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Online marketing

Find out how to use online and electronic tools, including social media, for marketing and publicity with our selection of books, articles, links and guides to help you identify best practice and techniques to apply to your business.

Featured article

Marketing to the smart home
The authors argue that marketing will soon become a battle for the attention of Siri, Alexa and other AI assistants. They predict a new focus on influencing algorithms and competing for placement on digital platforms. Meanwhile, more and more data will be available on the nature and habits of consumers.

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Featured book

A world gone social: how companies must adapt to survive
(Amacom, 2014)
Insights into how your business can tailor its marketing to account for the shift in how consumers think and buy.

To borrow this book please contact the Library.


The Library provides full text access to a selection of key business and reference eBooks from leading publishers. eBooks are available to logged-in ICAEW members, ACA students and other entitled users. If you are unable to access an eBook, please see our Help and support advice or contact library@icaew.com.

Blog marketing

This book looks at the impact that blogging can have on business.

Fundamentals of writing for marketing and public relations: a step-by-step guide for quick and effective results

Simple guide to writing promotional and informational materials.

MicroDomination: how to leverage social media and content marketing to build a mini-business empire around your personal brand

Social media marketing for entrepreneurs.

Terms of use: You are permitted to access, download, copy, or print out content from eBooks for your own research or study only, subject to the terms of use set by our suppliers and any restrictions imposed by individual publishers. Please see individual supplier pages for full terms of use.

Online articles

The Library provides access to leading business, finance and management journals. These journals are available to logged-in ICAEW members, ACA students and other entitled users subject to suppliers' terms of use.

How to create content that connects with your ideal client

The article offers information on content marketing to connect financial planners with clients. Topics discussed include financial planning practice's marketing plan; develop avatars or case studies, to clearly define different members of core audience; and regular pulse-checks to marketing strategy related to website traffic, social media posts and email broadcasts.

7 keys to online advertising: what retailers need to get it right

The article offers guides to creating effective online advertising strategies. Topics discussed include the importance of having an effective web presence, creating a budget to cover its learning period to effectively measure results overtime, and locating potential customers in the sales cycle. Also mentioned are the benefits of starting campaign via Google Ads where consumers actively search and working with experts in the filed of digital marketing.

The best way to respond to social fury? It's still up for argument

The article presents insights on how marketers deal with online outrage, including the effect of online outrage on brands. Topics include a study of angry posters during outrage situations, criticisms to an advertisement for the supplement brand Protein World, and comments from Kimberly Legocki, one of the study authors.

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Useful links


Developing a digital marketing strategy
IT Faculty Guide to developing a digital marketing strategy - highlights and 90s video are available to all. The full 28 page guide is available to logged in IT faculty members only.

Other Useful links

The case for producing a client newsletter
A 2017 AccountingWeb article on the benefits of client newsletters for promoting your practice, encouraging referrals and building long-term relationships.

Accountancy profession online engagement benchmarking report
A 2013 PracticeWEB report summarising the results of a PracticeWEB survey which focused on online engagement amongst accountancy firms. The report covers website content, social media, search engine marketing, cloud computing and online accountancy systems.

Digital Marketing Resource Center
American site providing a range of digital guides, white papers, webcasts, videos and tool kits. 

Smart Insights
Digital marketing portal with resources including articles, statistics, templates and guides. Registration required for free membership. Paid subscription required for some content.

Social Media Examiner
Online social media magazine designed to help companies use social media tools to connect with customers and increase brand awareness and sales. The site includes articles, videos, case studies and industry research.

Atom Content Marketing guides

Articles and books in the Library collection

Selected material

500 social media marketing tips: essential advice, hints and strategy for business
(CreateSpace, 2013)
This book provides simply-written expert tips about how to build your brand in social media spaces, attract and engage with customers, and increase sales.

From content to conversions : taking your inbound marketing to the next level
Accounting Today, March 2014
Discusses how to create and enhance website content to aid accountancy firms' marketing. Growing an inbound marketing effort is a firm-wide effort that requires knowledge from several areas, including customer services, marketing, and IT. This article presents some guidelines for advanced strategies to help firms improve their return on marketing investment.

Find more articles and books

To find out how you can borrow books from the Library please see our guide to book loans.

You can obtain copies of articles or extracts of books and reports by post, fax or email through our document supply service.

Can't find what you are looking for?

If you're having trouble finding the information you need, ask the Library & Information Service. Contact us by telephone on +44 (0)20 7920 8620, by web chat or by email at library@icaew.com.

ICAEW accepts no responsibility for the content on any site to which a hypertext link from this site exists. The links are provided ‘as is’ with no warranty, express or implied, for the information provided within them. Please see the full copyright and disclaimer notice.