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Understanding Digital Marketing Marketing Strategies for Engaging the Digital Generation

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ISBN-10: 0749453893

ISBN-13: 9780749453893

Edition: 2009

Authors: Damian Ryan, Calvin Jones

List price: $39.95
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The world of digital media is changing at a phenomenal pace. Constantly evolving technologies, and their evolving uses, are transforming how we access information and how we interact and communicate with one another on a global scale. "Understanding Digital Marketing "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. The book shows readers, in a practical and comprehensive way, how to harness the power of digital media and use it to achieve the utmost success for their businesses. It explains how to choose online marketing channels in order to get products and…    
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Book details

List price: $39.95
Copyright year: 2009
Publisher: Kogan Page, Limited
Publication date: 2/28/2009
Binding: Hardcover
Pages: 288
Size: 6.75" wide x 9.75" long x 1.00" tall
Weight: 1.408
Language: English

Damian Ryan has been at the forefront of the Irish media and advertising business for many years. His current role is as a specialist investor and dealmaker in the mergers and acquisitions business.

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
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
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
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
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
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
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
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
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
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
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