Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation

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Kogan Page Publishers, 3. mar. 2012 - 288 strani
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Digital marketing now represents 25% of the marketing spend in the UK and this is predicted to move to 50% or higher within the next three years. Understanding Digital Marketing looks at the world of digital marketing: how it got started, how it got to where it is today, and where the thought leaders in the industry believe it is headed in the future. This authoritative title demonstrates how to harness the power of digital media and use it to achieve the utmost success in business, now and in the future.Understanding Digital Marketing deals with every key topic in detail, including:search marketing,social media, Google, mobile marketing, affiliate marketing, e-mail marketing, customer engagement and digital marketing strategies. Essential reading for both practitioners and students alike, and including real-world examples of digital marketing successes and expert opinions, Understanding Digital Marketing provides you with tools to utilize the power of the internet to take your company wherever you want it to go.
 

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Vsebina

01 Going digital the evolution of marketing
1
02 Strategic thinking
18
03 Your window to the digital world
36
04 The search for success
60
05 Website intelligence and return on investment
96
06 Email marketing
125
07 Social media and online consumer engagement
151
08 Online PR and reputation management
175
09 Affiliate marketing and strategic partnerships
198
10 Your marketing in your prospects pocket
213
11 Whats next?
243
Glossary
265
Index
276
Avtorske pravice

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O avtorju (2012)

Damian Ryan is a digital media and marketing expert who has been working at the forefront of the media industry for 27 years. He established the first digital agency in the United Kingdom and Ireland in 1997 before moving into corporate finance as a digital media specialist. He is now a founding partner of Mediaventura.com. Calvin Jones is a freelance writer who is already widely recognized as an authoritative and knowledgeable commentator in the emerging world of digital marketing.They are both the authors of The Best Digital Marketing Campaigns in the World (also published by Kogan Page).

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