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.

Brandjacking in Paid Search: An Unresolved Problem

Brandjacking in Paid Search: An Unresolved Problem

Brandjacking in paid search: an unresolved problem
Peter O'Connor


Even before the COVID-19 crisis, business-to-consumer (B2C) online sales were growing rapidly across the globe. Online B2C sales reached 10% in the US retail market in 2019, with increasingly digital consumers turning to digital channels for much of their shopping needs. This trend has been supercharged by the global pandemic, with e-commerce increasing by over one-third to 13.6% during 2020 (US Department of Commerce, 2021), with this change in customer behaviour expected to be sustained in the long run.

To take advantage of this potential, companies need to gain visibility in front of potential customers within the digital space. Today's Web has grown to literally billions ...

  • Loading...
locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles