Understanding Digital Marketing

Beschreibung

A practical, no-nonsense guide to digital marketing, giving readers all the information they need to feel confident engaging consumers online and implementing digital campaigns.
Gain essential grounding in SEO, email marketing, social media, content marketing, performance marketing and much more, with this practical and essential guide to digital marketing. The world of digital media is constantly changing, as technologies continue to transform the way we interact and communicate on a global scale. In this climate, Understanding Digital Marketing provides a practical, no-nonsense guide to digital marketing, from strategy and digital transformation to best-practice basics and trends, packed with clear and informative case studies and examples. This fifth edition of the bestselling Understanding Digital Marketing is fully updated to reflect the latest global developments in the industry including martech, consumer data and privacy considerations, influencer marketing and voice marketing. Complete with first-hand accounts of what success in digital marketing looks like, this book is an essential resource for practitioners and students alike. It is now required reading for more than 100 universities and colleges, and has received endorsements from Harvard University, Hult Business School and the Chartered Institute of Marketing.
Provides tips on how to best connect with customers in a rapidly changing climate of engagement and interaction
Explores current and emerging trends which are shaping the industry, including voice-based marketing, influencer marketing and data insights
New to this edition: updated content on martech, consumer data and privacy considerations, programmatic and content marketing, SEO & paid search and new global case studies and expert views
Online resources: bonus contributor views and additional case studies on Kwik Fit, Battersea Dogs Home and Yves Saint Laurent

Autor*in

Damian Ryan
Damian Ryan is a pioneer of digital. Based in London, UK, he started out as a media innovator with over 50 magazines under his belt and became one of the first individuals globally to start placing banner ads on websites back in the early 90s. He created ICAN, the UK and Ireland's first digital marketing agency, in 1997 and following the 'proverbial pivot' in 2005, went on to become a corporate finance advisor for leading marcomms, martech and media organizations. He is now Head of Media and Technology Mergers and Acquisitions for BDO, one of the largest professional services firms in the world. Ryan has written eight books published by Kogan Page, including the bestselling Understanding Digital Marketing. He was awarded The Golden Spider Award for Outstanding Contribution to the Digital Sector in 2019, further cementing his influence as a global commentator on all things digital.

Themen in »Understanding Digital Marketing«

digital advertising digital strategy content marketing web marketing integrated marketing digital channels digital media

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""Understanding Digital Marketing accomplishes well the difficult feat of assembling current practical strategies from leading experts in the digital marketing field.""
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""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.""
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"Gives you the information and insight necessary to implement a great foundation for a successful digital business. And in today's world, every business is a digital business."
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""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.""
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"A must-read for those wishing to become digital marketers or improve their existing knowledge and skills. The book diligently covers the fundamental cornerstones of the modern marketing mix, whilst delivering best practices, advice and real-world case studies from market-leading brands.""
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""A must-read, whether you're new to online advertising or are already experienced but need a refresher or deep subject dive. Covers all the bases from a human, user point of view. Full of examples and case histories - and it's readable too!""
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""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.""
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