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Digital Marketing

Digital Marketing
Strategic Planning & Integration

Second Edition
Additional resources:

Other Titles in:
Electronic Marketing | Marketing

January 2022 | 480 pages | SAGE Publications Ltd

An unbiased, balanced guide to all aspects of digital marketing, from social media, mobile and VR marketing to objectives, metrics and analytics. Covering all aspects of digital marketing planning and the latest models, the book also offers a range of tools to help implement your own digital marketing plans and strategies.

The second edition has been expanded to include new discussions and research on areas including digital privacy, types of influencers, social listening and the gig economy.  

Key features:

  • Supported by case examples from 28 global companies and brands including IKEA, Uber, Klarna and TikTok.
  • A brand-new case study on Strava runs throughout the book to help you apply what you’ve learnt to real-world scenarios.
  • ‘Ethical Insight’ boxes provide a reflective and challenging look at social issues and the negative side of marketing.
  • ‘Digital Tool’ boxes introduce professional tools, such as ‘Spot the Troll’, Hootsuite and Padlet.
  • The ‘Smartphone Sixty Seconds’ feature provides super-quick online activities using needing only your phone.
  • Includes a new ‘Journal of Note’ feature in each chapter, to direct you to a key source of further reading.
  • Worked digital marketing plan. 
  • Complimented by online resources, including PowerPoint slides, and Instructor’s Manual, quizzes, recommended video links and free SAGE Journal articles.

Suitable for digital and e-marketing courses at all levels, as well as professional courses for anyone interested in gaining a holistic understanding of digital marketing.

Part 1: Digital Marketing Essentials
Chapter 1: The Digital Marketing Environment
Chapter 2: The Digital Consumer
Part 2: Digital Marketing Tools and Channels
Chapter 3: Email, Websites, SEO and Paid Search
Chapter 4: Content Marketing
Chapter 5: Social Media Marketing
Chapter 6: Online Communities
Chapter 7: Mobile Marketing
Chapter 8: Augmented, Virtual and Mixed Reality
Part 3: Digital Marketing Strategy and Planning
Chapter 9: Digital Marketing Audits
Chapter 10: Digital Marketing Strategy and Objectives
Chapter 11: Digital Marketing Planning
Part 4: Digital Marketing Management
Chapter 12: Managing Resources and Reporting
Chapter 13: Digital Marketing Metrics and Analytics
Chapter 14: Integrating, Improving and Transforming Digital Marketing


Find the Online Resources

Instructor Resources (Log-in needed)

  • Editable PowerPoint Slides to allow you to easily integrate each chapter into your lessons
  • Tutor's Notes for each chapter, including access to free SAGE Journal Articles, lesson plans and ideas for assessments
  • Discussion questions
  • A testbank of multiple choice questions and quizzes to test students' understanding of the material 
  • Downloadable templates to add to course resources or to print out in class. 
  • Resource Pack to easily upload all the lecturer and student resources into your university’s online learning platform (i.e. Blackboard or Moodle), and customise the content to suit your teaching needs.

Student Resources (Free to access)

  • Weblinks and video links for lots of extra information to reference in your assignments
  • Worked example of a digital marketing strategy (based on the book's Strava case study) to help you get your project off the ground
About the 2nd Edition
The second edition has been expanded to reflect the latest developments and research including digital privacy, types of influencers, social listening and the gig economy. Watch the video to find out more.

Digital Marketing is an invaluable resource for those who want to discover more about this exciting, emerging and rapidly evolving subject. The logical structure and presentation make it easy to read each topic in depth or to dip into for quick reference. Case studies about recognisable brands increase engagement and application of theoretical concepts, making learning and teaching enjoyable and valuable for students and lecturers alike. Highly recommended!

Sarah Evans-Howe
The University of Buckingham

Annmarie Hanlon has mastered effectively conveying the most crucial digital marketing concepts in a way that is grounded in theory and real-world applications. This second edition text is a must for students exploring the evolving world of all things digital.

Megan F. Hill
Grenon School of Business, Assumption University

Digital Marketing is a flexible book, written to enhance our theoretical understanding and prepping us for the practical skills we need to deliver great digital results in organizations. The second edition solidly elaborates on classical and core theoretical models, and the new cases enlighten students understanding of the need to have good frameworks when creating unique content with competitive advantage.

Cathrine von Ibenfeldt
BI Norwegian Business School

The book has a sound theoretical basis, covering the foundations of the subject in a clear and accessible manner. The Digital Tools regularly provide opportunities for students to apply what they have learned in practice. The book is also up to date in its content, with a selection of recent, global case studies, to engage modern students. 

Desmond J. Laffey
University of Kent

Annmarie Hanlon is placed at the unique intersection of academic and practice. Digital Marketing integrates contemporary examples in the dynamic digital ecosystem to bring alive relevant concepts and theories into practical situations clearly and persuasively. This book is an essential read for both students and tutors. 

Wilson Ndasi
Oxford Brookes University

Marketing as a discipline is undergoing a decisive paradigm shift and how we do things is rapidly changing. Digital marketing is evolving from a niche discipline into the mainstream [...] it's not a nice-to-have anymore, but is now a must-have and is quickly establishing itself as the new standard for marketing principles in the 21st century. Annmarie Hanlon’s textbook has all the qualities of becoming a beacon for marketing practitioners and academics to provide guidance in the new realities of marketing.

Martin Wetzels
EDHEC Business School, France

Relevant and suitable for intended syllabus

Centre for Management and Administration, Universiti Teknologi MARA
September 27, 2023

Excellent book. It is easy for first year students to follow. Not overly complex. It also covers the importance of managing content. Good tasks and discussion points, and a very helpful tutor guide. We have the previous edition in our library, which I will have them upgrade.

Dr Aisha Ijaz
Business School, Edge Hill University
November 12, 2023

This textbook has been adopted as the core text for this module. It provides the theoretical underpinning and practical application guidance. This textbook will also be adopted across our Charted Institute of Marketing modules.

Mrs Kathryn Mitchell
Business School, Staffordshire University
May 19, 2023

This is a comprehensive and detailed resource that I am going to add to my reading lists for multiple digitally related modules. It is written in a way that my L4 students will be able to digest as well as my L6 and PG students to use to help guide them.

Mr mirage islam
School of Arts & Media, Salford University
June 1, 2022

Annmarie Hanlon

Annmarie Hanlon teaches Digital and Social Media Marketing at the Cranfield School of Management and is a practitioner working on digital marketing strategy and social media projects with regional, national and international organisations.Originally a graduate in French and Linguistics, she subsequently gained a Masters in Business Administration, focusing on marketing planning. She studied for the Chartered Institute of Marketing Diploma for which she won the Worshipful Company of Marketors’ award for the best worldwide results. As an early adopter, working in ‘online marketing’ since 1990, Dr Hanlon is a Fellow of the Chartered Institute... More About Author

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ISBN: 9781529742800
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