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

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Overview


Forrester Research has predicted that in 2016, $77 billion will be spent on interactive marketing. This equals the amount that is spent on television advertising today, so it is increasingly important to know how to effectively use digital marketing.

Understanding Digital Marketing looks at the world of digital marketing: how it got started, how it got to where it is today and where the thought leaders in the industry believe it is headed in the future. This compelling new edition demonstrates in a practical and comprehensive way, how to harness the power of digital media and use it to achieve the utmost success in business.

The authors deal with every key topic in detail, including:
- search marketing
- social media
- mobile marketing
- affiliate marketing
- e-mail marketing
- customer engagement

This book will help readers to:
- choose online marketing channels to get their products and services to market
- understand the origins of digital marketing and the trends that are shaping its future
- achieve the competitive edge to keep them ahead

Including new case studies that reflect the changed marketplace, Understanding Digital Marketing provides readers with the tools to utilize the power of the internet to take their businesses wherever they want them to go.

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Editorial Reviews

From the Publisher

"This latest edition discusses digital media and how to apply it to business pursuits, from choosing online marketing challenges to building an effective e-mail list, developing on online outreach code of ethics, and more. An excellent 'must have' reference for any business concerned with digital marketing." --Midwest Book Review, The Bookwatch: Business Shelf

Praise for the previous edition:

"[T]he subject is presented in a thoughtful, fulsome manner that nonetheless remains accessible to all readers.... Highly recommended." --CHOICE 

James Wright - B2B Marketing

"[P]rovides a simple easy-to-read overview... a great introduction to the subject. ...It is a book that every marketing professional should consider if digital marketing falls within your remit. It would be useful for anyone who is interested in understanding the subject. If you’re completely new to most areas of digital marketing, it’s a great way of getting your head around the basics and fundamentals. The book will help you build a thorough and effective digital marketing campaign and I would recommend it highly."
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Product Details

  • ISBN-13: 9780749464271
  • Publisher: Kogan Page, Ltd.
  • Publication date: 4/28/2012
  • Edition description: Second Edition
  • Edition number: 2
  • Pages: 297
  • Sales rank: 277,920
  • Product dimensions: 6.10 (w) x 9.10 (h) x 0.60 (d)

Meet the Author


Damian Ryan
is a digital media and marketing expert who has been working at the forefront of the media industry for 27 years. He established one of the first digital agencies in the United Kingdom and Ireland in 1997 before moving into corporate finance as a digital media specialist. He is founding partner of Mediaventura.

Calvin Jones is an online content strategist and author who helps organizations of all sizes communicate more effectively both on- and off-line. 
Together they are both the authors of The Best Digital Marketing Campaigns in the World (also published by Kogan Page). 

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Table of Contents


Preface
Acknowledgments

1. Going digital - the evolution of marketing 
2. Strategic thinking 
3. Your window to the digital world 
4. The search for success 
5. Website intelligence and return on investment 
6. E-mail marketing 
7. Social media and online consumer engagement 
8. Online PR and reputation management 
9. Affiliate marketing and strategic partnerships 
10. Your marketing in your prospect's pocket 
11. What's next? 

Glossary
Index

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