Understanding digital marketing : marketing strategies for engaging the digital generation, 3rd edition

Full of behind-the-scenes insights into campaign strategy, implementation and results, it explores how businesses and agencies, large and small, have harnessed social media, blogs, video, e-mail, mobile and search to boost their brand and engage with consumers. Covering a wide range of world-class, award-winning campaigns including Red Bull and Stratos, Peugeot: Let Your Body Drive, and Students Beans’ Freshersfields.com, The Best Digital Marketing Campaigns in the World II is an inspirational showcase of digital creativity Contents Preface Contributors’ Biographies Acknowledgements 01 So... you want to go digital??? In the beginning... The changing face of advertising The technology behind digital marketing Enough technology... let’s talk about people Case study: Harley-Davidson 02 @first... think! Why you need a digital marketing strategy Your business and digital marketing Defining your digital marketing strategy Understanding the digital consumer Mind your Ps Eyes on the prize Bringing it all together Case study: MercadoLibre 03 Then build your channel Your website – the hub of your digital marketing world Building an effective website The main steps of building your website Before you start Choosing your domain name Hosting – your website’s home on the internet How to choose a web designer/developer Arranging your information Writing effective web content Case study: Hg2 04 Is it working? Owned, paid and earned Log files versus page tagging Augmenting information using cookies Test and test again Measuring paid media Attribution modelling Who am I talking to? Making Measurement Make Sense (3MS) The return of GRP The problem of earned media What are you trying to achieve? Why KPIs are important Choosing effective KPIs The need for trust 05 Are customers finding you? Search: still the online marketer’s holy grail About the engines Optimizing your site for the engines Advertising on the search engines Mobile search Black hat, the darker side of search Bringing in the pros Universal search – more opportunities to rank Shifting goalposts – search innovation and the quest for relevance Looking forward Case study: The Entertainer 06 Understanding social media Join the conversation What is social media? Different forms of social media Social media dashboards – all your updates in one place The rules of engagement Adding social media to your own site Case study: Bennetts Bike Social 07 Understanding e-mail marketing The new direct mail What exactly is e-mail marketing? Before you start Planning your campaign Measuring your success E-mail – a vital component of digital marketing Case study: Help for Heroes 08 Understanding mobile marketing Mobile – market size and rate of growth Mobile – Web 2.0 Mobile marketing – a game-changing channel, or just another conduit? Case study: Accor Hotels Location, location, location Mobile gaming Case study: Kiip Mobile applications Measuring mobile Mobile privacy Mobile data Further exploration Building a multichannel marketing strategy Case study: Dubizzle.com 09 Understanding performance marketing Recognizing opportunities for strategic partnership What is performance marketing? Case study: Number One Shoes 10 Understanding online public relations Google – judge and jury Online – it’s where PR lives now Case study: Royal Mail gold post boxes Case study: Bristol-Myers Squibb Case study: NatWest 11 Understanding content marketing Why content? – an overview Case study: East Coast Case study: Littlewoods Content strategy Content production Promoting your content The future of online content Case study: Makino 12 Convincing your boss to invest in digital marketing Understanding your objectives Your market and website function Understanding decision making and knowing your decision makers Budget considerations Key channel benefits The perfect website Further considerations Structuring your proposal Advocacy 13 What’s next? Prediction 1 – a new internet Prediction 2 – democratization of marketing knowledge Prediction 3 – natural selection of content Prediction 4 – greater learning and being more competitive Prediction 5 – lessons from the emerging markets Prediction 6 – the case for a circular marketing economy... Prediction 7 – agencies go arbitrage Prediction 8 – fast and super fast Prediction 9 – radio Prediction 10 – your online persona The end bit Case study: UEFA Europa League Glossary Index "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 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 author deals with key topics in detail, including: search marketing, social media, mobile marketing, affiliate marketing, e-mail marketing, customer engagement and digital marketing strategies. 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 aheadIncluding 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"-- Provided by publisher In the second volume of The Best Digital Marketing Campaigns in the World, best-selling author Damian Ryan presents an international showcase of the most successful digital marketing campaigns in recent history, analysing what they did right and their impact. This privileged insight into some of the freshest, most creative thinking in the industry covers 40 new campaigns from 40 different agencies/brands around the world, 16 in the UK, 5 in the US/Canada, and the rest from Europe, Australia, the Middle East and North Africa, South Africa and South America.Full of behind-the-scenes insights into campaign strategy, implementation and results, The Best Digital Marketing Campaigns in the World II explores how businesses and agencies, large and small, have harnessed social media, blogs, video, email, mobile and search to boost their brand and attract customers. Covering a wide range of world-class, award-winning campaigns from brands such as Activia, Red Bull, Heinz, Harley Davidson, O2, Peugeot, Nike, Samsung, and UEFA, and agencies including Tribal DDB, Scholz and Volkmer, Red Bee, Bell Pottinger Wired, We Are Social and Symbio Digital, this is an inspirational must-read for everyone working in marketing and advertising. 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. "With the enormous growth of the internet and social media sites, digital marketing is now worth more per annum than print advertising in the US. Social network advertising spending is expected to increase to a staggering $9.8 billion by 2016 in a bid to attract today's media-savvy consumer. The Best Digital Marketing Campaigns in the World brings together an international collection of the most successful digital marketing campaigns of our time, assessing what they achieved and the business lessons learned. This practical and insightful book explores how businesses large and small have harnessed social media, blogs, forums, online video and email to boost their brand and attract customers. Damian Ryan and Calvin Jones present a selection of hand-picked case studies, sharing the knowledge and skill of the world's top creative minds. Covering a wide range of world-class award winning campaigns, including household names such as Coca-cola, Dell and Walkers Crisps, and the most successful viral video of 2012, this book is the must-read guide for all marketers looking to embrace the new digital landscape"-- Provided by publisher "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"-- This book 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 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 author deals with key topics in detail, including: search marketing, social media, mobile marketing, affiliate marketing, e-mail marketing, customer engagement and digital marketing strategies. Topics include: choosing online marketing channels to get their products and services to market; understanding the origins of digital marketing and the trends that are shaping its future; and achieving the competitive edge to keep them ahead. Including new case studies that reflect the changed marketplace, this book provides readers with the tools to utilize the power of the internet to take their businesses wherever they want them to go. -- Résumé de l'éditeur "The bestselling Understanding Digital Marketing is the ultimate guide to digital marketing. It demonstrates how to harness the power of digital media and deals with every key topic and channel in detail. Thoroughly revised throughout it covers all key topics including social media, SEO, email marketing, online advertising, online PR and reputation management, mobile marketing, and includes new chapters on native content marketing, analytics, building digital channels, digital campaign management and integrating your digital strategy. Essential reading for both practitioners and students alike it includes examples of digital marketing successes from top brands including Nokia, Apple, Coca-Cola, BMW, Nike and more. This fully revised and updated third edition will provide you with the tools to utilize the power of digital and take you and your company wherever you want it to go"-- "In the second collection of The Best Digital Marketing Campaigns in the World, bestselling author Damian Ryan presents an international showcase of the most successful digital marketing campaigns in recent history. Full of behind-the-scenes insights into campaign strategy, implementation and results, it explores how businesses and agencies large and small have harnessed social media, blogs, video, email, mobile and search to boost their brand and attract customers. Covering a wide range of world-class, award-winning campaigns including Redbull and Stratos, Evian's 31 ways to live young, and Students Beans' Freshers' Field, The Best Digital Marketing Campaigns in the World is an inspirational showcase of digital creativity and a must-read for everyone working in marketing and advertising"-- Provided by publisher The world of digital media is changing at a phenomenal pace. Constantly evolving technologies, and the way people are using them, 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 digital marketing channels and strategy. Clear, informative and entertaining it will help readers to:. Understand and choose online marketing channels to get their products and services to market with detailed chapters on: search; email; social media; mobile; performance ma Harness the power of digital media to achieve the utmost success in business, both now and in the future, with this bestselling guide to digital marketing channels and strategy.