Now in its third edition, Digital and Social Media Marketing provides a practice-led approach to digital marketing. This highly regarded textbook combines academic theory with practical examples from a range of different organisations worldwide to highlight techniques for the development and maintenance of a successful digital presence. The book’s customisable models offer organisations a way to decipher their current situation and plan a clear road map for developing a marketing strategy appropriate for the digital era.
Purchase your copy or order an inspection copy
Watch the recording of the Digital and Social Media Marketing: A Results Driven Approach – 3rd Edition book launch event that took palce on Mon, 7 Oct 2024
Meet our book editors and also invited guests such as:
Jim Lecinski, Northwestern University’s Kellogg School of Management: ZMOT model in 2024.
Professor Jim Lecinski is a Clinical Professor of Marketing at Northwestern University’s Kellogg School of Management where he teaches popular courses on Marketing Strategy and Omnichannel Marketing and was named 2022 Kellogg Professor of the Year. He is a recognized expert, in¬-demand consultant and keynote speaker with over 30 years of marketing industry experience, including a notable twelve-year career at Google, where he was Vice President of Customer Solutions for the Americas. Jim’s seminal book about the new marketing model, “Winning the Zero Moment of Truth” known as “ZMOT” was published in 2011 and has been read by over 300,000 marketers worldwide and was featured in the New York Times, Advertising Age and Forbes.
Montserrat Cano, montserrat-cano.com: SEO in AI
Montserrat Cano is a seasoned global digital strategist and trainer, managing projects across various sectors in both English and Spanish-speaking markets. She excels in managing projects across various sectors, optimising business outcomes through efficient internal workflows. Montserrat is a speaker at international industry events and a mentor to fellow SEO and digital professionals. Appointed as an ambassador for Google’s Women Techmakers programme, she is dedicated to empowering women in technology. Montserrathas also co-authored two books on SEO. For more information, visit montserrat-cano.com.
Simon Lesser, Dragon Metrics: Tools for AI in SEO
Simon Lesser is the cofounder and CEO of Dragon Metrics. He loves building software that helps customers get the SEO data they need to make smart decisions. Getting his start in SEO working for agencies in the US in 2007, Simon later spent 6 years in China and helped co-found Dragon Metrics in Hong Kong shortly before moving back to the US in his current New York City.
Robert V Kozinets, University of Southern California: Netnographic data insights
Robert V. Kozinets is a multiple award-winning professional researcher and teacher. He invented and developed the multidisciplinary qualitative digital research method of netnography. Through his published research, Kozinets has provided insights into areas such as social media marketing, influencers and creators, fandom and marketing, and consumer activism. His work often ventures into the intersections of technology, markets, and culture. He has published over 100 articles and chapters as well as eight books and is currently working on a new book series on fandom co-authored with cultural studies legend Henry Jenkins.
Tina Judic, Tomorrow Group: The Future of Search
Tina Judic is the chairman and co-founder of Tomorrow Group, an independent agency network focused on performance, social, data science, and analytics, shaping the future of digital experiences. Tomorrow Group includes several innovative brands, such as /Found, a leading search performance agency utilizing PPC, SEO, paid social, and creative content, driven by Natalie Patel’s team, which employs data and AI to deliver winning strategies for global brands. /Disrupt, led by Stevie Johnson, is a thriving social and influencer marketing agency that specializes in the creator economy, blending culture, technology, and social engagement to boost brand narratives and performance.
Digital and Social Media Marketing: A results Driven Approach 3rd edition
This rich and accessible textbook has been fully updated to reflect the current global landscape. The content of this third edition has been expanded to:
- consider the concept of GDPR as a sound framework for responsible marketing
- offer a greater focus on sustainable marketing throughout, linked to the UN Sustainable Development Goals
- place emphasis on the importance of crisis and reputation management
- explore the latest material in big data, data management and data privacy
- cover the latest in martech trends, particularly related to automation, machine learning and artificial intelligence
- provide new case studies from China, India, Nigeria and across Asia, alongside student activities and questions designed to improve learning outcomes
This textbook provides a hands-on, user-friendly platform to turn skills and knowledge into a strategic advantage. It is ideal for advanced undergraduate, postgraduate and executive students of digital marketing and marketing strategy, as well as for practitioners aiming to be at the cutting edge of digital and social media marketing. Online resources include PowerPoint slides and a test bank.
Heinze, A., Fletcher, G., Cruz, A., & Fenton, A. (Eds.). (2025). Digital and Social Media Marketing: A Results-Driven Approach (3rd ed.). Routledge. https://doi.org/10.4324/9781003372189
TABLE OF CONTENTS
First Published 2024/ 2025
Pub. LocationLondon
DOI: https://doi.org/10.4324/9781003372189
Pages 386
eBook ISBN9781003372189
Subjects: Marketing, Economics, Finance, Business & Industry
chapter 0|22 pages
A visual introduction to marketing in a digital era
ByGordon FletcherAbstract Get Access
chapter 1|28 pages
Navigating global challenges
ByRomas Malevicius, Aleksej Heinze, Alexandra CoustonAbstract Get Access
chapter 2|22 pages
Unleashing growth with stakeholder-centric perspectives
ByAna Cruz, Aleksej Heinze, Milanka SlavovaAbstract Get Access
chapter 3|18 pages
Horizon scanning for insights
ByAleksej Heinze, Ana Cruz, Milanka SlavovaAbstract Get Access
chapter 4|20 pages
Developing a stakeholder value persona
ByAna Cruz, Aleksej HeinzeAbstract Get Access
chapter 5|17 pages
The marketing landscape
Strategy and business models
ByAna Cruz, Aleksej HeinzeAbstract Get Access
chapter 6|18 pages
SMART evidence-based decision-making
ByQuentin Isselé, Aleksej Heinze, Alex FentonAbstract Get Access
chapter 7|16 pages
The combined power of qualitative and quantitative insights
ByQuentin Isselé, Aleksej Heinze, Alex FentonAbstract Get Access
chapter 8|20 pages
Crafting projects and planning campaigns
ByAnna TarabaszAbstract Get Access
chapter 9|15 pages
Engaging stakeholders with captivating content
BySophie Iredale, Aleksej Heinze, Martin J WilliamsAbstract Get Access
chapter 10|20 pages
Building an irresistible digital presence
ByAna Cruz, Stelios KaratzasAbstract Get Access
chapter 11|12 pages
The art of influencer marketing
ByAna Cruz, Alex Fenton, Alexander ChristovAbstract Get Access
chapter 12|21 pages
SEO strategy for a digital presence
ByAleksej Heinze, Montserrat CanoAbstract Get Access
chapter 13|24 pages
Using search engine optimisation to build trust
ByAleksej Heinze, Montserrat CanoAbstract Get Access
chapter 14|17 pages
Orchestrating social media optimisation
ByAlex Fenton, Wasim Ahmed, Maxwell KimamoAbstract Get Access
chapter 15|18 pages
Demystifying paid advertising
ByElena Vitkauskaitė, Didier MayeurAbstract Get Access
chapter 16|18 pages
Curating on-the-go experience
ByMichael Ebia, Aleksej Heinze, Gordon FletcherAbstract Get Access
chapter 17|19 pages
Marketing to organisations in the digital era
ByAna Cruz, Anna TarabaszAbstract Get Access
chapter 18|15 pages
The future of marketing
ByGordon FletcherAbstract