Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation Hardcover – 3 Dec 2008
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"One of the most comprehensive yet easy-to-read books on digital marketing available" (The Marketer)
The global online population will reach 1.8 billion by 2010
Practical, real-world examples of digital marketing successes
Interviews, analysis and contributions from global digital marketing experts
Top customer reviews
Eventually, I had to force myself to sit down and study this book, and who would have thought it, I studied it within a matter of a couple of hours. God help me, I even enjoyed it.
Having re-read relevant chapters of the book several times since, I really do consider this volume an essential read for anyone with responsibilities for a company's internet marketing campaign. Even if the company you own or work for is engaging full-time staff (in-house or outsourced) for website maintenance, online marketing campaigns etc, this book will provide you with the knowledge to assess whether those people are doing their job well. In the case of our company, the enlightenment gained from this book prompted us to change our marketing consultants, and we're much better off for it!
Not only did I find this book thoroughly informative, it was also very easy for me as layperson to understand the contents of the various chapters and - truth be told - it made for a very enjoyable read.
I couldn't recommend this book more highly.
It offers an overview of all the major digital marketing techniques, from websites straight through to social media. Each section offers insights on strategy and tactics and provides a foundation from which to develop your e marketing strategy. While it does not offer very detailed/specific instructions on how to most effectively utilize each technique (which I'm sure made it more readable/understandable and prevented me from getting lost) it provides an opportunity to work out which digital areas suit your business best (the majority of times it does provide links to other sources for more info).
While this book is useful for people in businesses both big and small the end of chapter examples focus only on big businesses with big budgets. Coming from an SME background this was frustrating and is the only reason I'm not giving it 5 stars.
A great book all round. Thanks Damian and Calvin.
An appreciation by Phillip Taylor MBE and Elizabeth Taylor of Richmond Green Chambers
At the end of 2007 the global online population was around 1.3 billion. Projections suggest that figure will have reached 1.8 billion by 2010. In the developed worlds, internet access is fast becoming ubiquitous.
“Understanding Digital Marketing” looks at the world of digital marketing: how it got started, how it got where it is today and where the thought leaders in the industry believe it is headed to in the future. The book demonstrates to readers how to harness the power of digital media and use it to achieve the utmost success in business, now and in the future.
Essential reading for practitioners and students alike, “Understanding Digital Marketing” includes real-world examples of digital marketing successes and expert opinions. Readers are provided with the tools to utilize the power of the internet to take their company wherever they want it to go.
A very hands-on book, it covers comprehensively this vast and sometimes uncharted territory, from search marketing to creative online executions and strategies and much more.
Key topics include:
• digital marketing strategy: a must
• using search engines to your own advantage
• advertising on the search engines
• online data: how to manage the ROI
• dos and don’ts of e-mail marketing
• social media; it’s good to get involved
• affiliate marketing – what is it?
• digital media creative: stay ahead of the crowd
Each chapter begins outlining the key lessons to be learnt and features many case studies such as ‘Dove Self-Esteem fund’; ‘Diesel’s Heidies campaign; TravelAffiliate;IKEA; MiniCar, Dell and ‘O2 Live 8 mobile ticketing. It is an excellent book for the digital marketer.
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