Digital Marketing: Strategic Planning & Integration

An unbiased, balanced guide to all aspects of digital marketing, from social media, mobile and VR marketing to objectives, metrics and analytics. Covering all aspects of digital marketing planning and the latest models, the book also offers a range of tools to help implement your own digital marketing plans and strategies.

The second edition has been expanded to include new discussions and research on areas including digital privacy, types of influencers, social listening and the gig economy.  

Key features:

• Supported by case examples from 28 global companies and brands including IKEA, Uber, Klarna and TikTok.
• A brand-new case study on Strava runs throughout the book to help you apply what you’ve learnt to real-world scenarios.
• ‘Ethical Insight’ boxes provide a reflective and challenging look at social issues and the negative side of marketing.
• ‘Digital Tool’ boxes introduce professional tools, such as ‘Spot the Troll’, Hootsuite and Padlet.
• The ‘Smartphone Sixty Seconds’ feature provides super-quick online activities using needing only your phone.
• Includes a new ‘Journal of Note’ feature in each chapter, to direct you to a key source of further reading.
• Worked digital marketing plan. 
• Complimented by online resources, including PowerPoint slides, and Instructor’s Manual, quizzes, recommended video links and free SAGE Journal articles.

Suitable for digital and e-marketing courses at all levels, as well as professional courses for anyone interested in gaining a holistic understanding of digital marketing.

Dr Annmarie Hanlon is a Chartered Marketer and an Associate Professor in Digital and AI Marketing at UCL in the Global Business School for Health. Previously she was the Course Director of MSc Marketing and Leadership at Cranfield University. She is an experienced academic with a strong teaching portfolio in digital marketing. She has proficiency in shaping the curriculum, from module specification to programme validation.

Before joining academia, she worked in consultancy for 25 years. As an early adopter of technology and ‘online marketing’ she has led digital strategy and planning projects across Europe, in sectors including healthcare and IT, legal and financial, software and manufacturing. She is a Fellow of the Chartered Institute of Marketing, a Member of the Marketing Institute Ireland and a Liveryman of the Worshipful Company of Marketors. A past winner of the Mais Scholarship, her research interests include the application of health services, systems and apps that are related to digital marketing, AI marketing and technology.

Annmarie′s Sage textbooks include Digital Marketing: Strategy, Planning & Disruption, Digital Business: Strategy, Management & Transformation and The Digital Marketing Planner. She is co-editor of The SAGE Handbook of Digital Marketing, and The SAGE Handbook of Social Media Marketing.