Digital marketing changes the dynamics of traditional routes to market, augments conversations and facilitates the measurement of activities by organisations and consumers alike. This Handbook strives to advance the study and understanding of this domain and provides a digital marketing journey that flows from methods and methodologies. It moves from the fundamentals to the different aspects of digital marketing strategy, tactics, metrics and management, and ethics. This Handbook brings together the critical factors in digital marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring digital marketing. Part 1: Foundations of Digital Marketing; Part 2: Methodologies and Theories in Digital Marketing; Part 3: Channels and Platforms in Digital Marketing; Part 4: Tools, Tactics and Techniques in Digital Marketing; Part 5: Management and Metrics in Digital Marketing; and Part 6: Ethical Issues in Digital Marketing.

The Role of Mobile Technologies in Digital Marketing and Sales

The Role of Mobile Technologies in Digital Marketing and Sales

The role of mobile technologies in digital marketing and sales
Lara Stocchi


The rise of mobile technologies (i.e., ‘…technologies that promote remote and local multi-person communication and connection to the Internet, allowing users to exchange information', De Souza e Silva, 2006: 262) has encountered little to no interruption. The level of penetration of mobile devices is over 65% globally (Kemp, 2021), with a clear upward trend suggesting that mobiles are overtaking desktop technologies in usage. The contribution of mobile technologies to the economy is well documented, especially in terms of driving online revenues, advertising income and underpinning successful innovations. As such, mobile technologies deserve dedicated attention and analysis in the broadest ...

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