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Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation Paperback


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Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation + Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World (Que Biz-Tech)
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Product Details

  • Paperback: 297 pages
  • Publisher: Kogan Page; Second Edition edition (April 15, 2012)
  • Language: English
  • ISBN-10: 0202309983
  • ISBN-13: 978-0749464271
  • ASIN: 0749464275
  • Product Dimensions: 9.2 x 6.1 x 0.4 inches
  • Shipping Weight: 1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (9 customer reviews)
  • Amazon Best Sellers Rank: #25,502 in Books (See Top 100 in Books)

Editorial Reviews

Review

"[P]rovides a simple easy-to-read overview... a great introduction to the subject. ...It is a book that every marketing professional should consider if digital marketing falls within your remit. It would be useful for anyone who is interested in understanding the subject. If you’re completely new to most areas of digital marketing, it’s a great way of getting your head around the basics and fundamentals. The book will help you build a thorough and effective digital marketing campaign and I would recommend it highly."
(B2B Marketing James Wright)

Marketing managers, marketing team members, finance directors, brand managers, sales promotion directors, anyone interested in how digital media is changing marketing strategy.



"This latest edition discusses digital media and how to apply it to business pursuits, from choosing online marketing challenges to building an effective e-mail list, developing on online outreach code of ethics, and more. An excellent 'must have' reference for any business concerned with digital marketing." --Midwest Book Review, The Bookwatch: Business Shelf

Praise for the previous edition:

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

Book Description

Expert accounts of the revolution in marketing strategy

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Customer Reviews

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Most Helpful Customer Reviews

6 of 6 people found the following review helpful By Edward E. Rigdon on January 20, 2013
Format: Paperback Verified Purchase
There is nice coverage and good up-to-date information about digital marketing today. He book also includes links to more information, It is not a textbook, of course, but it is not full of embarrassing rah-rah and it does not read like some professor-type just did a little reading and churned out 400 pages of regurgitation. U.S. buyers may be turned off by its UK focus and examples, but don't be dismayed. The quality and meatiness of the writing carry the book. You will certainly supplement with something else, depending on your emphasis, but this is a nice sold work that can provide a core for your course.
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4 of 4 people found the following review helpful By Jaewoo Kim VINE VOICE on January 8, 2014
Format: Paperback Verified Purchase
If you are already familiar with digital marketing, then you probably won't get much out of this book.

If you are new to digital/internet marketing, then this book does a fine job and I recommend it.

I can't say the writing is particularly engaging. So I downgraded this book from 4 to 3 stars for that reason.

The book covers SEO, social networks, internet marketing jargons and concepts, and some of the latest trends.

In the rapidly changing world of internet marketing, the information in this book has become somewhat outdated. This book, for example, cites that digital "retargetting" comprises around 5% of total internet ads. I am fairly sure that number is much higher now and retargetting has taken a much higher significance in the world of digital marketing.

The book, unfortunately, doesn't cover digital marketing strategy all that much. The depth of digital marketing strategy, in my opinion, was rather shallow.

Pros:
1)Excellent overview of digital marketing. Lot of new and valuable information for those who are unfamiliar with the industry.
2)Covers many of the business aspects (3C and 4P) of digital marketing. This isn't geared towards the tech-heads.
3)Covers many cutting edge areas such as social networking.

Cons:
1)No groundbreaking information that industry insiders would be unaware.
2)Digital marketing strategy coverage was particularly shallow and lacking meaningful analysis.
3)No deep insight into the future of digital marketing.
4)Already somewhat outdated. But most of the content is still highly relevant.
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3 of 3 people found the following review helpful By Jeremy on June 24, 2013
Format: Paperback Verified Purchase
I enjoyed reading this book but it was not amazing - I think it's worth a read but it will not blow your mind.
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2 of 2 people found the following review helpful By Annette on December 22, 2012
Format: Paperback Verified Purchase
I gave each member of the creative team this book during our strategy planning for the next 5 years and it got the team thinking much farther than they could have imagined. A great tool.
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By Mariah Urban on February 28, 2014
Format: Paperback
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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