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Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation: Volume 1 [Kindle Edition]

Damian Ryan , Calvin Jones
4.3 out of 5 stars  See all reviews (20 customer reviews)

Print List Price: £29.99
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Book Description

Digital marketing now represents 25% of the marketing spend in the UK and this is predicted to move to 50% or higher within the next three years. 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 authoritative title demonstrates how to harness the power of digital media and use it to achieve the utmost success in business, now and in the future.Understanding Digital Marketing deals with every key topic in detail, including:search marketing,social media, Google, mobile marketing, affiliate marketing, e-mail marketing, customer engagement and digital marketing strategies. Essential reading for both practitioners and students alike, and including real-world examples of digital marketing successes and expert opinions, Understanding Digital Marketing provides you with tools to utilize the power of the internet to take your company wherever you want it to go.

Product Description


"One of the most comprehensive yet easy-to-read books on digital marketing available." (The Marketer)

Book Description

Understanding Digital Marketing is a practical guide to web marketing, the rules of new media and researching the new generation of digital consumers. It covers key topics such as search marketing, social media, Google, mobile marketing, affiliate marketing, email marketing, customer engagement and digital marketing strategies.

Product details

  • Format: Kindle Edition
  • File Size: 1915 KB
  • Print Length: 305 pages
  • Page Numbers Source ISBN: 0749464275
  • Publisher: Kogan Page; 2 edition (3 Mar. 2012)
  • Sold by: Amazon Media EU S.à r.l.
  • Language: English
  • ASIN: B007C24IK2
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Enabled
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (20 customer reviews)
  • Amazon Bestsellers Rank: #142,536 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

Most Helpful Customer Reviews
13 of 13 people found the following review helpful
Brief Review:

Good quality advice. Easy to understand and comprehensive.


Buy it.

Longer Review:

If you're looking for a good overview of digital marketing then there are few better books to start with than this one by Damian Ryan and Calvin Jones.

They waste no time in giving you loads of useful information on a wide range of topics. They start (very briefly) with how the Internet came about and then move on to the following topics:

- Strategy
- Digital Overview
- Search Marketing
- Web Analytics
- Email Marketing
- Social Media
- Online PR
- Affiliate Marketing
- Mobile Marketing

They then finish the book by looking forward in time and trying to work out, 'what's next' (if we only knew).

The book is surprisingly good. The text is engaging and simple to read. This is not a 'techie book'. Each chapter starts with a 'Chapter Pledge' and then breaks down each topic into easy to digest chunks.

There are also plenty of case studies that are used to illustrate key points in the book and demonstrate how a certain marketing tactic was applied.

Minor Criticisms

The book is an introductory text. It is, therefore, fairly basic in its treatment of the overall subjet matter (digital marketing). So, if you've got any experience in this field, you might find it a little too simplistic. However, even if you are experienced, you may pick up some intro knowledge to areas that you're unfamiliar with e.g. if you're an SEO person, you may learn something about Email Marketing for example.

The other problem, of course, with digital, is that it all moves so fast.
Read more ›
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11 of 12 people found the following review helpful
5.0 out of 5 stars Brilliant 22 April 2012
This is the best book I've seen on Digital Marketing. Without doubt it has been a worthwhile investment for me in my career as a marketing executive for my organisation. So much less hassle than having to sit through hours of boring classroom lectures - several days going backwards and forwards on the bus to work with this trusty tool in my hand has made me informed and up to speed with the whole world of digital marketing. Nice one boys!!!!!
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3 of 3 people found the following review helpful
5.0 out of 5 stars Excellent 17 Mar. 2013
Format:Kindle Edition|Verified Purchase
Covers all the main channels with plenty of examples and suggestions that you can implement. If you're looking for a complete intro to digital marketing, this is it.
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2 of 2 people found the following review helpful
1.0 out of 5 stars Too basic and already out of date 6 Jun. 2014
Format:Kindle Edition|Verified Purchase
The introduction has put me off. I have been working with Digital Media since 1994 and the introduction just sounded like the rewriting of snake oil books in Digital Media. I flicked through the book and could tell that there was no original thought analysing the difficulties and opportunities faced by Digital Marketeers of today and tomorrow. It does not tell for example, where Digital Marketing is failing and on how a Digital Campaign can become a blackhole.
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1 of 1 people found the following review helpful
5.0 out of 5 stars Great for Students! 10 Jan. 2013
By Steph F
Format:Paperback|Verified Purchase
I bought this book to help with my dissertation topic and as a student it has really helped me to understand digital marketing as it is up to date and covers all areas. My lecturer refers to it in her lectures as it is easy to read and understand with examples and case studies throughout. In my opinion, chapter 5 'Website Intelligence and Return on Investment' and the final chapter 'Whats Next?' were particularly helpful due to the easy to understand format of explaining ROI and great insights into the future of digital marketing gave me ideas for future research. Overall, I would highly recommend this book to students and lecturers for an overview of digital marketing.
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1 of 1 people found the following review helpful
Format:Paperback|Verified Purchase
Digital Marketing is adding exciting new dimensions to the now well known and much used principles and practices of marketing. From a static "art" form it has now become participative exercise wher provider and customer interact.... It opens up a wide range of possibilities once one understands the underlying structures and concepts of its online applications and implications. And this is what this clear, concise and understandable analysis provides and "online" neophyte like myself even though I have worked in marketing for many years.
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1 of 1 people found the following review helpful
5.0 out of 5 stars Good 10 Aug. 2012
Format:Paperback|Verified Purchase
Took a few working days to come but it was quick and easy to order. Was nice and new book, helped me out with my exam
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5.0 out of 5 stars Great insight into the online world of marketing 27 Mar. 2013
A great book and a great read really, has really given me new ideas about how to develop my business online. I now have a much greater knowledge about the techniques needed for marketing online, especially how I can increase awareness. For those looking to develop their online business significantly this is a must read!

Joe Searle - Afterburn
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Most Recent Customer Reviews
1.0 out of 5 stars One Star
The Stars speak for themselves.
Published 3 months ago by Gwill
4.0 out of 5 stars Great to kick things off
Great for an 'Understanding' short on practical tips. Would have liked more strategy and template examples to use for myself
Published 4 months ago by Stephen Dixon
4.0 out of 5 stars Four Stars
Published 10 months ago by Amazon Customer
4.0 out of 5 stars Four Stars
very useful outline of digital marketing
Published 10 months ago by Martyn A Fidler
5.0 out of 5 stars Must recommend for marketing students!!
This book has taught me everything about marketing online as this helped me with my course and especially as I want to do a Top-Up in Marketing Management, therefore pursuing a... Read more
Published 15 months ago by Sami
5.0 out of 5 stars A great read
This is a great synopsis of the digital marketing sector and the best overview I've seen to date. Clear, easy to read and I wish I had this when I started out in the industry. Read more
Published 19 months ago by Berkshiremama
5.0 out of 5 stars helpful overview
A good comprehensive overview into the world of digital marketing. Started a new job and this has helped me the basics.
Published 19 months ago by Theduke
5.0 out of 5 stars Exactly right
Exactly right in every way. Simple, informative, well laid out. Just get it, read it and apply it. two more words needed apparently. here's seven.
Published 23 months ago by Andrew Curran
5.0 out of 5 stars excellent book very well written 'really handy with Digital marketing.
I was impressed with the book, it grasps your attention from the first chapter. If you want to improve your online shop that's the book for you.
Published on 13 May 2013 by Nikolaos Lodakis
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