The Art of Digital Marketing

Author: Ian Dodson
Publisher: John Wiley & Sons
ISBN: 9781119265719
Release Date: 2016-04-04
Genre: Business & Economics

The premier guide to digital marketing that works, and a solid framework for success The Art of Digital Marketing is the comprehensive guide to cracking the digital marketing 'code,' and reaching, engaging, and serving the empowered consumer. Based on the industry's leading certification from the Digital Marketing Institute (DMI), this book presents an innovative methodology for successful digital marketing: start with the customer and work backwards. A campaign is only effective as it is reflective of the consumer's wants, needs, preferences, and inclinations; the DMI framework provides structured, implementable, iterative direction for getting it right every time. The heart of the framework is a three-step process called the 3i Principles: Initiate, Iterate, and Integrate. This simple idea translates into higher engagement, real customer interaction, and multichannel campaigns that extend even into traditional marketing channels. The evolution of digital marketing isn't really about the brands; it's about consumers exercising more control over their choices. This book demonstrates how using this single realization as a starting point helps you build and implement more effective campaigns. Get inside the customer's head with deep consumer research Constantly improve your campaigns based on feedback and interactions Integrate digital activities across channels, including traditional marketing Build campaigns based on customer choice and control Digital marketing turns traditional marketing models on their heads. Instead of telling the customer what to think, you find out what they already think and go from there. Instead of front-loading resources, you continually adjust your approach based on real interactions with real customers every day. Digital marketing operates within its own paradigm, and The Art of Digital Marketing opens the door for your next campaign.

The Art of Digital Marketing

Author: Ian Dodson
Publisher: John Wiley & Sons
ISBN: 9781119265726
Release Date: 2016-04-04
Genre: Business & Economics

The premier guide to digital marketing that works, and a solid framework for success The Art of Digital Marketing is the comprehensive guide to cracking the digital marketing 'code,' and reaching, engaging, and serving the empowered consumer. Based on the industry's leading certification from the Digital Marketing Institute (DMI), this book presents an innovative methodology for successful digital marketing: start with the customer and work backwards. A campaign is only effective as it is reflective of the consumer's wants, needs, preferences, and inclinations; the DMI framework provides structured, implementable, iterative direction for getting it right every time. The heart of the framework is a three-step process called the 3i Principles: Initiate, Iterate, and Integrate. This simple idea translates into higher engagement, real customer interaction, and multichannel campaigns that extend even into traditional marketing channels. The evolution of digital marketing isn't really about the brands; it's about consumers exercising more control over their choices. This book demonstrates how using this single realization as a starting point helps you build and implement more effective campaigns. Get inside the customer's head with deep consumer research Constantly improve your campaigns based on feedback and interactions Integrate digital activities across channels, including traditional marketing Build campaigns based on customer choice and control Digital marketing turns traditional marketing models on their heads. Instead of telling the customer what to think, you find out what they already think and go from there. Instead of front-loading resources, you continually adjust your approach based on real interactions with real customers every day. Digital marketing operates within its own paradigm, and The Art of Digital Marketing opens the door for your next campaign.

The Art of Digital Marketing

Author: Ian Dodson
Publisher: John Wiley & Sons
ISBN: 9781119265702
Release Date: 2016-04-18
Genre: Business & Economics

"The Digital Marketing Playbook is based off the Digital Marketing Institute's introductory program and provides an innovative methodology for implementing digital marketing. The principle behind the book can best be summed up as "Start with the customer and work backwards". Digital marketing fundamentally is the story of the empowered consumer. The evolution of the Internet is not about brands like Google or Facebook or Apple, it's actually about the evolution of consumer control over their choices and their existence. So the impact or effectiveness of any digital marketing campaign is only as good as the extent to which it takes into account and bases its activities on an empowered digital consumer. The Digital Marketing Playbook provides a structured, implementable, iterative framework that teaches people how to implement and manage digital marketing. It's based on a three-step process called the 3i Principles: Initiate, Iterate, and Integrate. - INITIATE: A digital campaign is only as strong as the time you spend interacting with the customer to find out what they want, where they are online, and how they like to be engaged with. - ITERATE: The digital model turns traditional marketing models on their head. Most traditional campaigns adopt a big bang approach that require a front loading of investment and resources. Digital marketing is an iterative, ongoing, always improving process based on customer interactions and outcomes. - INTEGRATE: The third and crucial step in the process is about how it is crucial to integrate digital activities across various channels and also the means by which they are integrated with traditional marketing channels"--

The Best Digital Marketing Campaigns in the World

Author: Damian Ryan
Publisher: Kogan Page Publishers
ISBN: 9780749460631
Release Date: 2011-06-03
Genre: Business & Economics

With the enormous growth of the internet and social media sites, digital marketing is now worth more per annum than TV advertising in the UK. Social network advertising spending is expected to increase to a staggering $4.3 billion in 2011 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 learnt. 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 everything from household names such as Pizza Hut and Pepsi to Obama's 2008 presidential election campaign, this book is the must-read guide for all marketers looking to embrace the new digital landscape.

Color Your Message

Author: Lisa Caprelli
Publisher: CreateSpace
ISBN: 1502728559
Release Date: 2014-12-04
Genre: Internet marketing

#1 Best Seller | Color Your Message helps you get more customers! Globally, video traffic will be 79% of all consumer Internet traffic in 2018. 80% of the U.S. uses Google to get found. There is an art and style to using today's colorful digital tools you need to know about! Discover why black and white (traditional marketing) is out and why Color Your Message refers to branding, advertising and marketing. Every business has a message that starts with your brand, messages, story, digital practices using Google, video, effective websites Facebook, Twitter, LinkedIn, Instagram, social media, keywords, content marketing, YouTube and so much more! The author opens with an inspirational story about adapting to change while giving a new perspective on marketing. She uses permissible data from Google and Pew Research. This book helps entrepreneurs, leaders, business executives and CEO's get their greatest work into the world utilizing digital marketing tools, social media and technology right at your fingertips! Learn how to increase your business revenues and profits leveraging today's marketing tools. You can quickly take advantage of the author's experience who has spent over $1 million on advertising for the mere cost of a book! Learn what works and what does not. Marketing is what will bring you new and returning customers. Discover proven methods to leverage technology with your product or service! WHAT YOU WILL LEARN FROM THIS BOOK: Why content marketing combined with social media is extremely powerful! How to brand your business to be purposeful and social. Why remaining status quo can make you blind to new ways of doing things. Is your company taking advantage of innovation? 23 Business Owner Questions that will help you redefine your purpose. How to position your name and brand in your community and on the web. Tools to get to the top rankings of Google. Learn how communicate with Google in a language it understands. How to look at traditional and new media in a different light. The Internet is Video Centric - is your marketing? Two-thirds of the world's mobile data traffic will be video by 2017. Social media is only one tool or one "color" of many to choose from. How to identify the advertising and marketing platforms that are right for you. How combining a winning strategy can help your business double or triple in growth! This is not another bland HOW-TO book - it is a book that gives a clear understanding of WHAT needs to be done and WHY! Color Your Message will add pizzazz to your business, value and brand. Caprelli tells readers why content marketing is "the new black," and encourages them to think outside of social media and take advantage of the many "colors" you can choose from. As advance readers of Caprelli's book have commented, looking at digital marketing in this fresh, new way opens up a wide range of possibilities. After reading "Color Your Message," readers are certain to feel energized and excited about a subject that can seem overwhelming. This book also contains permissible content by Google and Pew Research. It should come as no surprise that taking an artistic approach to the subjects of online marketing and social media comes from Lisa Caprelli. In addition to an extensive career in the marketing sector - having overseen the investment of over a million dollars in advertising and marketing expenditures on behalf of numerous CEO's and business people from varied industries such as automotive, lawyer, medical, retail, etc. - Caprelli is also an acclaimed artist. Lisa Caprelli Invites You to Become An ArtisticCreator of Your Online Marketing Strategy, and "Color Your Message!"

The Art of Digital Branding

Author: Ian Cocoran
Publisher: Skyhorse Publishing, Inc.
ISBN: 9781581158021
Release Date: 2010-06-29
Genre: Business & Economics

Here’s the definitive guide to building a Web presence that will increase revenue, improve customer relations, and enhance brand loyalty. Author Ian Cocoran, a digital brand expert, explains traditional branding and how the same principles can be applied to Web sites, no matter what the industry. Chapters cover the entire range of site content: color schemes and menu formats and the pivotal roles they play; incorporating essentials such as company history, careers, site maps, search engines, and FAQs; choosing one global portal versus country-specific content; encouraging and retaining traffic flow; adding depth to the Web experience with audio, video, and animation; maximizing site functionality for online shopping or software updates; and much more. Step into the digital age with expert help from The Art of Digital Branding. Allworth Press, an imprint of Skyhorse Publishing, publishes a broad range of books on the visual and performing arts, with emphasis on the business of art. Our titles cover subjects such as graphic design, theater, branding, fine art, photography, interior design, writing, acting, film, how to start careers, business and legal forms, business practices, and more. While we don't aspire to publish a New York Times bestseller or a national bestseller, we are deeply committed to quality books that help creative professionals succeed and thrive. We often publish in areas overlooked by other publishers and welcome the author whose expertise can help our audience of readers.

Digital Marketing Analytics

Author: Chuck Hemann
Publisher: Que Publishing
ISBN: 9780133150926
Release Date: 2013-04-10
Genre: Business & Economics

Distill 100%–Usable Max-Profit Knowledge from Your Digital Data. Do It Now! Why hasn’t all that data delivered a whopping competitive advantage? Because you’ve barely begun to use it, that’s why! Good news: neither have your competitors. It’s hard! But digital marketing analytics is 100% doable, it offers colossal opportunities, and all of the data is accessible to you. Chuck Hemann and Ken Burbary will help you chop the problem down to size, solve every piece of the puzzle, and integrate a virtually frictionless system for moving from data to decision, action to results! Scope it out, pick your tools, learn to listen, get the metrics right, and then distill your digital data for maximum value for everything from R&D to CRM to social media marketing! • Prioritize—because you can’t measure, listen to, and analyze everything • Use analysis to craft experiences that profoundly reflect each customer’s needs, expectations, and behaviors • Measure real social media ROI: sales, leads, and customer satisfaction • Track the performance of all paid, earned, and owned social media channels • Leverage “listening data” way beyond PR and marketing: for strategic planning, product development, and HR • Start optimizing web and social content in real time • Implement advanced tools, processes, and algorithms for accurately measuring influence • Integrate paid and social data to drive more value from both • Make the most of surveys, focus groups, and offline research synergies • Focus new marketing and social media investments where they’ll deliver the most value Foreword by Scott Monty Global Head of Social Media, Ford Motor Company

Digital Marketing For Dummies

Author: Ryan Deiss
Publisher: John Wiley & Sons
ISBN: 9781119235590
Release Date: 2017-01-17
Genre: Business & Economics

Does your digital marketing pack a punch? Written with the marketer's best interests in mind, this friendly, down-to-earth guide shows you how to use proven digital marketing strategies and tactics to expand the reach of your brand, increase audience engagement, and acquire and monetize customers. From current best practices in SEO and SEM to the latest ways to effectively use content marketing and influencer marketing—and everything in between—Digital Marketing For Dummies helps you get the most out of all your digital marketing efforts. What worked in digital marketing just a few years ago is quickly losing relevance as electronic platforms—and the people who use them—continue to evolve. So how do you keep afloat in this fast-paced and ultra-competitive environment? Don't sweat it! Digital Marketing For Dummies takes the guesswork out of marketing in the digital age, offering the latest tips and techniques for utilizing technology to get your product or services out to the masses. Whether you're looking to craft a killer campaign from scratch or just want to beef up your social media presence, you'll find everything you need to meet your business goals—and boost your bottom line. Develop an individually tailored digital marketing campaign Offer an effective lead magnet to convert visitors Keep your audience invested in your brand, products, and services Create a return path with frequent and strategic communication with your customers If you're ready to benefit from the latest and greatest digital marketing has to offer, this no-nonsense guide sets you up for success.

Understanding Digital Marketing

Author: Damian Ryan
Publisher: Kogan Page Publishers
ISBN: 9780749478445
Release Date: 2016-11-03
Genre: Business & Economics

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.

Digital Marketing Strategy

Author: Simon Kingsnorth
Publisher: Kogan Page Publishers
ISBN: 9780749474713
Release Date: 2016-05-03
Genre: Business & Economics

The modern marketer needs to learn how to employ strategic thinking alongside the use of digital media to deliver measurable and accountable business success. Digital Marketing Strategy covers the essential elements of achieving exactly this by guiding you through every step of creating your perfect digital marketing strategy. It contains analysis of the essential techniques and platforms of digital marketing including social media, content marketing, SEO, user experience, personalization, display advertising and CRM, as well as the broader aspects of implementation including planning, integration with overall company aims and presenting to decision makers. Simon Kingsnorth brings digital marketing strategy to life through best practice case studies, illustrations, checklists and summaries, to give you insightful and practical guidance. Rather than presenting a restrictive 'one size fits all' model, this book gives you the tools to tailor-make your own strategy according to your unique business needs and demonstrates how an integrated and holistic approach to marketing leads to greater success. Digital Marketing Strategy is also supported by a wealth of online resources, including budget and strategy templates, lecture slides and a bonus chapter.

Agency

Author: R. Webb
Publisher: Springer
ISBN: 9781137501226
Release Date: 2016-09-30
Genre: Business & Economics

This book is for young startups and entrepreneurs in the advertising, marketing, and digital services space. It's an A-to-Z guide for young advertising firms, full of advice that ranges from getting funding to how to value the company and sell it to how to hire your first employee.

The Art of Digital Marketing

Author: Craig J. Faulkner
Publisher:
ISBN: 099094011X
Release Date: 2014-11-01
Genre:

The definitive resource on how financial advisors can build their practice with digital marketing. The book offers step-by-step, actionable ideas for connecting with clients and prospects online.

Direct Marketing in Practice

Author: Matthew Housden
Publisher: Taylor & Francis
ISBN: 9781136409974
Release Date: 2012-04-27
Genre: Business & Economics

Direct Marketing in Practice is a practical manual for all managers and marketers getting to grips with the powerful techniques available to skilled direct marketers. The book shows how to: · Plan a direct marketing campaign · Integrate new technology with conventional direct marketing practice · Maximise the impact, efficiency and return on investment of your activites · Evaluate the success of a campaign - and improve on it next time! Accessible and illuminating, each chapter in the book includes review questions and exercises to help you practice what you have learnt. In addition, the authors have used their considerable experience in the field to assemble many examples of best practice worldwide. These place the theory in a practical, real-world context, and demonstrate what a dramatic effect direct marketing can have on sales and profitability. Those contemplating or starting a career in direct marketing will find Direct Marketing in Practice an invaluable guide to contemporary practice. It is essential reading for all undergraduate students of marketing and business, as well of those undertaking professional examinations in this area.

Digital Marketing

Author: Ira Kaufman
Publisher: Routledge
ISBN: 9781317999751
Release Date: 2014-10-17
Genre: Business & Economics

Digital Marketing: Integrating Strategy and Tactics with Values is an easy-to-understand guidebook that draws on the latest digital tactics and strategic insights to help organizations generate sustainable growth through digital integration. It provides a roadmap to adopt a digital mindset, incorporate digital trends strategically, and integrate the most effective digital tactics and tools with core values to achieve competitive advantage. Bringing the reader through its five-step Path to Digital Integration (Mindset, Model, Strategy, Implementation, and Sustainability), Digital Marketing seeks to Outline the key drivers of change and leading digital marketing trends executives need to understand and incorporate to drive business opportunity. Evaluate the digital channels and technologies management teams can leverage to execute a successful Integrated Digital Marketing strategy. This includes insight into the latest digital tactics (website, social, mobile, search, content, and email marketing; data analytics) and social tools (Facebook, Twitter, YouTube, LinkedIn, Instagram, Pinterest, and Google Plus). Discover the impact of digital transformation on the organization, from the effect of digital tactics on the customer experience (CX) to the value of integrating internal digital strategies to facilitate collaboration and innovation. Guide aspiring leaders on how to combine core values and business goals with progressive digital strategies, tactics, and tools to generate sustainable outcomes for all stakeholders. This interactive guidebook provides a truly Connected Digital Experience (CDE): the Zappar augmented reality mobile app allows the reader to activate the "Discover More" and "Play Video" icons found throughout the book, instantly connecting the reader, via their mobile device, to additional content housed on our companion website, Digital Marketing Resource Center (www.dmresourcecenter.org). "Play Video" icons incorporate point-in-time video commenting solution Vusay to enable interactive social conversations around each video. Digital Marketing is the ideal guide for aspiring leaders – executives, instructors, owners, entrepreneurs, managers, students – at all stages of digital literacy. To request access to the resources in the Digital Marketing Resources Center, please contact Ira Kaufman at [email protected]

The Art of SEO

Author: Eric Enge
Publisher: "O'Reilly Media, Inc."
ISBN: 9781491903650
Release Date: 2015-08-17
Genre: Computers

Three acknowledged experts in search engine optimization share guidelines and innovative techniques that will help you plan and execute a comprehensive SEO strategy. Complete with an array of effective tactics from basic to advanced, this third edition prepares digital marketers for 2016 with updates on SEO tools and new search engine optimization methods that have reshaped the SEO landscape Novices will receive a thorough SEO education, while experienced SEO practitioners get an extensive reference to support ongoing engagements. Comprehend SEO’s many intricacies and complexities Explore the underlying theory and inner workings of search engines Understand the role of social media, user data, and links Discover tools to track results and measure success Examine the effects of Google’s Panda and Penguin algorithms Consider opportunities in mobile, local, and vertical SEO Build a competent SEO team with defined roles Glimpse the future of search and the SEO industry Visit the book website (http://www.artofseobook.com) for FAQs and to post your own burning questions. You’ll have access to special offers and discounts on various SEO tools and services. You can also get exclusive access to instructional videos related to the concepts in the book by sending an email to [email protected]