Digital Marketing Strategy

Reviewed by Nikki Hicks, Professor, John Tyler Community College on 11/26/23

Comprehensiveness rating: 4 see less

Digital Marketing by Dolbec is clear and concise in the organization of the textbook. There is a smooth transition of content as the author works his way through the RACE framework (Dave Chaffey) which offers a construct on how to build a firm foundation for digital marketing strategy. However, as there are more digital marketing tools introduced (i.e. ChatGPT, Artificial Intelligence, etc.), this textbook could use an update.

Content Accuracy rating: 5

The textbook content is accurate and makes great use of another source for content foundation (RACE framework by Dave Chaffey).

Relevance/Longevity rating: 3

There are a number of digital marketing tools introduced post the publishing of this textbook (i.e. ChatGPT, newer Artificial Intelligence tools, etc.). New technologies significantly impact digital marketing processes; and if the textbook is not updated regularly, then this book will become obsolete quickly.

Clarity rating: 5

The Digital Marketing textbook uses appropriate industry jargon that is understandable at a 100-200 course level. The presentation of the content is clear and understandable.

Consistency rating: 5

By using a contemporary framework as the foundation for the context of this textbook, the author has smartly chosen a resource that extends well beyond the pages of the book. As new technologies are constantly evolving, the framework author has an external site with updated content and additional resources.

Modularity rating: 5

The textbook is divided into small portions for reading and adequately divided with backlinks to other resources, interactive figures/pictures, and exercises. There are plenty of graphics and infographics to help engage the student.

Organization/Structure/Flow rating: 5

Digital Marketing by Dolbec is clear and concise in the organization of the textbook. There is a smooth transition of content as the author works his way through the RACE framework (Dave Chaffey) which offers a construct on how to build a firm foundation for digital marketing strategy. However, as there more digital marketing tools introduced (i.e. ChatGPT, Artificial Intelligence, etc.), this textbook could use an update.

Interface rating: 4

Overall navigation of the textbook is with ease. Students at my Institution are encouraged to use link at the https://opentextbooks.concordia.ca/digitalmarketing. In addition, with there being 12 different methods to access or integrate the textbook, this is a positive as it is wonderful to have so many options for text access. There are plenty of graphics and infographics to help engage the student. In addition, the beauty of an OER textbook you can improve as you wish. At my Institution, we integrated the textbook into the Canvas site using a technology to improve the interface. The integration in Canvas included more interaction by way of concept check questions, live videos, etc.

Grammatical Errors rating: 3

This textbook is used for an OER course at my Institution. The Instructional Designer had to take time to correct grammatical errors before integrating the text into the asynchronous Canvas course. The ID had to really go through and ensure the text was correct. The issue was not so much spelling issues, but rather words used in the right context and subject-verb agreement.

Cultural Relevance rating: 5

Digital Marketing by Dolbec uses real world examples and backlinks to a plethora of videos, websites, organizations throughout the book. Because there are so many outside references, authors and resources integrated, this book is inherently diverse. There are consumer examples, situational examples used throughout the book that refer to various backgrounds, lifestyles and interests.

Comments

There as so few OER resources (and even paid publisher books) devoted to this subject. An updated version would be helpful.

Reviewed by Stacey Shiflet, Adjunct Faculty, Tidewater Community College on 2/26/23

Comprehensiveness rating: 5 see less

The textbook covers all bases of the digital marketing process and combines those efforts to other marketing concepts.

Content Accuracy rating: 5

Up to date information and is consistent with other marketing concepts.

Relevance/Longevity rating: 5

This textbook is very relevant to marketing concepts for many businesses and up to date with the information.

Clarity rating: 5

The textbook is very easy to follow and explains the marketing concepts and language very well with examples and clear detail.

Consistency rating: 5

The consistency in the textbook allows for reference throughout as the process is explained in each chapter.

Modularity rating: 5

Very well broken down and understandable.

Organization/Structure/Flow rating: 5

Very well organized textbook with solid references.

Interface rating: 5

Very well interfaced and fluid.

Grammatical Errors rating: 5

I did not find any grammatical errors.

Cultural Relevance rating: 5

This textbook is inclusive for all.

Comments

I found this textbook to be very engaging and detailed. I feel it would be very easily used as a marketing course textbook or a supplemental textbook for a more advanced course.