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Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation / Edition 2
     

Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation / Edition 2

by Damian Ryan, Calvin Jones
 

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ISBN-10: 0749464275

ISBN-13: 9780749464271

Pub. Date: 04/28/2012

Publisher: Kogan Page, Ltd.

The world of digital media is changing at a phenomenal pace. Constantly evolving technologies are transforming not just how we access our information but how we interact and communicate with one another on a global scale. Understanding Digital Marketing is a practical, no-nonsense guide to web-marketing, the rules of new media and researching the new

Overview

The world of digital media is changing at a phenomenal pace. Constantly evolving technologies are transforming not just how we access our information but how we interact and communicate with one another on a global scale. Understanding Digital Marketing is a practical, no-nonsense guide to web-marketing, the rules of new media and researching the new generation of digital consumers. Clear, informative and entertaining, it covers key topics such as search marketing, social media, Google, mobile marketing, affiliate marketing, email marketing, performance marketing, customer engagement and digital marketing strategies.

One of the best-selling books in the industry, this fourth edition of Understanding Digital Marketing has been thoroughly revised with more information, fresh examples and case studies, and the latest developments in the industry. Complete with in-depth insider accounts of digital marketing successes from internationally recognised brands and digital marketing campaigns, it is essential reading for both practitioners and students alike.

Product Details

ISBN-13:
9780749464271
Publisher:
Kogan Page, Ltd.
Publication date:
04/28/2012
Edition description:
Second Edition
Pages:
297
Product dimensions:
6.10(w) x 9.10(h) x 0.60(d)

Table of Contents

** Chapter - 1: Digital Marketing... The Origin of; ** Chapter - 2: Have a plan and stick to it... #Strategy; ** Chapter - 3: Crouch, touch, pause... #Engage; ** Chapter - 4: Search: Being found online; ** Chapter - 5: Understanding Social Media; ** Chapter - 6: Understanding Email Marketing; ** Chapter - 7: Understanding Mobile Marketing; ** Chapter - 8: Content Marketing and Native Advertising; ** Chapter - 9: Understanding Programmatic; ** Chapter - 11: Understanding Online PR; ** Chapter - 12: Understanding Performance Marketing; ** Chapter - 13: Understanding the IOT; ** Chapter - 14: Optimising the customer and user experience; ** Chapter - 15: The Future of Digital Marketing;
• Section - TWO: Online Chapters; ** Chapter - 16: Measurement and Data: Is it working?; ** Chapter - 17: Internationalisation: Cross Border Digital; ** Chapter - 18: Digital Transformation 101: A journey of change towards a transformed customer experience

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