This textbook shows what makes the Internet new and different, the techniques that work and those which don't, and how the Internet is creating value for customers and profits for companies.

This book highlights the latest research articles presented at the second Digital Marketing & eCommerce Conference in June 2021. Papers include a diverse set of digital marketing and eCommerce-related topics such as user psychology and behavior in social commerce, influencer marketing in social commerce, social media monetization strategies, social commerce characteristics and their impact on user behavior, branding on social media, social media-based business models, user privacy and security protection on social media, social video marketing and commerce, among other topics.

The world is currently in the midst of a data revolution. Consumers now inhabit a digital world and companies have no option but to follow them there. Governments are reviewing the rules of usage for consumer data in marketing and advertising in order to take advantage of the huge economic opportunity that the data driven economy represents. Companies, recognizing the opportunity, are hurrying to adapt by digitalizing their processes. They are putting pressure on their managers and working teams to learn how to make best use of the technology capabilities and their data resources. What is more, premier national companies have to compete in a global business field where their Silicon Valley-breed competitors have a substantial advantage in terms of digitalization and data usage. Written in plain English with illustrative examples and cases, this book is for the general manager who seeks a better grasp of this fast-changing business world and a better understanding of what will be required from he/she, not just now but in five years’ time.

Do you struggle to work out where to spend your marketing budget to grow sales? Are you always getting distracted by the latest 'must-have' marketing tool? Have you struggled to work out how to improve your marketing? This easy-to-read and hype-free book will help you to understand what marketing you should be doing, and how to optimise your marketing for sales growth. Written to help time-poor eCommerce marketers and business owners, this book will become the marketing handbook that sits on your desk ready to help you solve each future marketing challenge. As well as walking you through each of the essential eCommerce marketing methods it includes tips that will improve your marketing in every channel. But this isn't just a list of ideas, at the heart of the book is the Customer MasterPlan Model. An easy to use, powerful system you can use to make the marketing decisions every time in your business. eCommerce Marketing: How to get Traffic that BUYS to Your Website is the only eCommerce traffic book you need. Including: 10 specific eCommerce marketing methods explained Complete guide to the Customer MasterPlan Model - your new decision making tool 7 Marketing Maxims - ways you can quickly improve the performance of any marketing you're doing How to improve BOTH customer acquisition AND customer retention Follow the advice in this book to create the marketing activity that will supercharge your sales growth. Already helping businesses around the world to grow their sales: "Everyone in your business should read this book, whether they are in marketing or not. Why? Because it removes all the smoke and mirrors around marketing for eCommerce, channel by channel, but still delivers for your marketing team on detail and how to plan for success. Chloë's candid, straight-talking style makes it feel like she's explaining it over a cup of tea and the content delivers in spades on practical, tangible and achievable actions that you can put into practice in your business right now" Nicola Fox, Head of CRM, MissGuided "As someone who built and runs an 8-figure (and growing) eCommerce business, I'm often asked for advice about how to do what we've done. Happily, I can now hand them Chloë's book instead of trying -- unsuccessfully, usually -- to lay out the framework and the requirements for eCommerce success. Comprehensive and practical, eCommerce Marketing is a book you should read over and over and, more importantly, put its lessons into action." Steven Sashen, CEO and co-founder, XeroShoes.com Chloë is the author of multiple best selling books and the host of the popular eCommerce MasterPlan Podcast. Through her books, podcasts, training videos and keynote speaker appearances Chloë has helped 1,000s of eCommerce businesses all over the world solve their marketing problems.

This book highlights the latest research presented at the first Digital Marketing & eCommerce Conference (Barcelona, Spain, June 2020). Papers include a diverse set of digital marketing and eCommerce-related topics such as user psychology and behavior in social commerce, influencer marketing in social commerce, social media monetization strategies, social commerce characteristics and their impact on user behavior, social branding, business model, user privacy, and more.

Aimed at students, this work covers various aspects of e-business - focusing on sales and marketing, as well as detailing procurement, supply chains, and the legal and security considerations. It contains a range of features to help you learn effectively including margin definitions, international case studies, activities and web links.

Want to make money online? If done well, guerrilla social media marketing can help you persuade, command attention, establish dialogue, differentiate yourself, capture new markets, and outmaneuver the competition--all on a shoestring budget. Whether you're selling digital goods and services, physical goods, or local services, this book has the answers.