Understand the fundamentals of digital marketing and enhance your digital marketing practice with the new edition of this essential guide, now one of the bestselling books in the industry and required reading for more than 100 universities and colleges, including Harvard University and the Chartered Institute of Marketing. 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 digital marketing, the rules of new media and understanding the behaviours of the new generation of digital consumers. Thoroughly revised, this fourth edition features more information, fresh examples and case studies, and in-depth insider accounts of the latest developments in the industry from internationally recognized brands and digital marketing campaigns.Clear, informative and entertaining, this book covers key topics such as search marketing, social media, Google, mobile marketing, affiliate marketing, email marketing, performance marketing, customer engagement and digital marketing strategies, making it essential reading for both practitioners and students alike. Online resources include bonus chapters, contributor views, and case studies on Kwik Fit, Battersea Dogs Home and Yves Saint Laurent.
eBook - ePub
Understanding Digital Marketing
Marketing Strategies for Engaging the Digital Generation
- English
- ePUB (mobile friendly)
- Available on iOS & Android
eBook - ePub
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Information
Index
Note: Italics indicate a Figure or Table in the text.
adblocking 263–64
ad exchanges 247
ad serving 247
advertising
agencies 3
banner ads 252, 406
digital 14
expandable ads 252
history of 1–4
mobile ads 253
native 227–42
pop ads 252
PPC (pay per click) 91–99
search engines 91–103
video ads 252–53, 272–73
see also content, programmatic
Adyoulike 208–09, 228, 229–33, 242
affiliate marketing 405
see also performance marketing
Altair Media 257, 258, 259, 260–61
Amazon 128, 183, 322, 400
Amin, Sameer 256, 257, 258, 259
Apple 12, 397
Watch 347, 398
application programming interfaces (APIs) 289
AppNexus 261–64
apps 194–99
KPIs 196–97
top tips 195–96
see also mobile marketing
Arcadis 305–06
Argos 313
ARPANET 8–10
artificial intelligence (AI) 397
augmented reality 293
B & Q 256, 257, 259
case study 208–09
Bailey, Ja...
Table of contents
- Cover
- Praise for Understanding Digital Marketing
- Title Page
- Contents
- Preface
- About the author
- Contributors’ biographies
- Acknowledgements
- Dedication
- 01 Digital marketing… the origin of…
- 02 Have a plan and stick to it… strategy!
- 03 Crouch, touch, pause… engage…
- 04 Search: being found online
- 05 Understanding social media
- 06 Understanding e-mail marketing
- 07 Understanding mobile marketing
- 08 Content marketing and native advertising
- 09 Understanding programmatic
- 10 All about video
- 11 Understanding online PR
- 12 Understanding performance marketing
- 13 Understanding the IoT
- 14 Optimizing the customer and user experience
- 15 The future of digital marketing
- Glossary
- Index
- Copyright
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Yes, you can access Understanding Digital Marketing by Damian Ryan in PDF and/or ePUB format, as well as other popular books in Business & Advertising. We have over one million books available in our catalogue for you to explore.