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Pioneers of Digital: Success Stories from Leaders in Advertising, Marketing, Search and Social Media Paperback – November 15, 2012


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Product Details

  • Paperback: 232 pages
  • Publisher: Kogan Page (November 15, 2012)
  • Language: English
  • ISBN-10: 0749466049
  • ISBN-13: 978-0749466046
  • Product Dimensions: 6 x 0.5 x 9 inches
  • Shipping Weight: 11.4 ounces (View shipping rates and policies)
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (22 customer reviews)
  • Amazon Best Sellers Rank: #656,711 in Books (See Top 100 in Books)

Editorial Reviews

Review

Marketing, branding, PR and advertising professionals, marketing students


"These very insightful stories are perfect for those fascinated by the history of digital." --Sir Martin Sorrell, CEO, WPP

"If you embrace new media and the spell it has cast over advertising and the world in general, this may be your lucky day…These concise profiles makes for quick reading, with useful 'sound bytes' at the end of each chapter…Readers will feel like kids in a digital candy shop." --Publishers Weekly  

"The 20 tech stars [Springer and Carson] feature in the book emphasize simplicity — solving everyday problems with easy-to-grasp solutions." --Investor's Business Daily

"Pioneers of Digital makes for compelling reading about fascinating innovators. Their curiosity, passion, drive and enthusiasm for using technology in creative ways to help people connect and interact is both contagious and inspirational." --USA Today 

"Springer and Carson have done a commendable job of collecting diverse examples representing a wide array of fascinating applications while drawing general conclusions about digital innovation. 'Our aim with this book is to inspire,' write the authors. Most readers will find Pioneers of Digital does exactly that." --ForeWord Reviews

"[A] treasure trove of concepts that guide the reader into the direction of becoming a future pioneer. The various stories have both a standard framework, and a unique sense of the individuals and their vision. The opportunity to learn from the successes of the pioneers, and how to learn from their experiences, transforms the book into a powerful teaching and learning tool for the aspiring digital innovator...I highly recommend the insightful and success oriented book...to anyone seeking an anthology of informative and idea filled profiles of successful pioneers in the digital world." --Blog Business World 

"Great book.  Easy read.  Each chapter is stand alone so it is an easy book to put down and pick up again." --Jim Estill

"The book provides an interesting series of anecdotes focusing on excellent work and success stories along with the lessons that can be learned to have an impact on the digital industry and the wider world." --Contagious Magazine

"Readers interested in social media or seeking interesting business people for professional inspiration will be more than satisfied. Ultimately read Pioneers of Digital to know what it takes to truly stand out in your field." --SmallBizTrends

"[O]ffers a series of stories behind key people who influenced the way advertising and marketing have evolved during the internet era, and make for a fine account that reveals the strategies and successes of some twenty digital entrepreneurs around the world." --Midwest Book Review, California Bookwatch: The Business Shelf 

"[C]oncise and engaging... Of particular value is the final chapter, which highlights the major lessons that can be gleaned from the pioneers.  ...The authors go out of their way to make the lessons from the pioneers easily digestible and understandable.  Profiling multiple pioneers elucidates the trials and tribulations of innovation while also providing an enjoyable reading experience.  Summing Up: Recommended.  All collections and readership levels." –CHOICE



"Some highly practical advice you can take into your work."
(Andrew Armour Andrew Armour's Benchstone Blog)

Book Description

First book to identify the pioneering people behind digital ideas, platforms, formats and campaigns that have shaped online communications, telling the stories behind the contributions

Customer Reviews

4.8 out of 5 stars
5 star
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4 star
18%
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See all 22 customer reviews
Mel Carson is a great interviewer!
Mr. Faisal Ahmed
Pioneers of Digital is must have for the serious marketer, and the beginner or student.
R. Garner
What an easy, most interesting and informative read.
Mark Melville

Most Helpful Customer Reviews

1 of 1 people found the following review helpful By Lee Odden on February 7, 2013
Format: Paperback
What I like about this book is that Paul and Mel have brought together stories from a diverse mix of digital thought leaders. It's through variety that those lessons learned provide the reader with a bigger picture of what matters in digital communications.

Each interview is thorough, offering backstory and history as well as milestones that led each individual from Aviniash Kaushik of Google to Actor Stephen Fry towards exploration and innovation in the digital space. Beyond the individual biographies, the book ends with a section called, "Lessons from pioneers" that offers unexpected insights that are worth the price of the book all on their own.
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1 of 1 people found the following review helpful By Lisa Buyer on June 19, 2013
Format: Paperback Verified Purchase
I love hearing behind the scenes facts (and drama) of how successful people make it from point A to point B. Pioneers of Digital is like having a down to earth mentoring session with 20 digital industry experts. It is an easy read with insightful reminders, takeaways and interviews. Some of my fave people in the search marketing industry are featured and reading the book was the next best thing to chatting over a latte at Starbucks with each of them!
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Format: Paperback
Those innovators who pushed the boundaries of what is possible through the Internet and WWW include Time Berners-Lee, Bill Gates, Sergey Brin and Larry Page, Mark Zuckerberg, and Steve Jobs. As Paul Springer and Mel Carson correctly note, there are other, less renowned pioneers of digital whose stories also "span multiple disciplines, platforms, campaigns, and industries across the digital space." Springer and Carson focus on 20 of them as well as on "the pioneering territories of the world that are taking up the digital challenge" and in the final chapter, as they explain, "we've reflected on the main issues, views and, in some cases, counter-logic from the cases that define these pioneers' views from commonly held assumptions about digital."

I recognized only a few of the 20 pioneers' names and previously knew little (if anything) about them so I especially grateful to Springer and Carson for what I learned as I read their book. I also appreciate the fact that they do not use a template when presenting their mini-profiles of them. This "customized" approach is eminently appropriate, given the differences between and among those discussed. They conclude each mini-profile with a "Sound bytes" section followed by "Further reading" suggestions.

Here are several of the 20 and an indication of what each has contributed thus far:

o Thomas Gensemer has pioneered cause-related community building.
o June Cohen has created cutting-edge digital media experiences since 1991.
o Gurbaksh Chahal has pioneered performance-based online advertising since the WWW was established (1993).
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Format: Paperback
There are several well-known people who have pushed the boundaries of what is possible through the Internet and created compelling, entertaining and useful experiences that have touched millions around the world. But there are also many other pioneers who are less well-known, and it is the stories of these lesser-known pioneers that Paul Springer and Mel Carson write about in this book.

The book provides brief biographies of 20 different Internet pioneers including Thomas Gensemer, who was behind Barack Obama's 2008 presidential campaign; June Cohen, who led the team that brought TED to the web in 2006; Vanessa Fox, who was the driving force behind Google Webmaster Tools; Malcolm Poynton, who produced Dove's Campaign for Real Beauty; Martha Lane Fox, a co-founder of Lastminute.com; and Zhang Minhui, who was marketing director of Sohu.

In addition to providing the biographies, the book contains a chapter on pioneering places and another on lessons from pioneers. The pioneering places described are not places in the US as many readers might expect; they are India, China and the Middle East. These are expected to have the strongest-growing economies in the immediate future, coinciding with digital innovation and the rapid uptake of smartphones.
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Format: Paperback
Pioneers of Digital is an excellent resource. It's both practical and inspirational. As a digital storyteller, I'm always looking for examples of how big ideas take hold online. This book allowed me to get a deep, behind-the-scenes look at how some of the biggest players in digital media and marketing operate. It's opened me up to new ways of thinking about content and how to create value, as well as new business models.

Key things I appreciated about this book:

1) Real people, real case studies: the book profiles some of the biggest thinkers in media and technology about how they started, their relationship using tech and their how they brought their ideas to fruition. Some profiles are deeper than others, but I appreciated the detail and fresh storytelling approach. From Microsoft to MTV to Stephen Fry (!) you'll hear from people who embraced the brave world of digital early on, and have loads of experiences and knowledge to share.

2) Sound Bytes: each profile includes a list of key take aways and points to remember; this is very helpful, especially as a reference

3) Further Reading: in addition to key summaries, if you want to dig deeper into a topic in one of the profiles, most profiles feature a reading/reference list

I also thought the "Pioneering Places" and "Lessons from Pioneers" chapters were good, albeit a bit dense in places. But I found the information on China with the equivalency tables incredibly useful.

All in all, this is a well thought-out, helpful book on how some of the smartest, most interesting people in the world have harnessed the power of digital storytelling. I learned quite a lot!
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