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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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Understanding Marketing Marketing strategies for engaging the digital generation DAMIAN RYAN & CALVIN JONES Understanding DIGITAL Marketing Marketing strategies for engaging the digital generation DAMIAN RYAN & CALVIN JONES London and Philadelphia First published in Great Britain and the United States in 2009 by Kogan Page Limited Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced, stored or transmitted, in any form or by any means, with the prior permission in writing of the publishers, or in the case of reprographic reproduction in accordance with the terms and licences issued by the CLA. Enquiries concerning reproduction outside these terms should be sent to the publishers at the undermentioned addresses: 120 Pentonville Road London N1 9JN United Kingdom www.koganpage.com 525 South 4th Street, #241 Philadelphia PA 19147 USA © Damian Ryan and Calvin Jones, 2009 The right of Damian Ryan and Calvin Jones to be identified as the author of this work has been asserted by them in accordance with the Copyright, Designs and Patents Act 1988. ISBN 978 0 7494 5389 3 British Library Cataloguing-in-Publication Data A CIP record for this book is available from the British Library. Library of Congress Cataloging-in-Publication Data Ryan, Damian. Understanding digital marketing : marketing strategies for engaging the digital generation / Damian Ryan and Calvin Jones. p. cm. Includes index. ISBN 978-0-7494-5389-3 1. Internet marketing. 2. Social media. 3. Strategic planning. 4. Marketing– – Management. I. Jones, Calvin. II. Title. HF415.1265.R93 2008 658.8'72– –dc22 2008034688 Typeset by JS Typesetting Ltd, Porthcawl, Mid Glamorgan Printed and bound in India by Replika Press Pvt Ltd Contents Preface Acknowledgements vi x 1. 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 1 1 2 3 4 12 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 18 18 19 20 22 24 30 33 35 3. 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