Digital Marketing. Everything you need to know

ISBN-13: 9781514792704 / Angielski / Miękka / 2015 / 390 str.

MR Eddie O'Mahony

Opis

This is an easy to read book that will help marketing and advertising students and practitioners to brush up on their knowledge and get up to date on the latest in digital marketing often referred to as Internet or online marketing. The book will also be of interest to anyone interested in the Internet and takes us through the fascinating and ever changing world of digital marketing, where it originated, where it is now and where it is likely to be in the future. Digital marketing is about the promotion of company brands via one or more forms of electronic media. It differs from traditional marketing activity in that it involves the use of channels and methods that allows a company to analyse its marketing campaigns and establish what is working and what isn't, usually in real time. Digital marketing can work effectively in tandem with traditional marketing activities. The book will be of particular interest to anyone involved in marketing and advertising particularly if they are using or planning to use the Internet to promote brands online. It takes readers through the fascinating and ever- changing world of digital marketing. The book contends that the fundamentals of marketing haven't changed and probes what digital marketing is bringing to the party. It covers, among other things, the incredible growth and interest in social media including Facebook, Twitter, LinkedIn, Pinterest and Instagram etc. It investigates consumer purchasing models and what drives consumer behaviour in the digital arena. It tells us where the Internet originated, where it is now and where it is likely to be in the future. In simple terms, digital marketing is about the promotion of brands via one or more forms of electronic media. It differs from traditional marketing in that it involves the use of channels and methods that allow marketers to analyse their marketing and advertising campaigns to establish what is working and what isn't, usually in real-time. The text covers the key digital marketing disciplines including inbound, content, permission, affiliate, viral, real-time, email, video marketing, blogging, search engine optimisation, pay per click, online reputation management and PR, cloud computing, big data forum marketing, disruption in digital marketing, sensory branding, multicultural marketing and targeting audiences, the business of podcasting, defining the target market, crowdsourcing issues in digital marketing, the battle between digital and traditional media for advertising spend, getting found online and digital assets. It covers the world of ecommerce, native advertising digital display activity, digital ecosystem planning, web analytics and the tremendous growth of mobile marketing. The book looks at the progress of the Internet, referred to by Bill Gates as 'The Internet tidal wave' since its foundation some 25 years ago. It covers the recent phenomenon of the The Internet of Things, where we now live in a world where devices are connected to each other as well as to our bodies. It asks if the Internet is a force for good or evil, with some predictions about the future including, on the one hand, that the spread of the Internet will enhance global connectivity fostering more positive relationships amongst social groups and where augmented reality devices will be implanted to monitor and give greater feedback on daily life especially in respect of personal health. On the other hand, today's communication networks are creating profound changes, not always positive. These networks will be more disruptive in the future, apart from privacy issues and how much personal information 'Big Brother' has about us.