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Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation Hardcover – February 28, 2009
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.
- Print length304 pages
- LanguageEnglish
- PublisherKogan Page
- Publication dateFebruary 28, 2009
- Dimensions6.5 x 0.98 x 9.44 inches
- ISBN-100749453893
- ISBN-13978-0749453893
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Editorial Reviews
Review
"[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
Product details
- Publisher : Kogan Page
- Publication date : February 28, 2009
- Language : English
- Print length : 304 pages
- ISBN-10 : 0749453893
- ISBN-13 : 978-0749453893
- Item Weight : 1.42 pounds
- Dimensions : 6.5 x 0.98 x 9.44 inches
- Best Sellers Rank: #7,129,768 in Books (See Top 100 in Books)
- #1,597 in Retailing Industry (Books)
- #4,236 in Advertising (Books)
- #4,488 in Web Marketing (Books)
- Customer Reviews:
About the authors

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

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...
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Top reviews from the United States
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- Reviewed in the United States on December 27, 2010Format: HardcoverVerified PurchaseAgree 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.
- Reviewed in the United States on January 9, 2014Format: PaperbackVerified PurchaseIf 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.
- Reviewed in the United States on January 20, 2013Format: PaperbackVerified PurchaseThere 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.
- Reviewed in the United States on August 22, 2016A 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.
- Reviewed in the United States on October 12, 2013Format: PaperbackVerified PurchaseI 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.
- Reviewed in the United States on August 14, 2009Format: HardcoverVerified PurchaseIf 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'!
- Reviewed in the United States on January 17, 2017I think it is a great orientation for those who want to use a verygood tool advertising online and others. Necessary to get involved in any kind of business this book is an alert and a huge help for me that was not convinced of the importance of Facebook and how to reach our customers and potential clients
- Reviewed in the United States on October 19, 2009Format: HardcoverVerified PurchaseEasy to read, updated, covers all disciplines, good even for online planners in order to remember the always practical back to roots principle in marketing. I missed the Kindle version and I hope this will be my last adquisition of a book printed on paper!
Top reviews from other countries
pilarReviewed in Spain on January 12, 20155.0 out of 5 stars The best book about digital marketing I've read in a long time
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
Magdalena de la TorreReviewed in Australia on February 5, 20145.0 out of 5 stars Great book!
Very interesting book and up to date, I decided to buy it after reading the first chapter. Extremely helpful !
Mickle PickleReviewed in Canada on June 5, 20155.0 out of 5 stars Five Stars
Format: PaperbackVerified Purchasegood read. Helpful towards a thorough understanding of the subject.
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S. ScholleReviewed in Germany on March 1, 20135.0 out of 5 stars Guter Überlick
Format: PaperbackVerified PurchaseSehr guter Überblick, fairer Preis.
Alle relevanten Inhalte des Digital Marketing werden anschaulich behandelt und aus Theorie und Praxissicht erläutert.
Steph FReviewed in the United Kingdom on January 10, 20135.0 out of 5 stars Great for Students!
Format: PaperbackVerified PurchaseI bought this book to help with my dissertation topic and as a student it has really helped me to understand digital marketing as it is up to date and covers all areas. My lecturer refers to it in her lectures as it is easy to read and understand with examples and case studies throughout. In my opinion, chapter 5 'Website Intelligence and Return on Investment' and the final chapter 'Whats Next?' were particularly helpful due to the easy to understand format of explaining ROI and great insights into the future of digital marketing gave me ideas for future research. Overall, I would highly recommend this book to students and lecturers for an overview of digital marketing.




