Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation

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the latest trends.In the rapidly changing world of internet marketing, the information in this book has become somewhat outdated.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shallow and lacking meaningful analysis.3)No deep insight into the future of digital marketing.4)Already somewhat outdated.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.

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.

Book has some grammar errors and is not the best crafted. It's also VERY outdated, by a decade. This was a top find on my searches, so I am frustrated to find that it was written in 2009. 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.

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.

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'!

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. Books like this can so quickly go out of date based on trends, so always buy the latest edition to ensure accuracy.

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.

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

Digital Marketing is adding exciting new dimensions to the now well known and much used principles and practices of marketing. From a static "art" form it has now become participative exercise wher provider and customer interact.... It opens up a wide range of possibilities once one understands the underlying structures and concepts of its online applications and implications. And this is what this clear, concise and understandable analysis provides and "online" neophyte like myself even though I have worked in marketing for many years.

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.

Great content and structure.Very engaging writing style. Ideal for first-time digital marketers as well as experienced professionals that require some skill-refreshing.

Cheap book with comprehensive information. However, the book isn't pleasant to read as there are no visuals nor colours. All black and white. It's no appealing for these reasons.

The introduction has put me off. I have been working with Digital Media since 1994 and the introduction just sounded like the rewriting of snake oil books in Digital Media. I flicked through the book and could tell that there was no original thought analysing the difficulties and opportunities faced by Digital Marketeers of today and tomorrow. It does not tell for example, where Digital Marketing is failing and on how a Digital Campaign can become a blackhole.