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

Damian Ryan , Calvin Jones

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Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation
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Book Description

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

Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation + Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World
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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

Customer Reviews

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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 4.2 out of 5 stars  12 reviews
9 of 9 people found the following review helpful
3.0 out of 5 stars Good overview of internet marketing; Full of common knowledge in the industry. Jan. 8 2014
By Jaewoo Kim - Published on Amazon.com
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.
7 of 7 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|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.
4 of 5 people found the following review helpful
3.0 out of 5 stars good content June 24 2013
By Jeremy - Published on Amazon.com
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.
3 of 4 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|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.
1 of 1 people found the following review helpful
4.0 out of 5 stars This is a good digital guide May 14 2014
By MAG - Published on Amazon.com
Format:Paperback|Verified Purchase
I am in digital marketing and needed a quick reference guide that is a quick read. This book was perfect.

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