Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation (4th Revised edition)

Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation (4th Revised edition)

By: Damian Ryan (author)Paperback

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Description

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 fourth edition of Understanding Digital Marketing has been thoroughly revised with more information, fresh examples and case studies, and the latest developments in the industry. Complete with in-depth insider accounts of digital marketing successes from internationally recognised brands and digital marketing campaigns, it is essential reading for both practitioners and students alike. Understanding Digital Marketing is now required reading for more than 100 universities and colleges, including Harvard University and the Chartered Institute of Marketing. Online resources include bonus chapters, contributor views, and case studies on Kwik Fit, Battersea Dogs Home and Yves Saint Laurent.

About Author

Damian Ryan is an advisory partner for Moore Stephens UK (one of the UK's largest independent accounting and consulting networks) and a partner with Mediaventura, the UK's leading corporate finance firm for the TIME (Technology, Internet, Media and Entertainment) sector. He is also author of Understanding Social Media and The Best Digital Marketing Campaigns in the World, both published by Kogan Page.

Contents

    • Chapter - 01: Digital Marketing... The Origin of...;
    • Chapter - 02: Have a Plan and Stick to it... Strategy!;
    • Chapter - 03: Crouch, Touch, Pause... Engage...;
    • Chapter - 04: Search - Being Found Online;
    • Chapter - 05: Understanding Social Media;
    • Chapter - 06: Understanding E-Mail Marketing;
    • Chapter - 07: Understanding Mobile Marketing;
    • Chapter - 08: Content Marketing and Native Advertising;
    • Chapter - 09: Understanding Programmatic;
    • Chapter - 10: All About Video;
    • Chapter - 11: Understanding Online PR;
    • Chapter - 12: Understanding Performance Marketing;
    • Chapter - 13: Understanding The IoT;
    • Chapter - 14: Optimizing The Customer and User Experience;
    • Chapter - 15: The Future of Digital Marketing;
    • Chapter - 16: Three Online-Only Bonus Chapters and Three Online-Only Contributor Views

Product Details

  • ISBN13: 9780749478438
  • Format: Paperback
  • Number Of Pages: 464
  • ID: 9780749478438
  • weight: 695
  • ISBN10: 0749478438
  • edition: 4th Revised edition

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  • 1st Class Delivery: Yes
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