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The Best Digital Marketing Campaigns in the World: Mastering The Art of Customer Engagement by [Ryan, Damian, Jones, Calvin]
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The Best Digital Marketing Campaigns in the World: Mastering The Art of Customer Engagement Kindle Edition

4.0 out of 5 stars 6 customer reviews

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Length: 224 pages Word Wise: Enabled

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Product Description

Review

"...it dissects everything from Tourism Queensland's 'Best Job in the World' campaign to Pizza Hut's iPhone app looking at marketing techniques and their impact. Interesting, this is marketing advice for the Twitter generation." (Management Today)

Book Description

Digital marketing is now worth more per annum than TV advertising in the UK.

Social network ad spending is forcast to increase by 29% to $4.3 billion in 2011.

Brits are now spending 38% more time online

Book includes case studies of the best digital marketing campaigns, including Tourism Queensland's 'The Best Job in the World' and Obama's presidential election campaign.

A veritable who's who of digital marketing from the authors of Understanding Digital Marketing.

Product details

  • Format: Kindle Edition
  • File Size: 2852 KB
  • Print Length: 224 pages
  • Publisher: Kogan Page; 1 edition (3 Jun. 2011)
  • Sold by: Amazon Media EU S.à r.l.
  • Language: English
  • ASIN: B005BPUYSC
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Enabled
  • Enhanced Typesetting: Not Enabled
  • Average Customer Review: 4.0 out of 5 stars 6 customer reviews
  • Amazon Bestsellers Rank: #712,541 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Top Customer Reviews

Format: Paperback
With a bit more thought, this could have been a useful book. And the summaries of the 25 case studies contain some reasonably interesting insights.

But the very brief summaries could do with a lot more research. Yes, they state the results: but these are the sort of results presentations that give marketers a bad name. We are told that the online promotion of the film Wall-E 'resulted' in the film being the highest-grossing film on its opening weekend. But how much of this was down to the online campaign? How did they evidence this? Another case study tells us that a campaign delivered 15,000 page views and 6,500 downloads. Is that good? How did this translate into ROI? If your friends in Finance need any more evidence to support their prejudice that all marketers are commercially illiterate, point them towards page 12, where we're told that the number of people online has gone from 1.3 billion to 2 billion since 2008. "That's an additional 700,000 people or so" the authors tell us.

No it isn't.

And the case studies are buried in loads of padding. A typical three-page case study is followed by three pages of photos of the creative team and the 'expert' who tells us that he thinks the campaign was good, and their CVs. As a marketing director, I do receive a lot of unsolicited CVs. It's just that I'm not used to paying £16.99 for the privilege. I suspect that this was the incentive: the authors didn't have enough material for a book that the publishers could charge 17 quid for, so instead of doing some more research, they reached for the padding.

Overall, I'd save your money and put it towards your Google Adwords budget.
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Format: Paperback
This book was useful in the basic understanding of digital marketing. I would recommend it for students and small businesses starting out in the digitial marketing world. It outlines what digital marketing is, and has case studies from companies such as Fosters, Disney, Lynx, Tourism Queensland and many more. If you're looking for ideas on marketing campaigns then I would recommend this book, as it will give you ideas that you would be able to implement in your business to engage customers through social media. Plus if you're a student then it does outline some very successful campaigns that have used social media across a wide range of sites, and online news channels.
I agree with the reviews previously made on this page, but I think that overall it is an easy to read book, clearly outlines the pro's of digital marketing, and is suitable for anyone looking for an overall view of digital marketing.
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Format: Paperback Verified Purchase
It is a well written book with many cases and well explained. Of course, since technology is rapidly changing, almost most of the cases can be found in great detail and video online. I would expect a bit more thorough analysis for each case study. Overall, however, I am satisfied I got it.
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