Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation

by Damian Ryan, James Langton (Read by)

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. Understanding Digital Marketing is now required reading for more than 100 universities and colleges, including Harvard University and the Chartered Institute of Marketing. Online resources include bonus chapters, contributor views, and case studies on Kwik Fit, Battersea Dogs Home and Yves Saint Laurent.

Product Details

ISBN-13:	9781543639230
Publisher:	Brilliance Audio
Publication date:	02/26/2019
Edition description:	Unabridged
Product dimensions:	5.25(w) x 6.75(h) x 0.67(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

1.         Going digital – the evolution of marketing 

Our chapter pledge to you; In the beginning…; The changing face of advertising; The technology behind digital marketing; Enough technology – let’s talk about people

 

2.         Strategic thinking     

Our chapter pledge to you; Why you need a digital marketing strategy; Your business and digital marketing; Defining your digital marketing strategy; Understanding the digital consumer; Mind your Ps; Eyes on the prize; Bringing it all together

 

3.         Your window to the digital world   

Our chapter pledge to you; Your website – the hub of your digital marketing world; Building an effective website; The main steps of building your website; Before you start; Choosing your domain name; Hosting – your website’s home on the internet; How to choose a web designer or developer; Arranging your information; Writing effective web content; Website design summary

 

4.         The search for success         

Our chapter pledge to you; Search: the online marketer’s holy grail; About the engines; Optimizing your site for the engines; Advertising on the search engines; Black Hat, the darker side of search; Bringing in the pros; Universal search – more opportunities to rank

 

5.         Website intelligence and return on investment      

Our chapter pledge to you; Measuring your way to digital marketing success; Getting started; How information is measured; Measuring what’s important to you; Testing, investing, tweaking, reinvesting; Action stations; Harness the power of online data, and watch your ROI take off

 

6.         E-mail marketing     

Our chapter pledge to you; The new direct mail; What exactly is e-mail marketing?; Before you start; Planning your campaign; Dos and don’ts of an e-mail marketing campaign; Measuring your success; Still a vital component of digital marketing

 

7.         Social media and online consumer engagement    

Our chapter pledge to you; Join the conversation; What are social media?; The different forms of social media; The rules of engagement; Adding social media to your own site

 

8.         Online PR and reputation management    

Our chapter pledge to you; Fostering a positive online image; Promoting your business through online channels; Monitoring the conversation – reputation management; Damage limitation: turning the tide when things go wrong

 

9.         Affiliate marketing and strategic partnerships     

Our chapter pledge to you; Recognizing opportunities for strategic partnership; What is affiliate marketing?; The click that really counts; What advertisers should do

 

10.       Digital media creative          

            Our chapter pledge to you; Creative application of digital media; Using an agency; Doing it yourself; Digital creative: what works and what doesn’t

 

11.       A lot to look forward to       

Our chapter pledge to you; The future’s bright: head towards the light; Word of mouth: savvy consumers control the future; Search: a constantly evolving marketing powerhouse; Mobile: marketing on the move; Tracking and measuring human behaviour; In-game advertising; Holistic marketing: blurring lines and integrating media; Dynamic, unpredictable, exciting – and essential

Editorial Reviews

"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 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 

From the Publisher

"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

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

Carol Stuckey

"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

"[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)

"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 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 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

"[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

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

The Marketer

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

CHOICE

"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

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

"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