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Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation Hardcover – February 1, 2009
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Top Customer Reviews
An appreciation by Phillip Taylor MBE and Elizabeth Taylor of Richmond Green Chambers
At the end of 2007 the global online population was around 1.3 billion. Projections suggest that figure will have reached 1.8 billion by 2010. In the developed worlds, internet access is fast becoming ubiquitous.
“Understanding Digital Marketing” looks at the world of digital marketing: how it got started, how it got where it is today and where the thought leaders in the industry believe it is headed to in the future. The book demonstrates to readers how to harness the power of digital media and use it to achieve the utmost success in business, now and in the future.
Essential reading for practitioners and students alike, “Understanding Digital Marketing” includes real-world examples of digital marketing successes and expert opinions. Readers are provided with the tools to utilize the power of the internet to take their company wherever they want it to go.
A very hands-on book, it covers comprehensively this vast and sometimes uncharted territory, from search marketing to creative online executions and strategies and much more.
Key topics include:
• digital marketing strategy: a must
• using search engines to your own advantage
• advertising on the search engines
• online data: how to manage the ROI
• dos and don’ts of e-mail marketing
• social media; it’s good to get involved
• affiliate marketing – what is it?
• digital media creative: stay ahead of the crowd
Each chapter begins outlining the key lessons to be learnt and features many case studies such as ‘Dove Self-Esteem fund’; ‘Diesel’s Heidies campaign; TravelAffiliate;IKEA; MiniCar, Dell and ‘O2 Live 8 mobile ticketing. It is an excellent book for the digital marketer.
The main appeal of Ryan’s book lies in its ability to apply to all types of readers who confront technology in their business. Ryan describes the almost universal application of digital technology stating, “It doesn’t matter what business you’re in, it’s a fairly safe bet that an increasing number of your target market rely on digital technology every day to research, evaluate, and purchase the products and services they consume” (Ryan 19). Almost every business owner can benefit from having a digital marketing strategy. Ryan points out to his readers that not having a digital marketing strategy can only hurt one’s business, as competitors will use digital marketing to target their customers and increase their business, stealing valuable customers.
Ryan explicitly states at the beginning of his book that his main objective is not only to help his audience define their digital marketing strategy, but also to enable his readers to enact their digital marketing strategy and continue to tweak it to serve to the needs of their businesses.Read more ›
I do know that books came in great condition and in time frame promised.
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.
Most Recent Customer Reviews
Easy to read, updated, covers all disciplines, good even for online planners in order to remember the always practical back to roots principle in marketing. Read morePublished on October 19, 2009 by Philipp Furst Buttler
If in this digital era you wish to keep your library small, then this book is one to get! In a world characterized by ever increasing (nature of) change and new choices then two... Read morePublished on August 14, 2009 by Cd Beaumont
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. Read morePublished on May 19, 2009 by Amazon Customer