Understanding Digital Marketing

A Complete Guide to Engaging Customers and Implementing Successful Digital Campaigns
5. Auflage 2020
ISBN: 978-1-78966-603-8
Verlag: Kogan Page

Buch, Englisch, 448 Seiten, Format (B × H): 161 mm x 240 mm, Gewicht: 1166 g

Gain essential grounding in SEO, email marketing, social media, content marketing, performance marketing and much more, with this practical and essential guide to digital marketing. The world of digital media is constantly changing, as technologies continue to transform the way we interact and communicate on a global scale. In this climate, Understanding Digital Marketing provides a practical, no-nonsense guide to digital marketing, from strategy and digital transformation to best-practice basics and trends, packed with clear and informative case studies and examples. This fifth edition of the bestselling Understanding Digital Marketing is fully updated to reflect the latest global developments in the industry including martech, consumer data and privacy considerations, influencer marketing and voice marketing. Complete with first-hand accounts of what success in digital marketing looks like, this book is an essential resource for practitioners and students alike. It is now required reading for more than 100 universities and colleges, and has received endorsements from Harvard University, Hult Business School and the Chartered Institute of Marketing.

Autoren/Hrsg.

Ryan, Damian

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing

Inhaltsverzeichnis

• • Chapter - 01: Introduction - Digital transformation;
  • Chapter - 02: Digital marketing strategy setting;
  • Chapter - 03: Being online: Welcoming the world;
  • Chapter - 04: Search - Being found online;
  • Chapter - 05: Email marketing;
  • Chapter - 06: Mobile marketing;
  • Chapter - 07: Social media;
  • Chapter - 08: Content marketing and native content;
  • Chapter - 09: Programmatic marketing;
  • Chapter - 10: Performance marketing;
  • Chapter - 11: How to form meaningful insights from data

Über Autor(innen)

Ryan, Damian
Damian Ryan is a pioneer of digital. Based in London, UK, he started out as a media innovator with over 50 magazines under his belt and became one of the first individuals globally to start placing banner ads on websites back in the early 90s. He created ICAN, the UK and Ireland's first digital marketing agency, in 1997 and following the 'proverbial pivot' in 2005, went on to become a corporate finance advisor for leading marcomms, martech and media organizations. He is now Head of Media and Technology Mergers and Acquisitions for BDO, one of the largest professional services firms in the world.
Ryan has written eight books published by Kogan Page, including the bestselling Understanding Digital Marketing. He was awarded The Golden Spider Award for Outstanding Contribution to the Digital Sector in 2019, further cementing his influence as a global commentator on all things digital.

Damian Ryan is a media and marketing expert with over 30 years' experience. He created the Golden Spider Awards for internet excellence, before establishing the first digital agency in the UK and Ireland in 1997. He went on to successfully build and sell three digital marketing businesses and is now a specialist adviser in mergers and acquisitions in corporate finance. Ryan is now a partner with BDO where he covers deals in media marketing communications and marketing technologies. He is also author of Understanding Social Media and The Best Digital Marketing Campaigns in the World, both published by Kogan Page.