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

4.2 out of 5 stars (130)

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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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
  • 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)
  • Customer Reviews:
    4.2 out of 5 stars (130)

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Customer reviews

4.2 out of 5 stars
130 global ratings

Customers say

Customers find the book to be a great reference for digital marketers, covering the basics and providing an excellent overview of digital marketing strategies. Moreover, the book is easy to read and serves as a must-have resource for marketing professionals. However, the writing quality receives mixed feedback, with some customers finding it well written while others disagree. Additionally, the pacing is mixed, with several customers noting that the information is already somewhat outdated.
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16 customers mention information quality, 15 positive, 1 negative
Customers find the book to be a great reference for digital marketers, covering the basics of the field. One customer notes that the content remains highly relevant.
A decent book that covers the basics. But some chapters are not well-compiled....Read more
...Excellent overview of digital marketing. Lot of new and valuable information for those who are unfamiliar with the industry....Read more
Very useful information. It really helped me make a digital marketing plan for both my job and personal projects.Read more
It's very useful for my thesis and it gives me an idea about social media. I'll recommend this to everyone.Read more
12 customers mention value for money, 11 positive, 1 negative
Customers find the book to be decent value for money.
A decent book that covers the basics. But some chapters are not well-compiled....Read more
It is a great book for those who want to willing to understand how does the digital market works in terms of technical strategies for your online...Read more
...This book was perfect.Read more
The book is great! and in the condition mentioned.Read more
7 customers mention digital marketing, 6 positive, 1 negative
Customers find the book provides an excellent overview of digital marketing, with one customer noting it applies to businesses of any size.
Good book for getting started in digital marketing. Based in the UK but still applies to US market. Read it for my masters degree program....Read more
...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....Read more
...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.Read more
Very useful information. It really helped me make a digital marketing plan for both my job and personal projects.Read more
4 customers mention ease of reading, 4 positive, 0 negative
Customers find the book easy to read, with one mentioning its easily digestible format.
...of the emerging digital landscape in an approachable and easily digestible format....Read more
Honestly, this is probably one of the easiest to read textbooks I've ever read. It's actually interesting....Read more
Easy to read, updated, covers all disciplines, good even for online planners in order to remember the always practical back to roots principle in...Read more
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
4 customers mention reading quality, 4 positive, 0 negative
Customers find the book engaging, with one mentioning it's a great read for creative teams.
I enjoyed reading this book but it was not amazing - I think it's worth a read but it will not blow your mind.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
...It's actually interesting. I have friends who are buying its secondary counterpart just for informative and entertaining reading.Read more
Great read for your creative team...Read more
6 customers mention pacing, 3 positive, 3 negative
Customers have mixed opinions about the pacing of the book, with several noting that it is already somewhat outdated.
Easy to read, updated, covers all disciplines, good even for online planners in order to remember the always practical back to roots principle in...Read more
A bit dated.Read more
Great read to stay up to date...Read more
Book has some grammar errors and is not the best crafted. It's also VERY outdated, by a decade....Read more
6 customers mention writing quality, 2 positive, 4 negative
Customers have mixed opinions about the writing quality of the book.
...It is poorly written and does not really offer much to someone who really wants to gain a good, in depth, understanding of digital marketing....Read more
Agree with others that this book is very well written....Read more
The writer takes too long to get down to effective strategy. The content may be too basic if you'r in the field.Read more
Book has some grammar errors and is not the best crafted. It's also VERY outdated, by a decade....Read more
3 customers mention insight, 2 positive, 1 negative
Customers have mixed opinions about the book's insights, with one finding it very insightful while another notes it lacks meaningful analysis.
This book is very insightful if you are looking to know more about marketing online....Read more
...marketing strategy coverage was particularly shallow and lacking meaningful analysis....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

Top reviews from the United States

  • Reviewed in the United States on December 27, 2010
    Format: HardcoverVerified 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
    Report
  • Reviewed in the United States on January 9, 2014
    Format: PaperbackVerified 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
    Report
  • Reviewed in the United States on January 20, 2013
    Format: PaperbackVerified 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
    Report
  • Reviewed in the United States on August 22, 2016
    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.
    One person found this helpful
    Report
  • Reviewed in the United States on October 12, 2013
    Format: PaperbackVerified 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.
  • Reviewed in the United States on August 14, 2009
    Format: HardcoverVerified 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
    Report
  • Reviewed in the United States on January 17, 2017
    I 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, 2009
    Format: HardcoverVerified Purchase
    Easy 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!
    3 people found this helpful
    Report

Top reviews from other countries

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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
    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 Torre
    5.0 out of 5 stars Great book!
    Reviewed in Australia on February 5, 2014
    Very interesting book and up to date, I decided to buy it after reading the first chapter. Extremely helpful !
  • Mickle Pickle
    5.0 out of 5 stars Five Stars
    Reviewed in Canada on June 5, 2015
    Format: PaperbackVerified Purchase
    good read. Helpful towards a thorough understanding of the subject.
  • S. Scholle
    5.0 out of 5 stars Guter Überlick
    Reviewed in Germany on March 1, 2013
    Format: PaperbackVerified Purchase
    Sehr guter Überblick, fairer Preis.

    Alle relevanten Inhalte des Digital Marketing werden anschaulich behandelt und aus Theorie und Praxissicht erläutert.
    Report
  • Steph F
    5.0 out of 5 stars Great for Students!
    Reviewed in the United Kingdom on January 10, 2013
    Format: PaperbackVerified Purchase
    I 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.