Includes bibliographical references and index.

Chapter 1 Introduction to Digital Marketing
Chapter 2 Display Advertising
Chapter 3 Search Engine Advertising
Chapter 4 Social Media Marketing
Chapter 5 Facebook Marketing
Chapter 6 LinkedIn
Chapter 7 Twitter Marketing
Chapter 8 Emerging Platforms
Chapter 9 Mobile Marketing
Chapter 10 Search Engine Optimization
Chapter 11 Digital Analytics
Chapter 12 Video Marketing
Web Chapters
Chapter 13 Online Reputation Management
Chapter 14 Technological Advancements in Digital Marketing

Built to focus on what matters most in today’s high-tech, globalised world, the second edition of Digital Marketing combines curricula needs with practitioners’ insights from across the entire spectrum of the subject area. The book takes a thoroughly application-based approach and is useful for both beginners trying to understand the nuances of the subject as well as practitioners needing managerial insights. The text is replete with images for better understanding of the workings of the most popular digital marketing platforms and a plethora of Pedagogical features aid easy understanding and retention of concepts and applications.
KEY FEATURES
• Two new chapters on Digital Analytics and Video Marketing
• Two new web chapters on Online Reputation Management and Technological Advancements in Digital Marketing
• New sections such as zero moment of truth, bid adjustment, TikTok for marketing, EdgeRank Algorithm, best practices for UI/UX design etc.
• Updated pedagogy with new Critical Thinking and Critical Review Questions
• Thoroughly updated data, text, pictures, and exhibits across the chapters
• Supplemented with online learning resources