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 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.
Praise for the previous edition:
"[T]he subject is presented in a thoughtful, fulsome manner that nonetheless remains accessible to all readers.... Highly recommended." -Choice
From Amazon reviewers:
"[A]s a brand manager within a larger company, this book added depth to my basic understanding of digital marketing strategy and helped me better understand how it should be integrated into overall marketing strategy and execution. …this is a great book for those looking for an in-depth introduction to digital marketing principles and strategy, or even for those already familiar with digital marketing in their organization who would like to better understand how what they do fits into an overall digital marketing framework." -A. Weber
"Easy to read, updated, covers all disciplines." -Philipp Furst Buttler
"If in this digital era you wish to keep your library small, then this book is one to get! …Ryan and Jones provide new insights on the evolving landscape that is digital marketing'; they do so in a way that is itself understanding and engaging without recourse to glib superficiality." -Cd Beaumont
"…[V]ery well written. … This book is concise, practical, and very easy to implement into your business now. I recommend this book." -Mark Deo
"This is a fantastic reference piece that brings together all the bits and pieces we learned about using the internet as a marketing tool over the past 15 years - explaining mechanics, busting myths - into one place and providing a 'how-to' guide to doing it well. Damian and Calvin deserve a medal; every business that has ever struggled to understand how to use the internet to grow their business should buy this book immediately." -F. McLaughlin
"[P]rovides a simple easy-to-read overview... a great introduction to the subject. ...It is a book that every marketing professional should consider if digital marketing falls within your remit. It would be useful for anyone who is interested in understanding the subject. If youre completely new to most areas of digital marketing, its a great way of getting your head around the basics and fundamentals. The book will help you build a thorough and effective digital marketing campaign and I would recommend it highly." B2B Marketing
-In a recent survey, it was discovered that 43% of US companies use social media to acquire new business, and 50% use websites like Twitter to stay connected with their customer base
-New edition of the best-selling title that describes how to harness the power of digital media and use it to achieve the utmost success in business, now and in the future
-New case studies that reflect the changed marketplace
-Interviews, analysis and contributions from global digital marketing experts James Wright
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 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.
Calvin Jones is an online content strategist and author who helps organizations of all sizes communicate more effectively both on- and off-line.
Together they are both the authors of The Best Digital Marketing Campaigns in the World (also published by Kogan Page).
Table of Contents
"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 Bookwatch: Business Shelf
Praise for the previous edition:
"[T]he subject is presented in a thoughtful, fulsome manner that nonetheless remains accessible to all readers.... Highly recommended." --CHOICE