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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: 9.2 x 6.1 x 0.5 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: #1,259,769 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

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Customer Reviews

4.8 out of 5 stars
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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 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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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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Format: Paperback
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. Mel Carson does a great job at making this information interesting, digestible, and enjoyable.
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Format: Paperback Verified Purchase
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 those by accident.

In grad school one of my assignments required analyzing a case study from a book. Unfortunately the RMIT library's marketing and PR section hadn't been added to since 1990. Small exaggeration. Pioneers of Digital would have been my go-to.

Most of the interviews are essentially case studies of their careers. I loved reading what lead June Cohen to put Ted Talks online, discovering how many people started their careers in totally unrelated areas and fell into marketing and technology, and how success comes from making a difference, not by trying to make money. Two case studies told the story of hugely popular campaigns. I remember wasting a lot of time with Subservient Chicken without knowing it was a Burger King promotion. Dove's Campaign for Real Beauty has continued to inspire women 10 years after its launch.

My favorite's were Kyle MacDonald's One Red Paperclip and, the surprising inclusion, Stephen Fry. Both chapters had more storytelling and feeling than the others, and that's taking my bias aside. I'm a sucker for great marketing from outside the industry.

Pioneers of Digital closes with a statistics-filled summary of the up-and-coming digital marketing cities, and lessons from the pioneers interviewed. If the initial chapters are a bit hard to get through, the book is worth it for these two chapters.

Originally published on Tap Dancing Spiders
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Format: Paperback
Wow, this book is great to read cover to cover, or to have handy to reference when you need inspiration. 20 rock stars in the search engine marketing, social media and online user experience world. This book shares their unique journey and is formatted to make it easy to digest and learn from. It breaks down their stories in bite sized bits that are packed with interesting facts and history. Secrets of Success from our favorite pioneers of digital, this book has many. These people changed the way we work, interact and educate in the digital age we live in now and the last 20 years. Now we can see clearly how they did it.
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Format: Kindle Edition Verified Purchase
Even though I was in the industry at the time, most of these people, and their projects, I'd never heard of. Informative reading.
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Format: Paperback
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 digital. How often do we have a chance to get into the minds of people who have influenced tools at Google, Facebook, TED talks, iTunes and much more?

The book's not only inspirational, it encourages you to love what you do:

"Our pioneers agreed that having a real thrill working in the internet world based on what you are learning and how you can make a difference was by far the most important reward for them."

BONUS: It's written so it can be read easily with pictures, sound bytes and digestible insights.
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By Kynnthia Drell on September 5, 2013
Format: Kindle Edition
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.
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