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Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation Paperback – April 15, 2012


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Product Details

  • Paperback: 297 pages
  • Publisher: Kogan Page; Second Edition edition (April 15, 2012)
  • Language: English
  • ISBN-10: 0749464275
  • ISBN-13: 978-0749464271
  • Product Dimensions: 9.2 x 6.1 x 0.4 inches
  • Shipping Weight: 1 pounds
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (13 customer reviews)
  • Amazon Best Sellers Rank: #385,095 in Books (See Top 100 in Books)

Editorial Reviews

Review


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

4.3 out of 5 stars
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Almost every business owner can benefit from having a digital marketing strategy.
Mariah Urban
If you are already familiar with digital marketing, then you probably won't get much out of this book.
Jaewoo Kim
This book provides good knowledge about digital technologies today in the marketing world.
Ernie Fan

Most Helpful Customer Reviews

9 of 9 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In the rapidly changing world of internet marketing, the information in this book has become somewhat outdated.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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7 of 7 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 5 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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3 of 4 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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1 of 1 people found the following review helpful By MAG on May 14, 2014
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I am in digital marketing and needed a quick reference guide that is a quick read. This book was perfect.
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By Marquezl on April 30, 2014
Format: Paperback Verified Purchase
The writer takes too long to get down to effective strategy.

The content may be too basic if you'r in the field.
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Format: Kindle Edition
This book provides good knowledge about digital technologies today in the marketing world.
It is very comprehensive in its coverage yet easy-to-read and understand.
A must for anyone wanting to learn more about digital marketing, at least to a level where you understand the concepts at play, the various roles each digital medium/ platform plays.
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