Contact Dr Annmarie Hanlon
- Email: A.Hanlon@cranfield.ac.uk
- Twitter: @annmariehanlon
- ORCID
Background
Dr Hanlon is an academic and practitioner in strategic digital marketing and the application of social media for business.
Her PhD investigated benefits and outcomes of social media marketing within organisations for which she was awarded the Mais Scholarship. Originally a graduate in French and Linguistics from University of London, Annmarie studied for the Chartered Institute of Marketing Diploma and won the Worshipful Company of Marketors' award for the best results worldwide. She gained a Master's in Business Administration, focusing on marketing planning and achieved a distinction for the Chartered Institute of Marketing's E-Marketing Award.
Prior to joining Cranfield Dr Hanlon was Programme Director for the University of Derby's BSc (Hons) Marketing (Digital) and Course Leader for Social Media Management on the International Executive MBA programme at the University of St Gallen. She is the past Senior Examiner for Digital Strategy for the Chartered Institute of Marketing, where she contributed to the initial module development, module specification, assignment creation and managing a team of examiners.
Dr Hanlon has expertise in the strategic application of social media for business and the move from digitization, to digitalization and digital transformation for business. Her expertise spans consumer touch points, online customer service, the use of reviews, the role of influencers, online engagement and digital content. She has run her own consultancy for over twenty years and is a Fellow of the Chartered Institute of Marketing, a Member of the Marketing Institute Ireland and a Liveryman of the Worshipful Company of Marketors.
Research opportunities
I am exploring: digital transformation within organisations, the role of MarTech; unethical behaviour in digital marketing and the role of digital in B2B markets. As I am busy with programme management, I am not taking on further PhD students.
Current activities
My passion is the application of digital marketing in a business context. For more than 25 years I have worked as a practitioner across many sectors, from IT to pharmaceutical, manufacturing to financial services, enabling organisations to adopt digital marketing and business practices.
The combination of digital marketing practice and academic knowledge has led to the publication of several texts, including Digital Marketing, Strategic Planning & Integration, as well as two reference books: The SAGE Handbook of Digital Marketing and The SAGE Handbook of Social Media Marketing.
I have advised other universities on digital marketing curricula; Ulster University, as External Examiner for the BSc Customer Contact Management, and delivered social media in practice sessions for academics at Aston University, Oxford University and UCL.
Outside my teaching in Cranfield, I am involved with the Worshipful Company of Marketors, a modern city livery company for marketing professionals.
Clients
Over the last twenty years Dr Hanlon has worked on marketing consultancy projects in the UK, Europe, Hong Kong and the United States, in sectors including construction, legal and tax services, software, financial services, pharmaceuticals, communications, health, leisure, media and IT. In addition to practical consultancy, she has delivered executive training in Digital Strategy and social media for companies including:
Aston University
Discovery Channel
Disney
Eurotunnel
Haymarket Publishing
Small Luxury Hotels of the World
Publications
Articles In Journals
- Hanlon A & Jones K. (2023). Ethical concerns about social media privacy policies: do users have the ability to comprehend their consent actions?. Journal of Strategic Marketing, Available online 7 July 2023(ahead-of-print)
- Hanlon A. What is the performance environment?. The Business & Management Collection, 2024(7)
- Hanlon A. What are the key components of a marketing plan?. The Business & Management Collection, 2023(11)
- Hanlon A. What is the internal environment?. The Business & Management Collection, 2023(8)
- Hanlon A. What is the external marketing environment?. The Business & Management Collection, 2023(8)
- Hanlon A. What is marketing promotion?. The Business & Management Collection, 2023(8)
- Hanlon A. What are the key factors in marketing resources?. The Business & Management Collection, 2023(8)
- Hanlon A. How are markets defined?. The Business & Management Collection, 2023(6)
- Hanlon A. Managing marketing in a crisis. The Business & Management Collection, 2020(7)
- Hanlon A. British Airways: a case study in social media management. The Business & Management Collection, 2017(10)
- Hanlon A. Digital strategy. The Business & Management Collection, 2016(8)
Conference Papers
- Bell G, Morrell K & Hanlon A. (2023). The two faces of the metaverse
- Ring C, Marcos Cuevas J & Hanlon A. (2022). Leading the adoption of Professional Social Networking Sites (PSNS) within B2B salesforces: a scoping study.
- Hanlon A, Jones K & Lawson A. (2019). A Social Media Affordances Maturity Scale for Organisations (forthcoming)
- Hanlon A & Foster C. (2018). Technology mediated online service interactions in travel companies: Select software sensibly
- Hanlon A, Longbottom D & Lawson A. (2016). The radical marketing manifesto. Say sorry and adopt software
- Hanlon A, Longbottom D & Lawson A. (2015). A framework for social media network selection to add value to business to consumer companies
Books
- Weitzl WJ, Beldad AD, Petz G & Hanlon A. (2025). Consumer Persuasion by Chatbots In Contemporary Issues in Social Media Marketing. Routledge.
- Hanlon A. (2024). Digital Business Strategy, Management & Transformation
- Hanlon A. (2022). The digital marketing planner: Your step-by-step guide
- Hanlon A. (2022). Digital marketing: Strategic planning & integration (2nd)
- Hanlon A & Tuten TL. (2022). Introduction to Digital Marketing In The SAGE Handbook of Digital Marketing. SAGE Publications Ltd.
- Tuten TL & Hanlon A. (2022). Introduction to Social Media Marketing In The SAGE Handbook of Social Media Marketing. SAGE Publications Ltd.
- Hanlon A & Tuten TL (eds). (2022). The SAGE Handbook of Digital Marketing
- Hanlon A. (2022). Digital Marketing - Planning Strategies and Practices
- Hanlon A. (2020). Chapter 31: Ethics in digital marketing and social media In Eagle L, Dahl S, De Pelsmacker P & Taylor CR (eds), The SAGE Handbook of Marketing Ethics. SAGE.
- Hanlon A. (2019). Digital Marketing: Strategic Planning & Integration
- Hanlon A. (2018). Social Media Marketing In Saren M(ed.), Marketing Graffiti. Routledge.
- Hanlon A. (2016). Market Sensing via Social Media In Longbottom D & Lawson A (eds), Alternative Market Research Methods: Market Sensing. Routledge.
- Hanlon A. (2014). Quick Win Social Media Marketing
- Hanlon A & Akins J. (2009). Quick Win Digital Marketing
- Hanlon A. (2009). Quick Win Marketing
- Saren M. Marketing Graffiti