Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation

Enhanced descriptions from Syndetics:

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 third edition of Understanding Digital Marketing has been thoroughly revised with more information on core areas such as search, analytics, online PR and content marketing. Complete with in-depth insider accounts of digital marketing successes from brands including Harley-Davidson, Help for Heroes, MercadoLibre and the UEFA Europa League, it remains 'one of the most comprehensive yet easy-to-read books on digital marketing available' (The Marketer) and is therefore essential reading for both practitioners and students alike.

Table of contents provided by Syndetics

• Preface
• Contributors' biographies
• Acknowledgements
• 01 So... You want to go digital?
• In the beginning...
• The changing face of advertising
• The technology behind digital marketing
• Enough technology... let's talk about people
• Case study: Harley-Davidson
• 02 @first... think!
• 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
• Case study: Mercadolibre
• 03 Then build your channel
• 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/developer
• Arranging your information
• Writing effective web content
• Case study: Hg2
• 04 Is it working?
• Owned, paid and earned
• Log files versus page tagging
• Augmenting information using cookies
• Test and test again
• Measuring paid media
• Attribution modelling
• Who am I talking to?
• Making Measurements Make Sense (3MS)
• The return of GRP
• The problem of earned media
• What are you trying to achieve?
• Why KPIs are important
• Choosing effective KPIs
• The need for trust
• 05 Are customers finding you?
• Search: still the online marketer's holy grail
• About the engines
• Optimizing your site for the engines
• Advertising on the search engines
• Mobile search
• Black hat, the darker side of search
• Bringing in the pros
• Universal search - more opportunities to rank
• Shifting goalposts - search innovation and the quest for relevance
• Looking forward
• Case study: The Entertainer
• 06 Understanding social media
• Join the conversation
• What is social media?
• Different forms of social media
• Social media dashboards - all your updates in one place
• The rules of engagement
• Adding social media to your own site
• Case study: Bennetts Bike Social
• 07 Understanding e-mail marketing
• The new direct mail
• What exactly is e-mail marketing?
• Before you start
• Planning your campaign
• Measuring your success
• E-mail - a vital component of digital marketing
• Case study: Help for Heroes
• 08 Understanding mobile marketing
• Mobile - market size and rate of growth
• Mobile - Web2.0
• Mobile marketing - a game-changing channel, or just another conduit?
• Location, location, location
• Mobile gaming
• Mobile applications
• Measuring mobile
• Mobile privacy
• Mobile data
• Further exploration
• Building a multichannel marketing strategy
• Case study: Dubizzle.com
• 09 Understanding performance marketing
• Recognizing opportunities for strategic partnership
• What is performance marketing?
• Case study: Number One Shoes
• 10 Understanding online public relations
• Google - judge and jury
• Online - it's where PR lives now
• 11 Understanding content marketing
• Why content? - an overview
• Content strategy
• Content production
• Promoting your content
• The future of online content
• Case study: Makino
• 12 Convincing your boss to invest in digital marketing
• Understanding your objectives
• Your market and website function
• Understanding decision making and knowing your decision makers
• Budget considerations
• Key channel benefits
• The perfect website
• Further considerations
• Structuring your proposal
• Advocacy
• 13 What's next?
• Prediction 1
• Prediction 2
• Prediction 3
• Prediction 4
• Prediction 5
• Prediction 6
• Prediction 7
• Prediction 8
• Prediction 9
• Prediction 10
• The end bit
• Case study: UEFA Europa League 378
• Glossary
• Index

Reviews provided by Syndetics

CHOICE Review

This updated edition 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. Ryan, a digital media and marketing expert, freshens the text with the most current information without any sacrifice to the structure, comprehensiveness, and clarity of the original. Imagine the world at the time the first edition was published, five years ago. Twitter, Facebook, the Cloud, and innumerable social platforms either did not exist or were in their infancy. Consequently, this new edition is most welcome as both an update and a reexamination of marketing tactics and strategy. Topics covered include search marketing, social media, mobile marketing, affiliate marketing, e-mail marketing, customer engagement, and digital marketing strategies. The accelerating pace of innovation resulting in the emergence of social business will, no doubt, more than justify future new editions of this book. Summing Up: Recommended. Lower-division undergraduates and above; general readers. --Stuart A. Schulman, CUNY Baruch College