Digital Marketing in Practice - 2nd Edition by Hanne Knight & Lizette Vorster

About the Book

This textbook will show students how to develop, implement and evaluate effective digital marketing with coverage of the latest trends and considerations including AI and sustainability.

Book Synopsis

Learn how to create effective digital marketing campaigns, analyse competitor behaviour and implement strategies in a responsible way with the 2nd edition of this textbook for undergraduate and postgraduate students.

Digital Marketing in Practice balances step-by-step practical coverage with academic theoretical context throughout to offer a definitive and easy-to-understand resource. Exploring key definitions and best-practice for tools, channels and platforms including SEO, social media marketing, email marketing and online advertising, it shows how to create plans and set objectives, design digital marketing campaigns and evaluate their success for improvement.

Features include:
- New chapters on AI in digital marketing, phygital and experiential marketing
- Guidance on incorporating accountability, inclusivity and meaningful sustainability messaging
- New and extended material on advergaming, deinfluencing and accessibility in website design
- Interviews with industry professionals and real-world examples from PureSEO and the Met Office
- Boxes of key-terms, how-to guides, check lists and critical thought pieces

It is supported by online resources of lecture slides, self-test questions, group activities, worksheets, additional interactive examples and further resource links.

Review Quotes

"It blends a clear and concise academic approach and industry examples well. It has a number of features that make it user friendly for educators, such as topical activities and key term inset boxes. The up-to-date chapter on generative AI is also important and necessary. Overall a welcome addition in the form of a clear, robust but user- friendly text that covers this fast evolving critical area of marketing."-- "Professor Chris Chapleo, Professor of Societal Marketing, Director of Knowledge Exchange, Bournemouth University, UK"

"Marketing is now data-driven and predictive, using analytics, algorithms, and automation to forecast trends and consumer needs. Yet, as technology advances, integrity and purpose remain essential. This second edition helps students and educators balance digital transformation with ethics, sustainability, and social responsibility."-- "Hannah D. Walters, D.B.A., Associate Professor of Marketing, Director of NSU Honors Program, School of Business, Northern State University, Aberdeen, USA"

"Since 2024 I've taught with Digital Marketing in Practice, and the second edition is a remarkable step forward. With new chapters on immersive marketing strategies and the impact of AI, together with impressively recent research and practice literature, it reflects the fast-changing realities of digital marketing. The integration of ethical implications, sustainable development goals, and insider Q&As makes it an invaluable resource for students, scholars, and practitioners seeking to navigate the ongoing transformations of today's marketplace responsibly."-- "Dr Carmen Heine, Associate Professor, English Business Communication, Aarhus University, Denmark"

"This second edition by Hanne Knight and Lizette Vorster Larsen is more than just a guide, it is a practice-oriented resource that brings a fresh and relevant practice to the evolving digital marketing landscape. The integration of Generative AI and the United Nations Sustainable Development Goals into digital marketing frameworks reflects a forward-thinking approach that bridges digital marketing, ethical use of innovations and responsibilities across international contexts. A must-read for anyone seeking to shape the future of digital marketing with meaningful and globally conscious impact."-- "Tugra Akarsu, Assistant Professor, College of Business, Zayed University, Dubai, U.A.E"

"This second edition manages to make digital marketing both deeply practical and refreshingly forward-looking. Each chapter is structured as a genuine learning journey - clear objectives, smart activities, and thoughtful review sections that make it ideal for both students and practitioners. I was especially struck by the chapters on AI, ethics and sustainability, which push the conversation far beyond tactics to explore the social responsibility and future direction of marketing. It's an important and timely contribution."-- "Melanie Nicholas, Chief Marketing Officer and founder of The Marketing Fixer"

"This textbook presents a novel and much-needed approach to learning digital marketing, offering a clear and structured framework for students and practitioners alike. By adopting a stepwise approach aligned with the real-world process of developing digital marketing strategies. What particularly stands out in this book, is the integration of strategic marketing and consumer behaviour principles. Rather than treating digital marketing as an isolated discipline, the book situates it firmly within the broader context of marketing and customer understanding, which encourages in depth understanding while maintaining strong practical relevance. A particularly commendable aspect of this textbook is its final section, which delves into ethical considerations, sustainability, and legal frameworks in the digital world. These topics are too often overlooked or only briefly mentioned in similar textbooks."

About the Author

Hanne Knight is a lecturer in Marketing at the University of Plymouth, UK, specialising in sustainability communication and digital engagement. She also serves as an alternate delegate to the UK Department for Energy Security and Net Zero (DESNZ), helping bridge research and climate policy practice..

Lizette Vorster Larsen is Assistant Professor in Strategic Business Communications at Aarhus University, Denmark. Prior to this, she was Lecturer in Digital Marketing at Northumbria University, UK and has also previously held senior positions in professional practice.