DigiMarketing: The Essential Guide to New Media and Digital Marketing [Hardcover]

Kent Wertime (Author), Ian Fenwick (Author)

Book Description

ISBN-10: 0470822317 | ISBN-13: 978-0470822319 | Publication Date: February 15, 2008 | Edition: 1

"We are all DigiMarketers now - or we should be. The authors have for the first time provided a lucid, hype-free, business-based and practical guide to the new age of marketing: it is a kind of digital Baedeker, which should be on every businessman's book-shelf."
—Miles Young, Chairman, Ogilvy & Mather Asia Pacific

"The digital frontier is now the center of our universe. As Kent Wertime and Ian Fenwick show, marketers must seize this digital opportunity to accelerate their market growth."
—John A. Quelch, Senior Associate Dean and Lincoln Filene Professor of Business Administration, Harvard Business School

"Too many advertisers are stuck in the primordial soup when it comes to their digital marketing strategy. However, they need to evolve fast if they are to survive in a multi-channel landscape. This timely book acts like an Origin of the Species, steering hesitant brand owners through the complexities of the digital ecosystem. An impressive blend of academic theory, professional insight and practical advice."
—Paul Kemp-Robertson, Co-founder & Editorial Director, Contagious www.contagiousmagazine.com

"DigiMarketing: The Essential Guide to New Marketing & Digital Media is a clear call for companies to evolve their marketing practice. This book is essential reading for anyone seeking a roadmap to the future of business."
—Dipak C. Jain, Dean, Kellogg School of Management

"The rise of conversational media new forms of distribution - from blogs to mobile platforms - challenge traditional approaches to marketing, and require every business to have a transition plan. Kent Wertime and Ian Fenwick have written a book that is required reading for any marketers interested in successfully making that transition."
—John Battelle, CEO and Founder, Federated Media Publishing and Author, The Search

"Kent Wertime and Ian Fenwick have written the definitive guide to marketing in the digital age. But Digimarketing does more than educate marketing professionals. It describes the new media landscape brilliantly, making it an essential read for anyone who hopes to understand the most important technological revolution of the past fifty years. I wore out three yellow highlighters before realizing that every sentence and every paragraph is worth committing to memory."
—Norman Pearlstine, Former Editor-in-Chief, Time Inc. and Managing Editor, The Wall Street Journal, Senior Advisor, Telecommunications & Media, The Carlyle Group

Editorial Reviews

From the Inside Flap

Developments in media and digital technology have spawned a new era in marketing. Today, companies of all sizes need to consider new, digital ways to reach and interact with consumers.  As a result, user-generated content, social networking and other forms of digital marketing such as search, blogging, and behavioral targeting are must-know topics.

DigiMarketing: The Essential Guide to New Marketing & Digital Media provides readers with a comprehensive overview of the major digital channels being used. This includes explanations of the key trends in mobile marketing, blogging, games, digital media, digital point-of-sale, Web 2.0, and consumer created content.

Peppered with best practice examples of how leading marketers are currently using these channels for effective marketing, this comprehensive guide also offers the 12 Tenets of DigiMarketing which serve as useful guideposts for the do’s and don’ts of digital marketing. DigiMarketing also includes a thorough digital marketing planning framework designed to help readers as they consider their own digital marketing plans.

DigiMarketing answers a number of important questions:

• What are the most important new media trends you should know?
• How can companies respond to the changes in new media?
• How can you utilize digital channels to create greater consumer involvement, experience, and participation – the 21^st century metrics for brand building?
• How can you determine which digital channels to use, and how can you measure your digital marketing?
• What mistakes should you avoid if you wish to be successful with your digital marketing?

Read DigiMarketing to accelerate your understanding about the key digital trends today. It is for anyone who wants to better understand the rapidly evolving world of new media and digital marketing.

From the Back Cover

“We are all DigiMarketers now" - or we should be.  The authors have for the first time provided a lucid, hype-free, business-based and practical guide to the new age of marketing: it is a kind of digital Baedeker, which should be on every businessman's book-shelf. —Miles Young, Chairman,   Ogilvy & Mather Asia Pacific

The digital frontier is now the center of our universe. As Kent Wertime and Ian Fenwick show, marketers must seize this digital opportunity to accelerate their market growth. —John A. Quelch, Senior Associate Dean and Lincoln Filene Professor of Business Administration, Harvard Business School

Too many advertisers are stuck in the primordial soup when it comes to their digital marketing strategy.  However, they need to evolve fast if they are to survive in a multi-channel landscape. This timely book acts like an Origin of the Species, steering hesitant brand owners through the complexities of the digital ecosystem. An impressive blend of academic theory, professional insight and practical advice. —Paul Kemp-Robertson,   Co-founder & Editorial Director, Contagious www.contagiousmagazine.com

DigiMarketing: The Essential Guide to New Marketing & Digital Media is a clear call for companies to evolve their marketing practice. This book is essential reading for anyone seeking a roadmap to the future of business.—Dipak C. Jain, Dean,   Kellogg School of Management

The rise of conversational media new forms of distribution – from blogs to mobile platforms – challenge traditional approaches to marketing, and require every business to have a transition plan. Kent Wertime and Ian Fenwick have written a book that is required reading for any marketers interested in successfully making that transition. —John Battelle,  CEO and Founder, Federated Media Publishing and Author, The Search

Kent Wertime and Ian Fenwick have written the definitive guide to marketing in the digital age. But Digimarketing does more than educate marketing professionals. It describes the new media landscape brilliantly, making it an essential read for anyone who hopes to understand the most important technological revolution of the past fifty years. I wore out three yellow highlighters before realizing that every sentence and every paragraph is worth committing to memory. —Norman Pearlstine,   Former Editor-in-Chief, Time Inc. and  Managing Editor, The Wall Street Journal,  Senior Advisor, Telecommunications & Media, The Carlyle Group

See all Editorial Reviews

Product Details

• Hardcover: 350 pages
• Publisher: Wiley; 1 edition (February 15, 2008)
• Language: English
• ISBN-10: 0470822317
• ISBN-13: 978-0470822319
• Product Dimensions: 6.3 x 1.7 x 9.1 inches
• Shipping Weight: 1.4 pounds (View shipping rates and policies)
• Average Customer Review: 4.7 out of 5 stars  See all reviews (11 customer reviews)
• Amazon Best Sellers Rank: #172,676 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

3 of 3 people found the following review helpful:

5.0 out of 5 stars Highly Recommended, March 30, 2008

By 

BangkokJimbo (Seattle) - See all my reviews

Amazon Verified Purchase

This review is from: DigiMarketing: The Essential Guide to New Media and Digital Marketing (Hardcover)

DigiMarketing: The Essential Guide to New Media and Digital Marketing

Great book. Highly recommended. Really captures many of the most important trends and technologies that are shaping electronic commerce. I have seen many of these same issues, trends and cases in other publications and books but DigiMarketing brings them all together in a highly educational manner. This is a MUST READ book for anyone who wants to stay ahead of these crucial trends

5 of 6 people found the following review helpful:

5.0 out of 5 stars Very user-friendly and practical! Strongly recommended!, April 2, 2008

By 

Ha Ngoc Linh (Saigon, Vietnam) - See all my reviews
(REAL NAME)   

This review is from: DigiMarketing: The Essential Guide to New Media and Digital Marketing (Hardcover)

I have been looking for this kind of book for years. The term "digimarketing" immediately caught my attention. I have to thank the authors for taking the courage to write this easy-to-be-obsolete book. Wertime and Fenwick did a very good job in making all the techincal stuff become so easy to understand to most marketing managers who don't have deep technical savvy. I also love the beauty of how this book is organized. Yet what I like most is the last part of the book where you are guided to bring everything to a step-by-step implementing plan.

It is no doubt that "digimarketing" is increasingly important versus traditional marketing. It is now already "mainstream" as emphasized by the authors. Those marketing professionals who do not pay enough attention to digimarketing will soon find left far behind. And for small business owner like me, this book is extremely helpful. It captures in a very friendly manner everything that I had to read and consolidate from a dozen of other books on the similar topic. I will start implementing what I read right now! Strongly recommended!

5 of 6 people found the following review helpful:

5.0 out of 5 stars Very informative, February 16, 2008

By 

Michele M. Lester - See all my reviews
(REAL NAME)   

This review is from: DigiMarketing: The Essential Guide to New Media and Digital Marketing (Hardcover)

Just finished reading DigiMarketing. I found it to be a terrific read --
interesting, informative, and well-organized. The examples and
DigiMarketing best practices were very useful. It's the kind of stuff that
I can refer to when I do my next digital campaign. I also liked the
digital marketing planning framework that was covered in the third section
of the book. That was also very helpful and informative. As a small
business owner, I need this kind of practical information. I hope the
authors will be publishing updated versions of this book in future years.