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Digital Marketing
Raj Sachdev
PLYMOUTH STATE UNIVERSITY
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DIGITAL MARKETING
Published by McGraw Hill LLC, 1325 Avenue of the Americas, New York, NY 10019.
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BRIEF CONTENTS
CHAPTER 1
Digital Marketing in a Digital World 2
CHAPTER 2
Creating Value through Digital Marketing Strategy 30
CHAPTER 3
Digital Consumer Behavior and Customer Relationship and Experience
Management 60
CHAPTER 4
Website Marketing Strategy 92
CHAPTER 5
Search Engine Optimization (SEO) Strategy 130
CHAPTER 6
Search Engine Marketing (SEM) Strategy 160
CHAPTER 7
Email Marketing Strategy 196
CHAPTER 8
Social Media and Community Marketing Strategy 230
CHAPTER 9
Mobile Marketing Strategy 284
CHAPTER 10
Digital Brand, Trust, and Reputation Management Strategy 324
CHAPTER 11
Digital Marketing Legal, Ethical, Privacy, and Security Considerations 346
CHAPTER 12
Trends and the Future of Digital Marketing 386
APPENDIX TO CHAPTER 2
Sample Strategic Digital Marketing Plan (Simplified) 406
GLOSSARY 423
INDEX 439
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CONTENTS
CHAPTER 1
What Is Digital Marketing? 4

Evolution and Environment of Digital Marketing 4
The Evolution of Digital Marketing 4
Digital Marketing Macro-Environment 5
Digital Marketing Micro-Environment 6
Types of Digital Marketing 8
Email Marketing 8
Website Marketing 8
Search Engine Optimization and Search Engine Marketing 9
Social Media and Community Marketing 10
Mobile Marketing 11
Smart-Environment Marketing 11
Digital Marketing Value 13
Value and Digital Marketing 13
Digital Brand, Trust, and Reputation 13
Digital Segmentation, Targeting, and Positioning (STP) 16
Digital Sales 16
Digital Consumer Behavior and Customer Relationship and Experience
Management 16
Integrated Marketing Communications and Digital Marketing 16
The Digital Marketing Mix 17
The Traditional 4P’s Marketing Mix 17
The 7A’s of Digital Marketing 17
Digital Marketing Objectives 20
Conversion 21
Gain Customer Insights 21
Enhance Retention and Loyalty 22
Establish Expertise 22
Provide Interactive Sales and Exceptional Customer Service 22
Build Brand Image, Reputation, and Trust 22
Provide Information 23
Digital Marketing Analytics 23
Key Terms 24
Chapter Summary and Learning Objectives 24
Questions for Review 25
Mini Group Exercise/In-Class Discussion 26
Digital Marketing Case Study 26
Notes 27
CHAPTER 2
Creating Value through Digital Marketing Strategy 30
adidas Digital Marketing Strategy 31
Introduction to Digital Marketing Strategy 32

The Strategic Digital Marketing Planning Process 33
Stage 1: Organizational and Marketing Overview 33
Stage 2: Situation Analysis and Digital Marketing Objectives, Strategies, and
Tactics 33
Stage 3: Digital Marketing Analytics and Implementation Plan 33
Basic Digital Marketing Strategies and Tactics 34
Digital Marketing and the 4P’s 34
The 7A’s of Digital Marketing 37
Competitor Analysis 42
The Strategic Digital Marketing Plan 43
Cover Page 43
Executive Summary 44
Section 1: Organizational Mission, Vision, and Objectives 44
Section 2: Overall Marketing Strategies and Objectives 44 Page vii
Section 3: Digital Marketing Situation Analysis (Digital SWOT) 45

Section 4: Digital Marketing Objectives, Digital STP, and Digital Value
Proposition 45
Section 5: Digital Marketing Strategies and Tactics 49
Section 6: Digital Marketing Privacy, Security, Legal, and Ethical
Considerations 51
Section 7: Digital Marketing Analytics, Evaluation, and Measurement 52
Section 8: Digital Marketing Implementation Control Plan and Budget 53
References and Appendix 54
Key Terms 55
Chapter Projects 57
Notes 57
CHAPTER 3
Digital Consumer Behavior and Customer Relationship and
Experience Management 60
From Digital Consumer to Digital Customer and Beyond 61
Digital Consumer Behavior and Influences 62
Who Is the Digital Consumer? 62
Digital Consumer Behavior 62
Influences on the Digital Consumer 63
Digital Conversion Funnel 67
Digital Conversion Funnel in Action 68
Digital Marketing Consumer Decision-Making Process 69
Digital Consumer Decision-Making Process in Action 70
Digital Buyer Persona 71
Digital Customer Relationship Management 74
Digital Customer Experience (DCX) Management 78
User Experience (UX) 78
User Interface (UI) 80
Interaction Design (IxD) 81
Information Architecture (IA) 81
Microanimation and Microinteraction 81
Minimalism and Simplified Experiences 82
Language, Voice, Tone, and Style 82
Colors, Contrast, Icons, and Shape Experiences 82
Consistent and Transparent Experience 85
Key Terms 85
Notes 89
CHAPTER 4
Website Marketing Strategy 92
Amazon.com 93
Website Evolution and Value 94

Website Marketing Objectives 95
Conversion 95
Enhance Retention and Loyalty 97
Provide Interactive Sales and Exceptional Customer Service 99
Build Brand Image, Reputation, Trust, and Credibility 100
Provide Information 101
Website Marketing Considerations, Strategies, and Tactics 101
Website-Creation Strategy Considerations 101
Website Design Strategies and Tactics 106
Website Promotion Strategies 112
Website Content Strategies 113
Value for the Target Market 113
Interactive, Dynamic, and Personalized Content and Media 115
SEO Content Strategy 115
Content Currency 115
Legal and Ethical Content 115
Website Marketing Analytics 116 Page viii
An Example: Google Analytics 117

Key Terms 123
Chapter Project 127
Notes 127
CHAPTER 5
Search Engine Optimization (SEO) Strategy 130
“Google It” 131
Evolution and Value of Search Engine Optimization 132

Value through Search Engine Optimization 132
SEO Objectives 134
Traffic, Leads, and Conversion 134
Build or Increase Brand Image, Reputation, Awareness, and Trust 135
SEO Considerations, Strategies, and Tactics 136
Keyword Strategies and Tactics 136
Website SEO Strategies and Tactics 138
Local SEO or Local Search Optimization (LSO) Strategies and Tactics 143
People Also Ask (PAA) SEO 144
SEO Content Strategies and Tactics 146
Unique, Engaging, Creative, and Specific Content 146
Content Planning 148
Technical Considerations for Content 149
SEO Analytics 150
Popular SEO Analytics Tools 150
Page-Load-Speed Analytics 152
Backlink Analytics 154
Key Terms 154
Notes 157
CHAPTER 6
Search Engine Marketing (SEM) Strategy 160
“Come In, We’re Open” 161
Evolution and Value of Search Engine Marketing 162

SEM Objectives 163
Increase Traffic, Leads, and Conversion 163
Build or Increase Brand Image, Reputation, and Trust 164
SEM Considerations, Strategies, and Tactics 165
Search Engine Selection Strategy 165
Account, Campaign, and Group Strategies and Tactics 167
Search Ad Auction and Bidding Strategy 170
Keyword Strategy 173
Display Ad Strategies and Tactics 180
Remarketing and Audience-Targeting Strategies 181
Landing Page and Website-Related Strategies 182
Budgeting Strategies and Tactics 182
SEM Content Strategies and Tactics 184
Search Ad Copy and Content Strategy 184
Responsive Ad Content 185
Relevant and Brand-Appropriate Content 186
Personalized Content 186
Culturally Sensitive Content 186
Testing Content 186
SEM Analytics 187
Key Terms 189
Chapter Project 192
Optional Certification 192
Notes 192
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CHAPTER 7
Email Marketing Strategy 196
Target Email Campaign 197
Evolution and Value of Email Marketing 198

Email Marketing Objectives 198
Increase Awareness and Information 199
Gain Leads, Traffic, Sales, and Conversion 199
Increase Retention and Loyalty 200
Build Brand Image and Reputation 200
Email Marketing Considerations, Strategies, and Tactics 200
Email Marketing Plan 201
Types of Email Marketing 201
Email Campaign Strategies and Tactics 203
Email Marketing Content and Design Strategies and Tactics 214
Mobile-First Strategy 214
Subject Line 215
Strategies and Tactics for Writing Effective and Sticky Body Text 216
Design and Experience Strategies and Tactics 216
Personalization 218
Calls-to-Action 218
Sensitive and Inclusive Content 218
Email Marketing Analytics 219
Key Terms 224 Page x
Chapter Project 227
Optional Certification: Email Marketing 227
Notes 227
CHAPTER 8
Social Media and Community Marketing Strategy 230
Social and Community Marketing Value Creation at Tokyo Restaurant
Takazawa 231
Evolution and Value of Social Media and Community Marketing 232

Social Media and Community Marketing Objectives 232
Increase Brand Awareness, Exposure, and Image 233
Increase Traffic, Leads, Sales, and Conversion 233
Improve Customer Service 234
Increase Engagement 235
Increase Community and Build Long-Lasting Relationships 236
Increase Retention and Loyalty 236
Social Media and Community Marketing Considerations, Strategies, and
Tactics 236
Social Media Marketing Plan 237
Social Media Platform Strategies and Tactics 237
Social Media Management Platform Strategies and Tactics 256
Social Media Username and Account Strategies and Tactics 258
Social Media Optimization (SMO) and Community Optimization Strategies and
Tactics 259
Social Media Audit 259
Social Listening Strategy 259
Influencer, Advocate, and Guest Strategies and Tactics 260
Podcasting Strategies and Tactics 262
Social Media and Community Mobile Strategies and Tactics 263
Social Media Accessibility Strategy 264
Social Media and Community Marketing Content Strategies and Tactics 264
Content Type and Scheduling Strategies and Tactics 264
Social and Community Storytelling Strategies and Tactics 266
Current or Evergreen Content? 267
Syndicated Content 267
Content Optimized for Mobile-First 267
Platform-Specific Content Strategies and Considerations 267
Social Media and Community Marketing Analytics 271
Platform Analytics 271
Community Marketing Analytics 276
Key Terms 276
Chapter Project 279
Optional Certification 279
Notes 280
CHAPTER 9
Mobile Marketing Strategy 284
Starbucks App 285
Evolution and Value of Mobile Marketing 286

Mobile Marketing Objectives 286
Increase Brand Awareness, Exposure, and Image 286
Increase Leads, Traffic, Sales, and Conversion 288
Improve Customer Service 288
Increase Engagement, Retention, and Loyalty, and Build Relationships
289
Mobile Marketing Considerations, Strategies, and Tactics 289
Mobile Marketing Plan 289
Mobile Marketing Strategies and Tactics 289
Mobile Marketing Content Strategies and Tactics 308
Tone and Voice 308
Textual versus Video, Image, and Interactive Content 309
Length and Placement of Content 309
Mobile Text Campaign Content Strategy and Tactics 309
Mobile Marketing Analytics 310
Mobile App Analytics 310
Mobile Texting Analytics 316
Key Terms 317
Chapter Project 319
Notes 320
CHAPTER 10
Digital Brand, Trust, and Reputation Management Strategy
324
Brand Switching Online 325
What Are Digital Brand, Trust, and Reputation Management? 326

Digital Brand, Trust, and Reputation Management Objectives 327
Digital Brand, Trust, and Reputation Management Considerations, Strategies,
and Tactics 327
Digital Brand Strategies and Tactics 328
Digital Trust and Reputation Management Strategies and Tactics 331
Digital Brand, Trust, and Reputation Management Analytics 338
Key Terms 341
Notes 343
CHAPTER 11
Digital Marketing Legal, Ethical, Privacy, and Security
Considerations 346
Legal, Ethical, Privacy and Security Considerations in Digital Marketing 347
Digital Marketing Legal and Ethical Framework 348

Brief Overview of Law and Legal Framework 348
Key Digital Marketing Rules 348
Specific Digital Marketing Rules 350
Digital Influencer Marketing and the Law 351
Intellectual Property in Digital Marketing 351
Contract Law for Digital Marketing 355
Americans with Disabilities Act (ADA) and Digital Marketing 356
Digital Marketing Ethical Challenges 358
Digital Marketing Legal and Ethical Considerations, Strategies, and Tactics
358
Conduct Truthful and Fair Digital Marketing 358 Page xi
Disclose and Disclaim Where Required or Valuable 360

Use Simple Language and Build Trust 360
Create Policies and Review Content for Legal and Ethical Considerations
360
Seek Ethical Digital Partnerships 361
Factor in International and Local Legal and Ethical Considerations 361
Be Aware of the Changing Legal and Ethical Landscape 362
Digital Marketing Privacy and Security Framework 363
Personal Data or Personally Identifiable Information 363
Common Privacy and Cybersecurity Threats and Attacks in Digital Marketing
363
Privacy and Security Law and Regulation for Digital Marketing 365
Frameworks, Industry Standards, and Self-Regulation 371
Platform Terms, Conditions, Contracts, and Approaches 372
Digital Marketing Privacy and Security Considerations, Strategies, and Tactics
372
Obtain Consent and Show Value Provided 372
Track Only as Needed 373
Provide Consumer Choice and Control 373
Employ at Least Reasonable Security and Privacy Measures 374
Follow All Applicable Laws and Rules 375
Avoid False or Exaggerated Claims and Promises 375
Have Clear Privacy Policies and Be Transparent 376
Minimize Data You Collect 376
Employ Due Diligence When Using Third-Party Services 377
Keep Up with Evolving Privacy and Security Environments 377
Key Terms 378
Notes 380
CHAPTER 12
The Internet of Senses by 2030? 387

Next Generation of Search 388
Smarter Marketing Automation 388
Cloud Services and Digital Marketing-as-a-Service 389
IoT and IoE 389
A Cookieless World 389
Phygital 389
Smarter Environments 390
Blockchain and NFTs 391
Digital Campfires 391
Agile Project Management for Digital Marketing 393
Digital Realities and the Metaverse 393
AI in Digital Marketing 395
Digital Consumer–Machine Collaboration 398
Digital Marketing Trends and Future Considerations, Strategies, and Tactics
398
Embrace Change but Balance Emerging Technologies 398
Implement Voice Search Optimization with Context 398
Embrace Smart Environments and Provide Value 399
Employ Marketing Automation Where Relevant 399
Embrace Privacy and Security in Futuristic Digital Marketing 399
Broaden Ways to Understand Consumers 399
Key Terms 400
Notes 401
APPENDIX TO CHAPTER 2
Sample Strategic Digital Marketing Plan (Simplified) 406
GLOSSARY 423
INDEX 439
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ABOUT THE AUTHOR
Dr. Raj Sachdev
Dr. Raj Sachdev, MSc (Oxford), M.B.A., LL.M, D.B.A., PCM (Digital Marketing),
CIPP/US, is an Assistant Professor of Marketing at Plymouth State University (PSU),
an Assistant Facilitator at Cornell University, a strategic digital marketing consultant,
an interdisciplinary researcher, a speaker, and an international lawyer (California,
England, and Wales). Having more than 26 years of industry and academic
experience, he has served in many capacities including in a number of marketing
and managerial roles. A graduate of Oxford University, he holds various degrees
from different institutions in the areas of marketing, business, technology, and law.
He is a PCM in Digital Marketing from the American Marketing Association (AMA); is
or previously has been certified in Google Analytics, Google Ads, digital marketing
(Google, HubSpot), social media (Hootsuite and HubSpot), email marketing
(Mailchimp), cybersecurity (GCHQ degree), and privacy (CIPP/US); and holds law
licenses. He holds membership in a number of organizations and thoroughly values
continuous learning.
Over the past 20 years, Dr. Sachdev has had the opportunity to teach/facilitate 50+
courses at different institutions, including at Oxford University, Stanford CSP, Cornell
University, and Columbia College among others. Having been awarded for his
teaching excellence, he has mentored students to win a national marketing-
simulation competition and has been a founding advisor to an AMA Collegiate
Chapter.
His TEDx talk at Northwestern University, “Value Creating Our Way to the Smart
Home of 2050,” focused on marketing in smart digital environments with emerging
and futuristic technologies. His keynote talk at AMA’s The Year Ahead 2021
conference covered “The Future of Smart Digital Marketing Amidst Cybersecurity
and Privacy Challenges.” He has also spoken at other major industry conferences
and events and has been a guest speaker at renowned universities such as Oxford,
Harvard, Cambridge, and Stanford.
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As an interdisciplinary researcher, Dr. Sachdev is most interested in digital
marketing and the areas of emerging and futuristic technologies, privacy/security,
and law. He has written general and peer-reviewed articles, as well as short pieces
on avoiding “dumb” digital marketing in a smart world (The Marketing
Journal), smart robots and AI with strategies for digital marketing (Journal of AI,
Robotics, and Workplace Automation, forthcoming), smart home value creation
(IPMA Journal), social media trademark law (Thomson Reuters Carswell), and digital
marketing strategies related to privacy and security (AMA Marketing News), among
others. He proposed and created a new legal control for the Cloud Security Alliance
(CSA) IoT Security Controls Framework Version 2. He researches e-commerce
websites, search advertising, social media, and mobile app trademark law at
Maastricht University and was a visiting researcher at UC Berkeley.
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PREFACE
Digital Marketing is targeted primarily at undergraduate courses in Digital Marketing,
however it may also be used in certificate and graduate programs. It is grounded in
marketing theory and concepts and adopts a strategic and analytical approach with global
examples. The material can be used in any teaching format: in-class, online, and hybrid. Not
only does it reference some of the latest digital marketing tools, it also emphasizes current
marketing trends and shows how these may be applied.
Digital Marketing is sized to work in most course formats. Its 12 chapters include three
foundational chapters that introduce students to the general topic of digital marketing in a
digital world (Chapter 1), how to create value through strategic digital marketing (Chapter
2), with a sample strategic digital marketing plan (Appendix to Chapter 2), and digital
consumer behavior (Chapter 3). The product’s two concluding chapters look at the
important legal, ethical, privacy, and security issues relating to digital marketing (Chapter
11) and the trends and future of digital marketing (Chapter 12).
The middle chapters—Chapters 4 through 10—are “doing chapters.” These seven chapters
focus on how to use marketing theory and concepts, in combination with digital marketing
tools, to “do digital marketing.” Each of these chapters has a content structure that looks
first at value creation and objectives, and next at considerations, strategies, and tactics for
digital marketing related to the chapter topic. The strategies and tactics sections show
applications of marketing theory and concepts, using examples and references to popular and
effective digital marketing tools. They then look specifically at content strategy related to the
chapter topic.
Each of the “doing chapters” ends with a section on analytics, showing which analytics are
appropriate for monitoring the effectiveness of the digital marketing related to the chapter
topic. Where relevant, a summary table of the analytic measures appropriate for a specific
type of digital marketing is included.
Depending on the length and focus of their course, instructors can use any combination of
chapters in pretty much any sequence. The chapter content is primarily U.S.-based, but with
many global examples included in the text as well as additional feature boxes that highlight
specific global issues. (See the discussion of the feature boxes in the next paragraph.) As a
brand-new, first edition, the text is also very up-to-date, with a multitude of current
references, examples, screenshots, and (in Chapter 8) discussion of the current social media
platforms that students are familiar with.
Throughout relevant chapters, various feature boxes highlight relevant issues in Digital
Marketing:
• Digital Marketing Value Creation boxes highlight how organizations create

value for consumers, themselves, and/or society through digital marketing.
• Privacy and Security Considerations in Digital Marketing boxes focus on

incorporating privacy and security in digital marketing practices, being
compliant, and providing consumers with privacy and security options.
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• Legal and Ethical Issues in Digital Marketing boxes introduce students to key
laws, regulations, rules, and ethical issues in digital marketing relating to the
use of legal content and imagery, location targeting, influencers, intellectual
property, ethical search marketing, email marketing, and various other areas.
• Thinking about Global Digital Marketing boxes illustrate ways in which digital
marketing is practiced for consumers in countries outside of the United
States.
Each chapter offers useful end-of-chapter review and learning content including: key terms,
chapter summary with learning objectives, review questions, mini group exercise/in-class
discussion, and a digital marketing case study. Select chapters also offer a chapter project.
Focusing on students and incorporating their learning process, Digital Marketing has been
written as a resource with hands-on digital marketing exercises. Exercises are explained and
instructions are provided to guide students to understand what is required and to apply what
they have learned. With the student in mind, tools or technology are used for all relevant
practical exercises.
Some chapters recommend the completion of an industry certification, such as Google Ads,
Social Media, and Email Marketing. To gain these certifications, students will need to
engage in additional study beyond the relevant chapter. Instructor materials will detail
additional information about these certifications.
Instructor Support
The instructor material covers tips for each teaching format, including incorporating
material into online courses. The Instructor’s Manual includes many hands-on activities,
including hands-on projects and assignment questions for relevant chapters, information on
optional certifications, and additional tips for advanced or graduate courses. For example,
hands-on projects include creating a digital buyer persona, building a website (using tools,
not programming), and creating an SEM plan with keyword research, a social media plan,
an email marketing plan, a mobile marketing plan, and relevant reports. In Chapter 2, there
is an outline of a strategic digital marketing plan that can be used for a semester project,
with a sample provided in Appendix to Chapter 2.
The online Testbank content—offering 75 auto-gradable questions per chapter and quizzes
providing 25 auto-gradable questions per chapter—allows for assessment of students’ skill
level. Accessible PowerPoint® presentations support in-class instruction. All support
materials can be found within McGraw Hill’s Connect platform.
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ACKNOWLEDGMENTS
Many dedicated instructors offered their time and expertise to evaluate and shape
the content for this first edition. Their thoughtful feedback helped refine the text,
and I am grateful and thank them for their support and useful recommendations. I
would like to extend a special thanks to Ann Torbert, content editor, for her careful
review, guidance, and support throughout the writing process.
Parimal Bhagat, Indiana University of Pennsylvania

Mary Carlson, College of DuPage
Thomas Elmer, West Chester University
Teresa Greenlees, Western Michigan University
Jamie Grigsby, Missouri State University
Mary Haines, Ohio University
Aaron Hollister, Johnson County Community College
Austin Hostetter, Ball State University
Chris Huseman, Liberty University
Loran Jarrett, University of South Florida
Leslie L. Kendrick, Johns Hopkins University
Kacy Kim, Bryant University
Alisa Kinnebrew, Georgia Northwestern Technical College
Jeff Koleba, University of Louisville
Benjamin Lipschutz, Central Penn College
Boris Maciejovsky, University of California, Riverside
Jessica Malberti, University of Central Florida
Christopher George Medenwald, University of Arkansas, The Sam M. Walton
College of Business
John Akpesiri Olotewo, Essex County College
Brooke Petty, Johns Hopkins University
Arilova Randrianasolo, Butler University
Scott Roberts, University of the Incarnate Word
Anna Sadovnikova, Monmouth University
Lisa M. Sciulli, Indiana University of Pennsylvania
Adam Shelffo, Arapahoe Community College
Brian A. Vander Schee, Indiana University
Frank Wanderski, Metropolitan State University
Donna Wertalik, Virginia Tech
Christopher Wilkey, Ball State University
Shelly Zaldivar, Southwestern Assemblies of God University
I would also like to thank the McGraw Hill team: Tim Vertovec, managing director;
Michele Janicek, senior product development manager; Meredith Fossel, former
portfolio manager (currently director of market development); Jessica Dimitrijevic,
portfolio manager; Kelly Delso, lead product developer; Michelle Sweeden,
marketing manager; Marianne Musni, program manager; Susan Trentacosti and
Emily Windelborn, content project managers; Matt Diamond, designer; Sandy
Ludovissy, manufacturing project manager; and Traci Vaski, content licensing
specialist.
CHAPTER 1 Page 2
Digital Marketing in a Digital World
LEARNING OBJECTIVES
LO 1-1 Define digital marketing.

LO 1-2 Summarize the evolution and the environment of digital marketing.
LO 1-3 List the major types of digital marketing.
LO 1-4 Discuss how digital marketing can provide value.
LO 1-5 Apply the digital marketing mix.
LO 1-6 Explain key digital marketing objectives.
LO 1-7 Explain the importance of monitoring, measurement, and analytics to digital marketing.
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Digital Marketing in a Digital World
PopTika/Shutterstock
As a consumer in a digital world, you are exposed to digital marketing every day. You likely are familiar with shopping on an e-
commerce website, searching for products or services on Google, engaging with Facebook ads, or downloading an app from
the App Store to make a purchase. The average U.S. household has access to more than 10 digital devices. These might
include mobile phones, laptops, tablets, smart TVs, and others. This means that digital marketers have great opportunity to
reach consumers through various mediums, and each requires an understanding of digital marketing considerations.
Digital marketing has never been as important as it is today. Businesses of all kinds and sizes, from technology giants to a local
family restaurant, benefit from different types of digital marketing. Consumers rely on digital marketing to find, purchase, and
consume many types of products and services. It is hard to imagine a product or service that could not be marketed digitally.
Consumers digitally try on items such as clothes and glasses. They purchase groceries online. They are now even buying cars
online for quick delivery—and can even return the car within 30 days if they don’t like it and meet the return requirements.
Source: Lionel S. Vailshery, “Average Number of Connected Devices Residents Have Access to in U.S. Households in 2020, by Device,” Statista, last modified January 22, 2021,
https://www.statista.com/statistics/1107206/average-number-of-connected-devices-us-house/; “Carmax Home Delivery,” Carmax, accessed January 2, 2022, https://www.carmax.com/home-delivery.
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What Is Digital Marketing?
LO 1-1 Define digital marketing.
To understand digital marketing, we must start with the definition of marketing in general.
According to the American Marketing Association (AMA), marketing is “the activity, set of
institutions, and processes for creating, communicating, delivering, and exchanging offerings
that have value for customers, clients, partners, and society at large.”1 It seeks to identify
and meet both human and social needs. A common element of many definitions of
marketing is value. One definition of value is that which a consumer receives for what the
consumer pays or provides.2
Digital marketing is an aspect of marketing that can be done in conjunction with or

separately from traditional marketing, defined as that which is not conducted digitally. We’ll
define digital marketing as marketing offerings of value to consumers and society through
digital means. The AMA refers to digital marketing as “the use of digital or social channels
to promote a brand or reach consumers.” In this context, a brand may be a “name, term,
design, symbol,” or other aspect that identifies one organization’s product or service and
distinguishes it from that of another.3
What is important about digital marketing is that it is always a changing, dynamic process.4
The true challenge is providing value within a fixed budget. As you will see in this chapter,
the many types of digital marketing are a major driving force behind many organizations’
marketing and can have substantial reach.
Evolution and Environment of Digital
Marketing
LO 1-2 Summarize the evolution and the environment of digital marketing.
While the terms World Wide Web (www), also known as the web, and Internet are used
interchangeably, they do not mean the same thing.5 The Internet includes the web, in a
global network that permits users to communicate, share, and obtain information from
anywhere the Internet is accessible.6 The World Wide Web is a part of the Internet and
includes various connected documents.7
The Evolution of Digital Marketing

Sir Tim Berners-Lee, widely known as the inventor of the web in 1989, likely had no idea the
extent to which the web would be used for digital marketing or the impact it would have on
consumers’ lives.8 By the 1990s, early forms of digital marketing were already seen on the
web. Exhibit 1-1 show the evolution of digital marketing. Actually, email marketing is an
example of digital marketing that originated back in the late 1970s and so predated the
web.9
Exhibit 1-1 Evolution of Digital Marketing
The development of the web in the 1990s started with Web 1.0, otherwise known as the
“read-only web.”10 Over time the web evolved, moving into the current Web 4.0, and the
next generation, Web 5.0, is now anticipated. Various types of digital marketing shown in
Exhibit 1-1 were used throughout the evolution of the web. In Web 1.0, websites became
popular and soon were used for marketing even in their most basic form. Advertising in the
form of banner ads on websites was prevalent and involved a display of an ad within
websites and by digital means. Mobile phones also started to gain popularity.11
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This era was followed by Web 2.0 in the years 2000–2009, during which social media
and interaction became widespread and the average consumer participated in adding
content to the web through user-generated content (UGC).12 This was also when the
individual consumer’s voice was heard through online channels such as MySpace,
Facebook, forums, and blogs. As mobile phones continued to gain popularity and became
capable of doing much more than earlier versions, mobile apps and mobile marketing
expanded the ability to market to users of these devices.
Web 3.0, otherwise known as the “semantic web,” involved a “web of data” and was
dominant in 2010–2019. Advertising based on a consumer’s online behavior and activity
became important in this phase, as did human–machine interaction, as computers became
more useful and performed some tasks based on data. Currently, Web 4.0, also known as the
“symbiotic web,” involves “intelligent interactions” between people and machines.13
Eventually we will enter Web 5.0, described by some as “sensory and emotive,” which will
take the web to a new level.14 What shape this may take is yet to be seen. Existing,
emerging, and futuristic technologies all affect digital marketing in many ways. In particular,
marketing to smart devices results in smart-environment marketing, which is changing the
way marketing is done. Yet, the oldest forms of digital marketing are still being used as
futuristic ones are always being contemplated.
Digital marketing is affected by forces in both the macro- and the micro-environments, as
described next.
Digital Marketing Macro-Environment

The macro-environment is a broad set of the forces generally not under the control of the
marketer.15 Francis J. Aguilar has been credited with describing these forces in his famous
ETPS analysis. Sometimes known as PEST analysis, it details Political, Economic, Social,
and Technical influences.16 A commonly used variation is the PESTEL analysis, which
incorporates the two additional factors of Environmental and Legal. The PESTEL forces
that affect digital marketing are discussed below.
Political
Political factors, including policies relating to foreign trade, may affect digital marketing.
Digital marketers must bear in mind import and export costs and shipping considerations
relating to specific countries. E-commerce websites that serve international audiences
especially need to consider such particularities. When countries or regions experience
political instability, digital marketers may be compelled to reconsider their strategies. In
some countries, government policies toward digital platforms may also affect whether a
digital marketer may use these successfully in those countries, if at all.
Economic
Digital marketing can serve to boost economic development; some even say that social
media fuels the economy.17 The economic status of certain countries, or across regions or
states within countries, may affect which countries or regions should be targeted in the
digital marketing strategy.
Disposable income of consumers is very relevant, because digital marketing helps to fulfill
everyday needs as well as wants of consumers. High unemployment may result in the need
to assess what consumers most value. Organizations must carefully measure fluctuations in
demand and supply.
Social
Differences in social attitudes toward digital marketing across regions must also be
considered. For example, it is a social norm in many regions to make purchases through
digital channels such as smart devices, where available. Lifestyle choices and social trends
can also compel digital marketers to be creative in their approaches
Consumers decide what they consider to be socially acceptable, and digital marketers Page 6
must cater to their target market’s understanding and avoid communicating in ways
that may offend those understandings.18 Some brands that directly take on social issues
may get a positive response from consumers, although such strategy can also backfire.19
Cultural considerations are key when presenting digital marketing to wide audiences. It may
not be the case that a single communication will be appropriate in an international setting.
Digital consumer behavior within a society will be discussed in Chapter 3. Digital

marketing ethics will be considered in content boxes in various chapters, and in more detail
in Chapter 11.
Technical
Technology plays a huge role in the field of digital marketing. Existing, emerging, and
futuristic technologies allow digital marketers to provide exceptional personalized and
convenient experiences to consumers in ways that would never have been expected just a few
years ago. As smart environments become more advanced, digital marketing is likely to play
an increasing role.
Technologies will be discussed throughout the chapters as relevant to each type of digital
marketing, and the future of digital marketing will be discussed in depth in Chapter 12.
Environmental
Organizations are finding ways to promote environmental factors and be sustainable. Digital
marketing can help reduce paper waste, as much activity is conducted via the Internet.20
Amazon, for example, is working to reduce carbon emissions, aiming for all of its power
usage to be from “100% renewable energy” and other initiatives by 2024.21
However, organizations providing services through the latest technologies and those
providing the most up-to-date devices must also consider digital waste (or e-waste) from the
perspective of older devices and electronics.22 Additionally, because much data is stored in
the cloud, it is important to consider cloud recycling, which involves recycling equipment
used in cloud data centers as organizations upgrade such equipment.23
Legal
Digital marketers must be aware of a number of legal considerations. Laws and regulations
concerning privacy and cybersecurity are on the rise. Digital marketers must adhere to
various requirements set out in these laws, such as the California Consumer Privacy Act
(CCPA) and the General Data Protection Regulation (GDPR) in the EU. Also, digital
marketing must adhere to advertising rules under the Federal Trade Commission Act and
enforced by the Federal Trade Commission (FTC), including prohibitions against “unfair and
deceptive practices.”24
Some products and advertising that may be legal in one country may not be legal in another.
Digital marketers must also respect intellectual property laws of the legal jurisdictions in
which they operate or market. Digital contracts must consider the legal rules of the places
where digital marketing is being conducted depending on local rules.
Digital marketing legal considerations will be discussed in occasional content boxes in

various chapters and in depth in Chapter 11.
Digital Marketing Micro-Environment

The micro-environment of digital marketing includes specific factors over which the
organization may have some control.25 The micro-environment consists of the organization
itself, its suppliers, digital marketing intermediaries, competitors, publics, and its
customers.26 Organizations may need to adjust their digital marketing strategies based on
the state of or changes in these environments.
Page 7
Organization
The organization itself is the key component of the micro-environment; it must be well
suited to engage in digital marketing and have a well-defined strategic plan backed by top
management. It must be able and willing to engage in certain risks and adapt its strategy to
changing circumstances. Hiring marketing employees and leadership who are well versed in
digital marketing can have a profound impact on the success of an organization.
Organizations that draw talent and input from across functional areas to consider optimal
digital marketing strategies often flourish.
Suppliers
Suppliers are those individuals or organizations that offer inputs, goods, or services that the
organization needs to manufacture or provide an end product or service to consumers.
Managing supplier relationships, expectations, and negotiation enables an organization to
be valuable to consumers. Walmart’s ability to purchase in large volumes, for example,
allows it to negotiate low prices with its suppliers as well as share data with suppliers to help
with inventory management.27
Intermediaries
Digital marketing intermediaries are those individuals, organizations, online services, and
platforms that assist in the marketing of products and services of one or more
organizations.28 Online retailers, search engines, social media platforms, portals, mobile
app stores, online lists, aggregators, networks, coupon sites, and many others may be
intermediaries.29 These intermediaries can be crucial to digital marketers, and carefully
selecting appropriate ones should be a part of ongoing strategic planning.
Competitors
The competitive landscape in a digital context can be substantial. The Internet has opened
doors to global competitors that may show up in search engine result pages (SERPs).
Finding ways to sustain a competitive advantage—the “superior position” an organization has
over its competitors because of the value it provides—is challenging. It is important to
regularly check the digital platforms that competitors are using and even learn from their
digital marketing activity, including what their customers are saying.30 Digital marketers
may employ various competitive strategies to sustain such advantage, which will be
discussed in Chapter 3
Publics
Publics include individuals or groups who have a stake in or influence on the ability of an
organization to attain its goals and purpose. Consumer groups can be a vocal public against
organizations that do not meet their understanding of products and services or the digital
marketing of these. Government publics such as the FTC regulate advertising and may
pursue action against organizations that violate relevant rules. The media may help boost or
hinder an organization through media reports of its activities, products, or services.
Customers
Understanding customers is paramount in digital marketing. Organizations must not only
provide value consistently but also deliver excellent customer experiences. Some customers
who face negative experiences are not shy to display their dissatisfaction through digital
channels; they may provide negative reviews that can hurt sales and the image of an
organization. Managing relationships with customers is crucial in digital marketing. These
matters are considered in Chapter 3.
Page 8
Types of Digital Marketing
LO 1-3 List the major types of digital marketing.
The options for conducting digital marketing are many, and Exhibit 1-2 shows various
types of digital marketing. This section introduces the types of digital marketing. Each type
is also discussed in depth, along with key strategies, in the various chapters that follow.
Exhibit 1-2 Types of Digital Marketing

Email Marketing
Many consumers use email for communication purposes. As a tool, email marketing can be
very effective. It involves sending carefully crafted emails to pertinent audiences; it may
include promotions, new products, newsletters, or messages intended to keep a regular
connection with customers. Best Buy may send emails to consumers when they sign up for
promotional or informational services. It may send a promotion related to a purchase or an
offer for accessories for a recently bought item.
An email subject line will likely play a key role in determining whether the consumer will
open a marketing email. Whether the email will be read will depend on various factors,
including strategies used in email marketing. For example, Dropbox sent an email using the
subject line Dropbox and Paper, together. It used email marketing to promote a specific
service consumers may not have been aware of. Its email clearly indicated the value of the
service, Make working together easier, while describing what the service is. It also showed an
example while succinctly outlining key benefits. A conspicuously placed button appears for
consumers to Try Paper. Such a strategy is known as a call-to-action (CTA), an item that
promotes a desired action. Email marketing is discussed in detail in Chapter 7.
Another random document with
no related content on Scribd:
Take of—Compound Powdered Chalk with Opium, ten grains;
Oil of Dill, five drops;
Simple Syrup, three drachms;
Water, nine drachms:
Make a Mixture.[177] Half a teaspoonful to be given to an infant of six months

and under, and one teaspoonful to a child above that age, every four hours—
first shaking the bottle.
The baby ought, for a few days, to be kept entirely to the breast.
The mother should be most particular in her own diet.
What NOT to do.—The mother must neither take greens, nor
cabbage, nor raw fruit, nor pastry, nor beer; indeed, while the
diarrhœa of her babe continues, she had better abstain from wine, as
well as from fermented liquors. The child, if at the breast, ought not,
while the diarrhœa continues, to have any artificial food. He must
neither be dosed with gray powder (a favorite but highly improper
remedy in these cases), nor with any quack medicines, such as
Dalby’s Carminative or Godfrey’s Cordial.
103. What are the symptoms of Dysentery?
Dysentery frequently arises from a neglected diarrhœa. It is more
dangerous than diarrhœa, as it is of an inflammatory character; and
as, unfortunately, it frequently attacks a delicate child, requires
skillful handling: hence the care and experience required in treating
a case of dysentery.
Well, then, what are the symptoms? The infant, in all probability,
has had an attack of diarrhœa—bowel complaint as it is called—for
several days; he having had a dozen or two of motions, many of them
slimy and frothy, like “frog-spawn,” during the twenty-four hours.
Suddenly the character of the motion changes,—from being
principally stool, it becomes almost entirely blood and mucus; he is
dreadfully griped, which causes him to strain violently, as though his
inside would come away every time he has a motion,—screaming and
twisting about, evidently being in the greatest pain, drawing his legs
up to his belly and writhing in agony. Sickness and vomiting are
always present, which still more robs him of his little remaining
strength, and prevents the repair of his system. Now, look at his face!
It is the very picture of distress. Suppose he has been a plump,
healthy little fellow, you will see his face, in a few days, become old-
looking, care-worn, haggard, and pinched. Day and night the enemy
tracks him (unless proper remedies be administered); no sleep, or, if
he sleep, he is every few minutes roused. It is heart-rending to have
to attend a bad case of dysentery in a child,—the writhing, the
screaming, the frequent vomiting, the pitiful look, the rapid wasting
and exhaustion, make it more distressing to witness than almost any
other disease a doctor attends.
104. Can anything be done to relieve such a case?
Yes. A judicious medical man will do a great deal. But, suppose
that you are not able to procure one, I will tell you what to do and
what NOT to do.
What to do.—If the child be at the breast, keep him to it, and let
him have nothing else, for dysentery is frequently caused by
improper feeding. If your milk be not good, or it be scanty, instantly
procure a healthy wet-nurse. Lose not a moment; for in dysentery
moments are precious. But, suppose that you have no milk, and that
no wet-nurse can be procured: what then? Feed him entirely on
cow’s milk—the milk of one healthy cow; let the milk be unboiled,
and be fresh from the cow. Give it in small quantities at a time, and
frequently, so that it may be retained on the stomach. If a
tablespoonful of the milk make him sick, give him a dessertspoonful;
if a dessertspoonful cause sickness, let him only have a teaspoonful
at a time, and let it be repeated every quarter of an hour. But
remember, in such a case the breast-milk—the breast milk alone—is
incomparably superior to any other milk or to any other food
whatever.
If he be a year old and weaned, then feed him, as above
recommended, on the cow’s milk. If there be extreme exhaustion and
debility, let fifteen drops of brandy be added to each tablespoonful of
new milk, and let it be given every half hour.
Now with regard to medicine. I approach this part of the treatment
with some degree of reluctance—for dysentery is a case requiring
opium, and opium I never like a mother of her own accord to
administer. But suppose a medical man cannot be procured in time,
the mother must then prescribe or the child will die! What then is to
be done? Sir Charles Locock considers “that in severe dysentery,
especially where there is sickness, there is no remedy equal to pure
calomel, in a full dose, without opium.”[178] Therefore, at the very
onset of the disease, let from three to five grains (according to the
age of the patient) of calomel, mixed with an equal quantity of
powdered white sugar, be put dry on the tongue. In three hours after
let the following mixture be administered:
Take of—Compound Ipecacuanha Powder, five grains;
Ipecacuanha Wine, half a drachm;
Cinnamon Water, nine drachms:
To make a Mixture.[179] A teaspoonful to be given every three or four hours, first

well shaking the bottle.
Supposing he cannot retain the mixture—the stomach rejecting it
as soon as swallowed—what then? Give the opium, mixed with small
doses of mercury with chalk and sugar, in the form of powder, and
put one of the powders dry on the tongue every three hours:
Take of—Powdered Opium, half a grain;
Mercury with Chalk, nine grains;
Sugar of Milk, twenty-four grains:
Mix well in a mortar, and divide into twelve powders.

Now, suppose the dysentery has for several days persisted, and
that, during that time, nothing but mucus and blood—that no real
stool—has come from the bowels, then a combination of castor oil
and opium[180] ought, instead of the medicine recommended above,
to be given.
Take of—Mixture of Acacia, three drachms;
Tincture of Opium, ten drops (not minims);
Castor Oil, two drachms;
Cinnamon Water, four drachms:
Make a Mixture. A teaspoonful to be taken every four hours, first well shaking
the bottle.
A warm bath, at the commencement of the disease, is very
efficacious; but it must be given at the commencement. If he has had
dysentery for a day or two, he will be too weak to have a warm bath;
then, instead of the bath, try the following: Wrap him in a blanket
which has been previously wrung out of hot water, over which
envelop him in a dry blanket. Keep him in this hot, damp blanket for
half an hour; then take him out, put on his night-gown and place him
in bed, which has been, if it be winter time, previously warmed. The
above “blanket treatment” will frequently give great relief, and will
sometimes cause him to fall into a sweet sleep. A flannel bag filled
with hot powdered table salt, made hot in the oven, applied to the
bowels, will afford much comfort.
What NOT to do.—Do not give aperients, unless it be, as before
advised, the castor oil guarded with the opium; do not stuff him with
artificial food; do not fail to send for a judicious and an experienced
medical man; for, remember, it requires a skillful doctor to treat a
case of dysentery, more especially in a child.
105. What are the symptoms, the causes, and the treatment of
Nettle-rash?
Nettle-rash consists of several irregular raised wheals, red at the
base and white on the summit, on different parts of the body; but it
seldom attacks the face. It is not contagious, and it may occur at all
ages and many times. It comes and goes, remaining only a short time
in a place. It puts on very much the appearance of the child having
been stung by nettles—hence its name. It produces great heat,
itching, and irritation, sometimes to such a degree as to make him
feverish, sick, and fretful. He is generally worse when he is warm in
bed, or when the surface of his body is suddenly exposed to the air.
Rubbing the skin, too, always aggravates the itching and the tingling,
and brings out a fresh crop.
The cause of nettle-rash may commonly be traced to improper
feeding; although, occasionally, it proceeds from teething.
What to do.—It is a complaint of no danger, and readily gives way
to a mild aperient, and to attention to diet. There is nothing better to
relieve the irritation of the skin than a warm bath. If it be a severe
attack of nettle-rash, by all means call in a medical man.
What NOT to do.—Do not apply cold applications to his skin, and
do not wash him (while the rash is out) in quite cold water. Do not
allow him to be in a draught, but let him be in a well-ventilated
room. If he be old enough to eat meat, keep it from him for a few
days, and let him live on milk and farinaceous diet. Avoid strong
purgatives, and calomel, and gray powder.
106. What are the symptoms and the treatment of Red-gum?
Red-gum, tooth-rash, red-gown, is usually owing to irritation from
teething; not always from the cutting, but from the evolution, the
“breeding,” of the teeth. It is also sometimes owing to unhealthy
stools irritating the bowels, and showing itself, by sympathy, on the
skin. Red-gum consists of several small papulæ, or pimples, about
the size of pins’ heads, and may be known from measles—the only
disease for which it is at all likely to be mistaken—by its being
unattended by symptoms of cold, such as sneezing, running, and
redness of the eyes, etc., and by the patches not assuming a
crescentic, half-moon shape; red-gum, in short, may readily be
known by the child’s health being unaffected, unless, indeed, there
be a great crop of pimples; then there will be slight feverishness.
What to do.—Little need be done. If there be a good deal of
irritation, a mild aperient should be given. The child ought to be kept
moderately but not very warm.
What NOT to do.—Draughts of air, or cold, should be carefully
avoided; as, by sending the eruption suddenly in, either convulsions
or disordered bowels might be produced. Do not dose him with gray
powder.
107. How would you prevent “Stuffing of the nose” in a new-born
babe?
Rubbing a little tallow on the bridge of the nose is the old-
fashioned remedy, and answers the purpose. It ought to be applied
every evening just before putting him to bed.
If the “stuffing” be severe, dip a sponge in hot water, as hot as he
can comfortably bear; ascertain that it be not too hot, by previously
applying it to your own face, and then put it for a few minutes to the
bridge of his nose. As soon as the hard mucus is within reach, it
should be carefully removed.
108. Do you consider sickness injurious to an infant?
Many thriving babies are, after taking the breast, frequently sick;
still we cannot look upon sickness otherwise than as an index of
either a disordered or of an overloaded stomach. If the child be sick,
and yet be thriving, it is a proof that he overloads his stomach. A
mother, then, must not allow him to suck so much at a time. She
should, until he retains all he takes, lessen the quantity of milk. If he
be sick and does not thrive, the mother should notice if the milk he
throws up has a sour smell; if it has, she must first of all look to her
own health; she ought to ascertain if her own stomach be out of
order; for if such be the case, it is impossible for her to make good
milk. She should observe whether, in the morning, her own tongue
be furred and dry; whether she have a disagreeable taste in her
mouth, or pains at her stomach, or heartburn, or flatulence. If she
have all, or any of these symptoms, the mystery is explained why he
is sick and does not thrive. She ought then to seek advice, and a
medical man will soon put her stomach into good order; and, by so
doing, will, at the same time, benefit the child.
But if the mother be in the enjoyment of good health, she must
then look to the babe herself, and ascertain if he be cutting his teeth;
if the gums require lancing; if the secretions from the bowels be
proper both in quantity and in quality; and, if he have had artificial
food—it being absolutely necessary to give such food—whether it
agree with him.
What to do.—In the first place, if the gums are red, hot, and
swollen, let them be lanced; in the second, if the secretions from the
bowels are either unhealthy or scanty, give him a dose of aperient
medicine, such as castor oil, or the following: Take two or three
grains of powdered Turkey rhubarb, three grains of pure carbonate
of magnesia, and one grain of aromatic powder. Mix. The powder to
be taken at bedtime, mixed in a teaspoonful of sugar and water, and
which should, if necessary, be repeated the following night. In the
third place, if the food he be taking does not agree with him, change
it (vide answer to question 33). Give it in smaller quantities at a time,
and not so frequently; or, what will be better still, if it be possible,
keep him, for awhile, entirely to the breast.
What NOT to do.—Do not let him overload his stomach either with
breast-milk or with artificial food. Let the mother avoid, until his
sickness be relieved, greens, cabbage, and all other green vegetables.
109. What are the causes, the symptoms, the prevention, and the
cure of Thrush?
The thrush is a frequent disease of an infant, and is often brought
on either by stuffing him or by giving him improper food. A child
brought up entirely, for the first three or four months, on the breast,
seldom suffers from this complaint. The thrush consists of several
irregular, roundish, white specks on the lips, the tongue, the inside
and the angles of the mouth, giving the parts affected the appearance
of curds and whey having been smeared upon them. The mouth is
hot and painful, and he is afraid to suck: the moment the nipple is
put into his mouth he begins to cry. The thrush sometimes, although
but rarely, runs through the whole of the alimentary canal. It should
be borne in mind that nearly every child who is sucking has his or
her tongue white or “frosted” as it is sometimes called. The thrush
may be mild or very severe.
Now with regard to What to do.—As the thrush is generally owing
to improper and to artificial feeding, if the child be at the breast,
keep him, for a time, entirely to it. Do not let him be always sucking,
as that will not only fret his mouth, but will likewise irritate and
make sore the mother’s nipple.
If he be not at the breast, but has been weaned, then keep him for
a few days entirely to a milk diet—to the milk of ONE cow—either
boiled, if it be hot weather, to keep it sweet; or unboiled, in cool
weather—fresh as it comes from the cow.
The best medicine is the old-fashioned one of borax, a
combination of powdered lump sugar and borax being a good one for
the purpose: the powdered lump sugar increases the efficacy and the
cleansing properties of the borax; it tends, moreover, to make it more
palatable:
Take of—Biborate of Soda, half a drachm;
Lump sugar, two scruples:
To be well mixed together, and made into twelve powders. One of the powders to
be put dry on the tongue every four hours.
The best local remedy is honey of borax, which ought to be
smeared frequently, by means of the finger, on the parts affected.
Thorough ventilation of the apartment must be observed; and
great cleanliness of the vessels containing the milk should be insisted
upon.
In a bad case of thrush, change of air to the country is most
desirable; the effect is sometimes, in such cases, truly magical.
If the thrush be brought on either by too much or by improper
food, in the first case, of course, a mother must lessen the quantity;
and, in the second, she should be more careful in her selection.
What NOT to do.—Do not use either a calf’s teat or wash-leather for
the feeding-bottle; fortunately, since the invention of india-rubber
teats, they are now nearly exploded; they were, in olden times,
fruitful causes of thrush. Do not mind the trouble of ascertaining that
the cooking-vessels connected with the baby’s food are perfectly
clean and sweet. Do not leave the purity and the goodness of the
cow’s milk (it being absolutely necessary to feed him on artificial
food) to be judged either by the milkman or by the nurse, but taste
and prove it yourself. Do not keep the milk in a warm place, but
either in the dairy or in the cellar; and, if it be summer time, let the
jug holding the milk be put in a crock containing lumps of ice. Do not
use milk that has been milked longer than twelve hours, but, if
practicable, have it milked direct from the cow, and use it
immediately—let it be really and truly fresh and genuine milk.
When the disease is severe, it may require more active treatment—
such as a dose of calomel; which medicine must never be given,
unless it be either under the direction of a medical man, or unless it
be in an extreme case,—such as dysentery;[181] therefore, the mother
had better seek advice.
In a severe case of thrush, where the complaint has been brought
on by artificial feeding—the babe not having the advantage of the
mother’s milk—it is really surprising how rapidly a wet-nurse—if the
case has not been too long deferred—will effect a cure, where all
other means have been tried and have failed. The effect has been
truly magical! In a severe case of thrush, pure air and thorough
ventilation are essential to recovery.
110. Is anything to be learned from the cry of an infant?
There is a language in the cry of an infant which a thoughtful
medical man can well interpret. The cry of hunger, for instance, is
very characteristic,—it is unaccompanied with tears, and is a wailing
cry; the cry of teething, is a fretful cry; the cry of earache is short,
sharp, piercing, and decisive, the head being moved about from side
to side, and the little hand being often put up to the affected side of
the head; the cry of bowelache is also expressive,—the cry is not so
piercing as from earache, and is an interrupted, straining cry,
accompanied with a drawing up of the legs to the belly; the cry of
bronchitis is a gruff and phlegmatic cry; the cry of inflammation of
the lungs is more a moan than a cry; the cry of croup is hoarse, and
rough, and ringing, and is so characteristic that it may truly be called
“the croupy cry,” moreover, he breathes as though he breathed
through muslin; the cry of inflammation of the membranes of the
brain is a piercing shriek—a danger signal—most painful to hear; the
cry of a child recovering from a severe illness is a cross, and
wayward, and tearful cry; he may truly be said to be in a quarrelsome
mood; he bursts out without rhyme or reason into a passionate flood
of tears; tears are always, in a severe illness, to be looked upon as a
good omen, as a sign of amendment: tears, when a child is
dangerously ill, are rarely if ever seen; a cry at night, for light—a
frequent cause of a babe crying—is a restless cry:
“An infant crying in the night:
An infant crying for the light:
And with no language but a cry.”[182]
111. If an infant be delicate, have you any objection to his having

either veal or mutton broth to strengthen him?
Broths seldom agree with a babe at the breast. I have known them
produce sickness, disorder the bowels, and create fever. I
recommend you, therefore, not to make the attempt.
Although broth and beef-tea, when taken by the mouth, will
seldom agree with an infant at the breast, yet, when used as an
enema, and in small quantities, so that they may be retained, I have
frequently found them to be of great benefit: they have, in some
instances, appeared to have snatched delicate children from the
brink of the grave.
112. My babe’s ankles are very weak: what do you advise to
strengthen them?
If his ankles be weak, let them every morning be bathed, after the
completion of his morning’s ablution, for five minutes each time,
with bay salt and water, a small handful of bay salt dissolved in a
quart of rain water (with the chill of the water taken off in the winter,
and of its proper temperature in the summer time); then let them be
dried; after the drying, let the ankles be well rubbed with the
following liniment:
Take of—Oil of Rosemary, three drachms;
Liniment of Camphor, thirteen drachms:
To make a Liniment.
Do not let him be put on his feet early; but allow him to crawl, and
sprawl, and kick about the floor, until his ankles become strong.
Do not, on any account, without having competent advice on the
subject, use iron instruments or mechanical supports of any kind:
the ankles are generally, by such artificial supports, made worse, in
consequence of the pressure causing a further dwindling away and
enfeebling of the ligaments of the ankles, already wasted and
weakened.
Let him wear shoes, with straps over the insteps to keep them on,
and not boots: boots will only, by wasting the ligaments, increase the
weakness of the ankles.
113. Sometimes there is a difficulty in restraining the bleeding of
leech-bites. What is the best method?
The difficulty in these cases generally arises from the improper
method of performing it. For example—a mother endeavors to stop
the hemorrhage by loading the part with rag; the more the bites
discharge, the more rag she applies. At the same time, the child
probably is in a room with a large fire, with two or three candles,
with the doors closed, and with perhaps a dozen people in the
apartment, whom the mother has, in her fright, sent for. This
practice is strongly reprehensible.
If the bleeding cannot be stopped,—in the first place, the fire must
be extinguished, the door and windows should be thrown open, and
the room ought to be cleared of persons, with the exception of one,
or, at the most, two; and every rag should be removed. “Stopping of
leech-bites.—The simplest and most certain way, till the proper
assistance is obtained, is the pressure of the finger, with nothing
intervening. It cannot bleed through that.”[183]
Many babies have lost their lives by excessive loss of blood from
leech-bites, from a mother not knowing how to act, and also from the
medical man either living at a distance, or not being at hand.
Fortunately for the infantile community, leeches are now very
seldom ordered by doctors.
114. Supposing a baby to be poorly, have you any advice to give
to his mother as to her own management?
She must endeavor to calm her feelings, or her milk will be
disordered, and she will thus materially increase his illness. If he be
laboring under any inflammatory disorder, she ought to refrain from
the taking of beer, wine, and spirits, and from all stimulating food;
otherwise, she will feed his disease.
Before concluding the first part of my subject—the Management of
Infancy—let me again urge upon you the importance—the
paramount importance—if you wish your babe to be strong and
hearty,—of giving him as little opening physic as possible. The best
physic for him is Nature’s physic—fresh air and exercise and
simplicity of living. A mother who is herself always drugging her
child, can only do good to two persons—the doctor and the druggist!
If an infant from his birth be properly managed,—if he has an
abundance of fresh air for his lungs,—if he has plenty of exercise for
his muscles (by allowing him to kick and sprawl on the floor),—if he
has a good swilling and sousing of water for his skin,—if, during the
early months of his life, he has nothing but the mother’s milk for his
stomach,—he will require very little medicine—the less the better! He
does not want his stomach to be made into a doctor’s shop! The
grand thing is not to take every opportunity of administering physic,
but of using every means of withholding it! And if physic be
necessary, not to doctor him yourself, unless it be in extreme and
urgent cases (which in preceding and succeeding Conversations I
either have or will indicate), but to employ an experienced medical
man. A babe who is always, without rhyme or reason, being
physicked, is sure to be puny, delicate, and unhealthy, and is ready,
at any moment, to drop into an untimely grave!
CONCLUDING REMARKS ON INFANCY.
115. In concluding the first part of our subject—Infancy—I beg to

remark. There are four things essentially necessary to an infant’s
well-doing, namely, (1) plenty of water for the skin; (2) plenty of milk
for the stomach; (3) plenty of fresh air for the lungs; (4) plenty of
sleep for the brain: these are the four grand essentials for a babe;
without an abundance of each and all of them, perfect health is
utterly impossible!
PART II.
CHILDHOOD.
Household treasures! household treasures!

Are they jewels rich and rare;
Or gems of rarest workmanship;
Or gold and silver ware?
Ask the mother as she gazes
On her little ones at play:
Household treasures! household treasures!
Happy children—ye are they.
J. E. Carpenter.
ABLUTION.
116. At twelve months old, do you still recommend a child to be

PUT IN HIS TUB to be washed?
Certainly I do, as I have previously recommended at page 16, in
order that his skin may be well and thoroughly cleansed. If it be
summer time, the water should be used cold; if it be winter, a dash of
warm must be added, so that it may be of the temperature of new
milk; but do not, on any account, use very warm water. The head
must be washed (but not dried) before he be placed in his tub; then,
putting him in the tub (containing the necessary quantity of water,
and washing him as previously recommended),[184] a large sponge
should be filled with the water and squeezed over the head, so that
the water may stream over the whole surface of the body. A jugful of
cold water should, just before taking him out of his bath, be poured
over and down his loins; all this ought rapidly to be done, and he
must be quickly dried with soft towels, and then expeditiously
dressed. For the washing of your child I would recommend you to
use Castile soap in preference to any other: it is more pure, and less
irritating, and hence does not injure the texture of the skin. Take care
that the soap does not get into his eyes, or it might produce irritation
and smarting.
117. Some mothers object to a child’s STANDING in the water.
If the head be wetted before he be placed in the tub, and if he be
washed as above directed, there can be no valid objection to it. He
must not be allowed to remain in the tub more than five minutes.
118. Does not washing the child’s head, every morning, make him
more liable to catch cold, and does it not tend to weaken his sight?
It does neither the one nor the other; on the contrary, it prevents
cold, and strengthens the sight; it cleanses the scalp, prevents scurf,
and, by that means, causes a more beautiful head of hair. The head,
after each washing, ought to be well brushed with a soft brush, but
should not be combed. The brushing causes a healthy circulation of
the scalp.
119. If the head, notwithstanding the washing, be scurfy, what
should be done?
After the head has been well dried, let a little cocoanut oil be well
rubbed, for five minutes each time, into the roots of the hair, and,
afterward, let the head be well brushed, but not combed. The fine-
tooth comb will cause a greater accumulation of scurf, and will
scratch and injure the scalp.
120. Do you recommend a child to be washed IN HIS TUB every
night and morning?
No; once a day is quite sufficient; in the morning in preference to
the evening; unless he be poorly, then, evening instead of morning;
as, immediately after he has been washed and dried, he can be put to
bed.
121. Ought a child to be placed in his tub while he is in a state of
perspiration?
Not while he is perspiring violently, or the perspiration might be
checked suddenly, and ill consequences would ensue; nor ought he
to be put in his tub when he is cold, or his blood would be chilled,
and would be sent from the skin to some internal vital part, and thus
would be likely to light up inflammation—probably of the lungs. His
skin, when he is placed in his bath, ought to be moderately and
comfortably warm; neither too hot nor too cold.
122. When the child is a year old, do you recommend cold or
warm water to be used?
If it be winter, a little warm water ought to be added, so as to raise
the temperature to that of new milk. As the summer advances, less
and less warm water is required, so that, at length, none is needed.
123. If a child be delicate, do you recommend anything to be
added to the water which may tend to brace and strengthen him?
Either a handful of table salt or half a handful of bay salt should be
previously dissolved in a quart jug—of cold water; then, just before
taking the child out of his morning bath, let the above be poured over
and down the back and loins of the child—holding the jug, while
pouring its contents on the back, twelve inches from the child, in
order that it might act as a kind of douche bath.
124. Do you recommend the child, after he has been dried with the
towel, to be rubbed with the hand?
I do; as friction encourages the cutaneous circulation, and causes
the skin to perform its functions properly, thus preventing the
perspiration (which is one of the impurities of the body) from being
sent inwardly either to the lungs or to other parts. The back, the
chest, the bowels, and the limbs are the parts that ought to be well
rubbed.
CLOTHING.
125. Have you any remarks to make on the clothing of a child?

Children—boys and girls—especially if they be delicate, ought
always to wear high dresses up to their necks. The exposure of the
upper part of the chest (if the child be weakly) is dangerous. It is in
the upper part of the lungs, in the region of the collar bones, that
consumption first shows itself. The clothing of a child, more
especially about the chest, should be large and full in every part, and
be free from tight strings, so that the circulation of the blood may not
be impeded, and that there may be plenty of room for the full
development of the rapidly growing body.
His frock or tunic ought to be of woolen material—warm, light, and
porous, in order that the perspiration may rapidly evaporate. The
practice of some mothers in allowing their children to wear tight
bands round their waists, and tight clothes, is truly reprehensible.
Tight bands or tight belts around the waist of a child are very
injurious to health; they crib in the chest, and thus interfere with the
rising and the falling of the ribs—so essential to breathing. Tight hats
ought never to be worn; by interfering with the circulation they cause
headaches. Nature delights in freedom, and resents interference!
126. What parts of the body in particular ought to be kept warm?
The chest, the bowels, and the feet should be kept comfortably
warm. We must guard against an opposite extreme, and not keep
them too hot. The head alone should be kept cool, on which account I
do not approve either of night or of day caps.
127. What are the best kinds of hat for a child?
The best covering for the head, when he is out and about, is a
loose-fitting straw hat, which will allow the perspiration to escape. It
should have a broad brim, to screen the eyes. A sunshade, that is to
say, a sea-side hat—a hat made of cotton, with a wide brim to keep
off the sun—is also an excellent hat for a child; it is very light, and
allows a free escape of the perspiration. It can be bought, ready
made, at a baby-linen warehouse.
A knitted or crocheted woolen hat, with woolen rosettes to keep
the ears warm, and which may be procured at any baby-linen
warehouse, makes a nice and comfortable winter’s hat for a child. It
is also a good hat for him to wear while performing a long journey.
The color chosen is generally scarlet and white, which, in cold
weather, gives it a warm and comfortable appearance.
It is an abominable practice to cover a child’s head either with
beaver or with felt, or with any thick, impervious material. It is a
well-ascertained fact, that both beaver and silk hats cause men to
suffer from headache, and to lose their hair—the reason being that
the perspiration cannot possibly escape through them. Now, if the
perspiration cannot escape, dangerous, or at all events injurious,
consequences must ensue, as it is well known that the skin is a
breathing apparatus, and that it will not with impunity bear
interference.
Neither a child nor any one else should be permitted to be in the
glare of the sun without his hat. If he be allowed, he is likely to have a
sun-stroke, which might either at once kill him, or might make him
an idiot for the remainder of his life, which latter would be the worse
alternative of the two.
128. Have you any remarks to make on keeping a child’s hands
and legs warm when, in the winter time, he is carried out?
When a child either walks or is carried out in wintry weather, be
sure and see that both his hands and legs are well protected from the
cold. There is nothing for this purpose like woolen gloves, and
woolen stockings coming up over the knees.
129. Do you approve of a child wearing a flannel night-gown?
He frequently throws the clothes off him, and has occasion to be
taken up in the night, and if he has not a flannel gown on is likely to
catch cold; on which account I recommend it to be worn. The usual
calico night-gown should be worn under it.
130. Do you advise a child to be LIGHTLY clad, in order that he may
be hardened thereby?
I should fear that such a plan, instead of hardening, would be
likely to produce a contrary effect. It is an ascertained fact that more
children of the poor, who are thus lightly clad, die, than of those who
are properly defended from the cold. Again, what holds good with a
young plant is equally applicable to a young child; and we all know
that it is ridiculous to think of unnecessarily exposing a tender plant
to harden it. If it were thus exposed, it would wither and die!
131. If a child be delicate, if he has a cold body or a languid
circulation, or if he be predisposed to inflammation of the lungs, do
you approve of his wearing flannel instead of linen shirts?
I do; as flannel tends to keep the body at an equal temperature,
thus obviating the effects of the sudden changes of the weather, and
promotes, by gentle friction, the cutaneous circulation, thus warming
the cold body, and giving an impetus to the languid circulation, and
preventing an undue quantity of blood from being sent to the lungs,
either to light up or to feed inflammation. Fine flannel, of course,
ought to be worn, which should be changed as frequently as the usual
shirts.
If a child has had an attack either of bronchitis or of inflammation
of the lungs, or if he has just recovered from scarlet fever, by all
means, if he has not previously worn flannel, instantly let him begin
to do so, and let him, next to the skin, wear a flannel waistcoat. This
is important advice, and ought not to be disregarded.
Scarlet flannel is now much used instead of white flannel; and as
scarlet flannel has a more comfortable appearance, and does not
shrink so much in washing, it may for the white be substituted.
132. Have you any remarks to make on the shoes and stockings of
a child? and on the right way of cutting the toe-nails?
He ought, during the winter, to wear lambs’ wool stockings that
will reach above the knees, and thick calico drawers that will reach a
few inches below the knees; as it is of the utmost importance to keep
the lower extremities comfortably warm. It is really painful to see
how many mothers expose the bare legs of their little ones to the
frosty air, even in the depths of winter. “Tender little children are
exposed to the bitterest weather, with their legs bared in a manner
that would inevitably injure the health of strong adults.”[185]
Garters ought not to be worn, as they impede the circulation, waste
the muscles, and interfere with walking. The stocking may be secured
in its place by means of a loop and tape, which should be fastened to
a part of the dress.
Let me urge upon you the importance of not allowing your child to
wear tight shoes; they cripple the feet, causing the joints of the toes,
which ought to have free play, and which should assist in walking, to
be, in a manner, useless; they produce corns and bunions, and
interfere with the proper circulation of the foot. A shoe ought to be
made according to the shape of the foot—rights and lefts are
therefore desirable. The toe-part of the shoe must be made broad, so
as to allow plenty of room for the toes to expand, and that one toe
cannot overlap another. Be sure, then, that there be no pinching and
no pressure. In the article of shoes you ought to be particular and
liberal; pay attention to having nicely fitting ones, and let them be
made of soft leather, and throw them on one side the moment they
are too small. It is poor economy, indeed, because a pair of shoes be
not worn out, to run the risk of incurring the above evil
consequences.
Shoes are far preferable to boots; boots weaken instead of
strengthen the ankle. The ankle and instep require free play, and
ought not to be hampered by boots. Moreover, boots, by undue
pressure, decidedly waste away the ligaments of the ankle. Boots act
on the ankles in a similar way that stays do on the waist—they do
mischief by pressure. Boots waste away the ligaments of the ankle;
stays waste away the muscles of the back and chest: and thus, in both
cases, do irreparable mischief.
A shoe for a child ought to be made with a narrow strap over the
instep, and with button and button-hole: if it be not made in this
way, the shoe will not keep on the foot.
It is a grievous state of things that in this nineteenth century there
are very few shoemakers in England who know how to make a shoe!
The shoe is made not to fit the real foot, but a fashionable imaginary
one!
Let me strongly urge you to be particular that the sock or stocking
fits nicely—that it is neither too small nor too large; if it be too small,
it binds up the toes unmercifully, and makes one toe to ride over the
other, and thus renders the toes perfectly useless in walking; if it be
too large, it is necessary to lap a portion of the sock or stocking either
under or over the toes, which thus presses unduly upon them, and
gives pain and annoyance. It should be borne in mind that if the toes
have full play, they, as it were, grasp the ground, and greatly assist in
locomotion—which, of course, if they are cramped up, they cannot
possibly do. Be careful too, that the toe-part of the sock or stocking
be not pointed; let it be made square, in order to give room to the
toes. “At this helpless period of life the delicately feeble,
outspreading toes, are wedged into a narrow-toed stocking, often so
short as to double in the toes, diminishing the length of the rapidly-
growing foot! It is next, perhaps, tightly laced into a boot of less
interior dimensions than itself; when the poor little creature is left to
sprawl about with a limping, stumping gait, thus learning to walk as
it best can, under circumstances the most cruel and torturing
imaginable.”[186]
It is impossible for either a stocking or a shoe to fit nicely, unless
the toe-nails be kept in proper order. Now, in cutting the toe-nails
there is, as in everything else, a right and a wrong way. The right way
of cutting a toe-nail is to cut it straight—in a straight line. The wrong
way is to cut the corners of the nail—to round the nail, as it is called.
This cutting the corners of the nails often makes work for the
surgeon, as I myself can testify; it frequently produces “growing-in”
of the nail, which sometimes necessitates the removal of either the
nail or of a portion of it.
133. At what time of the year should a child leave off his winter
clothing?
A mother ought not to leave off her children’s winter clothing until
the spring be far advanced: it is far better to be on the safe side, and
to allow the winter clothes to be worn until the end of May. The old
adage is very good, and should be borne in mind:
“Button to chin
Till May be in;
Ne’er cast a clout
Till May be out.”
134. Have you any general remarks to make on the present

fashion of dressing children?
The present fashion is absurd. Children are frequently dressed like
mountebanks, with feathers and furbelows and finery: the boys go
bare-legged; the little girls are dressed like women, with their stuck-
out petticoats, crinolines, and low dresses! Their poor little waists are
drawn in tight, so that they can scarcely breathe; their dresses are
very low and short, the consequence is, that a great part of the chest
is exposed to our variable climate; their legs are bare down to their
thin socks, or, if they be clothed, they are only covered with gossamer
drawers; while their feet are incased in tight shoes of paper
thickness! Dress! dress! dress! is made with them at a tender age,
and, when first impressions are the strongest, a most important
consideration. They are thus rendered vain and frivolous, and are
taught to consider dress “as the one thing needful.” And if they live to
be women—which the present fashion is likely frequently to prevent
—what are they? Silly, simpering, delicate, lackadaisical nonentities,
—dress being their amusement, their occupation, their conversation,
their everything, their thoughts by day and their dreams by night!
Let children be dressed as children, not as men and women. Let
them be taught that dress is quite a secondary consideration. Let
health, and not fashion, be the first, and we shall have, with God’s
blessing, blooming children, who will, in time, be the pride and
strength of dear old England! Oh that the time may come, and may
not be far distant, “That our sons may grow up as the young plants,

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Cover Image: PopTika/Shutterstock

What Is Digital Marketing? 4

Introduction to Digital Marketing Strategy 32

Section 3: Digital Marketing Situation Analysis (Digital SWOT) 45

Website Evolution and Value 94

An Example: Google Analytics 117

Evolution and Value of Search Engine Optimization 132

Evolution and Value of Search Engine Marketing 162

Evolution and Value of Email Marketing 198

Evolution and Value of Social Media and Community Marketing 232

Evolution and Value of Mobile Marketing 286

What Are Digital Brand, Trust, and Reputation Management? 326

Digital Marketing Legal and Ethical Framework 348

Disclose and Disclaim Where Required or Valuable 360

Trends and the Future of Digital Marketing 388

ABOUT THE AUTHOR

Dr. Raj Sachdev

• Digital Marketing Value Creation boxes highlight how organizations create

• Privacy and Security Considerations in Digital Marketing boxes focus on

Parimal Bhagat, Indiana University of Pennsylvania

Digital Marketing in a Digital World

LO 1-1 Define digital marketing.

Digital Marketing in a Digital World

What Is Digital Marketing?

LO 1-1 Define digital marketing.

Digital marketing is an aspect of marketing that can be done in conjunction with or

LO 1-2 Summarize the evolution and the environment of digital marketing.

The Evolution of Digital Marketing

Exhibit 1-1 Evolution of Digital Marketing

Digital Marketing Macro-Environment

Digital consumer behavior within a society will be discussed in Chapter 3. Digital

Digital marketing legal considerations will be discussed in occasional content boxes in

Digital Marketing Micro-Environment

Types of Digital Marketing

LO 1-3 List the major types of digital marketing.

Exhibit 1-2 Types of Digital Marketing

Make a Mixture.[177] Half a teaspoonful to be given to an infant of six months

To make a Mixture.[179] A teaspoonful to be given every three or four hours, first

Mix well in a mortar, and divide into twelve powders.

111. If an infant be delicate, have you any objection to his having

CONCLUDING REMARKS ON INFANCY.

115. In concluding the first part of our subject—Infancy—I beg to

Household treasures! household treasures!

116. At twelve months old, do you still recommend a child to be

125. Have you any remarks to make on the clothing of a child?

134. Have you any general remarks to make on the present

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