Strategic Digital Marketing: Modernizing 21st Century Business - 2nd Edition (Digital Business Series)

About the Book: In an era defined by the rapid digital transformation triggered by the pandemic, businesses across diverse industries have accelerated their online presence. The convergence of marketing strategies with cutting-edge technology and a human-centric approach has become the driving force in establishing a competitive edge and forging meaningful connections with consumers. This comprehensive textbook delves into the heart of this convergence, starting with the essential principles of digital marketing and progressing to equip students with the strategic knowledge necessary to thrive in today's dynamic online marketplace. What's New in the 2nd Edition: In this updated edition, two new chapters have been added to address pivotal aspects of contemporary digital marketing strategy. The first new chapter explores the pivotal role of project management in the realm of digital marketing. It delves into the intricacies of planning, execution, and monitoring, emphasizing how effective project management can streamline digital marketing campaigns and boost overall efficiency. The second new chapter delves into the significance of organizational structure and culture in nurturing a thriving digital marketing strategy. It sheds light on how a company's internal dynamics, including its hierarchy, communication channels, and cultural values, can profoundly influence the success of digital marketing initiatives. Readers will gain insights into creating an environment conducive to innovation and digital marketing excellence. With a focus on key topics such as social media, SEO/SEM, digital analytics, and cutting-edge technologies like AI, machine learning, and the metaverse, "Strategic Digital Marketing: Modernizing 21st Century Business, 2nd Edition” remains the definitive guide to navigating the digital marketing landscape of the 2020s. This textbook empowers students and professionals with practical knowledge and industry-driven insights, offering a valuable resource for anyone seeking to thrive in the evolving world of digital marketing. Review from a Student: “I must admit, I had a phobia of taking this course. Mainly because I never considered myself a creative person as a marketer would be. I am so glad I was able to take Dr. Allison's course. I [sic] made the course manageable to understand. His course book was understandable and related to the course. I not only learn academically about digital marketing, but I gained knowledge on a personal level as well. For a person who has no marketing experience, the course is rigorous, assignments are demanding, but I greatly appreciate doing the assignments versus test and quizzed. I learned so much more completing the assignments. Dr. Allison gave us real work experiences through the milestones and final project. I would suggest anyone required to take a marketing course to take Dr. Allison s digital marketing class.”