Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation

前表紙
Kogan Page Publishers, 2014/06/03 - 432 ページ

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 third edition of Understanding Digital Marketing has been thoroughly revised with more information on core areas such as search, analytics, online PR and content marketing. Complete with in-depth insider accounts of digital marketing successes from brands including Harley-Davidson, Help for Heroes, MercadoLibre and the UEFA Europa League, it remains 'one of the most comprehensive yet easy-to-read books on digital marketing available' (The Marketer) and is therefore essential reading for both practitioners and students alike.

 

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目次

01 So you want to go digital???
1
02 first think
21
03 Then build your channel
43
04 Is it working?
69
05 Are customers finding you?
103
06 Understanding social media
150
07 Understanding email marketing
178
08 Understanding mobile marketing
206
09 Understanding performance marketing
236
10 Understanding online public relations
264
11 Understanding content marketing
298
12 Convincing your boss to invest in digital marketing
327
13 Whats next?
367
Glossary
387
Index
399
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著者について (2014)

Damian Ryan is founder and chairman of The Global Academy of Digital Marketing, a collaborative movement comprised of digital marketers seeking knowledge, case studies, contacts and credible data to help them prosper. He is also a partner with Mediaventura, the UK's leading corporate finance firm for the TIME (Technology, Internet, Media and Entertainment) sector. He is also the author of The Best Digital Marketing Campaigns in the World and is the editor of Understanding Social Media.

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