Although the digital space has grown in leaps and bounds, the academic literature remains constrained. The availability of e-marketing textbooks is seemingly limited. The aim of this book is to provide guidance to student on the world of e-marketing which they can use to effectively market online.

The book is divided into three parts. The book starts with the fundamentals of e-marketing and then moves on to the web and web development. The proceeding chapters zones into the specifics of e-marketing by looking at the following aspects: search engine marketing, online advertising, e-commerce, email marketing, mobile marketing and leveraging social media marketing. Lastly, the third part of the book sheds further context into the efficiency of the e-marketing strategy by looking at the analysis through understanding web analytics.

The book is intended to come to life through relatable examples, well detailed explanations, real-world case studies and helpful infographics. Each chapter also includes discussion questions and thought-provoking activities. I believe that this textbook will provide relevant insights to faculty members, students as well as marketing practitioners in a manner that is easy to follow. I trust that this book will equip you will the tools that will enable you to succeed and flourish in the world of digital marketing.

The book starts with the introduction to digital advertising and the fundamentals. The book then moves on digital advertising platforms and creating effective digital advertising campaigns. The proceeding chapters zones into the specifics of digital advertising by looking at the following aspects: Targeting and Personalization in Digital Advertising, Ad Formats and Creative Strategies, Measurement and Analytics in Digital Advertising as well as Ethical and Legal Considerations in Digital Advertising.

The transitional shift towards digital marketing has led to an increasing interest in digital tools and their ability to drive strategic goals. Part of the most commonly used digital marketing tools is email marketing. For this reason, email marketing is an area that needs to be explored with some depth. Email marketing within the context of this textbook delves into the ways in which companies engage with audiences and develop customer relationships in line with marketing objectives. Email Marketing: An Essential Guide, is intended to shed light on the potential of email marketing from a practical and strategic perspective.

Consumer Behaviour as a field of study has grown significantly due to the increased influence of consumers in the market. There has been a corresponding transitional shift from a business-to-consumer approach to a consumer-to-business one, which has had a specific impact on the marketing domain. Marketing as a core discipline was crafted in the infancy stage to ensure consumers got the right product, at the right price, in the right place and by use of the right promotion. The complexity in modern society involves correctly determining this “right”. Consumer Behaviour provides a current South African perspective on consumers and their ever-changing needs, as influenced by a number of psychological, cultural and environmental factors.

Consumer Behaviour discusses the dynamics of consumers and their consumption practices and behaviours, and the importance of adjusting marketing efforts accordingly to ensure business success.It reflects a relevant and current outlook, including exploring the changes and challenges associated with the COVID-19 pandemic.

Consumer Behaviour is aimed at undergraduate Marketing students and those who are already in the field wanting to improve their knowledge on consumer behaviour in South Africa.