Instructor’s
Manual
Digital Marketing
Seventh edition
Dave Chaffey
Fiona Ellis-Chadwick
, Lecturers adopting the main text are permitted to download and photocopy the manual as
required.
PEARSON EDUCATION LIMITED
KAO Two
KAO Park
Harlow CM17 9SR
United Kingdom
Tel: +44 (0)1279 623623
Web: www.pearson.com/uk
Sixth edition published 2016
This edition published 2019
© Pearson Education Limited 2019
The rights of Dave Chaffey and Fiona Ellis-Chadwick to be identified as authors of this work
have been asserted by them in accordance with the Copyright, Designs and Patents Act 1988.
Pearson Education is not responsible for the content of third-party internet sites.
ISBN 978-1-292-24159-3
All rights reserved. Permission is hereby given for the material in this publication to be
reproduced for student handouts, without express permission of the Publishers, for educational
purposes only. In all other cases, no part of this publication may be reproduced, stored in a
retrieval system, or transmitted in any form or by any means, electronic, mechanical,
photocopying, recording, or otherwise without either the prior written permission of the
Publishers or a licence permitting restricted copying in the United Kingdom issued by the
Copyright Licensing Agency Ltd., Barnard’s Inn, 86 Fetter Lane, London EC4A 1EN. This book
may not be lent, resold, hired out or otherwise disposed of by way of trade in any form of
binding or cover other than that in which it is published, without the prior consent of the
Publishers.
All trademarks used herein are the property of their respective owners. The use of any trademark
in this text does not vest in the author or publisher any trademark ownership rights in such
trademarks, nor does the use of such trademarks imply any affiliation with or endorsement of this
text by such owners.
Contents
Parts and Chapters Pages
Part 1 Digital marketing fundamentals 4
Chapter 1 Introducing digital marketing 5 Chapter 2 Online marketplace analysis:
micro-environment 20 Chapter 3 The digital macro-environment 33
Part 2 Digital marketing strategy development 48
,Chapter 4 Digital marketing strategy 49 Chapter 5 Digital media and the marketing mix 61
Chapter 6 Relationship marketing using digital platforms 71
Part 3 Digital marketing: implementation and practice 81
Chapter 7 Delivering the digital customer experience 82 Chapter 8 Campaign planning for
digital media 92 Chapter 9 Marketing communications using digital media channels 102
Chapter 10 Evaluation and improvement of digital channel performance 112
3
© Pearson Education Limited 2019
Part 1
Digital marketing fundamentals
DIGITAL MARKETING
STRATEGY, IMPLEMENTATION AND PRACTICE
, Part 1
Digital marketing
fundamentals
4
© Pearson Education Limited 2019
CHAPTER 1
Introducing digital marketing
One sentence overview
An introduction to digital marketing and the book structure.
Three parts:
Manual
Digital Marketing
Seventh edition
Dave Chaffey
Fiona Ellis-Chadwick
, Lecturers adopting the main text are permitted to download and photocopy the manual as
required.
PEARSON EDUCATION LIMITED
KAO Two
KAO Park
Harlow CM17 9SR
United Kingdom
Tel: +44 (0)1279 623623
Web: www.pearson.com/uk
Sixth edition published 2016
This edition published 2019
© Pearson Education Limited 2019
The rights of Dave Chaffey and Fiona Ellis-Chadwick to be identified as authors of this work
have been asserted by them in accordance with the Copyright, Designs and Patents Act 1988.
Pearson Education is not responsible for the content of third-party internet sites.
ISBN 978-1-292-24159-3
All rights reserved. Permission is hereby given for the material in this publication to be
reproduced for student handouts, without express permission of the Publishers, for educational
purposes only. In all other cases, no part of this publication may be reproduced, stored in a
retrieval system, or transmitted in any form or by any means, electronic, mechanical,
photocopying, recording, or otherwise without either the prior written permission of the
Publishers or a licence permitting restricted copying in the United Kingdom issued by the
Copyright Licensing Agency Ltd., Barnard’s Inn, 86 Fetter Lane, London EC4A 1EN. This book
may not be lent, resold, hired out or otherwise disposed of by way of trade in any form of
binding or cover other than that in which it is published, without the prior consent of the
Publishers.
All trademarks used herein are the property of their respective owners. The use of any trademark
in this text does not vest in the author or publisher any trademark ownership rights in such
trademarks, nor does the use of such trademarks imply any affiliation with or endorsement of this
text by such owners.
Contents
Parts and Chapters Pages
Part 1 Digital marketing fundamentals 4
Chapter 1 Introducing digital marketing 5 Chapter 2 Online marketplace analysis:
micro-environment 20 Chapter 3 The digital macro-environment 33
Part 2 Digital marketing strategy development 48
,Chapter 4 Digital marketing strategy 49 Chapter 5 Digital media and the marketing mix 61
Chapter 6 Relationship marketing using digital platforms 71
Part 3 Digital marketing: implementation and practice 81
Chapter 7 Delivering the digital customer experience 82 Chapter 8 Campaign planning for
digital media 92 Chapter 9 Marketing communications using digital media channels 102
Chapter 10 Evaluation and improvement of digital channel performance 112
3
© Pearson Education Limited 2019
Part 1
Digital marketing fundamentals
DIGITAL MARKETING
STRATEGY, IMPLEMENTATION AND PRACTICE
, Part 1
Digital marketing
fundamentals
4
© Pearson Education Limited 2019
CHAPTER 1
Introducing digital marketing
One sentence overview
An introduction to digital marketing and the book structure.
Three parts:
