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Pioneers of Digital Success Stories from Leaders in Advertising, Marketing, Search and Social Media

ISBN-10: 0749466049
ISBN-13: 9780749466046
Edition: 2013
List price: $24.95 Buy it from $5.52
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Description: From 2009 to 2010, digital advertising spend rose 10%, and print advertising spend dropped 25%. Digital accounted for 8% of worldwide advertising spend in 2010 and is projected to reach 20% by 2014. The pioneers featured in this book have had a  More...

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Book details

List price: $24.95
Copyright year: 2013
Publisher: Kogan Page, Limited
Publication date: 11/28/2012
Binding: Paperback
Pages: 232
Size: 6.25" wide x 9.25" long x 0.50" tall
Weight: 0.726
Language: English

From 2009 to 2010, digital advertising spend rose 10%, and print advertising spend dropped 25%. Digital accounted for 8% of worldwide advertising spend in 2010 and is projected to reach 20% by 2014. The pioneers featured in this book have had a direct impact on these types of changes in the marketing and advertising industry.Pioneers of Digitaldiscusses the individuals who have fundamentally altered the way advertising, marketing and communications industries operate. Springer and Carson include cases featuring the minds that developed Kinect for Xbox 360, Dove’s “Real Beauty” campaign and Artists Without a Label, a free digital music distribution service for independent artists. The innovators included in the book have defined digital formats and campaigns, and the authors reveal the stories behind their groundbreaking ideas and creative ingenuity. Their stories explain how digital advertising can be best integrated with other advertising media and show the best approaches for different types of online promotion.Covering the characteristics and strengths of digital advertising media,Pioneers of Digitalprovides unique insights and advice for readers interested in commercial online thinking.

Paul Springer is Head of Research for Design, Media & Management and a communications Prof at Buckinghamshire New University (UK). He is an advisor to the China Advertising Association and Chairs the Research committee of the European Foundation of Commercial Communications Education Springer has written for Admap, Brand Strategy and China Advertising. He is the author of Ads to Icons, (published by Kogan Page).

Mel Carson is a Seattle based Community Manager at Microsoft Advertising. An expert on search, social media and digital marketing he speaks at conferences around the world such as Search Engine Strategies in New York and the Interactive Advertising Bureaursquo;s Social Media Forum in London. He also lectures on MBA, MSc and online marketing courses.

Acknowledgements
Introduction
MyBO and Obama's 2008 Presidential Campaign
Hotwired and TED.com
iTunes Advisor and Artists Without A Label
Google and Nine By Blue
ClickAgents and BlueLithium
Virtual reality and Microsoft Research
OgilvyOne China
Victors & Spoils
Search Engine Land
Burger King's Subservient Chicken
Digital marketing evangelist, Google
MTV Networks and Facebook
Dove Campaign for Real Beauty
Yahoo!, Microsoft and Bing
AKQA
Lastminute.com and the UK government's digital champion
One Red Paperclip
Contagious Magazine and R/GA
Sohu.com.cn
Stephen Fry
Pioneering places
China
India
Middle East
Lessons from pioneers
Not being original
Pioneering commercial models
Repositioning creativity
Skills convergence
All platforms and no content
Running in real time (not being ahead of the game)
Create something useful and never assume
Enjoy what you do!
Ten steps to becoming a digital pioneer, from the people who got there
Jargon buster
Bibliography
Index

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