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Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation: 1 Paperback – 3 Mar 2012


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Product details

  • Paperback: 304 pages
  • Publisher: Kogan Page; 2 edition (3 Mar 2012)
  • Language: English
  • ISBN-10: 0749464275
  • ISBN-13: 978-0749464271
  • Product Dimensions: 15.5 x 1 x 23.4 cm
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (18 customer reviews)
  • Amazon Bestsellers Rank: 56,336 in Books (See Top 100 in Books)

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Product Description

Review

"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.

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Customer Reviews

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Most Helpful Customer Reviews

13 of 13 people found the following review helpful By Andrew Lloyd Gordon on 18 Oct 2012
Format: Paperback
Brief Review:

Good quality advice. Easy to understand and comprehensive.

Recommendation:

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.
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11 of 12 people found the following review helpful By TJ on 22 April 2012
Format: Paperback
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 By Amazon Customer on 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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1 of 1 people found the following review helpful By kav28@dial.pipex.com on 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 By Claire F. Raick on 18 May 2013
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 By Steph F on 10 Jan 2013
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 By Harriet Lancelotte on 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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3 of 4 people found the following review helpful By GymSavy on 10 Nov 2012
Format: Paperback
I bought this book to get me up to speed on the fast changing internet marketing strategies. Always covers the usual, which is difficult to get into, but there are some nuggets in there!
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