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Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation Paperback – Apr 28 2012

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"[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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Amazon.com: 16 reviews
10 of 11 people found the following review helpful
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In the rapidly changing world of internet marketing, the information in this book has become somewhat outdated.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.

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.

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.
8 of 9 people found the following review helpful
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.
Great tips on SEO, email marketing and affiliate marketing! March 1 2015
By . - Published on Amazon.com
Format: Paperback
This book provides a comprehensive coverage on the marketing tips for today's major digital media, such as SEM, SMM, email marketing and affiliate marketing. Interesting topics include: web intelligence and ROI, social media and online consumer engagement, and online PR and reputation management. It's a great tool book for online marketers. Furthermore, for more advanced online marketing techniques, such as PPC, Cognitive Search Marketing & Paid Search: Theory, Experiment, Practice and Tactics: A PPC Paradigm Powered by Persuasion and Cognition is a perfect read to polish your online marketing skills on paid search. This book provides new perspectives on applying communication theory on today's online marketing campaign and paid search. The book offers online business solutions, from demand generation all the way down to conversion. Based on various communications theories, it demonstrates abundant persuasive ad copy writing tips along with examples that you can refer to immediately. It also shows its readers how to write effective PPC ads by applying cognitive science and which has never been addressed on the books I have ever read. It covers a deep ground in landing page optimization based on UX and bidding management with strategic planning and highly valuable tactics. This book also demonstrates a complete walk-through in a PPC campaign with case study, from keyword generation, persuasive ad copy writing, bidding management, down to conversion tracking. One of the best part of this book is its demonstration on MRI placement targeting and it just blew my mind. The book also interfaces PPC campaign with experiment design to leverage the overall efficiency on a company's marketing plan in a macro-level and which has never been addressed in any books I ran into before. The book also illustrates critical campaign metrics to watch for, how to interpret these metrics and respective actions to take to improve your campaign. Landing page optimization tactics to increase the CTR and conversion rate are emphasized while conversion attribution model and its application is well-addressed. In addition, it shows you many effective bidding techniques to optimize your profit while lowering your CPA. Furthermore, this book extends the value of PPC techniques by applying the PPC tactics into a job search process with examples that readers can use immediately after they read the book.

On the other hand, Integrated Search Marketing Solution & Organic Search: Search Engine Optimization, Social Media, and Email Marketing: Winning Formula for SERP Dominance is a good SEO book for cross-reference when building your business website. It teaches you how to implement on-page, off-page and server-side optimization to boost up the SEO competency of your website. For example, it teaches the readers about how to implement tactical link building to become the center of an authoritative hub and deploy facet navigation and page segmentation. It also shows the readers how to avoid duplicate content, the tactics to deploy 301 redirect, and the SEO practices of exception handling and the adoption of custom 404 error page to increase visitor retention rate, and how to increase content / code ratio as well as the programming techniques to boost the web performance. The benefits won't just stop here. It also presents plenty of tips for email marketing. It teaches you how to increase open rate, subscribe rate, CTR and conversion rate by tweaking critical email elements. Also, the book lists out on the most important metrics to watch for in your email campaign and how to interpret these metrics and optimize the email elements accordingly In addition, it demonstrates the tips for the experiment design for your email campaign for further improvement on the critical email elements. Furthermore, Its critical tactics in FB marketing based on role playing will open your eyes.

Enjoy your read!
4 of 6 people found the following review helpful
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 5 people found the following review helpful
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.