Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation

Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation

5.0 3
by Damian Ryan
     
 

View All Available Formats & Editions

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

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 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 author deals with key topics in detail, including: search marketing, social media, mobile marketing, affiliate marketing, e-mail marketing, customer engagement and digital marketing strategies.

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.

Editorial Reviews

The Bookwatch, 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."
From the Publisher
"[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 - S. A. Schulman

"[T]his new edition is most welcome as both an update and a reexamination of marketing tactics and strategy. ...Summing Up: Recommended. Lower-division undergraduates and above; general readers."
Professional Marketing magazine - Kim Tasso

"This third edition ...is a 100 pages heavier and has several new sections. I still believe it is one of the best books to provide a comprehensive overview of all things digital."

Product Details

ISBN-13:
9780749471026
Publisher:
Kogan Page, Ltd
Publication date:
06/28/2014
Edition description:
Third Edition
Pages:
432
Sales rank:
249,283
Product dimensions:
5.90(w) x 9.10(h) x 0.90(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.

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >

Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation 5 out of 5 based on 0 ratings. 3 reviews.
ThoughtfulReader309 More than 1 year ago
When I picked this up, I thought I'd be reading another tomb on digital marketing that would only make sense for those in the industry. Much to my delight, I found this to be an easy-to-read & easy-to-understand book. Not only does it go through all of the ways in which we can use digital marketing to create a relationship with our customers, there are samples of how each technique is used. The one small missing - I wish there was more depth to some of the samples.
daffodil More than 1 year ago
It amazes me that this book has not been written before! It is a fantastic reference guide that brings together all the bits and pieces we learned about using the internet as a marketing tool over the past 15 years - explaining mechanics, busting myths - into one place and providing a 'how-to' guide to doing it well. Damian and Calvin deserve a medal; every business that has ever struggled to understand how to use the internet to grow their business should buy this book immediately.
NatoshaM 11 months ago
A large guide into the world of digital marketing! I was impressed with how much is covered inside. The details and examples through case studies really help. This is perfect for beginners or anyone trying to go public with a brand, job, product or trying to promote themselves. It really covers so many great topics and each is with complete details and helpful tips.