Synopses & Reviews
The world of digital media is changing at a phenomenal pace. Constantly evolving technologies, and their evolving uses, are transforming how we access information and how we interact and communicate with one another on a global scale.
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. The book shows readers, in a practical and comprehensive way, how to harness the power of digital media and use it to achieve the utmost success for their businesses. It explains how to choose online marketing channels in order to get products and services to market. It explores in detail such areas as search marketing, affiliate marketing, e-mail marketing, creative online executions, and digital marketing strategies.
Including real-world examples of digital marketing successes and expert opinions, Understanding Digital Marketing will give readers the tools to utilize the power of the internet to take their businesses wherever they want them to go.
"[A] comprehensive primer to digital marketing, with an invaluable exhaustive glossary of terminology and acronyms." -- Supplymanagement.com
"[A] valuable collection of case studies, each of which demonstrates a vital lesson." - Director Magazine
"[T]he subject is presented in a thoughtful, fulsome manner that nonetheless remains accessible to all readers.... Highly recommended." -- Choice
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. The book shows readers, in a practical and comprehensive way, how to harness the power of digital media and use it to achieve the utmost success for their businesses.
About the Author
Damian Ryan has been at the forefront of the Irish media and advertising business for many years. His current role is as a specialist investor and dealmaker in the mergers and acquisitions business. 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
Our chapter pledge to you; In the beginning
; The changing face of advertising; The technology behind digital marketing; Enough technology lets talk about people
2. Strategic thinking
Our chapter pledge to you; 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
3. Your window to the digital world
Our chapter pledge to you; 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 or developer; Arranging your information; Writing effective web content; Website design summary
4. The search for success
Our chapter pledge to you; Search: the online marketers holy grail; About the engines; Optimizing your site for the engines; Advertising on the search engines; Black Hat, the darker side of search; Bringing in the pros; Universal search more opportunities to rank
5. Website intelligence and return on investment
Our chapter pledge to you; Measuring your way to digital marketing success; Getting started; How information is measured; Measuring whats important to you; Testing, investing, tweaking, reinvesting; Action stations; Harness the power of online data, and watch your ROI take off
6. E-mail marketing
Our chapter pledge to you; The new direct mail; What exactly is e-mail marketing?; Before you start; Planning your campaign; Dos and donts of an e-mail marketing campaign; Measuring your success; Still a vital component of digital marketing
7. Social media and online consumer engagement
Our chapter pledge to you; Join the conversation; What are social media?; The different forms of social media; The rules of engagement; Adding social media to your own site
8. Online PR and reputation management
Our chapter pledge to you; Fostering a positive online image; Promoting your business through online channels; Monitoring the conversation reputation management; Damage limitation: turning the tide when things go wrong
9. Affiliate marketing and strategic partnerships
Our chapter pledge to you; Recognizing opportunities for strategic partnership; What is affiliate marketing?; The click that really counts; What advertisers should do
10. Digital media creative
Our chapter pledge to you; Creative application of digital media; Using an agency; Doing it yourself; Digital creative: what works and what doesnt
11. A lot to look forward to
Our chapter pledge to you; The futures bright: head towards the light; Word of mouth: savvy consumers control the future; Search: a constantly evolving marketing powerhouse; Mobile: marketing on the move; Tracking and measuring human behaviour; In-game advertising; Holistic marketing: blurring lines and integrating media; Dynamic, unpredictable, exciting and essential