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Digital Impact: The Two Secrets to Online Marketing Success Hardcover – June 28, 2011


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Product Details

  • Hardcover: 298 pages
  • Publisher: Wiley; 1 edition (June 28, 2011)
  • Language: English
  • ISBN-10: 9780470905722
  • ISBN-13: 978-0470905722
  • ASIN: 0470905727
  • Product Dimensions: 6.4 x 1 x 9.3 inches
  • Shipping Weight: 1.1 pounds (View shipping rates and policies)
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (5 customer reviews)
  • Amazon Best Sellers Rank: #1,034,950 in Books (See Top 100 in Books)

Editorial Reviews

From the Inside Flap

Not so long ago, consumer audiences willingly accepted interruptions from advertisers in exchange for news and entertainment, which only media companies produced. Place an ad, watch sales go up, and you knew the money was well spent. Today,digital technologies and platforms create endlessnew opportunities to connect with consumers. At the same time, an explosion of content and a new resistance to advertising have put the squeeze on marketers. How can you break through the clutter and capture the attention and dollars of these empowered consumers?

Digital Impact outlines the challenges online marketers face in connecting with customers in a digital world. To achieve online marketingsuccess, first, you have to know how to measure it. Then, you have to create Magnetic Content that pulls the right customers straight to you. Digital Impact delivers consumer insights as well as best practices for executing potent online marketing via display ads, email, search marketing, social media, mobile devices, and online video. Through actionable data, case studies, and strategic insights culled from top-tier marketing professionals, you'll get a comprehensive view into the entire array of marketing tactics, both online and traditional. Learn tactics to drive measurable, bottom-line results, including:

  • The seven most important digital marketing metrics every marketer should know

  • How to calculate a return on investment for social media and other new initiatives

  • SEO and SEM tactics that can position your business for where search is headed

  • How to integrate offline and online marketing approaches for the best possible outcomes

  • How to build an excellent digital dashboard that will prove marketing's worth to the C-suite

When you magnetize your customers and measure your marketing dollars, you'lldiscover that you can have a bigger impact with an even smaller budget.

From the Back Cover

Praise for Digital Impact

"The authors nail it with their concept of Magnetic Content and therole marketers now play in the digital media ecosystem.At Federated Media, we apply their principles every day, and they work."—John Battelle, CEO, Federated Media Publishing

"Once you see that the future is about attraction, not control,it changes the way you do just about everything."—Seth Godin, author of Linchpin

"Now is the time for this book . . . this is the definitive guide tocreating engaging commercial content online."—Nancy Hill, CEO, American Association of Advertising Agencies

"Geoff Ramsey has been watching this space like a hawk since the dawn of digital, and Vipin Mayar has lived digital marketing, from database and marketing mixmodeling through CRM and marketing analytics. These guys have the firsthand knowledge and the deep research. It's easy to glean practical advice from this book while effortlessly getting your head around this very complex business."—Jim Sterne, Chairman, Web Analytics Association, and author of Social Media Metrics

"Easy to understand language that cuts through the social media clutter andgets the reader to that 'ah-ha' moment. This is the real deal."—Bob Liodice, President and CEO, Association of National Advertisers

"Marketers are drowning in data and starved to find insights thatdrive success. The guidelines in this book will surely help."—Lawrence M. Kimmel, CEO, Direct Marketing Association

"Digital Impact gives marketers a blueprint for building online marketing success." —Ann Lewnes, Senior Vice President of Global Marketing, Adobe Systems Inc.

"This book has a practical, rigorous, and strategic approach to marketing in adigital world. I personally will keep it front and center on my desk!"—Mohanbir Sawhney, Director, Center for Research inTechnology & Innovation, Kellogg School of Management


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8 of 8 people found the following review helpful By Digitaliy on July 4, 2011
Format: Hardcover
Generally, I do not think much of books touting an "x" number of solutions, and less so those claiming access to secrets or arcane knowledge. But my quick flip to the introduction on page 4 grabbed my curiosity and I read it all. No regrets. Overall, an easy read, infused with several empirical datasets...(No surprise here, Ramsey has access to all eMarketer's stats anyways).

Quite impressed with the broad scope and the well thought-out perspective on effective digital advertising. I know from experience that articulating a "universal theory" of digital measurement is not an easy feat, even for experienced analytics professionals. But this book made a commendable attempt. With this strong opening on analytics and content established in the first couple of chapters, the book proceeded to weave the concepts into its discussion of the common channels any digital marketer strives to harness today--display, email, search, mobile, and video.

Audience new to or interested in digital analytics or digital marketing should find this book educating (and entertaining in certain respects), providing a good foundation for understanding other content they may encounter on the several good blogs and articles out there. The advanced digital analytics or strategy professional will find the book refreshing and will certainly pick up additional perspective that will serve him/her well as we all navigate this highly dynamic digital space.
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2 of 3 people found the following review helpful By Michelle Burnham on September 1, 2011
Format: Hardcover Verified Purchase
Geoff Ramsey and Vipin Mayar provide clear, practical insight on the various tactics and disciplines within digital marketing. The deep research referenced in the book is extremely valuable and put into easily digestible context. This is a must read for anyone in marketing, even those with experience in digital media.
Digital Impact: The Two Secrets to Online Marketing Success
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1 of 2 people found the following review helpful By masha on September 1, 2011
Format: Hardcover Verified Purchase
Geoff and Vipin have written the one book that every marketer must read and keep on their desk for reference. Full of actionable advice, dos and don'ts, pros and cons, and more USEFUL stats, charts and graphs than any other book I've come across since the beginning of digital marketing time. If you've seen Geoff on a conference stage, you'll recognize his trademark style immediately - he's the only person who can deliver a mind-boggling amount of information in a short period of time without wasting a second on fluff or losing the attention of his audience, all while making measurement actually engaging and interesting. This book should be the first textbook assigned to marketing students going into digital, and a constant companion to pros.
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0 of 1 people found the following review helpful By Critiane on September 3, 2011
Format: Hardcover
Clear, concise and practical. Well written and easy to apply to your specific situation. I highly recommend that anyone involved with digital marketing reads this book. It offers effective and practical advice and really does help to stop wasting money on ineffective digital strategies (if you have them) and shows you how to attract more customers (and keep them coming back online) in a more cost effective way (by using metrics that mean something)...
A valuable resource...
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Format: Hardcover
>>>..."Digital Impact : Two Secrets...Success" is a MustRead, Cover-to-Cover which will sharpen us on our usage of the Two Secrets and much more > 1 - Building a performance measurement approach that will let us get maximum impact out of our online marketing & ad dollars and 2 - Creating magnetic content that attracts Clients / Customers and keeps them engaged with our Brand!!!...
>>>..."Digital Impact : Two Secrets...Success" is from Vipin Mayar & Geoff Ramsey, two known Marketing authorities that combine their unique Knowledge Streams into a Rich Collaboration that is written in an easy-to-read style and presentation format in its 298+ pages!!!...
>>>..."Digital Impact : Two Secrets...Success" starts with a MustRead Acknowledgments section from Geoff & Vipin!!!...
>>>...Onward, "Digital Impact : Two Secrets...Success" - Part / Phase 1 - Chapter 1 - Introduction will take us into A New Approach to Performance Measurement, Magnetic Content : A New Way to Think about Engagement, A Crash Course in the New Marketing Landscape, etc. & closing with How This Book is Organized!!!...Chapter 2 - Secret # 1 : The Right Approach to Performance Measurement!!!...Chapter 3 - Secret # 2 Magnetic Content---Why Attraction Beats Distraction closes out Part / Phase 1!!!...
>>>..."Digital Impact : Two Secrets...Success" / Phase 2 - presents 6 Chapters that offers us specific digital marketing channels - Search - Online Display Ads - Email Marketing - Social Media - Mobile - Online Video!!!...In each chapter, we cover how to measure and optimize marketing efforts and engage with Clients / Consumers, etc.!!!...
>>>..."Digital Impact : Two Secrets...
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