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Understanding Digital Marketing : Marketing Strategies for Engaging the Digital Generation : 4th Edition - Damian Ryan

Understanding Digital Marketing

Marketing Strategies for Engaging the Digital Generation : 4th Edition

Paperback Published: 28th November 2016
ISBN: 9780749478438
Number Of Pages: 464

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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.

About the Author

Damian Ryan is author of Understanding Digital Marketing, the bestselling academic book of its kind which is required reading by over 100 universities and colleges including Harvard University in the USA and the Chartered Institute of Marketing in the UK. He is also author of The Best Digital Marketing Campaigns in the World and Understanding Social Media.

Damian is founder and chairman of The Global Academy of Digital Marketing, a new collaborative movement comprised of digital marketers seeking knowledge, case studies, contacts and credible data to help them prosper. Aside from his passion for digital media and digital marketing, Damian is also a partner with Mediaventura, the UK's leading corporate finance firm for the TIME (Technology, Internet, Media and Entertainment) sector. Mediaventura raises capital for digital companies and manages sellside and buyside mandates on behalf of some of the biggest names in the marcoms sector, including WPP and IPG, among others. In 2014 Damian was appointed to the board of Upfront Business Development.

Chapter - 1: Digital Marketing... The Origin of
Chapter - 2: Have a plan and stick to it... #Strategy
Chapter - 3: Crouch, touch, pause... #Engage
Chapter - 4: Search: Being found online
Chapter - 5: Understanding Social Media
Chapter - 6: Understanding Email Marketing
Chapter - 7: Understanding Mobile Marketing
Chapter - 8: Content Marketing and Native Advertising
Chapter - 9: Understanding Programmatic
Chapter - 11: Understanding Online PR
Chapter - 12: Understanding Performance Marketing
Chapter - 13: Understanding the IOT
Chapter - 14: Optimising the customer and user experience
Chapter - 15: The Future of Digital MarketingSection - Bonus Material: Online Chapters
Chapter - Online Chapter: Measurement and Data: Is it working?
Chapter - Online Chapter: Internationalisation: Cross Border Digital
Chapter - Online Chapter: Digital Transformation 101: A journey of change towards a transformed customer experience

ISBN: 9780749478438
ISBN-10: 0749478438
Audience: Professional
Format: Paperback
Language: English
Number Of Pages: 464
Published: 28th November 2016
Publisher: Kogan Page Ltd
Country of Publication: GB
Dimensions (cm): 23.4 x 15.8  x 2.4
Weight (kg): 0.71
Edition Number: 4
Edition Type: Revised

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