October 4, 2016

Digital and Social Media Marketing: A Results-Driven Approach 2nd edition

The second edition of Digital and Social Media Marketing is an up-to-date, industry-led results-driven guide to digital marketing. Mixing academic theory with practical examples from a range of different organisations worldwide, it provides insight into, and techniques to enable, the creation, development and maintenance of a successful digital presence.

This highly regarded textbook has been fully revised to bring the content up-to-date with the newest digital technologies. With topics including developing an effective digital presence, search engine optimization, and measuring brand awareness, the new edition also looks at digital ethics, General Data Protection Regulation and privacy, artificial intelligence and machine learning, and voice strategies. New international case studies are explored, including Alibaba and Amazon, as well as revised practical exercises in each chapter, enabling students to see how the concepts underpinning digital and social media marketing support business success. The book’s customisable Digital Business Maturity Model, and the Buyer Persona Spring, offer organisations a clear road map for understanding their own levels of technology adoption and digital strategy development.

This accessible textbook provides a hands-on, user-friendly platform to turn skills and knowledge into strategic advantage. It is ideal for advanced undergraduate and postgraduate students of digital marketing and marketing strategy and for practitioners aiming to be at the cutting edge of digital and social media marketing.

Alongside electronic resources for each chapter, this new edition also includes digital learning materials, case studies and exercises available in a supporting online learning environment. The online materials further enhance learners’ experience and support a worldwide learning community.

How is this book different?

This book will be the first of its kind in this field with digital learning materials, case studies and exercises available in
a supporting Massive Open Online Course (MOOC).


  • 0. Introduction (Gordon Fletcher)
  • 1. Understanding Digital and Social Media Marketing Concepts (Rimantas Gatautis)
  • 2. Identifying Business Needs (Milanka Slavova)
  • 3. Understanding Your Buyer Persona (Ana Cruz and Stelios Karatzas)
  • 4. Digital and Social Media Marketing Strategy (Ivan Stoychev)
  • 5. Campaign Planning and Project Management (Anna Tarabasz)
  • 6. Developing an Effective Digital Presence (Ana Cruz and Stelios Karatzas)
  • 7. Search Engine Optimisation: Strategy implementation (Aleksej Heinze)
  • 8. Social Media (Alex Fenton, Mostafa Mohamad and Ashley Jones)
  • 9. Content Marketing (Sophie Iredale, Aleksej Heinze and Martin J Williams)
  • 10. Paid Advertising: Search, social and affiliate (Rimantas Gatautis and Elena Vitkauskaitė)
  • 11. Mobile Marketing (Bartłomiej Kurzyk, Tahir Rashid and Sayed Ali Hayder)
  • 12. Measuring Brand Awareness, Campaign Evaluation and Web Analytics (Alexander Christov, Verena Hausmann and Sue Williams)
  • 13. Future Users, Content and Marketing (Gordon Fletcher and Alexander Christov)

Thank you to all our Digital and Social Media Marketing book contributors

We would like to thank our international advisory board members and all the contributors who have offered their feedback on the ideas of this book:

  • Barry Adams – Managing Director – Polemic Digital – UK
  • Dawn Anderson – Director – Digital Marketing & SEO Search Strategy Consultant – UK
  • Olga Andrienko – Head of Social Media – SEMrush – Russia
  • Alex Fenton – Lecturer in Digital Business – Salford Business School – UK
  • Anjlee Bhatt – Chief Conversationalist and Caffeine Enthusiast – Pressed Media – UK
  • James Bowman – Business Manager – Integral Healthcare Partnership – UK
  • Christina Chokoeva – Marketing Manager – DINO Ltd – Bulgaria
  • Vida Davidaviciene – Head of Department of Business Technologies – Vilnius Gediminas Technical University – Lithuania
  • Richard Dron – Technical Innovation Officer – Salford Business School – UK
  • Carla Dawson – Digital Marketing Strategist – xdawson.com – Argentina
  • Briony Gunson – Digital Content Account Director – MEC Manchester – UK
  • Richard George – Managing Partner – MEC Manchester – UK
  • Sophie Iredale – Researcher – Salford Business School – UK
  • Emilis Jarockis – Co-Founder and Marketing Manager – Sinergija verslui – Lithuania
  • Błażej Kupaj – sales and marketing manager – Lacan Technologies – Poland
  • Chris Kent – Digital Marketing Strategist, Chartered Marketer & Author of “21st Century Marketing” – Isle of Man
  • Georgi Malchev – Managing partner – Xplora.bg company – Bulgaria
  • Susan Patch – Marketer –  E-Learning Squared – Canada
  • Colin Telford – Managing Partner – The Candidate Ltd – UK
  • Diana Tolockaite – Digital Marketing Executive –  Fast Web Media – UK
  • Jo Turnbull – organiser of Search London – UK
  • Regimantas Urbanas – Marketing Manager, Baltics – Google Lithuania, UAB – Lithuania
  • Rolandas Urka – Co-Founder and Director – Sinergija verslui – Lithuania
  • Joana Ferreira – Digital Marketing Manager  –  Fast Web Media – UK
  • Aisha Choudhry – Head of Search – Fast Web Media – UK
  • Christopher Hackett – Data and Solutions Engineer – Fast Web Media – UK
  • Ian Dodson, Co-Founder and Director,  Digital Marketing Institute, Ireland
  • Cathal Melinn, Digital Media Manager, Digital Marketing Institute, Ireland
  • Marc Wilson, Business Manager, Focus Independent Adult Social Work C.I.C, UK


  • Lia Nersisyan – Student at University of Sheffield CITY college – Greece
  • Felicia Siavalas – Student at University of Sheffield CITY college – Greece
  • Elsa Bota – Student at University of Sheffield CITY college – Greece
  • Emily Goddard – Student at Salford Business School – UK
  • Nadia Latif – Student at Salford Business School – UK
  • Cariad Fiddy – Student at Salford Business School – UK
  • Shazia Ullah – Student at Salford Business School – UK
  • Mariam Ali – Student at Salford Business School – UK
  • Mohammed Waqar – Student at Salford Business School – UK

Order Digital and Social Media Marketing book

Get it from Routledge (with a 20% discount code SSB20) or Amazon

This web page will be updated with up to date teaching case studies, powerpoint slidess and more. Keep intouch with #passion4digital community on Twitter and let us knaw what you think of this book!