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Understanding Digital Marketing (2ND 12 - Old Edition)by Damian Ryan
Synopses & ReviewsPlease note that used books may not include additional media (study guides, CDs, DVDs, solutions manuals, etc.) as described in the publisher comments.
Forrester Research has predicted that in 2016, $77 billion will be spent on interactive marketing. This equals the amount that is spent on television advertising today, so it is increasingly important to know how to effectively use digital marketing.
Understanding Digital Marketing looks at the world of digital marketing: how it got started, how it got to where it is today and where the thought leaders in the industry believe it is headed in the future. This compelling new edition demonstrates in a practical and comprehensive way, how to harness the power of digital media and use it to achieve the utmost success in business.
The authors deal with every key topic in detail, including:
- search marketing
- social media
- mobile marketing
- affiliate marketing
- e-mail marketing
- customer engagement
This book will help readers to:
- choose online marketing channels to get their products and services to market
- understand the origins of digital marketing and the trends that are shaping its future
- achieve the competitive edge to keep them ahead
Including new case studies that reflect the changed marketplace, Understanding Digital Marketing provides readers with the tools to utilize the power of the internet to take their businesses wherever they want them to go.
Marketing managers, marketing team members, finance directors, brand managers, sales promotion directors, anyone interested in how digital media is changing marketing strategy.
About the Author
Damian Ryan has been at the forefront o
Calvin Jones is a freelance writer, journalist, blogger, online marketer and author who helps organizations of all sizes to communicate more effectively both on- and off-line.
Table of Contents
1. Going digital - the evolution of marketing
2. Strategic thinking
3. Your window to the digital world
4. The search for success
5. Website intelligence and return on investment
6. E-mail marketing
7. Social media and online consumer engagement
8. Online PR and reputation management
9. Affiliate marketing and strategic partnerships
10. Your marketing in your prospect's pocket
11. What's next?
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