Emarketing Excellence—Planning and Optimizing Your Digital Marketing

Chaffey, a marketing trainer and consultant who lectures in e-commerce at universities in the UK, and Smith, a marketing author, speaker, and adviser, offer marketers and undergraduate and graduate students of business and marketing a guide to creating and implementing e-marketing plans. They discuss its benefits and risks; the difference from e-commerce, e-business, and digital marketing; the alternative digital communications channels and technology platforms; the problems with sloppy e-marketing; how to present a business case for increasing online activities; how to evaluate options for an organization's marketing mix; how to assess the online marketplace, review new business, revenue, and communication models, and develop budget models; the characteristics of online customers; website design; traffic building, including search engine marketing, online public relations, partnerships, interactive advertising, opt-in email, and viral marketing; online customer relationship management; measurement and optimization; and planning. This edition incorporates social media technology like Facebook check-in, social networking, tablets, and mobile applications, and has new sections on online marketing legislation and QR codes, and an expanded section on email marketing. Other new topics include content marketing, digital body language, inbound marketing, automation, remarketing, earned, owned, and paid media, and the Ladder of Engagement. Annotation c2013 Book News, Inc., Portland, OR (booknews.com)

Dave Chaffey is CEO of Smart Insights (www.smartinsights.com), an online publisher and analytics company providing advice and alerts on best practice and industry developments for digital marketers and Ecommerce managers. He also works as an independent Internet marketing trainer and consultant for Marketing Insights Limited and has consulted on digital marketing and Ecommerce strategy for a range of companies. Dave is a visiting lecturer on E-commerce courses at different universities including Birmingham, Cranfield, Derby, Manchester Metropolitan and Warwick Universities. He is also a tutor on the IDM Diploma in Digital marketing, for which he is senior examiner

PR Smith (www.PRSmith.org) is a best-selling marketing author, international speaker and adviser. His five other books are renowned for their ‘edutainment’ style. His SOSTACR Planning System is used by organisations around the world (and in Top 3 business models of all time - Chartered Institute of Marketing). Paul advises and trains organisations that embrace change and creativity in Asia, Africa and Europe. He is also the author/ founder of the Great Sportsmanship Programme which uses social media to mobilise communities into sportsmanship www.GreatSportsmanship.org