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Pioneers of Digital: Success Stories from Leaders in Advertising, Marketing, Search and Social Media [Kindle Edition]

Mel Carson , Paul Springer
4.8 out of 5 stars  See all reviews (12 customer reviews)

Print List Price: £19.99
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Book Description

Pioneers of Digital is about those individuals who have truly altered the way advertising, marketing and other communications industries operate. It features twenty inspirational interviews with those who have defined digital formats and campaigns, revealing the stories behind the groundbreaking ideas and creative ingenuity that have shaped the digital world. The pioneers profiled in the book come from the seemingly unrelated fields of design, gaming, music, journalism, branding, search and social networking but they were the first to realize the potential of the digital technologies they used. Moving across the globe from the USA to the UK, China, India and New Zealand, and involving organizations such as Apple, Coca Cola, Ogilvy, Publicis and Google, Pioneers of Digital provides unique insights and advice for anyone interested in commercial online thinking.

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"These very insightful stories are perfect for those fascinated by the history of digital." (Sir Martin Sorrell, CEO, WPP)

"If you embrace new media and the spell it has cast over advertising and the world in general, this may be your lucky day...These concise profiles makes for quick reading, with useful 'sound bytes' at the end of each chapter...Readers will feel like kids in a digital candy shop." (Publishers Weekly)

"The 20 tech stars [Spring and Carson] feature in the book emphasize simplicity - solving everyday problems with easy-to-grasp solutions." (Investor's Business Daily)

"Pioneers of Digital makes for compelling reading about fascinating innovators. Their curiosity, passion, drive and enthusiasm for using technology in creative ways to help people connect and interact is both contagious and inspirational." (USA Today)

"Springer and Carson have done a commendable job of collecting diverse examples representing a wide array of fascinating applications while drawing general conclusions about digital innovation. "Our aim with this book is to inspire," write the authors. Most readers will find Pioneers of Digital does exactly that." (ForeWord Reviews)

"Readers interested in social media or seeking interesting business people for professional inspiration will be more that satisfied. Ultimately read Pioneers of Digital to know what it takes to truly stand out in your field." (SmallBizTrends)

"The book provides an interesting series of anecdotes focusing on excellent work and success stories along with the lessons that can be learned to have an impact on the digital industry and the wider world." (Contagious Magazine)

" excellent book to dip into and pick up lessons and inspiration from some of the greatest digital marketeers the world has to offer. It's also beautifully laid out, features neat summaries and handy hints to take away from each profile [...] an excellent reference tool and an encyclopaedia of tech know-how." (Elite Business Magazine)

"...explains many secrets of the digital sphere that even the newest marketer can understand and apply [...] It incorporates a fantastic breakdown of the digital sphere which is important to understand the marketing success seen in the case studies [...] a book which you should not be without when new campaigns are being coined. The right path to reach your audience is out there and this book will help you get there faster than before. (5* review)" (B2B Marketing Magazine)

"An inspiring read, and a good introduction to digital approaches and the broader digital market landscape." (Ninder Takhar, Head of Marketing North East Asia, BT Global Services - The Marketing Society)

Book Description

Pioneers of Digital is about those individuals who have truly altered the way advertising, marketing and other communications industries operate, through their groundbreaking ideas and creative ingenuity.

Product details

  • Format: Kindle Edition
  • File Size: 839 KB
  • Print Length: 232 pages
  • Publisher: Kogan Page; 1 edition (3 Oct. 2012)
  • Sold by: Amazon Media EU S.à r.l.
  • Language: English
  • ASIN: B009DE0UFE
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Enabled
  • Enhanced Typesetting: Not Enabled
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (12 customer reviews)
  • Amazon Bestsellers Rank: #301,066 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Most Helpful Customer Reviews
1 of 1 people found the following review helpful
This book is a great read if you want to be up to date with the latest innovations and stories that have helped shape modern day digital marketing

The authors have taken a unique approach to talk about digital marketing by providing the reader with a number of stories that focuses on the people that have pioneered the online world that we live in.

Industry leaders are interviewed from digital giants such as Amazon, Google, Facebook, Microsoft and Ebay whilst celebrity's such as Stephen Fry share personal stories about the early days of the internet.

I loved the chapter where Stephen Fry talks through the backstory to [...] and how he was launched into the social media world which began with him being "stuck in a lift" and sharing a photo on Twitter!

The book goes on to provide you with first-hand insight into the challenges faced by digital pioneers in an entertaining yet insightful manner. Look out for the story of the Subservient Chicken and Alex Bogusky, whose ad agency came up with the idea. Other great chapters include Jaron Lanier and virtual reality and co-founder Martha Lane Fox.

Learn more about the social media and digital marketing behind Barack Obama's digital campaign and the story behind Gurbaksh Chahal who made $200 million via digital marketing by the time he was 30.

If you are interested in advertising, digital marketing and agencies, search and social media AND like a good story then pick this book up now. A delightful read.
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For anyone who is interested in Digital, Social, Search or even just to hear the thoughts from some of the worlds leading marketing brains - this is the book for you. So many books on Digital give only one perspective on the authors thoughts, this focuses on the pioneers who have led change and continue to change the digital world we live in.

Inspiring, admirable and ascertain for anyone who likes to hear from people like Qi Lu & Stephen Fry in their own words. Who would be in the next book Pioneers of Digital 2 would be my question? Great job.
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Format:Paperback|Verified Purchase
Really enjoyed these stories. Amazing to think what these unsung heroes have done in their careers. Loved Jaron Lanier and Stephen Fry chapters especially. Pioneering Places chapter was fascinating too. Highly recommend!
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1 of 2 people found the following review helpful
5.0 out of 5 stars Great Book! 23 Oct. 2012
Format:Paperback|Verified Purchase
This is a must buy, amazing stories from pioneers in digital, stories included; philosophies from the worlds biggest digital agency, learnings from the early days of, some great creative advice from ad legend Alex Bogusky and some great learnings from Obama's social media guy. If you work in the marketing, digital or advertising industries this book is a must for you. Mel Carson is a great interviewer!
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0 of 1 people found the following review helpful
Format:Paperback|Verified Purchase
This is a very good book and would be of interest to anyone who works or is interested in digital marketing, advertising, social media and SEO (regardless of seniority or organization). In short, if you're involved in digital, then read this book.

It's split into 22 easy-to-read, short and highly digestible chapters that you can fly through at leisure. The first 20 chapters profile `digital' pioneers and over the course of 8 or so pages gives you an outline of their background and how they came to be pioneers. The final couple of chapters look at pioneering hubs and lessons learned. You're not going to find Biz Stone, Sergey Brin, Bill Gates, or Steve Jobs in here - instead, you'll get to read the stories of the unsung stars of digital. The ones who didn't take no for an answer, who tried lots of things (and failed a few times along the way) before they found success. Most of all (and other than Stephen Fry), they're people who don't attract the celebrity limelight such as Brin, Gates, Jobs etc. One name many will recognize is Martha Lane Fox (of fame). They're very clever people whose sole aim is to improve the world of digital. There are similar key themes running throughout all their stories: be positive, be focused, don't give up, and use failure as a platform for success etc etc, but each story is told in a different way - as a reader you're not coming away with a feeling of repetition.

The stories certainly don't say `do X, Y, or Z to become successful' - rather it's up to the reader to takeaway what he/she wants. This is not a `how to' guide, nor a self-help manual. The pioneers' stories are amazing and the nuggets of information you come away with are pure gold.
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0 of 1 people found the following review helpful
By Robert Morris TOP 500 REVIEWER
Those innovators who pushed the boundaries of what is possible through the Internet and WWW include Time Berners-Lee, Bill Gates, Sergey Brin and Larry Page, Mark Zuckerberg, and Steve Jobs. As Paul Springer and Mel Carson correctly note, there are other, less renowned pioneers of digital whose stories also "span multiple disciplines, platforms, campaigns, and industries across the digital space." Springer and Carson focus on 20 of them as well as on "the pioneering territories of the world that are taking up the digital challenge" and in the final chapter, as they explain, "we've reflected on the main issues, views and, in some cases, counter-logic from the cases that define these pioneers' views from commonly held assumptions about digital."

I recognized only a few of the 20 pioneers' names and previously knew little (if anything) about them so I especially grateful to Springer and Carson for what I learned as I read their book. I also appreciate the fact that they do not use a template when presenting their mini-profiles of them. This "customized" approach is eminently appropriate, given the differences between and among those discussed. They conclude each mini-profile with a "Sound bytes" section followed by "Further reading" suggestions.

Here are several of the 20 and an indication of what each has contributed thus far:

o Thomas Gensemer has pioneered cause-related community building.
o June Cohen has created cutting-edge digital media experiences since 1991.
o Gurbaksh Chahal has pioneered performance-based online advertising since the WWW was established (1993).
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