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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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"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
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Top Customer Reviews
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.
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).Read more ›
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.Read more ›
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!
Most Recent Customer Reviews
This book is fantastic. I love getting to hear the background on the people who were the pioneers of the digital advertising industry and helped shape it for what it is today. Read morePublished 20 months ago by Erin Zefkeles
Pioneers of Digital (Paul Springer and Mel Carson) is a collection of 20 interviews and case studies looking at the founders of digital marketing, the ones who did it by design and... Read morePublished 24 months ago by Bianca J. Smith
Wow, this book is great to read cover to cover, or to have handy to reference when you need inspiration. Read morePublished on January 31, 2014 by Todd Meisler
Even though I was in the industry at the time, most of these people, and their projects, I'd never heard of. Informative reading.Published on December 2, 2013 by Mark Stephen Souder
The authors of Pioneers of Digital pull back the curtain to give us a peek at the lives of some of the most key individuals in marketing, social media, advertising and all things... Read morePublished on September 26, 2013 by Dana Lookadoo
Was a well written book. It is very interesting to be able to read about and learn how people made their way in the media industry, for the internet.Published on September 5, 2013 by Kynnthia Drell
I highly recommend Pioneers of Digital to anyone who is interested in digital media, the internet, advertising in general...or just about anything business related. Read morePublished on February 19, 2013 by E. Hartstein
This book is a great start toward developing a basis for true innovation through education. Carson and Springer could have written their own books based on their level of knowledge... Read morePublished on February 11, 2013 by R. Garner
What an easy, most interesting and informative read. It is packed with insight information that helps place you in the picture of some of the HUGE milestones that marked important... Read morePublished on February 3, 2013 by Mark Melville