Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation

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At the end of 2007 the global online population was around 1.3 billion. Projections suggest that figure will have reached 1.8 billion by 2010. In the developed world internet access is becoming ubiquitous, and the widespread availability of "always-on" broadband connections means that people are now going online daily, to do everything from checking their bank statement to shopping for groceries and playing games. Digital technology will become an integral part of any company’s commercial strategy, and Understanding Digital Marketing is an essential book showing companies the way forward. Issues covered include: strategic thinking building a website search engine optimization website intelligence and ROl e-mail marketing social media online PR and reputation management affiliate marketing and strategic partnerships digital media creative future trends The world of digital media is changing at a phenomenal pace. Constantly evolving technologies, and the way people are using them, 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 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 that it is headed in the future. This compelling new title demonstrates to readers, in a practical and comprehensive way, how to harness the power of digital media and use it to achieve the utmost success for your business, now and in the future. Understanding Digital Marketing will help readers: choose online marketing channels to get their products and services to market understand the origins of digital marketing and the trends that are shaping its future achieve the competitive edge to keep them ahead of the pack The book explores in detail such areas as search marketing, affiliate marketing, e-mail marketing, creative online executions, and digital marketing strategies. Essential reading for both practitioners and students like, and including real-world examples of digital marketing successes and expert opinions, Understanding Digital Marketing will give you the tools to utilize the power of the internet to take your business wherever you want it to go.

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Damian Ryan is a regional partner for Results International Group, the world’s leading specialist M&A firm for the marketing, communications and digital media sectors. He helps business leaders grow and realize the value of their organizations. He was previously CEO and founder of ICAN, Ireland’s most successful online advertising agency and the creator of several other media businesses. He has launched over 50 magazine titles in a publishing career spanning 21 years, and has developed several award programmes for the emerging digital media sector. Calvin Jones is a freelance writer, journalist, blogger, online marketer and author who helps organizations of all sizes to communicate more effectively both on- and off-line. With a broad foundation of experience with large public utilities, SMEs and technology start-ups, over the years Calvin has refined his talent for taking complex ideas and making them accessible to a mainstream audience. Table of Contents Going digital – the evolution of marketing Our chapter pledge to you In the beginning… The changing face of advertising The technology behind digital marketing Enough technology – let’s talk about people Strategic thinking Our chapter pledge to you Why you need a digital marketing strategy Your business and digital marketing Defining your digital marketing strategy Understanding the digital consumer Mind your Ps Eyes on the prize Bringing it all together Your window to the digital world Our chapter pledge to you Your website – the hub of your digital marketing world Building an effective website The main steps of building your website Before you start Choosing your domain name Hosting – your website’s home on the internet How to choose a web designer or developer Arranging your information Writing effective web content Website design summary The search for success Our chapter pledge to you Search: the online marketer’s holy grail About the engines Optimizing your site for the engines Advertising on the search engines Black Hat, the darker side of search Bringing in the pros Universal search – more opportunities to rank Website intelligence and return on investment Our chapter pledge to you Measuring your way to digital marketing success Getting started How information is measured Measuring what’s important to you Testing, investing, tweaking, reinvesting Action stations Harness the power of online data, and watch your ROI take off E-mail marketing Our chapter pledge to you The new direct mail What exactly is e-mail marketing? Before you start Planning your campaign Dos and don’ts of an e-mail marketing campaign Measuring your success Still a vital component of digital marketing Social media and online consumer engagement Our chapter pledge to you Join the conversation What is social media? The different forms of social media The rules of engagement Adding social media to your own site Online PR and reputation management Our chapter pledge to you Fostering a positive online image Promoting your business through online channels Monitoring the conversation – reputation management Damage limitation: turning the tide when things go wrong Affiliate marketing and strategic partnerships Our chapter pledge to you Recognizing opportunities for strategic partnership What is affiliate marketing? The click that really counts What advertisers should do Digital media creative Our chapter pledge to you Creative application of digital media Using an agency Doing it yourself Digital creative: what works and what doesn’t A lot of look forward to Our chapter pledge to you The future’s bright: head towards the light Word of mouth: savvy consumers control the future Search: a constantly evolving marketing powerhouse Mobile: marketing on the move Tracking and measuring human behaviour In-game advertising Holistic marketing: blurring lines and integrating media Dynamic, unpredictable, exciting – and essential