Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation [Hardcover]

Damian Ryan (Author), Calvin Jones (Author)

Book Description

Publication Date: February 28, 2009

The world of digital media is changing at a phenomenal pace.  Constantly evolving technologies, and their evolving uses, are transforming how we access information and how we interact and communicate with one another on a global scale.

 

Understanding Digital Marketing looks at the world of digital marketing: how it got started, how it got to where it is today, and where the thought leaders in the industry believe it is headed in the future. The book shows readers, in a practical and comprehensive way, how to harness the power of digital media and use it to achieve the utmost success for their businesses.  It explains how to choose online marketing channels in order to get products and services to market.  It explores in detail such areas as search marketing, affiliate marketing, e-mail marketing, creative online executions, and digital marketing strategies.

 

Including real-world examples of digital marketing successes and expert opinions, Understanding Digital Marketing will give readers the tools to utilize the power of the internet to take their businesses wherever they want them to go.

Editorial Reviews

Review

"[A] comprehensive primer to digital marketing, with an invaluable exhaustive glossary of terminology and acronyms." -- Supplymanagement.com

About the Author

Damian Ryan has been at the forefront of the Irish media and advertising business for many years. His current role is as a specialist investor and dealmaker in the mergers and acquisitions business. 

Calvin Jones is a freelance writer, journalist, blogger, online marketer and author who helps organizations of all sizes to communicate more effectively both on- and off-line.

Product Details

• Hardcover: 304 pages
• Publisher: Kogan Page (February 28, 2009)
• Language: English
• ISBN-10: 0749453893
• ISBN-13: 978-0749453893
• Product Dimensions: 6.5 x 0.9 x 9.5 inches
• Shipping Weight: 1.4 pounds
• Average Customer Review: 4.6 out of 5 stars  See all reviews (7 customer reviews)
• Amazon Best Sellers Rank: #935,360 in Books (See Top 100 in Books)

Most Helpful Customer Reviews

4 of 4 people found the following review helpful

5.0 out of 5 stars Solid Overview of Digital Marketing Fundamentals December 26, 2010

By A. Weber

Format:Hardcover|Amazon Verified Purchase

Agree with others that this book is very well written. Easy to understand and reads quickly, which is notable for a book on a subject that could easily be made a much more complicated and technical conversation. Especially helpful are the 'pledges' at the beginning of each chapter that identify questions up front that the content in the chapter will address. Also helpful are the case examples at the end of each chapter.

From a content perspective, the book explores the main components of digital strategy, and is written in a way that is relevant to any size business, whether it be a large organization or a start-up. Personally, as a brand manager within a larger company, this book added depth to my basic understanding of digital marketing strategy and helped me better understand how it should be integrated into overall marketing strategy and execution.

However, since the digital (and especially social media) landscape has been evolving at such a rapid pace (and since the book was written), it would be great to see updates made to some chapters within the book to make it even more relevant.

Otherwise, this is a great book for those looking for an in-depth introduction to digital marketing principles and strategy, or even for those already familiar with digital marketing in their organization who would like to better understand how what they do fits into an overall digital marketing framework.

5 of 7 people found the following review helpful

5.0 out of 5 stars Very good strategic thinking. I recommend as a good read. May 19, 2009

By Mark Deo

Format:Hardcover

This book is very well written. I like what the authors have done to preface each chapter with what they term "Our Chapter Pledge to You." This gives the reader a very good understanding of what they will learn in that particular chapter.

The authors do a good job of explaining the history of digital marketing, and cover very important topics that any business owner can relate to. I.E. - Strategic thinking, Website Intelligence, return on investment, Social media, email marketing, and fostering an online image, etc.

This book is concise, practical, and very easy to implement into your business now. I recommend this book.

5.0 out of 5 stars Marketing teacher loved it December 11, 2012

By A. J. Morrison

Format:Hardcover|Amazon Verified Purchase

Teacher no longer at school - I do recall the teacher being excited about this book.
I do know that books came in great condition and in time frame promised.