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

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Overview

The book shows readers, in a practical and comprehensive way, how to harness the power of digital media and use it to achieve the utmost success for their businesses. It explains how to choose online marketing channels in order to get products and services to market. It explores in detail such areas as search marketing, affiliate marketing, e-mail marketing, creative online executions, and digital marketing strategies.
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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."
The Business Shelf - Midwest Book Review
Praise for the previous editions:

"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."

CHOICE
"[T]he subject is presented in a thoughtful, fulsome manner that nonetheless remains accessible to all readers.... Highly recommended."
The Marketer
"One of the most comprehensive yet easy-to-read books on digital marketing available."
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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
  • 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.

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Table of Contents

1 Going digital - the evolution of marketing 1

2 Strategic thinking 18

3 Your window to the digital world 39

4 The search for success 65

5 Website intelligence and return on investment 104

6 E-mail marketing 132

7 Social media and online consumer engagement 150

8 Online PR and reputation management 176

9 Affiliate marketing and strategic partnerships 202

10 Digital media creative 216

11 A lot to look forward to 236

Glossary 257

Further reading 269

Index 272

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