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Understanding Digital Marketing
Understanding Digital Marketing A Complete Guide to Engaging Customers and Implementing Successful Digital Campaigns
Edition 5
Pages Dimensions Subject 03/11/2020
416 234x156 Digital Marketing
Author Information
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.
Rights Sold
1st Edition: Arabic 2nd Edition: Italian 3rd Edition: Arabic; Chinese (Simplified) 4th Edition: Spanish
This book << Provides tips on how to best connect with customers in a rapidly changing climate of engagement and interaction << New to this edition: updated content on social media, UX and CX, video marketing, and harnessing data insights including investment in AI and chatbots; a new look at current trends including voice technology; and updated and new global case studies << Online resources: bonus contributor views and additional case studies on Kwik Fit, Battersea Dogs Home and Yves Saint Laurent
Description
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. Clear, informative and packed with case studies and examples, it gives an essential grounding in SEO, email marketing, social media, content marketing, performance marketing and much more.
This fifth edition of the bestselling Understanding Digital Marketing is fully updated to reflect the latest global developments in the industry. 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. Online resources include bonus contributor views and additional case studies from Kwik Fit, Battersea Dogs Home and Yves Saint Laurent.
Table of Contents 1 Introduction: Digital transformation 2 Digital marketing strategy 3 Your site: Window to the world 4 SEO: Basics and trends 5 SEM 6 E-mail marketing 7 Understanding social media and video marketing 8 Content marketing, native content and online PR 9 Programmatic marketing 10 Performance marketing 11 How to form meaningful insights from data 12 Creativity in digital marketing
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