October 4, 2016

Digital and Social Media Marketing: A Results-Driven Approach

Digital and social media marketing book

The Digital and Social Media Marketing book is edited by Aleksej Heinze, University of Salford, UK, Gordon Fletcher, University of Salford, UK, Tahir Rashid, University of Salford, UK and Ana Cruz, City College, University of Sheffield, Greece

Digital and Social Media Marketing: A Results-Driven Approach is an exciting new industry-led, research-informed and
results-driven guide to digital commerce. Uniquely, is focus is on SMEs and Europe, offer a unique perspective for those
learning about digital marketing.

Unlike other digital marketing texts, this textbook gives special consideration to the ethical challenges developed
in close collaboration with the Search Engine Marketing Trade Association (SEMTA), making it a reliable source of
industry standards.

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)

Meet the authors – book launch session 8th December 2016

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

To order your copy please see Amazon and Waterstones. If you are interested in a Complimentary Exam Copy, please request it here.

ISBN Hb: 978-1-138-91790-3
ISBN Pb: 978-1-138-91791-0

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!