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Understanding Digital Marketing

Marketing Strategies for Engaging the Digital Generation

Damian Ryan

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  • Understanding Digital Marketing: A Complete Guide to Engaging Customers and Implementing Successful Digital Campaigns

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Beschreibung

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.

Damian Ryan is an advisory partner for Moore Stephens UK (one of the UK's largest independent accounting and consulting networks) and a partner with Mediaventura, the UK's leading corporate finance firm for the TIME (Technology, Internet, Media and Entertainment) sector.

He is also author of Understanding Social Media and The Best Digital Marketing Campaigns in the World, both published by Kogan Page.

Produktdetails

Einband Taschenbuch
Seitenzahl 464
Erscheinungsdatum 03.11.2016
Sprache Englisch
ISBN 978-0-7494-7843-8
Verlag Kogan Page
Maße (L/B/H) 23.4/15.6/2.4 cm
Gewicht 699 g
Auflage 4th Revised edition

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  • ** Chapter - 01: Digital Marketing... The Origin of...; ** Chapter - 02: Have a Plan and Stick to it... Strategy!; ** Chapter - 03: Crouch, Touch, Pause... Engage...; ** Chapter - 04: Search - Being Found Online; ** Chapter - 05: Understanding Social Media; ** Chapter - 06: Understanding E-Mail Marketing; ** Chapter - 07: Understanding Mobile Marketing; ** Chapter - 08: Content Marketing and Native Advertising; ** Chapter - 09: Understanding Programmatic; ** Chapter - 10: All About Video; ** Chapter - 11: Understanding Online PR; ** Chapter - 12: Understanding Performance Marketing; ** Chapter - 13: Understanding The IoT; ** Chapter - 14: Optimizing The Customer and User Experience; ** Chapter - 15: The Future of Digital Marketing; ** Chapter - 16: Three Online-Only Bonus Chapters and Three Online-Only Contributor Views