Digital Marketing Fundamentals From Strategy to roi marjolein Visser, Berend Sikkenga & Mike Berry
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Digital Marketing Fundamentals From Strategy to ROI Marjolein Visser, Berend Sikkenga & Mike Berry 2 nd edition Digital Marketing Fundamentals Marjolein Visser RM Berend Sikkenga SMP Mike Berry Second edition Noordhoff Groningen / Utrecht Cover design: G2K Creative Agency (Groningen-Amsterdam) Cover illustration: Getty Images Any comments concerning this or other publications should be addressed to Noordhoff Uitgevers bv, Afdeling Hoger onderwijs, Antwoordnummer 13, 9700 VB Groningen or via the contact form at www.mijnnoordhoff.nl. The information contained in this publication is for general information purposes only. No rights or liability of the author(s), editor or publisher can be derived from this information. 0 / 21 © 2021 Noordhoff Uitgevers bv, Groningen/Utrecht, The Netherlands This publication is protected by copyright. If you wish to (re)use the information in this publication, you must obtain prior written permission from Noordhoff Uitgevers bv. More information about collective rights management for Dutch educational institu- tions can be found at www.onderwijsenauteursrecht.nl. ISBN 978-90-01-74984-2 NUR 802 ISBN 978-90-01-7498 - (ebook) 5 9 © Noordhoff Uitgevers bv Welcome to this, the Second Edition of Digital Marketing Fundamentals. It is three years since the first edition of Digital Marketing Fundamentals was published, and nine years since the original Dutch version of this book was launched. Marjolein and I have been gratified to learn that the books have found a permanent place in the curricula of providers of accredited marketing courses and in the business education programmes of universities across the world. Universities and business schools in Australia, New Zealand, Asia, Scandinavia, the Netherlands, the US and the UK have adopted the book which won the PIM Marketing Literature Prize for The Best Marketing Study Book. Sadly, just after we started working on this edition, we received the news that Berend Sikkenga, co-initiator and co-author of this book, had died unexpectedly. We dedicate this edition to him. Berend was an inspirational Digital Marketer and Digital Marketing Fundamentals would not exist without him. Naturally, we also wish to thank to our publisher Bert Deen for his enormous dedication, and patient encouragement. We thank our colleague Tony Williams – who is not only an accurate and tireless translator, but fluent in Dutch, English and Digital Marketing. We also thank our families including Jane and Douwe for their support and understanding while we wrote this book. Contributions from over twenty Digital Marketing specialists (see ‘About the authors’) ensure that contemporary best practice is firmly embedded in the approach and techniques in this book. We are grateful for their involvement. In addition, we thank all Digital Marketing professionals and organisations who have provided us with current examples and cases. Digital Marketing continues to evolve and the pace of change is increasing. For this edition the book has been completely revised and many new examples and cases added. We feature emerging technologies such as Artificial Intelligence (AI) and Natural Language Processing (NLP) and the opportunities they increasingly offer to marketers. We focus on the need to quantify objectives and to measure systematically the return on investment in Digital Marketing activities. Recent research outcomes, techniques, sources and examples have been incorporated throughout the book. Two essential models are introduced in Chapter 1 and run through the whole book: the Digital Marketing funnel and the RAIA model for Digital Marketing communication. Preface © Noordhoff Uitgevers bv We very much appreciate the fact that the first adopters of this book have provided several suggestions for improvement. It is wonderful that an increasing number of teachers and students from across the world are sending us tips and ideas. We value your contributions! We hope to meet all readers soon in the groups for this Book: r digitalmarketing.noordhoff.nl: the official website, including test questions, trainer concepts and Teaching PowerPoints r LinkedIn Lecturers Digital Marketing Fundamentals (linkedin.com/ groups/13568788/): for tips, current events, research results and discussion r Digital Marketing Fundamentals on Facebook (www.facebook.com/ groups/digital.marketing.fundamentals.book): eg. new insights and information exchange For educators there is a special Dropbox folder available with additional study materials. Ask for access by sending a mail to info@market-wise.nl. Meanwhile: feel free to connect with us on LinkedIn: https://www.linkedin.com/in/mikeberrylinkedin https://www.linkedin.com/in/marjoleinvisser See you online! Mike Berry and Marjolein Visser RM © Noordhoff Uitgevers bv Download 430.3 Kb. Do'stlaringiz bilan baham: 
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