Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation

Jones, Calvin, Ryan, Damian

ISBN 10: 0749464275 / ISBN 13: 9780749464271

Published by Kogan Page, 2012

About this Item

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Seller Inventory # mon0000749508

Bibliographic Details

• Title: Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation
• Publisher: Kogan Page
• Publication Date: 2012
• Language: English
• ISBN 10: 0749464275
• ISBN 13: 9780749464271
• Binding: Paperback
• Edition: 2nd Edition
• Condition: Good

About this title

Synopsis

Forrester Research has predicted that in 2016, $77 billion will be spent on interactive marketing. This equals the amount that is spent on television advertising today, so it is increasingly important to know how to effectively use digital marketing.

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. This compelling new edition demonstrates in a practical and comprehensive way, how to harness the power of digital media and use it to achieve the utmost success in business.

The authors deal with every key topic in detail, including:
- search marketing
- social media
- mobile marketing
- affiliate marketing
- e-mail marketing
- customer engagement

This book will help readers to:
- choose online marketing channels to get their products and services to market
- understand the origins of digital marketing and the trends that are shaping its future
- achieve the competitive edge to keep them ahead

Including new case studies that reflect the changed marketplace, Understanding Digital Marketing provides readers with the tools to utilize the power of the internet to take their businesses wherever they want them to go.

About the Author

Damian Ryan is a digital media and marketing expert who has been working at the forefront of the media industry for 27 years. He established one of the first digital agencies in the United Kingdom and Ireland in 1997 before moving into corporate finance as a digital media specialist. He is founding partner of Mediaventura.

Calvin Jones is an online content strategist and author who helps organizations of all sizes communicate more effectively both on- and off-line. 

Together they are both the authors of The Best Digital Marketing Campaigns in the World (also published by Kogan Page).