Enhanced descriptions from Syndetics:

The world of digital media is changing at a phenomenal pace. Its constantly evolving technologies, and the way people are using them, is 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. The book will show you, 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 you: - choose online marketing channels to get your products and services to market; - understand the origins of digital marketing and the trends shaping its future; - achieve the competitive edge to keep you ahead of the pack; The book will explore in detail such areas as search marketing, affiliate marketing, e-mail marketing, creative online executions, and digital marketing strategies. 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.

Table of contents provided by Syndetics

• 1 Going digital û the evolution of marketing
• Our chapter pledge to you; In the beginningà
• The changing face of advertising
• The technology behind digital marketing
• Enough technology û let's talk about people
• 2 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
• 3 Your window to the digital world
• Our chapter pledge to you
• Your website û 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 û 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
• 4 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 û more opportunities to rank
• 5 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
• 6 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
• 7 Social media and online consumer engagement
• Our chapter pledge to you
• Join the conversation
• What are social media?
• The different forms of social media
• The rules of engagement
• Adding social media to your own site
• 8 Online PR and reputation management
• Our chapter pledge to you
• Fostering a positive online image
• Promoting your business through online channels
• Monitoring the conversation û reputation management
• Damage limitation: turning the tide when things go wrong
• 9 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
• 10 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
• 11 A lot to 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 û and essential

Reviews provided by Syndetics

CHOICE Review

This updated edition 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. Ryan, a digital media and marketing expert, freshens the text with the most current information without any sacrifice to the structure, comprehensiveness, and clarity of the original. Imagine the world at the time the first edition was published, five years ago. Twitter, Facebook, the Cloud, and innumerable social platforms either did not exist or were in their infancy. Consequently, this new edition is most welcome as both an update and a reexamination of marketing tactics and strategy. Topics covered include search marketing, social media, mobile marketing, affiliate marketing, e-mail marketing, customer engagement, and digital marketing strategies. The accelerating pace of innovation resulting in the emergence of social business will, no doubt, more than justify future new editions of this book. Summing Up: Recommended. Lower-division undergraduates and above; general readers. --Stuart A. Schulman, CUNY Baruch College