The Best Digital Marketing Campaigns in the World II

Author: Damian Ryan
Publisher: Kogan Page Publishers
ISBN: 9780749469696
Release Date: 2014-03-03
Genre: Business & Economics

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 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.

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 in the Zone

Author: David Reske
Publisher: Morgan James Publishing
ISBN: 9781683502692
Release Date: 2017-06-09
Genre: Business & Economics

In this age of marketing complexity, some marketers have risen above the fray and are accelerating the results of their digital marketing campaigns. They have a complete view of the market and their place in it, and have developed strategies and plans that work. They are not confused at all about the types of campaigns that are available, and they have complete confidence in the ads, messages, offers, and content they are producing. Most marketers, however, don’t live life this way. They struggle with their campaigns and live in a perpetual state of confusion, wishful thinking, and risk-taking. Along with their professional frustrations, they experience negative emotions and are never totally happy with their work. Digital Marketing in the Zone breaks through the clutter and provides a clear blueprint to enable marketers to be confident and successful in Digital Marketing.

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.

Understanding Social Media

Author: Damian Ryan
Publisher: Kogan Page Publishers
ISBN: 9780749473570
Release Date: 2015-04-03
Genre: Business & Economics

Understanding Social Media is the essential guide to social media for students and professionals alike. Drawing on the experience, advice and tips from dozens of digital marketers and social media superstars, it is an extensive crowd-sourced guide to social media platforms. Illustrated throughout with case studies from both successful and failed campaigns, Understanding Social Media democratizes knowledge of social media and promotes best practice, answering questions such as 'How do you create a compelling social media campaign?', 'How do you build and engage with an audience?' and 'Where is the line between online PR and social media drawn?' It is the most comprehensive and practical reference guide to social media available.

Marketing Campaign Development

Author: Mike Gospe
Publisher: Happy About
ISBN: 9781600050770
Release Date: 2008
Genre: Business & Economics

This book is a practical, pragmatic "how to" book designed for hi-tech marketing operations, regional, and corporate marketing leaders at every level. This unique book takes you step-by-step through the disciplined, yet practical, process of architecting truly integrated marketing communications plans that work. In it, you fill find a prescription for building a successful, repeatable campaign development process, including the necessary templates and helpful, practical techniques. This book is your guide that will show you how you can optimize your marketing efforts and achieve an even greater return on your marketing investment. While many of us will recognize a good, well-thought-out marketing campaign when we see one, the single, basic truth about world-class marketing campaign development is that it is easy to say, but hard to do. It is hard to do because we all like to take short-cuts. I hear the lament all too often: "I'm over-worked don't have the time to think strategically" or "Planning is overrated. I just need to get these projects done." As a result, we take short-cuts like "ready, fire, aim." Lack of planning is the slippery slope that leads to wasteful marketing. Then one day we get the call from the corner office to come and explain why our marketing efforts did not produce the desired results. Luckily, architecting world-class campaigns is achievable for any marketing team. Successful marketing requires following a disciplined, systematic approach to working cross-functionally and cross-regionally in order to prioritize marketing objectives, design a customer-engaging go-to-market strategy, and execute the plan.

The On Demand Brand

Author: Rick MATHIESON
Publisher: AMACOM Div American Mgmt Assn
ISBN: 9780814415740
Release Date: 2010-05-01
Genre: Business & Economics

Call it the digital generation. The iPhone-toting, Facebook-hopping, Twitter-tapping, I-want-what-I-want, how-I-want-it generation. By whatever name, marketers are discovering that connecting with today’s elusive, ad-resistant consumer means saying goodbye to “new media,” and hello “now media.” Featuring exclusive insights and inspiration from today’s top marketers—as well as lessons from some of the world’s most successful digital marketing initiatives—this eye-opening book reveals how readers can deliver the kind of blockbuster experiences that 21st century consumers demand. Spanning social networking, augmented reality, advergames, virtual worlds, digital outdoor mobile marketing, and more, this book presents an inside look at digital strategies being deployed by brands like Coca-Cola, Burger King, BMW, Axe Deodorant, NBC Universal, Doritos, and many others. Revealing ten essential secrets for capitalizing on the right mix of digital channels and experiences for any brand, this book reveals how to demand attention...before the audience hits the snooze button.

Social Media Marketing Brand Roi

Author: Ananthanarayanan V.
Publisher:
ISBN: 1500689440
Release Date: 2014-07-30
Genre: Business & Economics

Welcome to 'Social media marketing Brand ROI'Revolutionary techniques integrated with 'humanized' experiences with PROVEN Research process Tested with Results oriented approach in Social media marketing. Understand how to focus & deliver Return On Investment (ROI) while co-creating value for end users with personalization "PLUS" an EXCLUSIVE Readers Only Special OFFER at the end of this book to WIN the quiz in this book & become a part of our 'exclusive Corporate premium blog' for marketing your brand with us. This book will be useful for CMO's, CEO's, CTO's and senior marketing management professionals who are key decision makers planning or strategizing digital marketing campaigns with specific goals in mind. CONTENTS:ROI generation in Social media using: • SEO (Search engine optimization)• Higher Brand reach• Quality brand engagement• Reaching target specific consumers• Brand monitoring• What to measure and how to measure it?• Lead enquiries and 'Sales' conversionsCHAPTERS:• What is social media marketing?• What is social media quotient (SMQ)? How do I measure my brand's SMQ?• Will social media marketing campaign really help my company or brand?• How to get started?• Which social networking site to choose?• What type of messages really appeals to end users on social media? (How do contests, freebies, etc impact them?) – “RESEARCH” based insights• How safe is it to have an engaging relationship in real-time with my end users?• Trends: Should I be a part of the frenzy, just because everyone is talking about it?• What do I track and how often do I measure my social media digital campaigns across my brand's varied marketing strategies?• What do I do with my company's traditional marketing strategies meanwhile?• Best time to post on social media• Sales conversions and social media ROI metricso LTV (lifetime value of a customer)o CPC (Cost per customer)o CAC (Customer acquisition cost)o Your SMQ® – Your Social media quotient tools and process- Special Research insights added: Research based insights across '1,000 Users' online from NINE industries ((Hotels and hospitality, Movies, Real-estate, Retail, Finance & banking solutions, Publishing, IT institutes, Management institutes and Trading & Broking) to understand: “Why would users online engage with YOUR BRAND on SOCIAL MEDIA?”• Test your SOCIAL MEDIA BRAND quotient. The questions are based on this book • WIN a surprise gift from me!BONUS Content:- Social media misconceptions cleared- Creative story telling using social media- Power SEO – Simple tips for quick website optimization- Key branding rules online- Don't make a social faux pas& also few useful resources, posts and 'case study' links for downloads.

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.

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.

Twitter is Not a Strategy

Author: Tom Doctoroff
Publisher: Macmillan
ISBN: 9781137279309
Release Date: 2014-11-11
Genre: Business & Economics

A leading marketer breaks down the barriers between traditional and digital media, offering timeless principles for customer engagement

Online Marketing for Busy Authors

Author: Fauzia Burke
Publisher: Berrett-Koehler Publishers
ISBN: 9781626567863
Release Date: 2016-04-19
Genre: Business & Economics

If You Want People to Read Your Book, Writing It Is Only the Beginning There has truly never been a better time to be an author. For the first time, authors have direct access to the public via the Internet—and can create a community eagerly awaiting their book. But where do new authors start? How do they sort through the dizzying range of online options? Where should they spend their time online and what should they be doing? Enter Fauzia Burke, a digital book marketing pioneer and friend of overwhelmed writers everywhere. She takes authors step-by-step through the process of identifying their unique personal brand, defining their audience, clarifying their aspirations and goals, and setting priorities. She offers advice on designing a successful website, building a mailing list of superfans, blogging, creating an engagement strategy for social media, and more. By following Burke's expert advice, authors can conquer the Internet and still get their next manuscript in on time.

Digital Branding

Author: Daniel Rowles
Publisher: Kogan Page Publishers
ISBN: 9780749469962
Release Date: 2014-04-03
Genre: Business & Economics

Digital Branding gives step-by-step, practical guidance on how to build a brand online. Through exploring topics like content marketing, social media, search optimisation and web analytics, Daniel Rowles develops a robust framework for brand planning, channel selection and measuring the effectiveness of your brand campaigns. Digital Branding contains real world case studies, a guide to the free and paid tools that can help measure digital branding in each of the different online channels, examples of social guidelines, process and policy and an original step by step digital branding process along with measurement techniques and guidelines.

Advertising in a Digital Age Best Practices Tips for Paid Search and Social Media Advertising

Author: Gabriela Taylor
Publisher: Global & Digital
ISBN: 9781909924031
Release Date: 2013-09-23
Genre: Business & Economics

Best Practices & Tips for Paid Search and Social Media Advertising If your customers are spending more and more time online, why aren’t you advertising there? Do you think it’s too expensive, too confusing, too hard to reach your target market? If your business is already active online, is it getting enough bang for its bucks? Let an online marketing expert teach you the secrets of advertising online to achieve business goals. Discover just how inexpensive it can be to advertise digitally. Use Online Advertising to: Reach more people while spending less Interact with your community Collect feedback and monitor results in real-time Make real-time adjustments Target and re-target your messages for relevancy Online Advertising has revolutionized how marketers target and capture audiences; don’t be left behind.Advertising in a Digital Age can help you understand this market so you use your advertising budget more effectively and get as much free advertising as possible.