Digital Marketing
Third Edition
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 mar-
keting. 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.
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 workplace, identify the most appropriate course of action and imple-
ment 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 market-
ing, attribution, infuencers and digital marketing objectives.
Part II replicates the successful structure of the frst 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 specifcally 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 compliment and enhance each
chapter’s content can be found on the author’s website at AlanCharlesworth/DigitalMarketing.
Alan Charlesworth is a senior lecturer in marketing at a UK university and has been involved in
what we now call ‘digital marketing’ in either practical, training, research or academic roles since
1996.
Digital Marketing
A Practical Approach
Third Edition
Alan Charlesworth
Third edition published 2018
by Routledge
2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN
and by Routledge
711 Third Avenue, New York, NY 10017
Routledge is an imprint of the Taylor & Francis Group, an informa business
2018 Alan Charlesworth
The right of Alan Charlesworth to be identifed as author of this work has been
asserted by him in accordance with sections 77 and 78 of the Copyright, Designs and
Patents Act 1988.
All rights reserved. No part of this book may be reprinted or reproduced or utilized in
any form or by any electronic, mechanical, or other means, now known or hereafter
invented, including photocopying and recording, or in any information storage or
retrieval system, without permission in writing from the publishers.
Trademark notice: Product or corporate names may be trademarks or registered
trademarks, and are used only for identifcation and explanation without intent to
infringe.
First edition published by Elsevier/Butterworth- Heinemann 2009
Second edition published by Routledge 2014
British Library Cataloguing in Publication Data
A catalogue record for this book is available from the British Library
Library of Congress Cataloging in Publication Data
Names: Charlesworth, Alan, 1956– author.
Title: Digital marketing : a practical approach / Alan Charlesworth.
Other titles: Internet marketing
Description: 3rd edition. | Abingdon, Oxon ; New York, NY : Routledge, 2018. |
Includes bibliographical references and index. |
Identifers: LCCN 2017050236 (print) | LCCN 2017053549 (ebook) |
ISBN 9781315175737 (eBook) | ISBN 9781138039520 (hardback : alk. paper) |
ISBN 9781138039568 (pbk. : alk. paper)
Subjects: LCSH: Internet marketing.
Classifcation: LCC HF5415.1265 (ebook) | LCC HF5415.1265 .C488 2018 (print) |
DDC 658.8/72–dc23
LC record available at https://lccn.loc.gov/2017050236
ISBN: 978-1-138-03952-0 (hbk)
ISBN: 978-1-138-03956-8 (pbk)
ISBN: 978-1-315-17573-7 (ebk)
Typeset in Iowan Old Style
by Wearset Ltd, Boldon, Tyne and Wear。