Digital Marketing - 2nd Edition

The ultimate objective of digital marketing is to develop a solid and creative plan for promoting a business's products and services. A digital marketing professional is expected to utilize all marketing tools and tactics successfully, including PPC, SEO, SEM, email, social media, and display advertising. This book guides readers through various digital channels, including search engines, websites, social media, email, YouTube, and WhatsApp, to market and sell business items efficiently.

The anecdotes and case studies provided will help the reader get an inside-out view of marketing a product or service on the digital platform to reduce their learning curve. The readers can achieve their digital marketing career goals without spending years making unnecessary errors, recovering from them, and learning the hard way. It discusses essential tools, approaches, and strategies to build them, such as enhancing the capacity to develop market-friendly use cases and evolving a solution strategy in varied business or technology environments. This book makes it easy for readers to increase their employment and job market relevance, allowing them to sprint towards a successful career in digital marketing.

This new edition of the book has updated information along with the addition of new topics like audience, acquisition, behavior, and conversion analytics. The revised edition also introduces various platforms and tools such as Hootsuite, Buffer, Hotjar,  Trello, etc. The addition of a new chapter on “Role of AI in Digital Marketing” will help you stay updated on your digital marketing journey.

WHAT YOU WILL LEARN
● Know the difference between the outcome of traditional marketing and digital marketing.
● Make use of social media marketing for product promotion.
● Explore the potential of search engine optimization for brand/product visibility.
● Use Facebook, X, and Instagram for wide audience outreach.
● Work around Google Analytics for measuring the success of advertising campaigns.

WHO THIS BOOK IS FOR
This book is for everyone who wishes to drive marketing and sales targets and accomplish these goals through the use of digital initiatives. The book can be picked up by anyone, no matter how much they know.

1. Digital Marketing
2. Internet Marketing
3. Search Engine Advertising
4. Social Media Marketing
5. Facebook Marketing
6. LinkedIn Marketing
7. X Marketing
8. Emerging Platforms
9. Marketing on the Go: Mobile Marketing
10. Search Engine Optimization
11. Web Analytics
12. Modern Day Digital Marketing
13. Role of AI in Digital Marketing

Dr. Rajan Gupta is working as Associate Professor in school of IT at Vivekananda Institute of Professional Studies - Technical Campus (Affiliated to Guru Gobind Singh Indraprastha University, New Delhi) since 2006. He has completed his Doctorate in Computer Science and Applications from Maharshi Dayanand University, Rohtak, Haryana. He has more than 21 years of teaching experience at various graduate and post graduate institutions. He has more than 20 research papers to his credit in various refereed International/National Journals and Conferences and also has two published patents. His interest areas include Financial Fraud Detection, Digital Marketing, Cyber Security, Data Analytics, IoT and Machine Learning.

Prof. (Dr.) Supriya Madan, Dean, School of IT at Vivekananda Institute of Professional Studies - Technical Campus has a versatile experience and is an erudite scholar in her own right. Her association with the field of Information Technology is a testimony of her fruitful and ongoing journey. She started her professional career in 1989 as a senior programmer and EDP manager of a reputed public limited finance company. After gaining practical knowledge and successful completion of projects, her zeal and enthusiasm for teaching brought her into full time academics in the year 2000. She has published patents and her research work has been published in reputed national and international conferences and International Journals and are quoted as references.