Digital Marketing Textbook: Students & Employees

If you’re reading this review maybe you are a Digital Marketing Student who needs this Digital Marketing textbook for the semester, or you are someone who is researching digital marketing and trying to find a good source of knowledge.

Either way, I’m about to highlight what’s inside this textbook, so buckle in and get prepare for the ride.

Now, let me tell you why “eMarketing: The Essential Guide to Marketing in a Digital World 5th Edition” by Rob Stokes is either worth your time or not.

Textbook Structure

This Digital Marketing Textbook is structured in accord with the Quirk Agency methods.

First, Inside you’ll find both Core topics and newly added topics that cover an up to date overhaul on digital marketing in 2021.

Author Rob Stokes breaks down this method into 4 categories:

2. Create

3. Engage

4. Optimize

I think, the best take away from this book is both low cost and free tactics to start practical application of digital marketing into action.

In my opinion, this Digital Marketing textbook is definitely more informative than entertaining.

However, If you are looking for a light hearted read about digital marketing, this is not for you.

Alas, this textbook is a detailed and organized overview of digital marketing from introduction to conclusion.

eMarketing tackles topics in a methodic process that builds knowledge from a baseline of 0 all the way to advanced at the end. You’ll gain tons of insight into this career, by proxy.

Readers with digital marketing experience may feel bored during the first chapter of the book.

It feels redundant to explain common known topics like “What is Digital marketing”, “Crowdsourcing”, and “Digital Audiences”.

“Because of the technology on which it is built, almost every action on the web can be tracked, captured, measured and analysed. ” – Rob Stokes

The book does a great job of explaining the “why” to digital marketing in addition to the “what”.

Also, Stokes does a great job in introducing job appropriate language and jargon that prepares students and readers for assimilation into the role of a digital marketer.

This Digital Marketing Textbook feels like a textbook, it’s packed with high level information and should probably be studied chapter by chapter.

Skip to “Final Thoughts” for my take on whether to read or not to read this book.

Digital Marketing Textbook Chapter Overviews

Introduction to Digital Marketing.

Digital Marketing textbook Chapter 2:

Introduction to key terms and concepts used in digital marketing. As well as a guide for understanding digital marketing strategies.

How to compile a digital marketing strategy & how to analyze a current action plan. In addition, learning key understandings.

Key Learning Points:

Digital Marketing textbook Chapter 3:

Continuation of key terms and concepts of market research, gathering data, conducting research, and tools of the trade. That is to say, further clarification and practice is needed.

Key Learning Points:

Digital Marketing textbook Chapter 4:

Brand and publisher analysis, more Key terms and concepts, Content marketing strategy, Organizational & Conceptual requirements. Certainly, a crucial element to starting.

Key Learning Points:

“One of the factors that influences whether a piece of content is
considered relevant is how much an individual engages with the brand’s presence
on that platform over time” – Rob Stokes

Digital Marketing textbook Chapter 5:

Introduction to UX (User experience design), key terms and concepts, how to implement a UX project, and guidelines on testing & optimizing. Simply put, user experience is key.

Key Learning Points: 

Digital Marketing textbook Chapter 6:

Introduction to web design and persuasion.

Understanding how web properties work and the web development process. Likewise, a guide to websites.

Key Learning Points: 

Digital Marketing textbook Chapter 7:

Introduction to writing for digital, content creation, key terms and concepts, personas, and SEO copywriting. In other words, all things involving writing.

Key Learning Points: 

Digital Marketing textbook Chapter 8:

Introduction to CRM, the importance of data, and tools of the trade. This above all, keeps customers engaged and loyal.

Key Learning Points: 

Digital Marketing textbook Chapter 9:

Understanding search engine optimization, marketing tactics, and web search positioning. For example, SEO for google ranking.

Key Learning Points: 

Digital Marketing textbook Chapter 10:

Introduction to search advertising, Google, Bing, Yahoo, and Baidu. In addition to many others.

Key Learning Points:

Digital Marketing textbook Chapter 11:

Introduction to advertising online, how it works, types of advertising and payments, tracking and the bigger picture. Of course, a guide as well.

Key Learning Points:

Digital Marketing textbook Chapter 12:

How affiliate marketing works, actions and rewards, tracking, affiliate networks, and tools of the trade. Similarly, You’ll see other methods of effective marketing.

Key Learning Points:

Digital Marketing textbook Chapter 13:

Introduction to video marketing and sound content strategies with promotion tactics. This section gives insight to digital media videos.

Key Learning Points:

Digital Marketing textbook Chapter 14:

Introduction to social media channels, networking, content sharing, and location based media. Many of these channels will then reoccur in your marketing efforts.

Key Learning Points:

Digital Marketing textbook Chapter 15:

Expansion on Social media strategy, engaging, social media plans. These include examples like Facebook and twitter.

Key Learning Points:

Digital Marketing textbook Chapter 16:

Email marketing, database growth, analytics, and tools of the trade. This section also shows how to stay compliant with laws.

Key Learning Points:

Digital Marketing textbook Chapter 17:

Understanding mobile marketing, using mobile analytics, and measuring mobile marketing efforts. This section is more relevant than ever.

Key Learning Points:

Digital Marketing textbook Chapter 18:

Understanding web analytics packages, metrics for data analysis, web data, and approaches for using data. Which you will then master.

Key Learning Points:

Digital Marketing textbook Chapter 19:

Introduction to Conversion Optimization, data collection methods, and digital marketing tactics. This will come in handy later.

Key Learning Points:

Final Thoughts : Digital Marketing Textbook Review

Lastly, for those who are reading this book to simply learn digital marketing for a career enhancement, it’s a great source of knowledge.

I would suggest skimming through the book to find the sections you are most interested in learning more about, therefor you’ll skip a lot of boring jargon.

This Digital Marketing textbook is not designed to entertain, so now learn the digital marketing key terms and phrases well.

When you read the chapters, be sure to read the Case Studies in each chapter to see a practical application. This, is a useful tip.

You will learn a lot of important terms and tactics. As a result you’ll be better prepared for any career involving digital marketing.

For anyone who is reading this for school, I would look at the overview of each chapter first, and then study each section in depth. For instance, check the chapter summary first.

This book tends to overexplain a lot of knowledge that younger readers most likely find commonplace. Sometimes, this can feel boring to read.

If you have little to no prior knowledge of the internet, digital marketing, or advertising this textbook is sure to open up many new possibilities for you.

Honestly, the best part of this publication is the Step by Step guides that can be used to apply teachings to real world practice. Then you can use these as a guide.

Interested in learning more about how digital marketing can increase your business, bring you more clients, and convert more sales? Then this next book may help you.

You might like “The Business of Getting Business“, by Joe Manausa.