Does It Work?: 10 Principles for Delivering True Business Value in Digital Marketing

by Shane Atchison, Jason Burby

Genres: Business

468 pages, Kindle Edition

First published February 6, 2015

Reviews

[Leah (readmeaplant) · Rating 3 out of 5]

Read this for a class. I thought it was great at teaching some marketing things, but it also lacked information on some topics. The real world examples were nice but felt like they didn’t explain much and I was confused at some parts.

[Jose Antonio Alguacil · Rating 2 out of 5]

A beautiful and good writing brochure of their own agency.
Not recommend, but you want to be informed about their thoughts how "others" make bull s**t.

[Juliet · Rating 4 out of 5]

Nice to see a book that outlines in real principles, insights and actionable steps how the new(ish) field of digital marketing is taking shape and continuing to develop.

For anyone working in content, creative and digital who wants to be competitive and contribute to raising the bar, this is kind of a must read.

[Rob · Rating 4 out of 5]

A timely refresher for those already involved in digital and integrated marketing/advertising space on the process – from ideation to execution and beyond – of ensuring that our digital platforms and integrated campaigns actually achieve real world success. For the rest of the marketing and advertising community interested in understanding the foundations of the work and skills required to make truly integrated business ideas work – this will also be enlightening, and perhaps sobering. A healthy reminder to the latter audience that truly integrated work involving digital takes a skill set and mind set that doesn’t have any short cuts. The book lays out clearly why often the most celebrated campaigns via mainstream advertising awards – be they online viral videos or questionable mobile apps - are often ideas that simply don’t work. Perhaps WPP can ensure this is required reading for Grey Singapore…

[Marissa · Rating 4 out of 5]

Interesting and plentiful case studies, with a good sense of humor and fun. Would be a great book for a college class, or people just getting into the industry - really educational if you weren't fully emerged in the agency world.

[Anuja · Rating 3 out of 5]

I am a huge fan of POSSIBLE, and believe this book was a look into the way advertising agencies work, and in some ways can be successful. The book also did a great job emphasizing the fact that marketing and advertising should be driven by data, human-centered design, and constant innovation. This would be a great book for a college class or an advertising class that deals with data driven creativity - something that I wish I learned in my alma mater. The authors discussed some popular examples of "does it work", and opened my eyes to the importance of data in creative industry. Overall, a decent marketing read for someone who wants to know more about the inside life of an agency, and to get tips on the analysis of one.