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Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation Hardcover – February 28, 2009

by Damian Ryan (Author), Calvin Jones (Author)
4.2 4.2 out of 5 stars 130 ratings
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The world of digital media is changing at a phenomenal pace.  Constantly evolving technologies, and their evolving uses, are transforming how we access information and 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 it is headed in the future. The book shows readers, in a practical and comprehensive way, how to harness the power of digital media and use it to achieve the utmost success for their businesses.  It explains how to choose online marketing channels in order to get products and services to market.  It explores 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 readers the tools to utilize the power of the internet to take their businesses wherever they want them to go.

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  1. Print length
    304 pages
  2. Language
    English
  3. Publisher
    Kogan Page
  4. Publication date
    February 28, 2009
  5. Dimensions
    6.5 x 0.98 x 9.44 inches
  6. ISBN-10
    0749453893
  7. ISBN-13
    978-0749453893
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Understanding Digital Marketing: A Complete Guide to Engaging Customers and Implementing Successful Digital Campaigns
Understanding Digital Marketing: A Complete Guide to Engaging Customers and Implementing Successful Digital Campaigns
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Editorial Reviews

Review

"[A] comprehensive primer to digital marketing, with an invaluable exhaustive glossary of terminology and acronyms." -- Supplymanagement.com

"[A] valuable collection of case studies, each of which demonstrates a vital lesson." - Director Magazine

"[T]he subject is presented in a thoughtful, fulsome manner that nonetheless remains accessible to all readers.... Highly recommended." -- Choice

About the Author

Damian Ryan has been at the forefront of the Irish media and advertising business for many years. His current role is as a specialist investor and dealmaker in the mergers and acquisitions business.  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.

Product details

  • Publisher ‏ : ‎ Kogan Page (February 28, 2009)
  • Language ‏ : ‎ English
  • Hardcover ‏ : ‎ 304 pages
  • ISBN-10 ‏ : ‎ 0749453893
  • ISBN-13 ‏ : ‎ 978-0749453893
  • Item Weight ‏ : ‎ 1.42 pounds
  • Dimensions ‏ : ‎ 6.5 x 0.98 x 9.44 inches
  • Customer Reviews:
    4.2 4.2 out of 5 stars 130 ratings

About the authors

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  1. Damian Ryan

    Damian Ryan

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    Discover more of the author’s books, see similar authors, read book recommendations and more.

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  2. Calvin Jones

    Calvin Jones

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    Calvin Jones is an author with a vivid imagination and a knack for simplifying complicated things. He loves making stuff up, is enthralled by wildlife and intrigued by technology -- particularly the way it empowers collaboration and fosters disruption.

    So, fantasy fiction, wildlife & nature writing and digital marketing are all in a day's work.

    During a varied career, spanning several continents and more industries than you can shake a stick at, Calvin has been a marine biologist in Ireland, an English teacher and taco-vendor in Mexico, an office manager for a will-writing company in Wales, an IT trainer for a large UK utility company, a computer programmer, a quality assurance analyst in Australia, an IT project manager in lots of different places, a freelance journalist and a writer.

    Always a writer.

    Some suggest such a concoction of occupations smacks of a person who never really knew what he wanted to do, but Calvin argues he has always been a writer. The other stuff is just the window dressing that makes the writing more interesting.

    That's his story anyway, and he's sticking to it.

    Originally from the North Wales coast, Calvin now lives in an old schoolhouse in rural West Cork, Ireland with his wife, three daughters, an ever-changing cast of chickens and a hyperactive cat.

    Living in the country was supposed to be peaceful, but so far it's not working out that way...

    See more on the author's page
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Customer reviews

4.2 out of 5 stars
130 global ratings

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Customers say

Customers find the book provides useful information about digital marketing. They describe it as a helpful reference for digital marketers and a must-read for media planners. However, some readers feel the content is outdated. There are mixed opinions on readability - some find it easy to read and well-written, while others consider it poorly written and not engaging.

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Information qualityBook contentReadabilityDated content
19 customers mention "Information quality"16 positive3 negative

Customers find the book useful for learning about digital marketing. They say it's a great reference and covers the basics of digital strategy. The book is considered a must-have for marketing professionals and beginners alike.

"...From a content perspective, the book explores the main components of digital strategy, and is written in a way that is relevant to any size business..." Read more

"...that is `digital marketing'; they do so in a way that is itself understanding and engaging without recourse to glib superficiality and give me the `..." Read more

"A decent book that covers the basics. But some chapters are not well-compiled...." Read more

"...digital marketing class this past spring; the book does a great job at conveying key components of the emerging digital landscape in an approachable..." Read more

16 customers mention "Book content"16 positive0 negative

Customers find the book content informative and entertaining. They say it's a good introduction for creative teams and a good read to stay up-to-date.

"...Otherwise, this is a great book for those looking for an in-depth introduction to digital marketing principles and strategy, or even for those..." Read more

"...If you are new to digital/internet marketing, then this book does a fine job and I recommend it...." Read more

"...marketing'; they do so in a way that is itself understanding and engaging without recourse to glib superficiality and give me the `what is' platform..." Read more

"A decent book that covers the basics. But some chapters are not well-compiled...." Read more

9 customers mention "Readability"6 positive3 negative

Customers have different views on the book's readability. Some find it easy to read and engaging, with clear and concise chapters that allow you to read straight through. Others feel the writing is poor and takes too long to get down to effective strategies.

"Agree with others that this book is very well written. Easy to understand and reads quickly, which is notable for a book on a subject that could..." Read more

"...I can't say the writing is particularly engaging. So I downgraded this book from 4 to 3 stars for that reason...." Read more

"...two words stand out in the title "Understanding" and "Engaging" ; simply to say but difficult to deliver on...." Read more

"...The clear and concise chapters allow you to read it straight through or pick and choose topics depending on your needs and short case studies at..." Read more

3 customers mention "Dated content"0 positive3 negative

Customers find the book's content outdated.

"...changing world of internet marketing, the information in this book has become somewhat outdated...." Read more

"Book has some grammar errors and is not the best crafted. It's also VERY outdated, by a decade...." Read more

"A bit dated." Read more

Top reviews from the United States

  • A. Weber
    5.0 out of 5 stars Solid Overview of Digital Marketing Fundamentals
    Reviewed in the United States on December 27, 2010
    Verified Purchase
    Agree with others that this book is very well written. Easy to understand and reads quickly, which is notable for a book on a subject that could easily be made a much more complicated and technical conversation. Especially helpful are the 'pledges' at the beginning of each chapter that identify questions up front that the content in the chapter will address. Also helpful are the case examples at the end of each chapter.

    From a content perspective, the book explores the main components of digital strategy, and is written in a way that is relevant to any size business, whether it be a large organization or a start-up. Personally, as a brand manager within a larger company, this book added depth to my basic understanding of digital marketing strategy and helped me better understand how it should be integrated into overall marketing strategy and execution.

    However, since the digital (and especially social media) landscape has been evolving at such a rapid pace (and since the book was written), it would be great to see updates made to some chapters within the book to make it even more relevant.

    Otherwise, this is a great book for those looking for an in-depth introduction to digital marketing principles and strategy, or even for those already familiar with digital marketing in their organization who would like to better understand how what they do fits into an overall digital marketing framework.
    6 people found this helpful
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  • Jaewoo Kim
    3.0 out of 5 stars Good overview of internet marketing; Full of common knowledge in the industry.
    Reviewed in the United States on January 9, 2014
    Verified Purchase
    If you are already familiar with digital marketing, then you probably won't get much out of this book.

    If you are new to digital/internet marketing, then this book does a fine job and I recommend it.

    I can't say the writing is particularly engaging. So I downgraded this book from 4 to 3 stars for that reason.

    The book covers SEO, social networks, internet marketing jargons and concepts, and some of the latest trends.

    In the rapidly changing world of internet marketing, the information in this book has become somewhat outdated. This book, for example, cites that digital "retargetting" comprises around 5% of total internet ads. I am fairly sure that number is much higher now and retargetting has taken a much higher significance in the world of digital marketing.

    The book, unfortunately, doesn't cover digital marketing strategy all that much. The depth of digital marketing strategy, in my opinion, was rather shallow.

    Pros:
    1)Excellent overview of digital marketing. Lot of new and valuable information for those who are unfamiliar with the industry.
    2)Covers many of the business aspects (3C and 4P) of digital marketing. This isn't geared towards the tech-heads.
    3)Covers many cutting edge areas such as social networking.

    Cons:
    1)No groundbreaking information that industry insiders would be unaware.
    2)Digital marketing strategy coverage was particularly shallow and lacking meaningful analysis.
    3)No deep insight into the future of digital marketing.
    4)Already somewhat outdated. But most of the content is still highly relevant.
    11 people found this helpful
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  • Cd Beaumont
    5.0 out of 5 stars Chris Beaumont
    Reviewed in the United States on August 14, 2009
    Verified Purchase
    If in this digital era you wish to keep your library small, then this book is one to get! In a world characterized by ever increasing (nature of) change and new choices then two words stand out in the title "Understanding" and "Engaging" ; simply to say but difficult to deliver on.
    Ryan and Jones provide new insights on the evolving landscape that is `digital marketing'; they do so in a way that is itself understanding and engaging without recourse to glib superficiality and give me the `what is' platform, so that I might better envision `what can be'!
    3 people found this helpful
    Helpful
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  • Y. Wang
    4.0 out of 5 stars A decent book that covers the basics. But some ...
    Reviewed in the United States on August 22, 2016
    Verified Purchase
    A decent book that covers the basics. But some chapters are not well-compiled. Only putting together business "insiders'" articles should not be considered careful or sufficient.
    Helpful
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  • Carluvious
    5.0 out of 5 stars Very good introductory text
    Reviewed in the United States on October 12, 2013
    Verified Purchase
    I used this book to teach an undergraduate introductory digital marketing class this past spring; the book does a great job at conveying key components of the emerging digital landscape in an approachable and easily digestible format. The clear and concise chapters allow you to read it straight through or pick and choose topics depending on your needs and short case studies at the end of each chapter help integrate the content with real world examples. It won't answer every question but it provides a solid starting point.
    Helpful
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  • Edward E. Rigdon
    5.0 out of 5 stars Sound basis for a direct /digital marketing course
    Reviewed in the United States on January 20, 2013
    Verified Purchase
    There is nice coverage and good up-to-date information about digital marketing today. He book also includes links to more information, It is not a textbook, of course, but it is not full of embarrassing rah-rah and it does not read like some professor-type just did a little reading and churned out 400 pages of regurgitation. U.S. buyers may be turned off by its UK focus and examples, but don't be dismayed. The quality and meatiness of the writing carry the book. You will certainly supplement with something else, depending on your emphasis, but this is a nice sold work that can provide a core for your course.
    8 people found this helpful
    Helpful
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  • Cheyenne Crooker
    3.0 out of 5 stars Overall: Useful
    Reviewed in the United States on September 3, 2019
    Verified Purchase
    Book has some grammar errors and is not the best crafted. It's also VERY outdated, by a decade. This was a top find on my searches, so I am frustrated to find that it was written in 2009. Still, the book is an overall useful book and does teach a bit about Digital Marketing to those of us just getting into the field.
    Helpful
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  • Big Mike
    5.0 out of 5 stars Great read to stay up to date
    Reviewed in the United States on April 9, 2019
    Verified Purchase
    I bought this book for a course and so far I'm learning tons, It's almost like a bachelors in a book.
    Helpful
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Top reviews from other countries

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  • Mickle Pickle
    5.0 out of 5 stars Five Stars
    Reviewed in Canada on June 5, 2015
    Verified Purchase
    good read. Helpful towards a thorough understanding of the subject.
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  • Marcelo Turina
    5.0 out of 5 stars É um livro bem completo e atual
    Reviewed in Brazil on March 4, 2015
    Verified Purchase
    Understanding Digital Marketing, é um livro bem detalhado, apresenta cases e exemplos sobre os assuntos discorridos. Também está atualizado, o que é muito importante porque nos últimos dois anos os meios tecnológicos têm se modificado, o que poderia levar-nos a um foco equivocado.
    Vale a pena ler.
    Report
  • SOUGATA
    5.0 out of 5 stars Five Stars
    Reviewed in India on March 10, 2015
    Verified Purchase
    I am reading it and so far loved every page I read. Very informative and relevant.
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  • pilar
    5.0 out of 5 stars The best book about digital marketing I've read in a long time
    Reviewed in Spain on January 12, 2015
    Verified Purchase
    I chose this book in order to refresh my digital experience. I could review all the areas and I found new and practical ideas. After reading, I am even more interested in exploring the digital future. Congratulations to Damián Ryan
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  • S. Scholle
    5.0 out of 5 stars Guter Überlick
    Reviewed in Germany on March 1, 2013
    Verified Purchase
    Sehr guter Überblick, fairer Preis.

    Alle relevanten Inhalte des Digital Marketing werden anschaulich behandelt und aus Theorie und Praxissicht erläutert.
    Report