Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation Paperback – June 3, 2014

UNDERSTANDING DIGITAL MARKETINGAn appreciation by Phillip Taylor MBE and Elizabeth Taylor of Richmond Green ChambersAt the end of 2007 the global online population was around 1.3 billion. Projections suggest that figure will have reached 1.8 billion by 2010. In the developed worlds, internet access is fast becoming ubiquitous.“Understanding Digital Marketing” looks at the world of digital marketing: how it got started, how it got where it is today and where the thought leaders in the industry believe it is headed to in the future. The book demonstrates to readers how to harness the power of digital media and use it to achieve the utmost success in business, now and in the future.Essential reading for practitioners and students alike, “Understanding Digital Marketing” includes real-world examples of digital marketing successes and expert opinions. Readers are provided with the tools to utilize the power of the internet to take their company wherever they want it to go.A very hands-on book, it covers comprehensively this vast and sometimes uncharted territory, from search marketing to creative online executions and strategies and much more.Key topics include:• digital marketing strategy: a must• using search engines to your own advantage• advertising on the search engines• online data: how to manage the ROI• dos and don’ts of e-mail marketing• social media; it’s good to get involved• affiliate marketing – what is it?• digital media creative: stay ahead of the crowdEach chapter begins outlining the key lessons to be learnt and features many case studies such as ‘Dove Self-Esteem fund’; ‘Diesel’s Heidies campaign; TravelAffiliate;IKEA; MiniCar, Dell and ‘O2 Live 8 mobile ticketing. It is an excellent book for the digital marketer.