Digital Marketing Strategy and Planning

Digital Marketing Strategy and Planning is an academic textbook that offers a thorough guide to creating and executing effective digital marketing strategies. It covers essential concepts strategic models and practical tools to help marketers align digital initiatives with business objectives. Key topics include audience segmentation competitive analysis goal setting channel selection budgeting and performance tracking. The book emphasizes data-driven decision-making customer-centric planning and the integration of digital tactics across platforms like search social media email and mobile. Featuring case studies and interactive exercises it combines theory with practical application to enhance critical thinking. Ideal for students educators and professionals it also explores emerging trends and technologies shaping the future of digital marketing strategy.