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

Damian Ryan (Author), Calvin Jones (Author)
List Price: CDN$ 44.95
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Book Description

Publication Date: April 28 2012

Forrester Research has predicted that in 2016, $77 billion will be spent on interactive marketing. This equals the amount that is spent on television advertising today, so it is increasingly important to know how to effectively use digital marketing.

Understanding Digital Marketing looks at the world of digital marketing: how it got started, how it got to where it is today and where the thought leaders in the industry believe it is headed in the future. This compelling new edition demonstrates in a practical and comprehensive way, how to harness the power of digital media and use it to achieve the utmost success in business.

The authors deal with every key topic in detail, including:
- search marketing
- social media
- mobile marketing
- affiliate marketing
- e-mail marketing
- customer engagement

This book will help readers to:
- choose online marketing channels to get their products and services to market
- understand the origins of digital marketing and the trends that are shaping its future
- achieve the competitive edge to keep them ahead

Including new case studies that reflect the changed marketplace, Understanding Digital Marketing provides readers with the tools to utilize the power of the internet to take their businesses wherever they want them to go.

Frequently Bought Together

Customers buy this book with The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly by David Meerman Scott Paperback CDN$ 17.29

Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation + The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly
Price For Both: CDN$ 45.61

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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

From Amazon reviewers:

"[A]s 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. …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." -A. Weber

"Easy to read, updated, covers all disciplines." -Philipp Furst Buttler

"If in this digital era you wish to keep your library small, then this book is one to get! …Ryan and Jones provide new insights on the evolving landscape that is digital marketing'; they do so in a way that is itself understanding and engaging without recourse to glib superficiality." -Cd Beaumont

"…[V]ery well written. … This book is concise, practical, and very easy to implement into your business now. I recommend this book." -Mark Deo

"This is a fantastic reference piece that brings together all the bits and pieces we learned about using the internet as a marketing tool over the past 15 years - explaining mechanics, busting myths - into one place and providing a 'how-to' guide to doing it well. Damian and Calvin deserve a medal; every business that has ever struggled to understand how to use the internet to grow their business should buy this book immediately." -F. McLaughlin

About the Author


Damian Ryan is a digital media and marketing expert who has been working at the forefront of the media industry for 27 years. He established one of the first digital agencies in the United Kingdom and Ireland in 1997 before moving into corporate finance as a digital media specialist. He is founding partner of Mediaventura.

Calvin Jones is an online content strategist and author who helps organizations of all sizes communicate more effectively both on- and off-line. 
Together they are both the authors of The Best Digital Marketing Campaigns in the World (also published by Kogan Page). 

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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 5.0 out of 5 stars  4 reviews
1 of 1 people found the following review helpful
5.0 out of 5 stars Sound basis for a direct /digital marketing course Jan 20 2013
By Edward E. Rigdon - Published on Amazon.com
Format:Paperback|Amazon 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.
1 of 1 people found the following review helpful
5.0 out of 5 stars Great read for your creative team Dec 22 2012
By Annette - Published on Amazon.com
Format:Paperback|Amazon 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.
5.0 out of 5 stars Great textbook May 6 2013
By csmith123 - Published on Amazon.com
Format:Kindle Edition|Amazon Verified Purchase
Honestly, this is probably one of the easiest to read textbooks I've ever read. It's actually interesting. I have friends who are buying its secondary counterpart just for informative and entertaining reading.

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