The Best Digital Marketing Campaigns in the World II

ISBN-13: 9780749469689 / Angielski / Miękka / 2014 / 272 str.

Damian Ryan; Calvin Jones

Opis

With the enormous growth of the internet and social media sites, digital marketing is now worth more per annum than print advertising in the US. Social network advertising spending is expected to increase to a staggering $9.8 billion by 2016 in a bid to attract today's media-savvy consumer.Following the success of the first book in the series, this second volume of The Best Digital Marketing Campaigns in the World highlights 40 brand new campaigns and assesses what they achieved and the business lessons learned. A practical and insightful book, it explores how businesses large and small have harnessed social media, blogs, forums, online video and email to boost their brand and attract customers. Damian Ryan presents an international collection of hand-picked case studies, sharing the knowledge and skill of the world's top creative minds.The book covers a wide range of world-class award winning campaigns, including household names such as Coca-cola, Red Bull, Harley Davidson, and the most successful viral video of 2012. This new volume is a must-read guide for all marketers looking to embrace the new digital landscape.

Recenzje

"The economic and social turbulence created by internet opportunities have brought an entirely new level of confusion, even for those like investors, marketers, publishers and service providers for whom understanding is mission critical. Damian Ryan clarifies without over-simplification and cuts through the jargon to show what can be done with digital tools in creative hands." Richard Eyre CBE, Chairman of the Internet Advertising Bureau UK

Spis treści

• Section - ONE: Digital marketing is dead - no it's alive - no it's all integrated now... eh?
• • Chapter - 01: Case study 1 Volkswagen BlueMotion Roulette
  • Chapter - 02: Case study 2 How Social Saved Water
  • Chapter - 03: Case study 3 Oxford and Cambridge Boat Race
  • Chapter - 04: Case study 4 Faktum Hotels
  • Chapter - 05: Case study 5 JetBlue Getaways
  • Chapter - 06: Case study 6 Heinz Beanz for Grown Upz
  • Chapter - 07: Case study 7 Harley-Davidson's Open Road Festival
  • Chapter - 08: Case study 8 McDonald's. Our Food. Your Questions
  • Chapter - 09: Case study 9 Heathrow Boutique
  • Chapter - 10: Case study 10 Activia
  • Chapter - 11: Case study 11 Deutsche Telekom
  • Chapter - 12: Case study 12 Nike 10k Run
  • Chapter - 13: Case study 13 Red Bull Stratos
  • Chapter - 14: Case study 14 Chickasaw Country
  • Chapter - 15: Case study 15 Barclaycard 'Toys Unleashed'
  • Chapter - 16: Case study 16 Avaya
  • Chapter - 17: Case study 17 Bodyform
  • Chapter - 18: Case study 18 Koozai
  • Chapter - 19: Case study 19 KWV 3 Brandy
  • Chapter - 20: Case study 20 Britain's Best Office Dog
  • Chapter - 21: Case study 21 Ikea: Moving the Store
  • Chapter - 22: Case study 22 Green for Go!
  • Chapter - 23: Case study 23 The Tweet Shop
  • Chapter - 24: Case study 24 O2 Rugby
  • Chapter - 25: Case study 25 Samsung Facebook Activation
  • Chapter - 26: Case study 26 Lufthansa Boeing 747-8
  • Chapter - 27: Case study 27 Fortnum & Mason
  • Chapter - 28: Case study 28 Louisville Slugger
  • Chapter - 29: Case study 29 Screwfix
  • Chapter - 30: Case study 30 Polowers
  • Chapter - 31: Case study 31 Peugeot: Let Your Body Drive
  • Chapter - 32: Case study 32 Hobart: Get Back to Scratch
  • Chapter - 33: Case study 33 Freshersfields.com
  • Chapter - 34: Case study 34 Naturevalleytrailview.com
  • Chapter - 35: Case study 35 'The Walking Dead' Kill Count
  • Chapter - 36: Case study 36 8a Store
  • Chapter - 37: Case study 37 UEFA Europa League
  • Chapter - 38: Case study 38 Digicel
  • Chapter - 39: Case study 39 Axe Wingman
  • Chapter - 40: Case study 40 BBC Africa
• Section - TWO: What's next?

O autorze

Damian Ryan is a pioneer of digital. Based in London, UK, he started out as a media innovator with over 50 magazines under his belt and became one of the first individuals globally to start placing banner ads on websites back in the early 90s. He created ICAN, the UK and Ireland's first digital marketing agency, in 1997 and following the 'proverbial pivot' in 2005, went on to become a corporate finance advisor for leading marcomms, martech and media organizations. He is now Head of Media and Technology Mergers and Acquisitions for BDO, one of the largest professional services firms in the world.
Ryan has written eight books published by Kogan Page, including the bestselling Understanding Digital Marketing. He was awarded The Golden Spider Award for Outstanding Contribution to the Digital Sector in 2019, further cementing his influence as a global commentator on all things digital.