals introduce and better explain digital marketing concepts and options to your students.
A new section on data-driven marketing covers Big Data, AI, and machine learning. A case study further demonstrates how a start-up business can use data-driven marketing as a strategy for its growth.
Updated figures recommend an integrated campaign timeline and introduce the different media types that could be appropriate, depending on the campaign budget.
New figures explain ways for your students to use email marketing and social media as part of the marketing strategy to support customer lifecycle activities (RACE).
New case studies discuss up-to-date industry topics that will keep your students engaged, such as social media influencers, Tik Tok advertising, Bitcoin and marketing applications of blockchain.
More practical coverage of Google Analytics offers insight into evaluating and improving digital channel performance.

Digital Marketing, 8th edition