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.

Marketing Automation: A Design Perspective

Marketing Automation: A Design Perspective

Marketing automation: A design perspective
Declan Scully


Marketing automation is at the centre of the digital transformation of marketing. The increased availability of artificial intelligence and data (Davenport et al., 2020) has been identified as a driver of increased customer knowledge (Bag et al., 2021) and the facilitator of personalisation at scale (Shriber, 2017). The most direct manifestation of these trends is seen in the emergence of marketing automation systems that are powered by artificial intelligence, use data and provide personalisation, and are frequently offered by vendors on a Software as a Service (SaaS) pricing model. Furthermore, the newer vendors of marketing automation systems offer tools that can provide automated communication across channels, sophisticated methods for ...

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