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 DIGITAL
MARKETING
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 Eighth Edition

DIGITAL
MARKETING
Dave Chaffey
Fiona Ellis-Chadwick

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Names: Chaffey, Dave, 1963- author. | Chadwick, Fiona, author.
Title: Strategy, implementation and practice / Dave Chaffey, Fiona Ellis
Chadwick.
Description: Eighth Edition. | Hoboken, NJ : Pearson, [2022] | Includes
bibliographical references and index. | Summary: “Digital marketing has
transformed how businesses and other organisations communicate with
their audiences. Consumers now have access to a much wider choice of
entertainment, products, services and prices from different suppliers
and a more convenient way to select and purchase items. Organisations
have the opportunity to expand into new markets, offer new services,
interact with audiences in new ways and compete on a more equal footing
with larger businesses. Marketers working within these organisations
have the opportunity to develop new skills and to integrate these new
tools to improve the competitiveness of the company”-- Provided by
publisher.
Identifiers: LCCN 2021049493 (print) | LCCN 2021049494 (ebook) | ISBN
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Subjects: LCSH: Internet marketing. | Strategic planning.
Classification: LCC HF5415.1265 .C455 2022 (print) | LCC HF5415.1265
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NOTE THAT ANY PAGE CROSS REFERENCES REFER TO THE PRINT EDITION
Brief contents

Preface xiii
About the authors xxiv
Acknowledgements xxvi

Part 1 Digital marketing fundamentals 2

1 Introducing digital marketing 4

2 Online marketplace analysis: micro-environment 45
3 The digital macro-environment 92

Part 2 Digital marketing strategy development 134

4 Digital marketing strategy 136

5 Digital branding and the marketing mix 189
6 Data-driven relationship marketing using digital platforms 233

Part 3 Digital marketing: implementation and practice 282

7 Delivering the digital customer experience 284

8 Campaign planning for digital media 347
9 Marketing communications using digital media channels 393
10 Evaluation and improvement of digital channel performance 461

Glossary 494
Index 523
Publisher’s Acknowledgements 531
Contents

Preface xiii Case study 1 Boo hoo: learning from Boo.com –

About the authors xxiv the largest European dot.com failure and the
Acknowledgements xxvi success of Boohoo.com 37
Summary 42
Exercises 42
Part 1 Self-assessment exercises 42
Digital marketing Exam and discussion questions 43
fundamentals 2 References 43
Weblinks 44

1 Introducing digital marketing 4 2 Online marketplace analysis:

Learning objectives and topics 4 micro-environment 45
Introduction: how has digital marketing Learning objectives and topics 45
transformed marketing? 5 Introduction to online marketplace analysis 46
How will this text help me? 5 Customer journeys and the online marketplace 46
What is digital marketing? 5 Situation analysis for digital marketing 47
Paid, owned and earned media 6 The digital marketing environment 48
Context – the 7Ds of digital marketing 8 Digital marketing insight 2.1
Digital marketing goals and strategy 9 Resources for analysing the online marketplace 50
Goals of digital marketing 9 Customers: understanding how they interact
Direct-to-consumer communications and with digital markets 52
e-commerce 12 Digital marketing insight 2.2
Key challenges of digital communications 14 From share of search to share of searches –
Digital marketing insight 1.1 evaluating search marketing effectiveness 55
Social commerce – how much do social Customer analysis to understand the digital
networks influence purchase? 14 consumer 56
Introduction to digital marketing strategy 15 Demand analysis and conversion marketing 58
Key features of digital marketing strategy 15 Implications for marketing planning:
Business and revenue models 16 conversion models 58
Different forms of functionality of digital presence 16 Customer choice and digital influence 60
Challenges in developing and managing digital Customer characteristics 62
marketing strategy 17 Social media and emotions 65
A strategic framework for developing a digital Personas 66
marketing strategy 18 The buying process 67
Digital marketing audiences and buyer behaviour 21 Competitor analysis 70
Benefits of digital media 22 The shape and nature of online competitive markets 71
Digital devices and digital platforms 27 Competitor analysis and benchmarking techniques 73
Digital platforms 28 Suppliers, publishers, intermediaries and
Digital media 28 influencers 76
Introduction to digital marketing communications 28 Publishers 76
Key communications concepts for digital marketing 31 Intermediaries 77
Digital data 34 New channel structures 77
Digital marketing technology 35 Digital business models 79
viii Contents

Digital revenue models 80 Exercises 130

Digital publisher and intermediary revenue models 81 Self-assessment exercises 130
Forecasting revenue for an online business 82 Exam and discussion questions 130
Case study 2 Creating the beauty that moves References 130
the world 84 Weblinks 133
Summary 87
Exercises 87
Self-assessment exercises 87
Part 2
Exam and discussion questions 88 Digital marketing strategy
References 88 development 134
Weblinks 91

3 The digital macro-environment 92 4 Digital marketing strategy 136

Learning objectives and topics 92 Learning objectives and topics 136
Introduction to macro-environment forces 93 Introduction 137
The rate of environment change 95 What is a digital marketing strategy? 138
Technological forces 96 Digital marketing strategy as a channel marketing
A short introduction to digital technology 96 strategy 138
URL strategy 97 Which digital marketing activities should have focus? 139
Web standards 99 Why are a digital marketing strategy and digital
Selecting a martech stack for a business 99 transformation needed? 141
Cybersecurity, blockchain and digital currencies 101 Digital marketing insight 4.1
Digital marketing insight 3.1 Is a digital marketing strategy needed in the
The main website security risks 102 post-digital world? 142
Emerging technologies 105 Challenges of managing digital marketing 143
Assessing the marketing value of technology How to structure a digital marketing strategy 145
innovation 105 Situation analysis 148
Legal forces 108 Internal audits of digital marketing 148
Legal activities can be considered unethical 108 Customer research 150
1 Data protection and privacy law 108 Digital marketing insight 4.2
Digital marketing insight 3.2 Consumer profiles: segmenting digital audiences 150
Understanding cookies and the cookieless future 112 Resource analysis 152
2 Disability and discrimination law 115 Competitor analysis 153
3 Brand and trademark protection 115 Intermediary analysis 153
4 Intellectual property rights 116 Assessing opportunities and threats 153
5 Contract and distance-selling law 118 Setting goals and objectives for digital
6 Online advertising law 118 marketing 154
Social forces 119 The online revenue contribution 156
Social exclusion 119 Setting SMART objectives 157
Digital minimalism and digital addiction 120 Frameworks for objective setting 158
Digital marketing insight 3.3 Strategy formulation for digital marketing 160
Digital minimalism and digital addiction 120 Decision 1: Market and product development
Economic forces 122 strategies 162
Market growth and employment 122 Decision 2: Business and revenue models
Economic disruption and the COVID-19 pandemic 123 strategies 164
Political forces 124 Decision 3: Target marketing strategy 165
Political action and control 125 Decision 4: Positioning and differentiation strategy
Internet governance 126 (including the marketing mix) 168
Taxation 126 Decision 5: Customer engagement and social
Tax jurisdiction 127 media strategy 171
Case study 3 Social media and the changing face of Decision 6: Multichannel distribution strategy 172
celebrity influencers 127 Digital marketing insight 4.3
Summary 129 Retail digital channels and mixed-mode buying 173
 Contents ix

Decision 7: Multichannel communications strategy 174 People, process and physical evidence in a
Decision 8: Online communications mix and budget 176 digital marketing context 218
Organisational issues of strategy implementation 177 People 219
Assessing different digital initiatives including Process 221
marketing technology 178 Physical evidence 222
The online lifecycle management grid 180 Case study 5 Spotify streaming develops new
Case study 4 ASOS shifts the focus of high-street revenue models 223
retailing to enhance the customer experience 181 Summary 226
Summary 184 Exercises 227
Exercises 185 Self-assessment questions 227
Self-assessment exercises 185 Exam and discussion questions 227
Exam and discussion questions 185 References 227
References 186 Weblinks 232
Weblinks 188
6 Data-driven relationship marketing
5 Digital branding and the using digital platforms 233
marketing mix 189 Learning objectives and topics 233
Learning objectives and topics 189 Introduction 234
Introduction 190 Concepts of data-driven customer relationship
What is the marketing mix? 190 marketing 236
Digital branding 192 Digital marketing insight 6.1
Success factors for online branding: brand The goals of marketing orchestration 238
advocacy 196 The challenge of customer engagement 239
Success factors for online branding: brand Benefits of using marketing automation to
identity 196 support customer engagement 239
Success factors for online branding: brand Customer lifecycle management strategy 241
names for online brands 197 Permission marketing 242
Product in a digital marketing context 198 Profiling leads with lead scoring and lead grading 246
1 Options for varying the core product Defining contact strategies 249
(online) 199 Data-driven marketing techniques 252
2 Options for offering digital products 200 Personalisation and mass customisation 252
3 Options for changing the extended product 201 Applying artificial intelligence and Big Data to
Digital marketing insight 5.1 support data-driven marketing 253
Zoom freemium products 201 Artificial intelligence for marketing 254
4 Conducting research online 202 Using data analysis and targeting techniques to
5 Speed of new product development 203 increase customer loyalty and value 258
6 Speed of new product diffusion 203 Determining what customers value 258
Price in a digital marketing context 205 The relationship between satisfaction and loyalty 259
Digital marketing insight 5.2 Measuring the voice of the customer in digital
Beauty Pie has created a luxury brand at discount media 260
prices 206 Using measures to differentiate customers by
1 Increased price transparency 207 value and engagement 261
2 Price uncertainty 208 Lifetime value modelling 262
3 Innovative pricing approaches 209 Product recommendations and propensity
4 Alternative pricing structure or policies 211 modelling 268
Place, channels and distribution in a digital Using social media to improve customer loyalty
marketing context 211 and advocacy 269
1 Place of purchase 212 What is social media marketing and why is it
2 New channel structures 214 important? 271
3 Channel conflicts 214 What are the main social media platforms? 272
4 Virtual organisations 215 Social media activities requiring management 273
Promotion and social media in a digital Case study 6 Buffer: from idea to paying business
marketing context 216 customers in seven weeks 275
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x Contents

Summary 278 Virtual reality and augmented reality 327

Exercises 279 Content design and auditing 329
Self-assessment exercises 279 Managing and testing content 332
Exam and discussion questions 279 Online retail merchandising 333
References 279 Evaluating the impact of service quality on
Weblinks 281 e-loyalty 334
Tangibles 336
Part 3 Reliability and responsiveness 337

Digital marketing: Assurance 337

Empathy 337
implementation and practice 282 Multichannel customer service preferences 338
The relationship between service quality, customer
7 Delivering the digital customer satisfaction and loyalty 338
experience 284 Case study 7 Refining the online customer
experience at i-to-i.com 339
Learning objectives and topics 284
Summary 342
Introduction 285
Exercises 342
Structure of this chapter 285
Self-assessment exercises 342
Creating effective digital experiences 285
Exam and discussion questions 342
Planning website, app design and redesign
References 343
projects 288
Weblinks 346
Who should be involved in a digital experience
project? 291
Prototyping 292 8 Campaign planning for
Digital marketing insight 7.1 digital media 347
Success factors for delivery 293 Learning objectives and topics 347
Agile software development 293 Introduction 348
Initiation of a digital experience project 295 The structure of this chapter 348
Domain name registration 295 The characteristics of digital media 349
Selecting a hosting provider 296 1 From push to pull 350
Website performance optimisation 296 2 Interactive dialogues 351
The availability of the website 298 3 From one-to-many to one-to-some and
Defining site or app requirements 298 one-to-one 351
Business requirements 300 4 From one-to-many to many-to-many
Usability requirements 301 communications 352
Digital accessibility requirements 304 5 From ‘lean-back’ to ‘lean-forward’ 352
Personalisation 305 6 The medium changes the nature of standard
Localisation and cultural customisation 307 marketing communications tools such as
Reviewing competitors’ websites 309 advertising 353
Designing the information architecture 310 7 Increase in communications intermediaries 354
Card sorting 311 8 Integration 354
Blueprints 312 9 Timing of campaign communications has
Wireframes 312 additional ‘always-on’ and real-time marketing
Landing pages 315 components 354
Designing the user experience 316 Digital marketing insight 8.1
Elements of digital experience design 317 #OpenYourWorld shares individual’s views 355
Site navigation schemes 319 Step 1. Goal setting and tracking for interactive
Mobile design requirements and techniques 321 marketing communications 356
A. Responsive web design (RWD) 322 Terminology for measuring digital media 357
B. Adaptive design 323 Examples of digital campaign measures 362
C. Accelerated Mobile Pages (AMP) 323 Campaign response mechanisms 363
D. Progressive web apps (PWAs) 324 Online response mechanism 364
E. Native mobile apps 324 Digital marketing insight 8.2
The Internet of Things 326 What’s in a hashtag – #!? 366
 Contents xi

Step 2. Campaign insight 367 Affiliate marketing 424

Customer insight for digital marketing campaigns 367 Advantages and disadvantages of affiliate marketing 426
Step 3. Segmentation and targeting 368 Best practice in planning and managing affiliate
Step 4. Big idea, offer, message development marketing 427
and creative 372 Online sponsorship 428
Which factors affect campaign effectiveness? 373 Digital display advertising 429
Content marketing 374 What is digital display advertising? 429
Step 5. Budgeting and selecting the digital Advantages and disadvantages of display advertising 431
media mix 377 Best practice in planning and managing display
1 Level of investment in digital media techniques in ad campaigns 434
comparison to offline promotion 377 Digital messaging including email marketing and
2 Selecting the right mix of digital media mobile messaging 437
communications tools 379 What is email marketing? 437
Digital marketing insight 8.3 Opt-in email options for customer acquisition 438
Campaign tracking in Google Analytics 380 Opt-in email options for prospect conversion and
3 Level of investment in digital assets 385 customer retention (house list) 438
Step 6. Integration into overall media schedule Digital marketing insight 9.4
or plan 385 SEAT combines email with display advertising
Key activities in media selection and planning 385 to increase awareness 438
Case study 8 Global Action Plan: campaigning Advantages and disadvantages of email marketing 439
for a better world 388 Best practice in planning and managing email
Summary 390 marketing 440
Exercises 390 Mobile text messaging and mobile push
Self-assessment exercises 390 notifications 442
Exam and discussion questions 390 Social media and viral marketing 443
References 391 Viral marketing 444
Weblinks 392 Advantages and disadvantages of social media
and viral marketing 446
9 Marketing communications using Best practice in planning and managing viral
digital media channels 393 marketing 449
Learning objectives and topics 393 Digital marketing insight 9.5
Introduction 394 Is social media ‘mostly a waste of time’ and an
How is this chapter structured? 394 ‘infantile delusion’? 450
Digital marketing insight 9.1 Offline promotion techniques 450
How balanced is your referrer mix? 396 Advantages and disadvantages of using offline
Search engine marketing 397 communications to support e-commerce 451
What is SEO? 400 Incidental and specific advertising of the online
Advantages and disadvantages of SEO 403 presence 452
Best practice in planning and managing SEO 403 Case study 9 Smart Insights: how content strategy
Digital marketing insight 9.2 fuels inbound marketing to grow an online
Is SEO a zoo of Pandas and Penguins? 405 B2B service 452
Digital marketing insight 9.3 Summary 456
Reviewing the links into a site 410 Exercises 457
Paid search marketing 410 Self-assessment exercises 457
Advantages and disadvantages of paid search Exam and discussion questions 458
marketing 412 References 458
Best practice in planning and managing paid search Weblinks 460
marketing 414
Digital public relations and influencer 10 Evaluation and improvement
relationship management 417 of digital channel performance 461
What is digital or online public relations? 417 Learning objectives and topics 461
Advantages and disadvantages of online Introduction 462
public relations 419 Performance management for digital channels 463
Best practice for online public relations and IRM 419 Creating a performance management process 464
Digital partnerships including affiliate marketing 424 Defining the performance metrics framework 465
xii Contents

Tools and techniques for collecting insight, running Who owns the process? 482
processes and summarising results 469 Who owns the content? 483
Using Google Analytics to evaluate and improve Who owns the format? 483
digital marketing 469 Who owns the technology? 484
How is Google Analytics data recorded? 469 Case study 10 Learning from Amazon’s culture
Applying Google Analytics reports and measures 470 of metrics 485
Digital marketing insight 10.1 Summary 491
Focus on measuring social media marketing 474 Exercises 492
Marketing research using the internet and digital Self-assessment exercises 492
media 478 Exam and discussion questions 492
Questionnaires and surveys 479 References 492
Focus groups 480 Weblinks 493
Mystery shoppers 480
Content management process 480
Glossary 494
How often should content be updated? 481
Index 523
Responsibilities for customer experience and
Publisher’s Acknowledgements 531
site management 482

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Preface

Digital media and technology, an opportunity and a threat

Digital marketing has transformed how businesses and other organisations communicate
with their audiences. Consumers now have access to a much wider choice of entertainment,
products, services and prices from different suppliers and a more convenient way to select and
purchase items. Organisations have the opportunity to expand into new markets, offer new
services, interact with audiences in new ways and compete on a more equal footing with larger
businesses. Marketers working within these organisations have the opportunity to develop
new skills and to integrate these new tools to improve the competitiveness of the company.
In Chapter 1 we introduce the 7Ds of digital marketing to highlight the many factors that
contribute to effective digital marketing. The 7Ds are digital goals and strategy, digital audi-
ences, digital devices, digital platforms, digital media, digital data and digital technology.
These can be used, alongside traditional marketing techniques, to get closer to audiences than
ever before. Throughout the text we emphasise the importance of integrating the 7Ds, such
that digital marketing is not treated in isolation but aligned with marketing and business strat-
egy, while offering opportunities to impact strategy through new revenue and business models.
At the same time, the internet and related digital technology platforms give rise to many
threats to organisations. For example, online companies such as ASOS and Zalando (cloth-
ing); Amazon (retail); Spotify (music) and Booking.com and Expedia (travel) have captured
a significant part of their market and struck fear into the existing players. Many consumers
now regularly use social networks such as Facebook, Instagram, LinkedIn, Snapchat, TikTok
and Twitter as part of their daily lives, with the majority of access via smartphones. Engag-
ing these consumers is an ongoing challenge but, as we will see, companies such as those
above have taken advantage of these opportunities to interact with customers and evaluate
these interactions, and this has helped them develop as worldwide brands.
Throughout this text we highlight the potential of digital data, analytics and insight to
learn more about customers and their interactions, and customise marketing propositions
and communications to increase relevance and response. We show that a data-driven or
insight-driven marketing approach offers many advantages, but that organisations must
carefully consider the implications for customer data privacy and security.

Management of digital marketing

With the success stories of companies capturing market share following the rapidly increas-
ing adoption of the internet by consumers and business buyers, it is a prerequisite that all
organisations must have an effective online presence to prosper, or possibly even survive!
What Michael Porter said in 2001 is still valid today:
The key question is not whether to deploy Internet technology – companies have no choice
if they want to stay competitive – but how to deploy it.

What are the marketing communications techniques that businesses need to master to make
effective use of digital marketing? The proliferation of new media channels, digital tech-
nologies and interaction options has given a challenge of understanding, prioritising and
xiv Preface

Table P.1 The RACE planning framework for managing key activities for integrated digital marketing across the
customer lifecycle

Plan Reach Act Convert Engage

Create a digital Increase awareness, Generate interactions Achieve sales online Encourage customer
marketing strategy or drive website, mobile and leads or offline loyalty and advocacy
transformation plan and social media visits

1.1 Situation review 2.1 Media effectiveness 3.1 Customer journey 4.1 Retargeting 5.1 Customer
(Chapters 2 and 3) review effectiveness (Chapters 6 and 9) onboarding
(Chapters 8 and 10) (Chapter 7) (Chapters 6 and 7)

1.2 Set vision and 2.2 Search marketing 3.2 Data profiling 4.2 Personalisation 5.2 Customer
objectives, evaluate (Chapter 9) (Chapter 6) (Chapter 7) experience
(Chapters 4 and 10) (Chapter 7)

1.3 Strategy 2.3 Earned and 3.3 Content 4.3 Mobile 5.3 Customer
(Chapters 4–8) owned media marketing experiences service
(Chapters 6–9) (Chapter 8) (Chapter 7) (Chapter 7)

1.4 Segmentation 2.4 Paid media 3.4 Landing pages 4.4 Multichannel selling 5.4 Email marketing
(Chapters 4 and 6) (Chapter 9) (Chapter 7 and 8) (Chapter 4) (Chapters 6 and 9)

1.5 Value proposition 2.5 Acquisition plan 3.5 Content strategy 4.5 Conversion rate 5.5 Social media
and brand (Chapters 8 and 9) and campaign plan optimisation marketing
(Chapters 4 and 5) (Chapter 8) (Chapters 7 and 10) (Chapters 6 and 9)

Source: Chaffey (2021)

managing many new digital communications techniques. To help summarise these at a top
level of the customer lifecycle or classic marketing funnel, Chaffey (2021) defined the RACE
planning framework shown in Table P.1. RACE planning defines a structure of 5 : 5 = 25 key
digital marketing techniques that need to be harnessed in most organisations to fully exploit
digital marketing to reach, interact with, convert and engage online audiences across the
customer lifecycle, from generating awareness, conversion to sale (online and offline) and
retention and growth of customers. RACE also emphasises the need to plan to create a
coordinated, integrated approach to digital marketing, which is integrated with other com-
munications activities. Many of the activities across RACE are introduced in Chapter 1
as ‘always-on’ lifecycle communications, meaning businesses need to ensure that they can
optimise their capabilities to achieve the RACE goals shown in the second row of Table P.1.
For larger organisations, Table P.1 provides a summary of activities that need to be managed
as part of digital transformation programmes, which review the innovation across people,
process, tools and measures needed to increase competitiveness.
The table shows the range of different marketing activities or operating processes needed
to support acquiring new customers through communicating with them on third-party web-
sites and social media, attracting them to a company website, mobile app or social network
and converting interest into leads and sales, and then using online customer communica-
tions to encourage further purchases and advocacy. You can see that applying social media
and content marketing is a part of RACE that can be deployed to support many activities,
and therefore is one of the key management challenges in digital marketing, so we consider
approaches to managing social media and content marketing throughout the text, with a
focus in Chapters 6, 8 and 9. Applying digital platforms as part of multichannel marketing to
integrate customer journeys between traditional and digital media is also a major challenge
and a theme throughout this text. Management processes related to governance of digital
marketing include planning how digital marketing can be best resourced to contribute to
the organisation and integrated with other marketing activities. The increased adoption of
digital marketing also implies a significant programme of change that needs to be managed.
New objectives need to be set, new communications strategies developed and staff developed
through new responsibilities and skills.
 Preface xv

Digital marketing – new skills required?

The aim of this text is to provide you with a comprehensive guide to the concepts, techniques
and best practice to support all the digital marketing processes shown in Table P.1. This
text (the structure of which is shown in Figure P.1) is based on emerging academic models
together with best practice from leading adopters of digital media. The practical knowledge

Figure P.1 Structure of the text

Part 1
Chapter 1
FUNDAMENTALS Introducing
digital
marketing

Chapter 2
Chapter 3
Online market
The digital macro-
place analysis:
environment
micro-environment

Part 2 Chapter 4
STRATEGY Digital
marketing
strategy

Chapter 5 Chapter 6
Digital branding Data-driven
and the relationship
marketing mix marketing

Part 3 Chapter 7
IMPLEMENTATION Delivering the
AND PRACTICE digital customer
experience

Chapter 8 Chapter 9 Chapter 10

Campaign Marketing Evaluation and
planning for communications improvement of
digital media using digital digital channel
media channels performance
xvi Preface

developed through reviewing these concepts and best practice is intended to enable gradu-
ates entering employment and marketing professionals to exploit the opportunities of digital
marketing while minimising the risks.
Specifically, this text addresses the following needs:

• To know to what extent digital technology and media changes existing marketing models
and how new models and strategies can be applied to exploit the medium effectively.
• How to best integrate and align digital marketing with business and marketing strategies
and communications, including dedicated digital transformation programmes and digital
marketing strategies where necessary.
• Marketing practitioners need practical digital marketing skills to market their products
effectively. Knowledge of the jargon – terms such as ‘marketing automation’, ‘click-
through’, ‘cookie’, ‘uniques’ and ‘page impressions’ – and of effective methods of site
design and promotion such as search engine marketing will be necessary, either for direct
‘hands-on’ development of a site or to enable communication with other staff or agencies
that are implementing and maintaining the site.

The text assumes some existing knowledge of marketing in the reader, perhaps developed
through experience or by students studying introductory modules in marketing fundamen-
tals, marketing communications or buyer behaviour. However, basic concepts of marketing,
communications theory, buyer behaviour and the marketing mix are outlined.

Summary of changes for the eighth edition

The acclaimed structure of previous editions has been retained since this provides a clear
sequence to the stages of strategy development and implementation that are required to plan
successfully for digital marketing in existing and startup companies.
The main changes made for the eighth edition, based on feedback from reviews and our
close monitoring of the trends and latest developments, are:

• Increased coverage and examples of data-driven marketing techniques including digital

analytics, artificial intelligence and machine learning.
• Updated examples of deploying organic and paid social media.
• Simplified chapter introduction pages blending learning objectives and topics.
• Increased diversity within case studies and mini case studies to feature more startup and
not-for-profit businesses.
The main innovations included in the chapters are as follows.

Chapter 1 – Introducing digital marketing

• The 5Ds of digital marketing extended to 7Ds to emphasise the importance of goal set-
ting, strategy and customer insight.
• New and updated visuals to introduce and explain digital marketing concepts and
options. Overall, this edition has over 50 new or updated figures and tables.

Chapter 2 – Online marketplace analysis: micro-environment

• Table 2.1 updated to include the latest customer research tools and sources for students
to use in their assignments.
• New research on share of searches and examples of keywords.
• New mini case study on how social media influencers can shape our opinions.
 Preface xvii

• New activity on B2B social network LinkedIn.

• New digital marketing competitor benchmarking framework based on RACE.

Chapter 3 – The digital macro-environment

• Increased focus on marketing technology and AI and reduced introductory content on

‘how the web works’.
• New mini case study covering Bitcoin and marketing applications of blockchain.
• New digital marketing insight covering digital minimalism and digital addiction.
• Updates to legislation related to digital marketing and coverage of the ‘cookieless future’.

Chapter 4 – Digital marketing strategy

• New digital marketing insights box exploring: ‘Is a digital marketing strategy needed in
the post-digital world?’
• New section and figure on completing a digital marketing capability review.

Chapter 5 – Digital branding and the marketing mix

• New focus on digital branding.

• New research and examples on each part of the marketing mix added.

Chapter 6 – Data-driven relationship marketing using digital

platforms

• New section on data-driven marketing covering Big Data, AI and machine learning, and
analysis techniques including lead scoring and lead grading with a mini case study illus-
trating the concept. Chapter restructured to emphasise this, with social media marketing
moved to the end and now including social media monitoring.
• New figures explaining how email marketing and social media can be used to support
marketing activities across the customer lifecycle of Reach, Act, Convert and Engage.
• New case study showing how a startup business – B2B social media sharing service Buffer –
has used data-driven marketing to grow the business.

Chapter 7 – Delivering the digital customer experience

• Options of cloud-based hosting and website hosting introduced. Google Core Web Vitals
added.
• Usability and digital accessibility updated with new Voice of the Customer examples and
McGovern’s ‘top tasks’ methodology.
• Updates of new IoT and AR applications including addition of classical literature on VR,
AR and mixed reality.

Chapter 8 – Campaign planning for digital media

• New coverage and research covering balance between brand-building and brand-response
campaigns and how digital media can facilitate this.
• Case study on Facebook replaced by not-for-profit Global Action Plan, which campaigns
for environmental improvements.
• Updated figures recommending an integrated campaign timeline and best media types
for different campaign budgets.
xviii Preface

Chapter 9 – Marketing communications using digital media

channels

• Best practices recommendations updated, particularly for organic and paid search. New
mini case added on advertising in TikTok.
• New case study on using analytics to review media effectiveness at Smart Insights.

Chapter 10 – Evaluation and improvement of digital channel

performance

• More practical coverage of Google Analytics, including a student activity reviewing the
main reports in the Google Analytics Demo Accounts for Universal Analytics and GA4.
• Short section and mini case study added on Voice of Customer research.

Table P.2 In-depth case studies in Digital Marketing, 8th edition

Chapter Case study Themes

1 Introducing digital Boo hoo: learning from Boo. Business and revenue model,
marketing com – the largest European proposition, competition, objectives
dot.com failure and the success and strategies, risk management.
of Boohoo.com Updated to contrast with Boo.com

2 Online marketplace Creating the beauty that moves Assessing a consumer market,
analysis: the world business models, marketing
micro-environment communications

3 The digital Social media and the changing Companion vision, branding,
macro-environment face of celebrity influencers target market, communicating
the proposition, challenges and
reasons for failure

4 Digital marketing ASOS shifts the focus of high- Business models, proposition
strategy street retailing to enhance the and online product range, target
customer experience market strategy

5 Digital branding and Spotify streaming develops new Peer-to-peer services, revenue
the marketing mix revenue models models, proposition design,
strategy, competition, risk factors

6 Data-driven Buffer: from idea to paying Testing concepts and innovating

relationship marketing business customers in seven value propositions using
using digital platforms weeks data-driven marketing in a startup
business

7 Delivering the digital Refining the online customer Strategy, proposition, site design,
customer experience experience at i-to-i.com on-site search capabilities

8 Campaign planning for Global Action Plan – Exploring the campaign planning
digital media campaigning for a better world process at charity GAP, with
examples of different participation
and social-media-led campaigns

9 Marketing Smart Insights: how content Digital media channel strategy

communications using strategy fuels inbound and measurement using Google
digital media channels marketing to grow an online Analytics for a small business
B2B service

10 Evaluation and Learning from Amazon’s culture Strategy, measurement, online

improvement of digital of metrics marketing communications,
channel performance personalisation approach
 Preface xix

The structure and content of this text

The text is divided into three parts, each covering a different aspect of how organisations
use the internet for marketing to help them achieve competitive advantage. Table P.3 shows
how the text is related to established marketing topics.

Part 1 Digital marketing fundamentals (Chapters 1–3)

Part 1 relates the use of the internet to traditional marketing theories and concepts, and
questions the validity of existing models given the differences between the internet and
other media.

• Chapter 1 Introducing digital marketing considers using the internet as part of customer-
centric, multichannel marketing; it also reviews the relationship between internet market-
ing, digital marketing, e-commerce and digital business, and the benefits the internet can
bring to adopters; and outlines differences from other media and briefly introduces the
technology.
• Chapter 2 Online marketplace analysis: micro-environment reviews how digital media
and technology changes the immediate environment of an organisation, including the
marketplace and channel structure. It describes the type of situation analysis needed to

Table P.3 Coverage of marketing topics in different chapters

Topic 1 2 3 4 5 6 7 8 9 10

Advertising ✓ ✓

Branding ✓ ✓ ✓ ✓

Consumer behaviour ✓ ✓ ✓ ✓ ✓ ✓

Channel and market structure ✓ ✓ ✓ ✓

Communications mix ✓ ✓ ✓

Communications theory ✓ ✓ ✓

Customer service quality ✓ ✓ ✓

Direct marketing ✓ ✓ ✓

International marketing ✓ ✓ ✓ ✓

Marketing mix ✓ ✓ ✓ ✓

Marketing research ✓ ✓ ✓ ✓

Evaluation and measurement ✓ ✓ ✓ ✓ ✓ ✓

Pricing strategy ✓ ✓ ✓

Promotion ✓ ✓ ✓ ✓ ✓

Public relations ✓ ✓

Relationship marketing ✓ ✓

Segmentation ✓ ✓ ✓ ✓ ✓ ✓

Services marketing ✓ ✓

Strategy and planning ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓

Technology background ✓ ✓ ✓ ✓
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Exploring the Variety of Random
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friend placed in more auspicious circumstances by his benefaction,
he proposed to set him up in business, and sent him to London, with
letters of high commendation, to obtain the necessary materials for
his new enterprise. On his arrival there, he was much chagrined to
find that no pecuniary arrangements were made by his new
benefactor, and he found himself in a strange land without money to
enable him to return. But this was only another lesson of experience,
in whose school he delighted to study; and, instead of sitting down
under the weight of disappointment and dejection, he soon obtained
employment, and, by his skill and industry, gained the confidence
and esteem of all his new acquaintances. After residing there for
eighteen months he took passage for Philadelphia on the 22nd of
July, 1726. On his way home he concocted a set of rules to govern
his actions through future life, of the following substance:
I resolve to be frugal; to speak truth at all times; never to raise
expectations not to be realized; to be sincere; to be industrious; to
be stable; to speak ill of no man; to cover, rather than expose the
faults of others; and to do all the good I can to my fellow men.
Upon this foundation of native granite he built a superstructure,
as beautiful and enduring as the proudest memorials of Greece and
Rome.
He arrived at Philadelphia on the 11th of October, and engaged
with the merchant, who owned the goods brought in by the ship in
which he came, as a clerk. The same industry and success attended
him in the counting-house that cheered him at the press, showing
clearly that his talents were of a rare and rich variety. His future
prospects in this new department brightened before him, but were
suddenly prostrated by the death of his employer, which threw him
back into his former trade. For a few months he worked for his old
master, but finding a partner who had more money than skill, they
commenced business on their own account. His industry and
exertions were now put in full requisition: he manned his own
wheelbarrow in collecting materials for business, and put nature on
short allowance, until he should acquire enough to be free from
debt. His industry, punctuality, and correct deportment, gained him
many valuable and influential friends, through whose patronage he
was enabled to extend his business, and shake off his partner, who
had become worse than worthless, by embarrassing and retarding
the business of the firm. Up to this era in his life, Franklin had been
emphatically fortune’s foot-ball. His life had been a complete
checker-board of changing vicissitudes, blasted hopes, and keen
disappointments. But, amidst all the stormy trials that had tossed his
youthful bark to and fro, surrounded by the foaming torrents of vice,
he never became tarnished by corruption, or degraded by the
commission of a base or mean action. The moral principles deeply
planted in his bosom by parental instruction during his childhood,
were as lasting as his life; a happy illustration of the good effects of
faithfulness in parents towards their children.
Having now become liberated from his partner in business, he
began to feel the necessity and propriety of choosing another, to fill
up the vacuum in his side, and share with him the joys and sorrows
that awaited him on this mundane sphere of action. Accordingly, in
1730, he entered into a partnership for life with a widow lady, whose
maiden name was Read, and for whom he had contracted an
attachment previous to her first marriage. In him she found a kind
husband, and in her he found a much more agreeable partner than
his former one.
Philanthropy predominated in the heart of Franklin; to better the
condition of his fellow men, was pleasure to his soul. The rules
governing the “Junto,” formed by him, and now merged in the
Philosophical Society, show a superior knowledge of human nature,
and of the duty men owe to the creature and the Creator. They
breathe universal charity, kindness, benevolence, and good will to all
mankind. Among them is one for the suppression of intemperance, a
prophetic prelude to the exertions of the present day in this cause.
Franklin had profited by the experience of the past, and was
now enabled to steer clear of the numerous rocks and quicksands of
error, on which so many are ruined and lost. Although he rode in
many a storm, prosperity beamed upon him from this time onward,
through a long life of usefulness. His new partner smiled upon him,
his friends esteemed him, and in the pleasures of the present, past
pains were forgotten.
In 1732, he commenced the publication of “Poor Richard’s
Almanac,” which he continued until 1737, circulating 10,000 copies
annually. Although under an humble title, it was a work of great
merit, being replete with maxims and rules calculated for every day
use in the various relations of life. It gained great celebrity in
Europe, and was translated into various languages.
About this time he commenced the publication of a newspaper,
which was conducted with great ability, free from all scurrility, and a
messenger of truth. Would to God the same could be said of all the
public prints of the present day.
He continued to pursue his studies, until he added to general
science a knowledge of the French, Italian, Spanish, and Latin
languages. By the “Junto” a small library was commenced, which
formed the first stepping stone to the present city collection. He
wrote and published a highly interesting pamphlet on the necessity
of a paper currency, and added much to his literary fame by the
production of various essays, written in his truly original style. He
filled, successively and successfully, the situation of state printer,
clerk of the General Assembly, and post-master of Philadelphia. He
used unwearied exertions to increase municipal improvement in the
city, by the organization of fire companies, lighting and improving
the streets, regulating the watch, and reducing every thing to that
system, order, and harmony, so congenial to his mind. He was the
patron and father of the Philosophical Society, the Pennsylvania
University and Hospital; and contributed, in every way he could, to
advance the glory and prosperity of his adopted home, and the
happiness and peace of his fellow citizens. All the important
enterprises, both in the city and province, during these days of his
towering fame, were either originated by him, or were more rapidly
advanced by his wisdom and counsel; and scarcely any project was
undertaken without his approving sanction.
In 1741, he commenced the publication of a “General Magazine,”
which contained much useful matter, but was less acceptable than
his previous writings, being in part devoted to the litigated points of
divinity.
The mechanic arts were also much improved by him. He brought
to their aid philosophy and chemistry, and combined them with
science, economy, and nature. He improved the chimneys,
constructed a stove, and proposed many useful and economical
corrections in domestic concerns, from the garret to the cellar, from
the plough to the mill. Science acknowledged his master spirit, the
arts hailed him as their patron, the lightning bowed in subjection to
his magic rod, and nature claimed him as her favourite son.
In 1744, he was elected a member of the provincial assembly,
where he was continued for ten successive years. Although not a
popular speaker, his clear head and sound judgment, as a legislator
and a statesman, gave him an influence over that body before
unknown.
During the years he was serving his country in the assembly, he
also served in the fields of experimental philosophy, and explained
many of the mysterious phenomena of nature, that spread his fame
to the remotest bounds of the civilized world. His discoveries in
electricity alone, were sufficient to have immortalized his name. He
was the first man on record who imparted magnetism to steel—
melted metals, killed animals, and fired gunpowder by means of
electricity; and the first who conceived and reduced to practice, the
method of conducting lightning from the clouds to the points of steel
rods, and, by them, harmless to the ground. All the elements and
fluids, the air, sea, and land, underwent the close investigation of his
vast, his philosophic mind.
In 1758, he was sent to Carlisle to conclude a treaty with the
Indians; and in the following year, to Albany, to meet a congress of
commissioners, to arrange means of defence against the threatened
hostilities of the French and savages. He there submitted a plan that
met with the unanimous approbation of the commissioners, but was
so republican in its features, as to be rejected by those who had at
heart the interests of their king more than the happiness of the
colonists.
On the decease of the deputy post-master general of America,
Franklin succeeded him, and raised the department from a state of
embarrassment and expense, to a fruitful source of revenue to the
crown.
About this time difficulties arose between the proprietors and
government in the province of Pennsylvania, which were finally
referred to the mother country for adjustment, and Franklin was
sent to England in June, 1757, as advocate for the province. With his
usual industry and address, he performed the duties of his mission,
the difficulties were adjusted, and in 1762, he returned, received a
vote of thanks from the assembly, and a compensation of five
hundred pounds. He was now variously employed in regulating the
post-office department, making treaties with the Indians, and
devising means of defence on the frontiers: every department of
government feeling his beneficial influence. New difficulties arose
between the assembly and the proprietors, and, in 1764, Franklin
again sailed for England, with instructions to obtain the entire
abolishment of proprietary authority. On his arrival there, he was
called upon to perform more important and perilous duties. The plan
for taxing the colonies had been long agitated, and was now
matured by the British ministry. This project Franklin had opposed
from the beginning, and he was now arraigned to answer numerous
accusations brought against him by the enemies of liberty. On the 3d
of February, 1766, he appeared before the House of Commons to
undergo a public examination. He was found equal to the task; his
enemies were astounded at his logic, boldness, dignity, and skill; and
his friends were filled with admiration at the able manner he
confuted every accusation, and defended the rights and interests of
his native country. Amidst the attacks of artifice and insolence of
power, he stood unmoved, and firm as a marble statue. He remained
in England eleven years as the agent of the colonies, opposing the
encroachments of the crown upon the rights of Americans; and,
during the whole time, all the combined efforts of malice, flattery,
and intrigue, were unable to ensnare or intimidate him. He became
acquainted with the etiquette, corruptions, and devices of
diplomacy; but never bent his knee to Baal, or kissed the hand of a
crowned head.
Matters had now arrived at a crisis that induced his departure for
his long neglected home. His personal safety in England, and the
need of his public services in his own country, admonished him to
return. He accordingly embarked, and arrived at Philadelphia in the
beginning of May, 1775. He was received with marked attention and
esteem, and immediately elected to the continental congress, adding
new lustre and dignity to that august body, and enrolling his name
among the signers of the Declaration of Independence.
Notwithstanding he had used every exertion to reconcile difficulties
with Great Britain, and believed his country was yet too weak to
achieve its independence, his course was now onward, resolved,
with his patriotic colleagues, on liberty or death.
The talents of Franklin were now had in constant requisition,
both by his own state and in the general congress. He was always
selected to meet the agents of the crown, who were at various times
commissioned to offer terms of inglorious peace. They always found
in him the firm uncompromising advocate of liberty; the shrewd and
wary politician; the bold and zealous defender of the rights of his
bleeding country. The disasters of the American army during the
campaign of 1778, induced congress to apply to France for
assistance. All eyes were turned on Franklin to perform this
important mission. In October, 1776, he embarked upon this delicate
embassy, and, after a most vigilant intercession, succeeded in
concluding a treaty of alliance with that nation, on the 6th of
February, 1778, to the great joy of himself and his suffering
countrymen. When the news of this alliance reached England, the
ministry were much alarmed, and despatched messengers to Paris to
endeavour to induce Franklin to enter into a compromise. All was in
vain. To Mr. Hutton and others, who came to him with the olive
branch of peace, he replied: “I never think of your ministry and their
abettors, but with the image strongly painted in my view of their
hands red and dropping with the blood of my countrymen, friends
and relations. No peace can be signed by those hands, unless you
drop all pretensions to govern us, meet us on equal terms, and avoid
all occasions of future discord.”
He met all their intrigues at the threshold, and they became
convinced that the hardy yeomanry of America were not to be
dragooned, flattered, or driven from the bold position they had
assumed. During the numerous interviews he had with these
emissaries, (I can call them by no milder term,) Franklin was
cautioned by Mr. Heartley to beware of his personal safety, which
had been repeatedly threatened. He thanked his friend and assured
him he felt no alarm, that he had nearly finished a long life, and that
the short remainder was of no great value. He ironically remarked:
“Perhaps the best use such an old fellow can be put to, is to make a
martyr of him.”
If it required much skill and perseverance to negociate an
alliance with France, it required more to preserve it. A republican
form of government is ever repugnant to kingly power. That the
French in America would imbibe liberal principles, was a matter of
course. That the thrones of Europe would be endangered on their
return, was truly predicted. By this course of ingenious reasoning,
the British ministers exerted a powerful influence against the
continuation of the alliance. But the eagle eye of Franklin
penetrated, anticipated, and frustrated all their dark schemes of
intrigue; and, in the event, they were compelled to comply with his
terms of peace, acknowledge the independence of the colonies, and
retire, defeated, disgraced, and humbled. In the arduous duties of
settling definitive preliminaries of peace, Franklin was aided by
Messrs. Adams, Jay, and Laurens. These duties were closed, and a
definitive treaty concluded with Great Britain and the United States
at Paris on the 3d of September, 1783.
 Although anxious to be discharged from further public service, it
was not until 1785, that Franklin was permitted to return to his
beloved country, where he could breathe the pure air of republican
freedom, no longer polluted by kingly power. During this time he had
concluded treaties between the United States and the kings of
Sweden and Prussia. On his departure from Europe every mark of
respect was paid to him by kings, by courts, by the literati, and by all
classes of society that the most towering ambition could desire. He
was clothed with the mantle of love and unfading glory. His
reputation was perched sublimely on the loftiest pinnacle fame could
rear. He had been a pillow of fire to the American cause, and a pillar
of smoke to the enemies of human rights.
At the age of eighty years, borne down by fatigue and disease,
he returned to Philadelphia. He was hailed with enthusiastic joy,
esteem, and respect by all the friends of liberty, from the humblest
citizen up to the illustrious Washington.
Notwithstanding his advanced age, and his great anxiety to
retire from the public gaze, he was soon appointed Governor of
Pennsylvania—and subsequently, in 1787, elected a delegate to the
convention that framed the federal constitution. Many of the bright
traits of that matchless instrument received their finishing stroke
from his master hand. Early in 1790, his infirmities of body confined
him to his room, but his immortal mind remained unimpaired. When
approaching rapidly the confines of eternity, he still looked with
anxious solicitude upon the interests of the young republic. He still
continued to benefit mankind by his writings and counsels. Some of
the strongest and most vivid productions from his pen were written
during his confinement. His diseases continued to increase, and on
the 17th of April, 1790, calm and resigned, cool and collected,
peaceful and happy, he resigned his spirit into the hands of his
Creator—quitted this vale of tears, and slumbered, quietly and
sweetly, in the arms of death—in the full faith of rising to a glorious
immortality in realms of bliss beyond the skies.
 By his will he prohibited all pomp and parade at his funeral. He
was anxious that the plain republican manner of his long and useful
life, should be strictly observed in the mournful obsequies of his
interment. He was buried on the 21st of April, in the north-west
corner of Christ Church yard, where a plain marble slab, even with
the surface of the earth, points to where he lies. With his, moulders
the dust of his wife, with whom he had lived in harmony and peace.
No other inscription is upon the tomb except his and her name.
His death was deeply lamented throughout the civilized world.
Congress ordered mourning to be observed throughout the United
States one month. The event was solemnized, and many eulogies
pronounced in France. The National Assembly decreed that each of
its members should wear a badge of mourning on the occasion for
three days. The sensations produced there by his death, were as
imposing and interesting, and celebrated with as much devotion as
those recently witnessed in our own country on the death of La
Fayette.
In reviewing the life of this great benefactor of mankind, we find
a richer variety to admire than in that of any individual upon the
historic page. In whatever station he moved he was a luminary of
the first magnitude. He entered upon the stage of action at a time
when the world needed just such a man; and continued upon it just
long enough to finish all he had begun. He was found just equal to
every work he undertook, and always stopped at the golden point of
the finishing stroke—a modest hint for me to close. You who profess
to admire his virtues, talents, and usefulness, prove your sincerity by
imitating his examples.
 ROGER SHERMAN.
The man who has been rocked in the cradle of letters from his
childhood; who has become familiar with general science, the
classics, and philosophy; who has had a father to aid, and friends to
caress him; whose path has been smoothed by uninterrupted
prosperity—and does not ascend the ladder of fame, is either untrue
to himself, or destitute of native talent. With all the advantages of an
education lavished upon him, he sinks into obscurity, and the fond
anticipations and future hopes of a doting parent, set in gloom.
When, on the other hand, we see a man, whose opportunities
for acquiring an education during childhood and youth carried him
not far beyond the confines of the spelling book; a man, who had no
father or guardian to warn him against the quicksands of error or
point him to the temple of science; his intellect enveloped in the
rude attire of nature’s quarry at the age of twenty; when we see
such a man bursting the chains that bind his mental powers—
divesting himself of the dark mantle of ignorance—unveiling his
native talents, and shining in all the beauty of intelligence and
greatness—we are filled with admiration and delight.
Such a man was Roger Sherman, the great-grandson of Captain
John Sherman, who came from England to Watertown,
Massachusetts, in 1635. Roger was born in Newton, Massachusetts,
on the 19th of April, 1721. His father, William Sherman, was a
respectable farmer, with means too limited to educate his son, and,
at an early age, bound him to a shoemaker. Like Franklin, at the age
of nineteen, he wandered from his master to seek his fortune, and
like him, he had a genius that no shop could confine, no obstacle
intimidate, or difficulty paralyze. The course of his mind was onward,
upward; like a new and blazing star, illuminating the horizon as it
rose. Nature designed him to be great and good; he obeyed her
dictates.
He went to New Milford, in Connecticut, where he followed shoe-
making three years, living within the strictest rules of economy,
contributing from his earnings to the support of a widowed mother,
with a family of small children. The education of his young brothers
and sisters, also received his attention. Every leisure moment he
devoted to books, often having one open before him when using his
lap stone. With each succeeding day, his mind expanded, unfolding
beauties rich and rare. Every obstacle to the pursuit of knowledge,
melted before his untiring industry; he ascended the hill of science
with a firm and steady pace.
In June, 1743, he removed his mother and her family to New
Milford, and entered into the mercantile business with an elder
brother—still pursuing his studies as opportunities permitted. He
soon stored his capacious memory with a fund of rich and useful
information, that ultimately placed him on the pinnacle of public
esteem and usefulness. About that time, he made a public
profession of religion, which he adorned through subsequent life. In
1745, he was appointed surveyor of Litchfield county, having made
himself familiar with mathematics. Like his contemporary and friend,
Benjamin Franklin, he made the calculations of an almanac several
years, for a publisher in New York.
At the age of twenty-eight, he married Miss Elizabeth Hartwell,
of Staughton, Massachusetts, who died in 1780, leaving seven
children. He subsequently married Miss Rebecca Prescott, who lived
to have eight children, all of whom, with those by his first wife, he
carefully trained in the ways of wisdom and virtue. He also
supported his mother, and a maiden sister whose health was poor,
until death relieved them, at an advanced age, from the toils of life.
In the prosecution of his literary pursuits, he turned his attention
to the study of law, in which he made astonishing proficiency. In
1754, he was admitted to the bar, better prepared to act well his
part and do justice to his clients, than many who are ushered into
notice under the high floating banners of a collegiate diploma.
The following year he was appointed a justice of the peace and
elected a member of the colonial assembly; an honour that was
conferred upon him during the remainder of his residence at that
place. He was highly esteemed by his fellow citizens. His reputation
as a lawyer and statesman stood high, and his private worth enabled
him to exercise a salutary influence upon those around him. For
industry, sound logic, prudence, and discretion, he stood unrivalled
in the colony. Strong common sense, the true helm of human action,
marked his whole career; rendering him substantially and extensively
useful to his fellow men and his country. He was a philanthropist of
the highest order, a patriot of the purest water.
In 1759, he was appointed a judge of the county court of
Litchfield, and discharged his official duties with great faithfulness
and impartiality, correcting vice and promoting virtue.
Two years after, he removed to New Haven, where he was
appointed justice of the peace, elected to the assembly, and, in
1765, was placed upon the judicial bench of the county court. He
received the degree of master of arts from Yale College, of which he
was treasurer for many years, fulfilling the trust with scrupulous
honesty and fidelity.
In 1766, he was elected a member of the executive council,
which was hailed as an auspicious event by the friends of liberal
principles. The mother country had manifested a disposition to
impose unjust taxation upon the Americans. It required discernment,
experience, nerve and decision, to comprehend and oppose the
corrupt plans of an avaricious ministry. The colonies had borne the
main burden of the French war, in which they had sacrificed large
sums of money and fountains of their richest blood. After years of
incessant toil, the foe had been conquered, an honourable peace for
England obtained, the frontier settlements in a measure relieved
from danger, and the soldier again became the citizen.
 Whilst their rejoicings on that occasion were yet on the wings of
echo, oppression from the crown threatened to blast their fond
anticipations of happiness and repose, and bind them in chains,
more to be dreaded than the tomahawk and scalping knife.
This colony had furnished more money and men, and lost more
of her bravest sons in the French war than any other with the same
population. Mr. Sherman had been an active member of the
assembly during the period of its prosecution, and remembered well
the sacrifices that had been made to gratify the king. He understood
perfectly the rights of his own country and those of the crown. He
was eminently prepared to discover approaching danger and sound
the alarm. He was well calculated to probe the intrigues and venality
of designing men, although the Atlantic rolled between him and
them.
Mr. Grenville, who was at the head of the British ministry,
determined to reduce his long-nursed theory of taxing the American
colonies, to immediate practice. The alarm was immediately spread.
Appeals for redress, petitions, and remonstrances, numerously
signed, were forwarded to parliament; but all in vain. Reason and
justice were dethroned and mercy banished from her seat. The car
of oppression moved onward; the stamp act was passed; the
indignation of the colonists was roused. After much exertion and
excitement, this law was repealed, to the great joy of the Americans;
but they soon found that the storm was only lulled to gather new
strength, and pour down its wrath upon their devoted heads with
tenfold fury. The year following a duty was laid upon tea, glass,
paper, and paints. High toned chords were then touched, and their
reverberation reached the heart of every freeman. The tea was
hurled into the ocean and the law set at open defiance. This spirited
opposition induced a repeal of these duties, except on the first
named article. This exception was death to the colonial power of
England; to America, freedom. Popular fury increased; kindred spirits
united to repel the injury, determined to defend their liberty,
regardless of consequences. Amidst these commotions, Mr. Sherman
remained undaunted at his post, watching, with a calm and
prophetic mind, the moving elements. Although elevated to the
bench of the superior court, he remained in the executive council, a
firm and consistent advocate of his country’s rights; a lucid
delineator of Britain’s wrongs. He viewed the gathering clouds as
they rolled in fury; he saw the lightning of revenge streaming
fearfully, without the tremor of a muscle, coolly awaiting the event,
relying on Heaven, trusting in God.
High handed and tyrannical measures were now adopted by
Parliament. Laws were passed, violating the chartered rights of the
colonists, subversive of reason, humanity, and justice. A volcanic
storm gathered; the British lion prowled in anger: the Albion Goliah
buckled on his armour; the shining steel dazzled in the sun; the
sword of vengeance was drawn; colonial blood was spilt; popular
fury was roused; allegiance was dissolved; America was free.
At this momentous, this thrilling crisis, a band of sages and
patriots assembled at Philadelphia, to devise means for the safety of
their bleeding country. In the front rank stood Roger Sherman, in all
the dignity of his native greatness. He was a member of the first
continental Congress, and remained firm and unwavering at his post,
during the trying scenes of the revolution, the formation of the new
government, and the adoption of the federal constitution. With a
gigantic mind, improved and enlarged by a rich fund of useful
knowledge, inured to all the toils and intricacies of legislation, the
history of his country and of nations spread upon his memory, the
ingratitude and insults of a foreign monarch preying upon his soul,
he was prepared to render his country services, equalled by few,
exceeded by none.
His capacity was equal to every emergency: he shrunk from no
duty; discharged every responsibility assumed; moving, with the
mathematical precision of a planet, within the orbit of sound
discretion. He was familiar with men and things, acquainted with the
minutiæ of human nature, traced causes and results to their true
source, and viewed, with a philosophic eye, the secret springs of
human action; the arcana of economies was open before him; he
solved problems, demonstrated principles, placing them in the full
blaze of illustration, as irresistible as the pages of Euclid. Such was
the self-taught Roger Sherman.
The session of 1775 was one of great labour, anxiety, and
embarrassment. None but “hearts of oak, and nerves of steel,” could
have sustained the tremendous shock, the fearful onset. An army
was to be raised and organized, military stores provided,
fortifications erected, rules of government adopted, plans of
operation matured, internal enemies encountered, and legions of
Britain’s bravest veterans to be repelled. To meet these emergencies,
the members of Congress had hearts full of courage, but a treasury
empty and bare. A forlorn hope was before them—a revenging foe
on their shores. But they had resolved on liberty or death. Nor did
they “split on the rock of resolves, where thousands live and die the
same.” They met the fury of the king, encountering his vials of wrath
with a firmness, wisdom, and patriotism, before unknown; placing
them above all Greek, all Roman fame. Their course was onward
towards the goal of FREEDOM. No threats of vengeance dismayed
them—the shafts of terror fell harmless at their feet.
In 1776, with the colonies bleeding at every pore; a picture of
sad reverses before them; a conquering enemy sweeping over their
land like a destructive torrent; the streams purpled with the blood of
their brethren; the cries of widows and orphans ringing in their ears;
the sky illuminated by the streaming blaze of their towns; this band
of patriots conceived the bold and towering plan of independence—a
plan that stamped their heads, their hearts, their names, with
immortal fame.
Early in the summer, Messrs. Sherman, Adams, Franklin,
Livingston and Jefferson, were appointed a committee to draft a
declaration of rights. After much deliberation, it was prepared,
reported, and, on the memorable 4th of July, 1776, received the
hearty sanction of the Continental Congress, amidst the transporting
joys of freemen, who hailed it as the bright, the morning star; to
them, a prelude of future bliss; to tyrants, a burning meteor,
threatening to devour them.
Illustrious in all their actions, the signers of the declaration were
eminently so, when, assuming their native dignity, they rose, in all
the majesty of greatness, bursting their servile chains; cutting
asunder the cords of oppressive allegiance; sublimely passing the
grand Rubicon; and, in view of an approving Heaven and an
admiring world, declared their country free and independent. The
era was one of resplendent glory, sacred to the cause of human
rights, enduring as the tablet of time, brilliant as the meridian sun.
The sages whose signatures grace the chart of our liberty placed
themselves on the loftiest spire fame could rear. By their own
consciences, by their countrymen, by Heaven, and in view of gazing
millions, they stood approved, applauded, and admired.
No member of the Continental Congress had studied more
closely and comprehended more clearly finance and political
economy than Judge Sherman. His mind was moulded in system, his
plans were judicious, and his habits frugal. He was a practical man
and conversant with every department of government. He was an
efficient member of the board of war, ordnance, and the treasury. In
short, he was placed on the most important committees during the
long and bloody struggle of the revolution. His plans for replenishing
the treasury, regulating expenditures, and disbursing moneys, were
based on rules of economy and frugality, corresponding with the
emergency of the times. Fraudulent contractors shrunk before his
penetrating scrutiny; speculations upon government were often
paralyzed by his torpedo touch; and he guarded, with an eagle eye
and a father’s care, the interests of the young republic.
In the estimation of Washington, the members of Congress, and
of the nation, the talents of Roger Sherman, for sterling integrity and
substantial usefulness, were second to none among the bright
constellations that illuminated the memorable era of ’76. In those
days the ladder of fame was firmly based on honest merit and
modest worth. It required no stump speeches or bar-room
harangues to gain popular favour. The tree was judged by its fruit;
principles and not men, were the political land marks. It was also a
time of labour. Inglorious ease was not known in the legislative halls;
long written speeches were not read to the speaker and walls of the
house: the business of the nation was the order of the day; that
business was done faithfully, promptly, and effectually. Posts of
honour were then posts of duty; profit was out of the question. The
motives and actions of the revolutionary sages and heroes were not
based on the seven principles of five loaves and two fishes, but on
love of country, social order, and human rights.
By the citizens of his own state the virtues and talents of Mr.
Sherman were held in high estimation. In addition to his
congressional honours, they continued him a member of council
during the war. In 1784, when New Haven received a city charter, he
was elected mayor, filling the office with dignity and usefulness to
the close of his life, when not absent on more important public
duties.
At the termination of the war, he, in conjunction with Judge Law,
was appointed to revise the judicial code of Connecticut, which duty
was performed with great ability, and to the satisfaction of all
concerned. He was a member of the general convention that framed
the federal constitution. From a manuscript found amongst his
papers, it appears that this instrument of union received many of its
original features from Mr. Sherman. To his conceptive mind and
practical wisdom, we are much indebted for the towering greatness
and unparalleled prosperity we so eminently enjoy, and which will
endure so long as we are faithful to ourselves. With all the local and
conflicting interests of the colonies spread open to his view, he was
enabled to exercise a salutary influence in reconciling difficulties
between the members, that, for a time, threatened to hurl back the
elements of government into original chaos, and prostrate the fair
fabric of liberty.
By examining the profound discussions, the variety of opinions,
the multifarious interests, the intense anxiety, the agony of soul, and
sacrifices of private views that characterized the formation of the
federal constitution, we discover wisdom, discretion and patriotism
of the purest, loftiest kind, shining in all the grandeur of bold relievo.
Based upon the declaration of rights, it forms a superstructure
towering in sublimity above all others, radiating its heart-cheering
influence over sixteen millions of freemen, revered at home,
respected abroad, and without a rival in the annals of legislation.
Judge Sherman did much to remove the objections made against
this important document by the people of his own and adjoining
states. He showed them clearly, and convinced them fully, that to
effect and perpetuate the union, private feeling and interest must
yield to public policy and public good; and that each state should
strive to produce an equilibrium in the government of the whole. The
wisdom of the sages who framed, and by their continued exertion
and salutary influence effected the adoption of the Constitution of
the United States, deserves our admiration quite as much as when
they guided our nation through the storms of the revolution. It is
often easier to acquire a particular object than to properly enjoy and
preserve it.
Judge Sherman was elected a member of the first congress
under the new government, and resigned his judicial station that he
might take a seat in that body. His influence had great weight in the
national legislature. His exertions to promote the interests of his
country were unremitting. Traces of his magnanimity and prophetic
policy are upon the journals, and in many of the early laws of our
country.
Upon many subjects members differed, and, in some instances,
much warmth and acrimony were exhibited. On such occasions, Mr.
Sherman was peculiarly happy in his exertions to produce
reconciliation. He was emphatically a peace maker.
At the expiration of his representative term, he was elected to
the United States Senate, of which he was a member when he
closed his useful career, and bade a long adieu, a final farewell, to
earth and its toils. He died on the 23d of July, 1793, in the full
enjoyment of that religion he had honoured and practised in all the
changing scenes of his eventful pilgrimage. He had lived the life of a
good man, his closing scene was calm, happy, and serene. He could
triumph over death and the grave, reaching forward to receive the
enduring prize of immortal glory. He could approach the dread
tribunal of the great Jehovah, smiling and smiled upon; and enter
into pure and unalloyed bliss, lasting as the rolling ages of eternity.
Thus closed the valuable and useful life of Roger Sherman. He
had been a faithful public servant nearly forty years. He had
participated in all the trying scenes of the revolution; he had seen
his country burst into being, a nation of freemen. He had aided in
effecting a consolidation of the government; he had seen the
dawnings of prosperity. In all the important measures of the state of
his adoption, and of the American nation, he had taken an active
and important part, from the commencement of the French war to
the time of his death.
As a Christian, he was esteemed by all denominations, for his
consistent piety and liberal charity. With him, sectarianism was not
religion; for him it had no charms. His philanthropy was as broad as
creation; it reached from earth to Heaven. He made himself
acquainted with the abstrusest branches of theology, and was an
esteemed correspondent of several celebrated divines.
In the history of Roger Sherman, we behold one of nature’s
fairest sheets of purest white, covered with all the sublime
delineations that dignify a man, and assimilate him to his Creator.
His life was crowned with unfading laurels, plucked from the rich soil
of genuine worth and substantial merit. No ephemeral flowers
decked his venerable brow. A chaplet of amaranthine roses
surmounts his well-earned fame. The mementos of his examples are
a rich boon to posterity, and, whilst religion and social order survive,
the virtues of this great and good man will shine in all the majesty of
light. His private character was as pure as his public career was
illustrious. He buried none of his talents; he fulfilled the design of his
creation.
By his example it is plainly demonstrated, that man is the
architect of his own fortune. By industry and perseverance, with the
aid of books, now accessible to all, young apprentices and
mechanics may surmount the Alpine summit of science, and take
their stations, with superior advantages, by the side of those who
have become enervated within the walls of a college. No one in our
land of intelligence is excusable for growing up under the dark
shades of ignorance. The sun of science has risen, and all who will,
may bask in its genial rays. The field of knowledge and path to glory
are open to all. The means of acquiring information are far superior
to those enjoyed by Sherman and Franklin. Let their bright and
shining examples be imitated by Columbia’s sons, and our happy
republic will live for centuries. Let ignorance, corruption, and
fanaticism predominate, and the fair fabric of our freedom, reared by
the valour, and cemented by the blood of the revolutionary patriots,
will tremble, totter, and fall. Chaos will mount the car of discord,
sound the dread clarion of death, and LIBERTY will expire amidst the
smoking ruins of her own citadel. Remember that “knowledge is
power,” wealth “the sinews of power,” and that honesty, virtue, and
integrity are the regulators of them both. Remember that intrigue,
fanaticism, and faction may prostrate, at one bold stroke, the fairest,
noblest work of years.
 EDWARD RUTLEDGE.
The thrilling subject of American Independence is ever welcome
to the patriot and philanthropist. The annual celebration of the event
is calculated to perpetuate a kindred feeling and a kindred love of
liberty. The time may arrive when the day may not be celebrated,
but to the end of time the event, and the names of those who
achieved it, will be handed down on the historic page with pride and
veneration. The names of the Signers of the Declaration, like those
of the twelve Apostles, are surrounded by a wreath of glory unfading
and untarnished. Among them we find that of Edward Rutledge, who
was born in Charleston, S. C., in November, 1749. His father, Dr.
John Rutledge, was a native of Ireland, who married Sarah Hert, a
lady of high accomplishments, piety and good sense. Edward lost his
father at an early age, and, like those of many great and good men,
his mind was moulded by his mother. After passing through the
usual routine of an education, he commenced the study of law with
an elder brother, who stood high at the Charleston bar. Whilst he
stored his mind with Coke and Bacon, he paid great attention to
elocution. In 1769 he went to England, became a student at the
temple, made himself familiar with the practice of courts, with the
rules of parliament, with the policy, designs and feelings of the
British ministry, and cultivated an acquaintance with the celebrated
orators and statesmen Chatham, Mansfield and others. In 1773, he
returned, richly laden with stock for future use. He commenced a
successful practice, uniting an expressive countenance, a good
voice, a rich imagination, elegance of action, an honourable mind,
and a good heart, with strong native talent, improved by superior
advantages and untiring industry.
 He soon acquired a merited eminence as a bold, discreet and
able advocate. He was peculiarly happy in his exertions excited by
the spur of the moment, a talent always useful to a lawyer, and
eminently useful to a statesman during a revolutionary struggle. His
lamp was always trimmed and burning, and with true Irish zeal and
eloquence, he was always ready to enter the arena where duty
called him. He had a warm heart for the weak and oppressed.
It was self-evident that talents like his were well calculated to
promote the cause of emancipation, and Mr. Rutledge was among
the first selected members to the continental congress in 1774. This
alone was sufficient to place him on the list of imperishable fame;
for none but men of superior merit, known fortitude, and of pure
patriotism, were selected to represent their country’s rights and
repel a monarch’s wrongs. Such a man was Edward Rutledge. With
the ardour of an Emmet, he united great prudence and discretion.
By his open frankness of expression he incurred the displeasure of
the crown adherents, but imparted the holy flame of patriotism to
the friends of liberty in a pre-eminent degree.
With all his ardour and zeal he was a friend to order and
opposed to mobocracy. He acted from enlightened and liberal
principles, aiming to build every superstructure on the firm basis of
reason and justice. To this nobleness of design, conceived and
adhered to by all of the signers of the declaration, may be attributed
the lofty dignity that pervaded that august body. Revolution is a
tornado where prudence seldom enters to neutralize its baneful
effects; but when such men as those who constituted the first
American congress in Philadelphia combine, men who could
command the whirlwind of passion, and conduct the lightning of
revenge by the silken cords of reason, and the steel rods of
unbending patriotism to a desired and useful destination, revolution
is stripped of its bane and is crowned with unfading glory. Such were
the signers of the declaration—such was the American revolution.
We find Mr. Rutledge associated with several important committees
of the continental congress, and among them he was appointed with
John Adams and Benjamin Franklin to meet Lord Howe, when he
came clothed with authority to offer humiliating terms of peace. No
three men could have been selected whose combined talents were
better calculated to inspire awe and respect. They were received and
treated with marked attention by his lordship, who became
convinced, that under the direction of such spirits as these, the
rebels would conquer or die. They detested his offers of pardon, for
who had they injured? They disclaimed all right of the crown to their
allegiance; it had been sacrificed at the shrine of an ambitious
ministry. Freedom was their motto—Liberty their watchword, and
their terms Independence or death. They had resolved “to do or
die.”
As a sound, judicious and able statesman, Mr. Rutledge stood
high; his brow was also decked by laurels in the field. He had long
commanded a company in the ancient battalion of artillery. When
the British landed at Port Royal in 1779, he led his company to the
attack with the skill and courage of a veteran. At no battle during
the revolution was more personal bravery displayed than at this, nor
was the enemy, at any time, more chagrined at a total defeat by raw
militia. It was a mystery to them to find in the same man, the
statesman, the soldier and the hero. He was at a subsequent period
elected colonel. During the investment of Charleston by the enemy
in 1780, he was again in the field, but was unfortunately taken
prisoner, sent to St. Augustine, and not exchanged for nearly a year.
Before his return the dark clouds began to recede, and the horizon
of liberty was slowly illuminated by the rays of hope.
He returned to his native state and aided in restoring the civil
government that had been paralyzed by the cruel conquering arm of
the crown. He was a member of the enraged assembly who met at
Jacksonborough in 1782, and with his recent injuries and those of
his friends bleeding fresh before him, he sanctioned the bill of pains
and penalties, that, under other circumstances, would not have
received his approval, and which, during the time it remained in
force, he used every exertion to meliorate.
 Among those who had been tortured by persecution was his
venerable mother, who had been taken from her peaceful home in
the country and confined in Charleston, then occupied by the British;
a high compliment to her talents and patriotism, placing her on the
list of fame with the matrons of Greece and Rome.
During the whole of the doubtful and protracted struggle of the
revolution, Mr. Rutledge remained its steady and zealous advocate,
and gave his best exertions in its behalf. After its termination, he
again returned to the bosom of his friends and the labours of his
profession. His private worth took deep root in the affections of the
community, and he had the confidence and esteem of a large circle
of acquaintances.
In organizing the new government of his native state, he acted a
useful and consistent part. Many difficulties were to be overcome,
many clashing local interests to be reconciled, and many measures
and laws adopted, to restore an equilibrium in private and public
concerns. A great commotion existed between debtors and creditors;
specie was out of the question; the paper currency was nearly
annihilated, and many who felt that they had shaken off the British
yoke, were about to fall into the hands of relentless creditors, who,
when prompted by avarice, are as destitute of mercy as the pirate is
of compassion. Instances are on record in our own country, (I blush
as I write,) where some of those very veterans who bled for our
boasted freedom, have been incarcerated in a prison by the cold
inquisitorial creditor, for sums so trifling that shame would hide its
face to name them.
In this dilemma, Mr. Rutledge was among those who proposed
and passed a law, making property a lawful tender for debts; a law
purely republican, but so obnoxious to avarice, that most men, who
are aristocrats just in proportion to the amount of wealth they
acquire above the wants of life, oppose it.
He also favoured the instalment law, and used his best exertions
to meliorate the condition of the poor as well as the rich, by the
enactment of laws based upon humanity and justice. He took an
active part in most of the legislation of the state, and when the
federal constitution was presented for consideration, he was, taking
it as a whole, its warm and zealous advocate. Purely republican in
principle, he was always opposed to slavery, deeming it a national
curse. He was untiring in his labour—emphatically a working man.
Dr. Ramsay remarks of him, “For the good obtained and the evil
prevented, his memory will be long respected by his countrymen.”
As I have before remarked, he was a friend to order and law,
and when any measure was consummated by legislative action, or
by any public functionary duly authorized to act, he delighted in
seeing it fulfilled to the letter. Although he was in feeling with the
French when difficulties arose between them and England, he
reprobated strongly the conduct of M. Genet and the French
Directory. He was not a party man, but was always actuated by a
sense of duty, and a pure desire for the prosperity of his country. His
was the stern, unflinching moderation, calculated to awe a mob,
paralyze a faction, and preserve, pure and undefiled, that lofty
patriotism which commands esteem and respect.
In 1798 he was elected governor of his native state. Soon after,
disease fastened its relentless hands upon him, and handed him
over to the king of terrors in the mid career of his term. During the
legislative session of 1800, his illness increased so rapidly that he felt
an assurance that his dissolution was rapidly approaching, and was
desirous of returning to Charleston, that he might yield up his breath
where he first inhaled the atmosphere. The constitution required the
presence of the governor during the sitting of the legislature, and so
scrupulous was he to fulfil its letter, that he determined to remain
unless both branches passed a resolution sanctioning his absence.
The subject was submitted, but on some debate arising from the
partisan feeling then prevalent, the application was immediately
withdrawn, and he remained until the legislature adjourned. He was
barely able to reach his home, when he laid down upon the bed of
death and yielded to the only tyrant that could conquer his patriotic
spirit, on the 23d of January, 1800. The same fortitude that had
characterized his whole life, was strongly exhibited during his last
illness, and did not forsake him in his dying hours. His loss was
severely felt and deeply lamented by his mourning fellow-citizens. In
the death of this good man, his native state lost one of its brightest
ornaments, one of its noblest sons.
Governor Rutledge stood high as an orator. He appears to have
understood well the machinery of human nature, and knew well
when to address the judgment and when the passions of his
audience. In exciting the sympathy of a jury, he had no equal at the
Charleston bar. He also knew how, where, and when to be logical;
and, what is all-important in every man, either in the public or
private walks of life, he knew how, when, and where to speak, and
what to say. His private worth and public services were highly
honourable to himself, consoling to his friends and beneficial to his
country. His usefulness only ended with his life; his fame is
untarnished with error; his examples are worthy of imitation, and his
life without a blank.
By his first wife, Harriet, daughter of Henry Middleton, one of his
colleagues in congress, he had a son and daughter, the latter of
whom remained in Charleston, the former, Major Henry M. Rutledge,
became one of the pioneers of Tennessee. God grant that he may
imitate the virtues of his venerable father, and fill the blank our
country experienced in the death of the wise, the judicious, the
benevolent, the philanthropic, the patriotic, and the high minded
Edward Rutledge.
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