Digital Marketing in Practice

“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 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.” * Dr Chrysostomos Apostolidis, Associate Professor in Marketing, Co-Director of the Centre for Consumers and Sustainable Consumption, Associate Editor for Journal of Services Marketing Durham University *“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 *“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 second edition is a thorough guide to digital marketing in the age of GenAI-practical, measurable, and ethical. From core foundations of digital marketing to real tensions marketers face today; it offers practical frameworks and insights that can be applied to businesses today.” * Gareth Helm, business adviser, former Chief Marketing Officer (McDonald’s, HomeServe, Zoopla and uSwitch) *“Digital Marketing in Practice is a timely book which consolidates quite nicely key content for budding responsible marketers of the future when studying at university. Chapter 11 provides a thorough explanation of the variety of immersive marketing strategies alongside the use of useful key terms, models, and practical alignment to industry examples. In turn bridging students academic and industry understanding. I particularly liked the authors’ use of activities aligned to further reading to expand students’ understanding and to give them that extra breadth of reading for their knowledge and/or assessment. Chapter 19 tackles the issue of AI and the impacts on digital marketing. The authors provide an excellent and clear explanation to an arguably loaded term which is ever-changing in the current technological landscape. The breakdown and definitions of the applications in AI are useful at the start of the chapter, in order to inform students’ further reading in the chapter. I particularly enjoyed the use of ‘key terms’ which demystifies current jargon in digital marketing.” * Dr Rebecca Beech (SFHEA), Senior Lecturer in Marketing, Oxford Brookes Business School, UK *

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.