Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation

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 ...

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Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation

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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 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.

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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."
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
"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: 9780749471026
  • Publisher: Kogan Page, Ltd
  • Publication date: 6/28/2014
  • Edition description: Third Edition
  • Edition number: 3
  • Pages: 432
  • Sales rank: 309,535
  • 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.

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Table of Contents

Preface
Contributors’ biographies
Acknowledgements

01 So... You want to go digital?
In the beginning...
The changing face of advertising
The technology behind digital marketing
Enough technology... let’s talk about people
Case study: Harley-Davidson

02 @first... think!
Why you need a digital marketing strategy
Your business and digital marketing
Defining your digital marketing strategy
Understanding the digital consumer
Mind your Ps
Eyes on the prize
Bringing it all together
Case study: Mercadolibre

03 Then build your channel
Your website – the hub of your digital marketing world
Building an effective website
The main steps of building your website
Before you start
Choosing your domain name
Hosting – your website’s home on the internet
How to choose a web designer/developer
Arranging your information
Writing effective web content
Case study: Hg2

04 Is it working?
Owned, paid and earned
Log files versus page tagging
Augmenting information using cookies
Test and test again
Measuring paid media
Attribution modelling
Who am I talking to?
Making Measurements Make Sense (3MS)
The return of GRP
The problem of earned media
What are you trying to achieve?
Why KPIs are important
Choosing effective KPIs
The need for trust

05 Are customers finding you?
Search: still the online marketer’s holy grail
About the engines
Optimizing your site for the engines
Advertising on the search engines
Mobile search
Black hat, the darker side of search
Bringing in the pros
Universal search – more opportunities to rank
Shifting goalposts – search innovation and the quest for relevance
Looking forward
Case study: The Entertainer

06 Understanding social media
Join the conversation
What is social media?
Different forms of social media
Social media dashboards – all your updates in one place
The rules of engagement
Adding social media to your own site
Case study: Bennetts Bike Social

07 Understanding e-mail marketing
The new direct mail
What exactly is e-mail marketing?
Before you start
Planning your campaign
Measuring your success
E-mail – a vital component of digital marketing
Case study: Help for Heroes

08 Understanding mobile marketing
Mobile – market size and rate of growth
Mobile – Web2.0
Mobile marketing – a game-changing channel, or just another conduit?
Location, location, location
Mobile gaming
Mobile applications
Measuring mobile
Mobile privacy
Mobile data
Further exploration
Building a multichannel marketing strategy
Case study: Dubizzle.com

09 Understanding performance marketing
Recognizing opportunities for strategic partnership
What is performance marketing?
Case study: Number One Shoes

10 Understanding online public relations
Google – judge and jury
Online – it’s where PR lives now

11 Understanding content marketing
Why content? – an overview
Content strategy
Content production
Promoting your content
The future of online content
Case study: Makino

12 Convincing your boss to invest in digital marketing
Understanding your objectives
Your market and website function
Understanding decision making and knowing your decision makers
Budget considerations
Key channel benefits
The perfect website
Further considerations
Structuring your proposal
Advocacy

13 What’s next?
Prediction 1 – a new internet
Prediction 2 – democratization of marketing knowledge
Prediction 3 – natural selection of content
Prediction 4 – greater learning and being more competitive
Prediction 5 – lessons from the emerging markets
Prediction 6 – the case for a circular marketing economy...
Prediction 7 – agencies go arbitrage
Prediction 8 – fast and super fast
Prediction 9 – radio
Prediction 10 – your online persona
The end bit
Case study: UEFA Europa League 378

Glossary
Index

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Sort by: Showing all of 2 Customer Reviews
  • Posted May 17, 2009

    I Also Recommend:

    Great book for beginners and masters alike

    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.

    1 out of 1 people found this review helpful.

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  • Posted April 13, 2009

    Finally! A go-to book on how to market your business on the internet

    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.

    1 out of 1 people found this review helpful.

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