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Creative Commons License
eMarketing: The Essential Guide to Online Marketing by Rob Stokes, Saylor Academy is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted.

eMarketing: The Essential Guide to Online Marketing

Description: eMarketing: The Essential Guide to Online Marketing is a textbook intended for third and fourth year marketing students and draws on both academic theory and practical experience. The book offers students information that is applicable to the eMarket industry by providing examples that are easily relatable. The book covers all of the important aspects of online marketing, including the areas associated with search engine marketing, affiliate marketing, web analytics and conversion optimisation, web development, online copywriting, online advertising, webPR, online reputation management, pay per click advertising, viral marketing, social media marketing, search engine optimisation, eMarketing strategy, market research, mobile marketing, crowd sourcing, and customer relationship management. The book also features summaries, learning objectives and discussion points for each chapter, as well as, a glossary and index.

July 19, 2016 | Updated: June 12, 2019
Author: Rob Stokes, Saylor Academy

Subject Areas
Business, Marketing

Original source
saylordotorg.github.io

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Reviews (2) Avg: 3.85 / 5

Jarrett Vaughan

Institution:Langara CollegeTitle/Position: InstructorCreative Commons License

Q: The text covers all areas and ideas of the subject appropriately and provides an effective index and/or glossary

Yes it does, I do not believe that any improvements need to be made in this area.

Comprehensiveness Rating: 4 out of 5

Q: Content is accurate, error-free and unbiased

yes, I believe this to be true

Content Accuracy Rating: 4 out of 5

Q: Content is up-to-date, but not in a way that will quickly make the text obsolete within a short period of time. The text is written and/or arranged in such a way that necessary updates will be relatively easy and straightforward to implement

I don't think that chapter 1 holds any value. The history behind the internet etc does not seem relevant for a digital marketing student. If I taught with this book, I would skip this chapter.

I feel the same about the first section of chapter 2 and all remaining sections that include history. History is irrelevant for a marketing course like this.

Navigation is simple and clear. I think it would be helpful to have a list of learning outcomes at the beginning of the chapter, and then reference them throughout the text.

Relevance Rating: 3 out of 5

Q: The text is written in lucid, accessible prose, and provides adequate context for any jargon/technical terminology used

There are a lot of technical terms. They are all explained well however I am not sure they hold relevance for a digital marketing course. Many of the terms are more appropriate in a web development course. Terms such as HTML...

Clarity Rating: 4 out of 5

Q: The text is internally consistent in terms of terminology and framework

yes

Consistency Rating: 5 out of 5

Q: The text is easily and readily divisible into smaller reading sections that can be assigned at different points within the course (i.e., enormous blocks of text without subheadings should be avoided). The text should not be overly self-referential, and should be easily reorganized and realigned with various subunits of a course without presenting much disruption to the reader.

There are very very small sections of text, sometime broken down into one sentence sections. This does make it simple to read but seems to broken up. It seems a bit disruptive. I think group the each topic into larger sections would be helpful.

Modularity Rating: 3 out of 5

Q: The topics in the text are presented in a logical, clear fashion

Generally the text is presented in a logical fashion. As I previously mentioned, have the learning outcomes at the beginning of each chapter would be helpful.

Organization Rating: 4 out of 5

Q: The text is free of significant interface issues, including navigation problems, distortion of images/charts, and any other display features that may distract or confuse the reader

no issues.

Interface Rating: 5 out of 5

Q: The text contains no grammatical errors

no issues

Grammar Rating: 5 out of 5

Q: The text is not culturally insensitive or offensive in any way. It should make use of examples that are inclusive of a variety of races, ethnicities, and backgrounds

no issues

Cultural Relevance Rating: 5 out of 5

Q: Are there any other comments you would like to make about this book, for example, its appropriateness in a Canadian context or specific updates you think need to be made?

I wouldn't recommend this book as it seems dates. There are much more current books which hold more relevant features and content.

There are a couple additional adjustments I would recommend.

1. Add links or impeded videos relevant to the topic.
2. More picture and graphics. Book is not well designed in an engaging and modern approach. It is fairly simple and elementary from a design perspective. A modern look would help student connect with the very relevant topic at hand.
3. Social Media section is out of date. Should not be talking about Wikis and bookmarking... not super relevant or important. No mention of Instagram. Still talks about mySpace. This section in particular reads as if the author has read about social media but has not first hand experience.
4. Mention of Hotmail in Chapter 10, this type of content really needs to be updated.

This books has fallen trap, as many others have. Digital Marketing books need to be updated 2 times per year, looks like this book has not been updated in about 10 years.

Julia Grav

Institution:Camosun CollegeTitle/Position: FacultyCreative Commons License

Q: The text covers all areas and ideas of the subject appropriately and provides an effective index and/or glossary

The textbook has 19 parts and is extremely extensive in the content it covers, ranging from SEO, customer relation management, advertisement placement, web design to market research. The book, when printed is 492 pages. The large amount of content areas covered are not very well detailed and most would require additional research to understand some of the more complex terms that are not defined. Such as the terms crawling and indexing in relation to web site development and design .

The lack of an index and glossary, however, make amount of content in this book extremely hard to search through to find specific topics.

Comprehensiveness Rating: 4 out of 5

Q: Content is accurate, error-free and unbiased

The images and diagrams are useful throughout. However, some website screen captures are extremely dated and no longer represent current websites.
The textbook covers a lot of dated concepts that could be either removed or updated. For example, in Chapter 10. Viral Marketing, an example of a downloadable coupon is given for a viral marketing campaign case study from 2006.

While a number of the key concepts discussed are still relevant today, the examples and case studies are dated. For example, Chapter 8 Social Media marketing references examples exclusively from 2007 and 2008.

Content Accuracy Rating: 3 out of 5

Q: Content is up-to-date, but not in a way that will quickly make the text obsolete within a short period of time. The text is written and/or arranged in such a way that necessary updates will be relatively easy and straightforward to implement

One of the major drawbacks of this textbook is the out dated examples. Time needs to be taken to update the case studies and screen captures provided; eliminating content that is no longer relevant to eMarketing best practices, for example website breadcrumbs.

The relevance of this book is limited due to the lack of details provided on the large range of topics covered, with out-dated examples.

Relevance Rating: 2 out of 5

Q: The text is written in lucid, accessible prose, and provides adequate context for any jargon/technical terminology used

The text is clearly written with an engaging style. There is some very good context for technical jargon but without a glossary of terms a lot of key ideas may not be fully understood.

Clarity Rating: 4 out of 5

Q: The text is internally consistent in terms of terminology and framework

The layout of the textbook is consistent. There are multiple headings in each chapter to direct the readers and move through the dense subject matter.

Consistency Rating: 4 out of 5

Q: The text is easily and readily divisible into smaller reading sections that can be assigned at different points within the course (i.e., enormous blocks of text without subheadings should be avoided). The text should not be overly self-referential, and should be easily reorganized and realigned with various subunits of a course without presenting much disruption to the reader.

The text is divided into 19 Chapters of varying length. The text is not overly self-referential. A number of chapters could be merged for simplicity and wider adoption.

Modularity Rating: 3 out of 5

Q: The topics in the text are presented in a logical, clear fashion

The textbook starts with an introduction and then into Email Maketing, Online Advertising, Affliate Marketing, Search Engine Marketing, Search Engine Optimization, Pay Per Click Advertisting, etc.. All of these topics rely on web design and usability. In my opinion structuring SEO and web design ahead of marketing allows for readers to see how the structure and layout (usability) of content leads in to marketing wins.

Organization Rating: 3 out of 5

Q: The text is free of significant interface issues, including navigation problems, distortion of images/charts, and any other display features that may distract or confuse the reader

The interface is clean with a consistent theme used for similar sections of content (i.e. learning outcomes) throughout.

Interface Rating: 5 out of 5

Q: The text contains no grammatical errors

This textbook has been thoroughly edited for grammatical and spelling errors. However, some of the reference links no longer function as they are very dated (circa 2010).

Grammar Rating: 4 out of 5

Q: The text is not culturally insensitive or offensive in any way. It should make use of examples that are inclusive of a variety of races, ethnicities, and backgrounds

The textbook has a number of interesting case studies from South Africa. There is not a wide range of cultural examples. There is no offensive language.

Cultural Relevance Rating: 3 out of 5

Q: Are there any other comments you would like to make about this book, for example, its appropriateness in a Canadian context or specific updates you think need to be made?

The book is well written and thorough in its approach to eMarketing. Despite the fact that this book was updated in 2019 more work needs to be done. I do not recommend the adoption of this book until it has had a thorough refresh. Specifically with current examples, cases and reference URLs.