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Understanding Digital Marketing


  • PDF eBook: 433 pages
  • Author: Damian Ryan
  • Published: 3rd Edition, 2014

Understand the fundamentals of digital marketing and enhance your digital marketing practice with the new edition of this essential guide, now one of the bestselling books in the industry and required reading for more than 100 universities and colleges, including Harvard University and the Chartered Institute of Marketing.

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 digital marketing, the rules of new media and understanding the behaviours of the new generation of digital consumers. Thoroughly revised, this fourth edition features more information, fresh examples and case studies, and in-depth insider accounts of the latest developments in the industry from internationally recognized brands and digital marketing campaigns.

Clear, informative and entertaining, this book covers key topics such as search marketing, social media, Google, mobile marketing, affiliate marketing, email marketing, performance marketing, customer engagement and digital marketing strategies, making it essential reading for both practitioners and students alike.

Online resources include bonus chapters, contributor views, and case studies on Kwik Fit, Battersea Dogs Home and Yves Saint Laurent.

  • PDF eBook: 433 pages
  • Author: Damian Ryan
  • Published: 3rd Edition, 2014

Digital Marketing Basics: Marketing Strategies for Engaging the Digital Generation

It took television 22 years to reach 50 million households – it took the internet just five to achieve the same level of penetration. Things are progressing at an unbelievable rate, and we’re approaching a pivotal point in marketing history – a time when digital marketing will overtake traditional mass media as the medium of choice for reaching the consumer of tomorrow.

In the summer of 1993 I interviewed Jerry Reitman, head of direct marketing for Leo Burnetts in Chicago, for my magazine GO Direct. During our conversation Jerry pointed at the computer on his desk and said: ‘And that… that’s where it’s going’. I wondered what he was talking about. Twenty years on and practically one-third of the world is online. And it’s not just about North America and Europe either… these markets only count for one-third of the world’s online population. The growth will come from Africa, Asia and the Middle East.

Consumers have grown tired of mass media marketing, and are turning instead to the internet. They want more engagement, more interaction. They’re starting to spend most of their leisure time in a digital world, and creative digital marketing basics is the way your business will reach them.

What makes this digital revolution so exciting is that it’s happening right now. We’re living through it, and you have a unique opportunity to jump in and be part of this historical transition.
In the pages that follow I’ll take you on a journey into the world of digital marketing. I’ll show you how it all started, how it got to where it is today, and where thought leaders in the industry believe it’s heading in the future. Most importantly of all, I’ll show you – in a practical, no-nonsense way – how you can harness the burgeoning power of digital media to drive your
business to the crest of thisdigital marketing basics wave, and how to keep it there.

This book will:
●● help you and your business to choose online advertising and marketing channels that will get your ideas, products and services to a massive and ever-expanding market;
●● give you that elusive competitive edge that will keep you ahead of the pack;
●● future-proof your business by helping you to understand the origins of digital marketing basics and the trends that are shaping its future;
●● give you a concept of the scale of the online marketplace, the unfolding opportunities and the digital service providers who will help your business to capitalize on them;
●● provide practical, real-world examples of digital marketing successes – including leading brands that have become household names in a relatively short space of time;
●● offer insight through interviews, analysis and contributions from digital marketing experts;
●● … ultimately, give you the tools you need to harness the power of the internet in order to take your business wherever you want it to go.


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