Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation / Edition 2

by Damian Ryan, Calvin Jones

Overview

The world of digital media is changing at a phenomenal pace. Constantly evolving technologies are transforming not just how we access our information but how we interact and communicate with one another on a global scale. Understanding Digital Marketing is a practical, no-nonsense guide to web-marketing, the rules of new media and researching the new generation of digital consumers. Clear, informative and entertaining, it covers key topics such as search marketing, social media, Google, mobile marketing, affiliate marketing, email marketing, performance marketing, customer engagement and digital marketing strategies.

One of the best-selling books in the industry, this fourth edition of Understanding Digital Marketing has been thoroughly revised with more information, fresh examples and case studies, and the latest developments in the industry. Complete with in-depth insider accounts of digital marketing successes from internationally recognised brands and digital marketing campaigns, it is essential reading for both practitioners and students alike.

Product Details

ISBN-13:	9780749464271
Publisher:	Kogan Page, Ltd.
Publication date:	04/28/2012
Edition description:	Second Edition
Pages:	297
Product dimensions:	6.10(w) x 9.10(h) x 0.60(d)

About the Author

Damian Ryan is author of Understanding Digital Marketing , the bestselling academic book which is required reading by more than 100 universities and colleges including Harvard University and the Chartered Institute of Marketing. He is also author of The Best Digital Marketing Campaigns in the World and Understanding Social Media .

Damian is founder and chairman of The Global Academy of Digital Marketing, a collaborative movement of digital marketers seeking knowledge, case studies, contacts and credible data to help them prosper. Damian is also a partner with Mediaventura, the UK's leading corporate finance firm for the TIME (Technology, Internet, Media and Entertainment) sector.

Table of Contents

* Section - 01: Digital marketing… the origin of…;
• Section - 02: Have a plan and stick to it… strategy!;
• Section - 03: Crouch, touch, pause… engage…;
• Section - 04: Search: being found online;
• Section - 05: Understanding social media;
• Section - 06: Understanding e-mail marketing;
• Section - 07: Understanding mobile marketing;
• Section - 08: Content marketing and native advertising;
• Section - 09: Understanding programmatic;
• Section - 10: All about video;
• Section - 11: Understanding online PR;
• Section - 12: Understanding performance marketing;
• Section - 13: Understanding the IoT;
• Section - 14: Optimizing the customer and user experience;
• Section - 15: The future of digital marketing;
• Section - 16: Three online-only bonus chapters and three online-only contributor views at www.koganpage.com/understanding-digital-marketing;

Editorial Reviews

"[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."

James Wright - B2B Marketing

Praise for the previous editions:

"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."

The Business Shelf - Midwest Book Review

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

CHOICE

"One of the most comprehensive yet easy-to-read books on digital marketing available."

The Marketer

"This new edition is most welcome as both an update and a reexamination of marketing tactics and strategy. Recommended. Lower-division undergraduates and above; general readers."

S. A. Schulman

"This third edition ...is a 100 pages heavier and has several new sections. I still believe it is one of the best books to provide a comprehensive overview of all things digital."

Professional Marketing magazine - Kim Tasso

"[A] fine, accessible guide to digital marketing and appears here in its third updated edition which has been completely revamped to reflect key changes in digital marketing strategies and the digital environment."

The Business Shelf (about a previous edition) Midwest Book Review

"One of the most comprehensive yet easy-to-read books on digital marketing available."

The Marketer (about a previous edition)

"Comprehensive, contextualized and current. Does a great job of balancing solid overview with specific, insightful case examples. An essential addition to any marketer's bookshelf."

Dr Agnes Nairn

"This is a great handbook to the world of digital marketing, a world that can seem quite overwhelming at times, especially with the speed of change. A practical guide, it makes a great case for the importance of digital marketing in any marketer's toolbox. Updated to include some of the latest challenges in digital marketing, what I like most is that it remains people-centric, to help ensure that any digital marketing activities you undertake have a fair chance of success."

Senior Director at Ipsos Connect Tara Beard-Knowland

"A no-nonsense, clearly written book which you can dip in and dip out of depending on your digital needs. Excellent to see that the 'human side of digital' has a clear presence throughout."

Dr Sarah WARNES SFHEA

"Understanding Digital Marketing accomplishes well the difficult feat of assembling current practical strategies from leading experts in the digital marketing field."

Carol Stuckey

"A fine, accessible guide to digital marketing and appears here in its third updated edition which has been completely revamped to reflect key changes in digital marketing strategies and the digital environment."

The Business Shelf Midwest Book Review

"A no-nonsense, clearly written book which you can dip in and dip out of depending on your digital needs. Excellent to see that the 'human side of digital' has a clear presence throughout."

Dr Sarah Warnes SFHEA

"This book seeks to help the reader both understand digital marketing and develop marketing strategies that work within the digital realm. An attractive, accessible and informative guide with a great affordable price tag to match."

Darren Ingram

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

From the Publisher