This is indeed particularly visible for, e.g., search engine algorithms and social media platforms, which are in a constant flux. I would argue that it lies in the nature of the topic that some of the more specific parts of a textbook on eMarketing/Social Media Marketing become outdated very quickly. Overall, the author does a great job in presenting somewhat more complex issues in user-friendly ways. Some textbooks tend to remain at times a bit superficial or generic, and this is certainly not the case for the current book. However, I feel that instructors should be able to include these topics based on additional external sources.Īccuracy is high and the book provides rich detail without overwhelming the reader with technical jargon. There are two topics that are currently missing and that I would have liked to see in the book: 1) A chapter on social media ethics (or “digital” ethics in general), and 2) an outline and sample for a social media marketing plan. In addition, the first six chapters of the book address more generic marketing and user experience (UX) topics, such as strategy (including SWOT and the marketing mix), customer behavior, market research, UX, and web development. The text is quite comprehensive and embraces important topics in eMarketing, including eCommerce, digital copywriting, digital advertising (search, online, social media), content marketing, social media platforms and strategies, video marketing, data analytics/KPIs, and SEO. Reviewed by Reto Felix, Associate Professor of Marketing, University of Texas Rio Grande Valley on 11/25/21 Journalism, Media Studies & Communications +.
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