Synopses & Reviews
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 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 author deals with key topics in detail, including: search marketing, social media, mobile marketing, affiliate marketing, e-mail marketing, customer engagement and digital marketing strategies.
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.
Review
Damian Ryan is a digital media and marketing expert who has been working at the forefront of the media industry for 27 years. He established one of the first digital agencies in the United Kingdom and Ireland in 1997 before moving into corporate finance as a digital media specialist. He is founding partner of Mediaventura. Midwest Book Review - The Bookwatch, Business Shelf
Review
"[T]he subject is presented in a thoughtful, fulsome manner that nonetheless remains accessible to all readers.... Highly recommended. CHOICE
Review
Praise for the previous editions: "This latest edition discusses digital media and how to apply it to business pursuits, from choosing online marketing challenges to building an effective e-mail list, developing on online outreach code of ethics, and more. An excellent 'must have' reference for any business concerned with digital marketing." Midwest Book Review - The Business Shelf
Review
- According to a 2013 study from Gartner, on average, marketers spend 25% of their marketing budget on digital marketing activities.
- Interviews, analysis and contributions from global digital marketing experts
- Up-to-date with new technologies and techniques Midwest Book Review - The Bookwatch, Business Shelf
Review
"[A] fine, accessible guide to digital marketing and appears here in its third updated edition which has been completely revamped to reflect key changes in digital marketing strategies and the digital environment." CHOICE
Review
"[T]his new edition is most welcome as both an update and a reexamination of marketing tactics and strategy. ...Summing Up: Recommended. Lower-division undergraduates and above; general readers." S. A. Schulman, CUNY Baruch College
Synopsis
The world of digital media is changing at a phenomenal pace. Constantly evolving technologies are transforming not just how we access our information but how we interact and communicate with one another on a global scale. Understanding Digital Marketing is a practical, no-nonsense guide to web marketing, the rules of new media and researching the new generation of digital consumers. Clear, informative and entertaining, it covers key topics such as search marketing, social media, Google, mobile marketing, affiliate marketing, email marketing, performance marketing, customer engagement and digital marketing strategies.
One of the best-selling books in the industry, this third edition of Understanding Digital Marketing has been thoroughly revised with more information on core areas such as search, analytics, online PR and content marketing. Complete with in-depth insider accounts of digital marketing successes from brands including Harley-Davidson, Help for Heroes, MercadoLibre and the UEFA Europa League, it remains 'one of the most comprehensive yet easy-to-read books on digital marketing available' (The Marketer) and is therefore essential reading for both practitioners and students alike.
Synopsis
Marketing managers and team members, sales promotion directors, brand managers, sales and marketing students, small business owners, finance directors, anyone interested in how digital media is changing marketing strategy
About the Author
Damian Ryan is a digital media and marketing expert who has been working at the forefront of the media industry for over 25 years. He is founder and chairman of The Global Academy of Digital Marketing, a collaborative movement comprised of digital marketers seeking knowledge, case studies, contacts and credible data to help them prosper. He is also a partner with Mediaventura, the UK's leading corporate finance firm for the TIME (Technology, Internet, Media and Entertainment) sector. He is also the author of Understanding Social Media, The Best Digital Marketing Campaigns in the World, and The Best Digital Marketing Campaigns in the World II (Kogan Page).
Table of Contents
PrefaceContributors biographies
Acknowledgements
01 So... You want to go digital?
In the beginning...
The changing face of advertising
The technology behind digital marketing
Enough technology... lets talk about people
Case study: Harley-Davidson
02 @first... think!
Why you need a digital marketing strategy
Your business and digital marketing
Defining your digital marketing strategy
Understanding the digital consumer
Mind your Ps
Eyes on the prize
Bringing it all together
Case study: Mercadolibre
03 Then build your channel
Your website - the hub of your digital marketing world
Building an effective website
The main steps of building your website
Before you start
Choosing your domain name
Hosting - your websites home on the internet
How to choose a web designer/developer
Arranging your information
Writing effective web content
Case study: Hg2
04 Is it working?
Owned, paid and earned
Log files versus page tagging
Augmenting information using cookies
Test and test again
Measuring paid media
Attribution modelling
Who am I talking to?
Making Measurements Make Sense (3MS)
The return of GRP
The problem of earned media
What are you trying to achieve?
Why KPIs are important
Choosing effective KPIs
The need for trust
05 Are customers finding you?
Search: still the online marketers holy grail
About the engines
Optimizing your site for the engines
Advertising on the search engines
Mobile search
Black hat, the darker side of search
Bringing in the pros
Universal search - more opportunities to rank
Shifting goalposts - search innovation and the quest for relevance
Looking forward
Case study: The Entertainer
06 Understanding social media
Join the conversation
What is social media?
Different forms of social media
Social media dashboards - all your updates in one place
The rules of engagement
Adding social media to your own site
Case study: Bennetts Bike Social
07 Understanding e-mail marketing
The new direct mail
What exactly is e-mail marketing?
Before you start
Planning your campaign
Measuring your success
E-mail - a vital component of digital marketing
Case study: Help for Heroes
08 Understanding mobile marketing
Mobile - market size and rate of growth
Mobile - Web2.0
Mobile marketing - a game-changing channel, or just another conduit?
Location, location, location
Mobile gaming
Mobile applications
Measuring mobile
Mobile privacy
Mobile data
Further exploration
Building a multichannel marketing strategy
Case study: Dubizzle.com
09 Understanding performance marketing
Recognizing opportunities for strategic partnership
What is performance marketing?
Case study: Number One Shoes
10 Understanding online public relations
Google - judge and jury
Online - its where PR lives now
11 Understanding content marketing
Why content? - an overview
Content strategy
Content production
Promoting your content
The future of online content
Case study: Makino
12 Convincing your boss to invest in digital marketing
Understanding your objectives
Your market and website function
Understanding decision making and knowing your decision makers
Budget considerations
Key channel benefits
The perfect website
Further considerations
Structuring your proposal
Advocacy
13 Whats next?
Prediction 1 - a new internet
Prediction 2 - democratization of marketing knowledge
Prediction 3 - natural selection of content
Prediction 4 - greater learning and being more competitive
Prediction 5 - lessons from the emerging markets
Prediction 6 - the case for a circular marketing economy...
Prediction 7 - agencies go arbitrage
Prediction 8 - fast and super fast
Prediction 9 - radio
Prediction 10 - your online persona
The end bit
Case study: UEFA Europa League 378
Glossary
Index