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Online Marketing: A User's Manual Hardcover – 12 Apr 2011
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About the Author
Murray Newlands is a leading international digital marketing advisor. He consults to companies around the world to help them improve their digital strategies. A former lawyer, Murray started out in online marketing over a decade ago, and has worked with some of the leading agencies, advertisers and networks since then. He speaks regularly at social media and marketing events in the US and the UK. Murray blogs at www.murraynewlands.com and tweets at @MurrayNewlands
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The book is written in a fairly informal style, which I think is perfect for the new media topic being covered. You can read it cover-to-cover and/or dip into it when you have a question. It covers everything you would expect: digital branding, email marketing & advertising (including Search Engine Optimisation) plus social media (twitter & facebook, LinkedIn, blogging and more. If you've heard of twitter but don't have a clue how it could benefit your business, this book is for you. You never feel like you're being thrown into the deep end with this book, because it explains everything in laymans terms without being patronizing. At the same time, it does go beyond just the basics and there is some quite detailed information as you get deeper into each topic so if you're like me and already know a bit, you will still get lots more from the book.
With the way the internet is always leaping forwards and upwards and sideways and every which way you can imagine, I think this book will become out-dated very quickly but as it stands, right now, this book is really very relevant. I actually did enjoy reading it (and that's coming from someone who doesn't usually enjoy how-to, manual-type books). The book gave me plenty of food for thought, even on topics that I thought I had completely covered. My small complaint about the book has to be that I wish there had been more: sometimes things are mentioned and then covered only fleetingly - not a huge problem as you can always do your own research online, using the book as a springboard or sorts. It's not a book for advanced users as too much of the book overall covers basics but beginners and intermediates will find the book quite helpful.
This is a fairly comprehensive beginners guide to online marketing. The author explains clearly why online marketing exists, what it can do for you and your business and then proceeds to provide (in real basic detail) step by step guides to how to build your own online marketing campaign from scratch. It's a very quick read - cover to cover in 45 minutes.
If you are an online marketeer, or have any digital savvy - this probably not going to offer you anything new, but if you are an old school marketeer who needs to catch up with the new marketing world, this is the book for you. It will also function as a good reference book whilst you build your confidence.
My only criticism is that the author quotes statistics without providing references - which lacks rigour and credibility in a market that is changing this quickly.
Otherwise a good basic beginners guide.
Murray Newlands does just that, with practical advice on such things as what to do to keep bloggers happy, how to use YouTube and good old fashioned email marketing. So yes, having read bits of it and decided that I need to read all of it, it's coming with me for an exciting (not) three day work trip to keep me amused in an airport hotel.
Talking of YouTube, this book is half and half US and UK, published in the UK but with the odd little annoyance for us British. For example it says that YouTube is named after what it is: 'you on the tube'. In American English this means 'you on the television'. In the UK it means 'you on the London Underground' which doesn't make a lot of sense. (We'd have called it YouBox, or YouTelly.) He says he's from 'Cambridge, New York and San Fransisco'. Must be nice to have three houses, but make your mind up, mate.
And get your editor to look up the difference between alternatively and alternately. They are not interchangeable. But even with the occasional linguistic lapse, you still haven't annoyed me enough to take a star away from you. Copy editors aren't perfect, not even when they're your dad.
Style preferences aside, this is a well written, approachable, clear book. Where there is internet language there is an explanation. Murray Newlands assumes that we want to learn what to do, and speaks to us as the right level. It's encouraging, full of handy resources, and easy to read. Read it.