Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation

Front Cover
Kogan Page, 2009 - Business & Economics - 276 pages

The world of digital media is changing at a phenomenal pace. Its constantly evolving technologies, and the way people are using them, is transforming not just how we access our information, but how we interact and communicate with one another on a global scale.

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 that it is headed in the future. The book will show you, in a practical and comprehensive way, how to harness the power of digital media and use it to achieve the utmost success for your business, now and in the future.

Understanding Digital Marketing will help you:

- choose online marketing channels to get your products and services to market;

- understand the origins of digital marketing and the trends shaping its future;

- achieve the competitive edge to keep you ahead of the pack;

The book will explore in detail such areas as search marketing, affiliate marketing, e-mail marketing, creative online executions, and digital marketing strategies. Including real-world examples of digital marketing successes and expert opinions, Understanding Digital Marketing will give you the tools to utilize the power of the internet to take your business wherever you want it to go.

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Contents

Going digital the evolution of marketing
1
Strategic thinking
18
Understanding the digital consumer
24
Copyright

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About the author (2009)

Damian Ryan has been at the forefront of the Irish media and advertising business for many years. His current role is as a specialist investor and dealmaker in the mergers and acquisitions business.  Calvin Jones is a freelance writer, journalist, blogger, online marketer and author who helps organizations of all sizes to communicate more effectively both on- and off-line.

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