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Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation Paperback – 3 Jun 2014


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Product details

  • Paperback: 432 pages
  • Publisher: Kogan Page; 3 edition (3 Jun. 2014)
  • Language: English
  • ISBN-10: 0749471026
  • ISBN-13: 978-0749471026
  • Product Dimensions: 2.5 x 15.9 x 23.5 cm
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (3 customer reviews)
  • Amazon Bestsellers Rank: 6,556 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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Review

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

"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." (Amazon reviewer (about previous edition) 2012-04-22)

Book Description

Harness the power of digital media to achieve the utmost success in business, both now and in the future, with this bestselling guide to digital marketing channels and strategy.

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Most Helpful Customer Reviews

4 of 4 people found the following review helpful By I. Darren TOP 1000 REVIEWER on 26 Sept. 2014
Format: Paperback
This is a hefty book that can never be truly up-to-date. No book can be. The world of digital marketing is changing and being developed at a seemingly breakneck speed and the author, aided by many contributors who work within the industry, attempt to provide the reader with a great helicopter view of what has happened, what is happening and what might happen.

Thirteen chapters take you on a fairly deep, involved tour of the digital marketing world, touching on matters such as mobile marketing, consumer engagement, social media, affiliate marketing and strategy formulation. A crystal ball has also been taken into play to provide ten predictions as to what the future might offer.

In some ways this book feels disjointed and lacking a common voice. It might take a bit of time to get along with if you consider it as an item you read sequentially. After a period of reflection it feels that you probably will get more out of it by dipping in and out as required, consulting a chapter at a time.

Fortunately this book is very competitively-priced, adding to the general feeling that you only need to find a few nuggets of great information to get your money's worth. Sure, you could spend a lot of time online and get a lot of this stuff for free, but here is a great, curated collection of thoughts, ideas, concepts, strategies and information. A great, very detailed index at the end really lets you dive in, elevating this from just a how-to guide to a possible indispensable reference. A similarly comprehensive glossary can be a Godsend when you are suffering from jargon overload.

For those who are closely involved in the industry this book won't be necessarily teaching you new things, even though you may benefit from much of the information.
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1 of 1 people found the following review helpful By michaelspillane on 20 Oct. 2014
Format: Paperback
excellent book-very detailed and up to date-highly recommend it
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1 of 1 people found the following review helpful By Pirkko östring on 8 Sept. 2014
Format: Paperback Verified Purchase
Very good
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Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: 5 reviews
Good overview on social marketing, email marketing and mobile marketing! 8 Feb. 2015
By . - Published on Amazon.com
Format: Paperback
This book gives an overview on various online channels. It illusrates online marketing tips in each channel, such as social media marketing, email marketing, mobile marketing, peformance marketing, online PR, etc. It's very informational, not a bad choice for beginners. However, for advanced web marketing skills, such as SEO, Integrated Search Marketing Solution & Organic Search: Search Engine Optimization, Social Media, and Email Marketing: Winning Formula for SERP Dominance is a good SEO book for cross-reference when building your business website. It teaches you how to implement on-page, off-page and server-side optimization to boost up the SEO competency of your website. For example, it teaches the readers about how to implement tactical link building to become the center of an authoritative hub and deploy facet navigation and page segmentation. It also shows the readers how to avoid duplicate content, the tactics to deploy 301 redirect, and the SEO practices of exception handling and the adoption of custom 404 error page to increase visitor retention rate, and how to increase content / code ratio as well as the programming techniques to boost the web performance. The benefits won't just stop here. It also presents plenty of tips for email marketing. It teaches you how to increase open rate, subscribe rate, CTR and conversion rate by tweaking critical email elements. Also, the book lists out on the most important metrics to watch for in your email campaign and how to interpret these metrics and optimize the email elements accordingly In addition, it demonstrates the tips for the experiment design for your email campaign for further improvement on the critical email elements. Furthermore, Its critical tactics in FB marketing based on role playing will open your eyes.

For advanced tips in PPC marketing, Cognitive Search Marketing & Paid Search: Theory, Experiment, Practice and Tactics: A PPC Paradigm Powered by Persuasion and Cognition is a perfect read to polish your online marketing skills on paid search. This book provides new perspectives on applying communication theory on today's online marketing campaign and paid search. The book offers online business solutions, from demand generation all the way down to conversion. Based on various communications theories, it demonstrates abundant persuasive ad copy writing tips along with examples that you can refer to immediately. It also shows its readers how to write effective PPC ads by applying cognitive science and which has never been addressed on the books I have ever read. It covers a deep ground in landing page optimization based on UX and bidding management with strategic planning and highly valuable tactics. This book also demonstrates a complete walk-through in a PPC campaign with case study, from keyword generation, persuasive ad copy writing, bidding management, down to conversion tracking. One of the best part of this book is its demonstration on MRI placement targeting and it just blew my mind. The book also interfaces PPC campaign with experiment design to leverage the overall efficiency on a company's marketing plan in a macro-level and which has never been addressed in any books I ran into before. The book also illustrates critical campaign metrics to watch for, how to interpret these metrics and respective actions to take to improve your campaign. Landing page optimization tactics to increase the CTR and conversion rate are emphasized while conversion attribution model and its application is well-addressed. In addition, it shows you many effective bidding techniques to optimize your profit while lowering your CPA. Furthermore, this book extends the value of PPC techniques by applying the PPC tactics into a job search process with examples that readers can use immediately after they read the book.

Enjoy your reads!
0 of 1 people found the following review helpful
Interesting Collection 26 Sept. 2014
By I. Darren - Published on Amazon.com
Format: Paperback
This is a hefty book that can never be truly up-to-date. No book can be. The world of digital marketing is changing and being developed at a seemingly breakneck speed and the author, aided by many contributors who work within the industry, attempt to provide the reader with a great helicopter view of what has happened, what is happening and what might happen.

Thirteen chapters take you on a fairly deep, involved tour of the digital marketing world, touching on matters such as mobile marketing, consumer engagement, social media, affiliate marketing and strategy formulation. A crystal ball has also been taken into play to provide ten predictions as to what the future might offer.

In some ways this book feels disjointed and lacking a common voice. It might take a bit of time to get along with if you consider it as an item you read sequentially. After a period of reflection it feels that you probably will get more out of it by dipping in and out as required, consulting a chapter at a time.

Fortunately this book is very competitively-priced, adding to the general feeling that you only need to find a few nuggets of great information to get your money's worth. Sure, you could spend a lot of time online and get a lot of this stuff for free, but here is a great, curated collection of thoughts, ideas, concepts, strategies and information. A great, very detailed index at the end really lets you dive in, elevating this from just a how-to guide to a possible indispensable reference. A similarly comprehensive glossary can be a Godsend when you are suffering from jargon overload.

For those who are closely involved in the industry this book won't be necessarily teaching you new things, even though you may benefit from much of the information. For a more generalist or newcomer to the industry it can be a very credible, powerful teacher. Annoyances certainly exist but they do tend to pale into insignificance when you look at the bigger picture. It is a book that you might warm to. You will either love it or just be neutral towards it, predominantly on style grounds and its "look and feel". The potential end results can justify any perceived extra effort.
1 of 3 people found the following review helpful
Good General Intro to Digital Marketing 26 July 2014
By Maria M. Cadwallader - Published on Amazon.com
Format: Kindle Edition
Understanding Digital Marketing, by Damian Ryan 3rd edition 2014 (1st ed 2009) – Kogan Page Ltd

This 3rd edition offers an update to the original and remains a good general introduction to the topic, probably suitable as one among many texts for an introductory advertising/PR course. It also functions as a fairly good reference text, given the comprehensive index. Newcomers to the topic will find it educational. I’m not a newcomer and found it tedious and repetitive.

On a more personal level: after reading this book, I put a sign on my desk that reads “NEVER read Introductions to Non-fiction!” Like the introduction to this book, they invariably read like an extended Executive Summary which should have been cut even to fulfill its purpose of making it unnecessary for the busy executive to actually read an entire report.

For a general audience or college audience, a good introduction should NOT discuss the book’s general structure or the contents of each section or chapter – a good Table of Contents will take care of that without insulting the reader – and it should NOT describe the book’s conclusion(s). The Introduction should, instead, (1) briefly state the book’s subject, purpose, and why it is important, (2) briefly state how it came to be – who/what inspired it, and (3) briefly thank important contributors; and these things all together should make the reader want to read the book to discover what it holds.
0 of 1 people found the following review helpful
Four Stars 31 Oct. 2014
By Jonathan H. - Published on Amazon.com
Format: Paperback Verified Purchase
Thank you
0 of 2 people found the following review helpful
DIY fix 21 Jan. 2015
By A. Reader - Published on Amazon.com
Format: Paperback Verified Purchase
It stops my table from wobbling, so it does have a use after all
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