The Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns

by Ian Dodson

The premier guide to digital marketing that works, and a solid framework for success The Art of Digital Marketing is the comprehensive guide to cracking the digital marketing 'code,' and reaching, engaging, and serving the empowered consumer. Based on the industry's leading certification from the Digital Marketing Institute (DMI), this book presents an innovative methodology for successful digital start with the customer and work backwards. A campaign is only effective as it is reflective of the consumer's wants, needs, preferences, and inclinations; the DMI framework provides structured, implementable, iterative direction for getting it right every time. The heart of the framework is a three-step process called the 3i Initiate, Iterate, and Integrate. This simple idea translates into higher engagement, real customer interaction, and multichannel campaigns that extend even into traditional marketing channels.

The evolution of digital marketing isn't really about the brands; it's about consumers exercising more control over their choices. This book demonstrates how using this single realization as a starting point helps you build and implement more effective campaigns.

Get inside the customer's head with deep consumer research Constantly improve your campaigns based on feedback and interactions Integrate digital activities across channels, including traditional marketing Build campaigns based on customer choice and control Digital marketing turns traditional marketing models on their heads. Instead of telling the customer what to think, you find out what they already think and go from there. Instead of front-loading resources, you continually adjust your approach based on real interactions with real customers every day. Digital marketing operates within its own paradigm, and The Art of Digital Marketing opens the door for your next campaign.

Genres: Business, Nonfiction, Textbooks

398 pages, Kindle Edition

Published April 4, 2016

Reviews

[Mae · Rating 4 out of 5]

Useful, though already a little outdated. Written in a lighthearted way, which makes it easy to get through.

[Kristy · Rating 3 out of 5]

I think this book was once a valuable tool for those looking for try out digital marketing. However, it's now outdated. It features entire sections on Google+, which no longer exists. It's hard to keep a guide like this up to date, so I understand. I'm more mad at our professor for making us read these specific outdated chapters (we only read specific sections of the book, so she hand-picked the outdated sections for us to read).

Despite there being several egregious typos throughout (why can't any of these books have editors???), the content was written in an easy-to-understand format.

[Jeroen · Rating 3 out of 5]

Tsja. Een goed boek over marketing, vrij omvattend, maar naar mijn goesting niet iets te academisch uit de hoek komend. De auteur wil absoluut alles ophangen aan zijn "3i onderbouw": Initiatie, Iteratie, en Integratie. Maar vaak wil ik gewoon informatie over hoe ik meer volgers op facebook krijg. Liefst met praktische tips en voorbeelden die ik kan volgen.

Anderzijds wel goed uitgewerkt, en als gezegd vrij breed digitale marketing besprekend: SEO, SEA, Display advertising, emailmarketing, social media, mobile, (Google) Analytics + het opstellen van een strategie en plan.

Al met al een geslaagde lezing, en ik zie op mijn kindle dat ik toch meer dan 140 highlights/aantekeningen maakte, waar ik nog iets mee wil doen. Dus ook inspirerend.

The initiate principle of digital marketing states that the customer is the starting and finishing point for all digital activities. The answer to all questions is “let the customer decide.”

[Christos Andreev · Rating 4 out of 5]

Really guided, on point and strategic textbook on digital marketing. If you're looking for a digital marketing strategy guide, this is definitely the textbook to go. It provides a strategic framework for digital marketing campaigns, like how to set goals, how to achieve those goals (strategy), how to break that strategy into tactics (action steps) and how to measure KPI's. The vast majority of tools this book suggests are really free or inexpensive, so it's very useful for both low and high budget digital marketing campaigns.

[Haitham Zaidan · Rating 5 out of 5]

I have done some digital marketing work prior to reading the book and therefore some of the material was not new to me. Which means that some of the materials was really insightful and useful. It is a long one to read.

Unfortunately I could not access the case studies so I am not sure if it is a failure on my part or they have changed things on their website recently

[Rakesh Ghumatkar · Rating 3 out of 5]

It is a one time read for beginners so skipped many pages.

[PIYANUT MAHADTHAI · Rating 3 out of 5]

Good for beginners!

[Abin Arjun · Rating 3 out of 5]

It's a good book for beginners to understand the digital media landscape in general. Informative in some sense. For people already in this sector it's not much value addition.

[Pitar · Rating 1 out of 5]

Worst app

[Syd Mehrdad Mahrooghi · Rating 3 out of 5]

It's OK for beginners but can't really add anything to professionals. Recommend if you want to start your digital marketing journey.

[Danica · Rating 2 out of 5]

This book had a lot of important and informative information in it. Unfortunately, this information was mixed with so many terrible analogies and common sense tidbits that it made it very difficult to read. It helped with my class but I will not recommend it to anyone else, nor will I use it as reference resource in my classroom.