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.
Advertisers and marketers strive to have ads delivered to their intended target audience at the right time at an optimal price. Digital advertising traces its roots to 1994 when the banner ad was invented. Content providers like HotWired.com charged advertisers a fixed amount for displaying their ads on top of their web pages. The process of renting advertising space was not too different from other media, such as television or print. This process has been completely transformed by programmatic advertising. Programmatic advertising is the automated buying and selling of advertising in digital media. It has replaced traditional processes involving negotiations and Requests for Proposals (RFPs) with software that facilitates real-time bidding in fractions ...