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Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation Hardcover – February 1, 2009

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Editorial Reviews


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

"[A] valuable collection of case studies, each of which demonstrates a vital lesson." - Director Magazine

"[T]he subject is presented in a thoughtful, fulsome manner that nonetheless remains accessible to all readers.... Highly recommended." -- Choice

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.

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Product Details

  • Hardcover: 304 pages
  • Publisher: Kogan Page (February 1, 2009)
  • Language: English
  • ISBN-10: 0749453893
  • ISBN-13: 978-0749453893
  • Product Dimensions: 6.5 x 1 x 9.4 inches
  • Shipping Weight: 1.4 pounds
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (9 customer reviews)
  • Amazon Best Sellers Rank: #965,220 in Books (See Top 100 in Books)

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Most Helpful Customer Reviews

5 of 5 people found the following review helpful By A. Weber on December 26, 2010
Format: Hardcover 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.
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5 of 7 people found the following review helpful By Amazon Customer on May 19, 2009
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.
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By Phillip Taylor on August 12, 2014
Format: Hardcover

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.
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By Mariah Urban on February 28, 2014
Format: Hardcover
In his book Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, Damian Ryan presents to his readers the benefits of marketing through the increasing digital technologies of our time. Ryan explains the process of the evolution of digital marketing, and then proceeds to give his readers four steps for success in the different areas of the digital business world: research, plan, enact, and analyze. Ryan’s well written book includes a vast wealth information that forces both the small-business owner and the big corporation CEO to rethink the way he approaches marketing in the digital generation.
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.
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