The goal of this book is to help professionals in the field, entrepreneurs, executives, and undergraduate and postgraduate students understand what Digital Marketing is, how it works, and how it can help them optimize their marketing campaign by leveraging the challenges, techniques, and tools of DM.

Each section provides the theoretical background for understanding and then presents applications, techniques, and tools, focusing on practical applications.
Specifically, this book presents with examples, applications, techniques, and tools the individual topics that concern a successful DM strategy. Some of the main topics discussed are:
Presentation of factors that affect Online & Mobile shopping and purchasing behavior through social media.
Guidelines for designing & developing online presence.
Understanding Search Engine Optimization/Marketing (SEO/SEM) and creating relevant reports for specific pages.
Managing paid marketing campaigns on search engines.
Familiarity with various forms of digital advertising and techniques with application examples.
Email marketing formats.
Methods and techniques for personalization & recommendations.
Theoretical and practical approach to social media.
Mobile Marketing - mobile applications & mobile marketing/advertising/apps.
Processes and techniques of Web Analytics.
Presentation of possibilities & opportunities for research in a digital environment.