The Digital Marketing Handbook
Deliver Powerful Digital Campaigns
The practical companion: how to run each channel well, step by step, with what to avoid.
- Author
- Simon Kingsnorth
- Publisher
- Kogan Page
- Edition
- 1st edition
- Published
- 3 January 2022
- Length
- 288 pages, 12 chapters
- ISBN
- 9781398603394
Why I wrote it
Where Digital Marketing Strategy shows you how to build the plan, The Digital Marketing Handbook makes sure the campaigns deliver it. It is the book I wanted on my own desk: practical, step by step, with the tips and pitfalls that only come from running campaigns for real.
Who it’s for
- Marketers who run B2B or B2C campaigns day to day and want a practical reference
- Teams that need a shared, consistent playbook for every channel
- Students on Masters courses, where it is used as a practical text
- Readers of Digital Marketing Strategy moving from plan to delivery
What you’ll learn
- Build, implement and optimise campaigns across every major digital channel
- Follow step-by-step guidance with tips, platform recommendations and pitfalls to watch for
- Create content that excites, informs and converts
- Use marketing automation and analytics to maximise performance
- Put it into practice with online templates and interactive tools
Inside the book
The full table of contents: 12 chapters over 288 pages.
- 1How this book works
- 2Building a high-converting, beautiful website
- 3Optimizing your website to deliver top SEO results
- 4Managing paid search for cost-effective results
- 5Running display advertising that delivers brand value
- 6Managing affiliates and partnerships to deliver highly targeted leads
- 7Creating content that excites, informs and converts
- 8Delivering organic and paid social media that grows your brand
- 9Using analytics to interpret and optimize your results to maximize performance
- 10Automating your email and CRM plans to deliver compelling digital communications
- 11Using e-commerce and retail partners to scale your merchandizing
- 12Providing customer service that delivers high review scores and builds loyalty
Online templates and interactive tools accompany the book, available to registered users on the Kogan Page website.
Case studies
Examples from global brands run throughout the book, including:
- Amazon
- Nissan
What readers and experts say
“This book is an essential tool for anyone running digital marketing campaigns. Full of great tips and practical guides, it should be on the desk of every marketer.”
“Simon once again debunks the myth that digital marketing requires years of experience. He brings a level of simplicity and practicality that makes the trade accessible to all, which has to be a good thing.”
“The Digital Marketing Handbook is essential for every office and classroom environment given our economic reliance on the interplay of digital marketing across industries.”
Free resources
Implementation guides, chapter resources and case studies that accompany the books.
Buying for a team or course?
Bulk copies for teams, courses and university modules.
Questions about the book
When is the 2nd edition of The Digital Marketing Handbook out?
The 2nd edition is coming soon. Join the newsletter to hear first when it is published.
What does The Digital Marketing Handbook cover?
Twelve practical chapters: websites, SEO, paid search, display, affiliates and partnerships, content, social media, analytics, email and CRM automation, e-commerce and retail partners, and customer service.
How is the Handbook different from Digital Marketing Strategy?
Digital Marketing Strategy covers how to build an integrated strategy. The Handbook is the practical companion for delivery: how to run each channel, step by step, and what to avoid.
Can I buy copies for a team or course?
Yes. Bulk copies can be arranged for teams, courses and university modules.
Get The Digital Marketing Handbook
In paperback, hardback and ebook from Kogan Page and major retailers.