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THE DIGITAL REVOLUTION

book cover: digital revolution

Published in November 2009, the Digital Revolution is the latest edition to Dorling Kindersley's successful Essential Managers series.

This is my first book that is not aimed primarily at the academic market [though Internet Marketing is written as a practitioner guide as well as a student text] and - as it says on the cover - it is a 'Practical Guide that gives you the skills to succeed'.

  • Explains how to assess online opportunities, plan your strategy and succeed in the digital sector
  • Step-by-step instructions, tips, checklists and 'ask yourself' features show you how to understand technology, set up and maintain a website and do business online
  • Table, illustration, 'infocus' panels and real-life case studies explain how to access digital communities, analyse data and reach new markets

Well, that all sounds like good stuff - and it is [but then you would expect me to say that!] - however, what I would say is that this book serves as an excellent introduction to the various aspects of digital marketing. It is what I call an 'airport' book. That is, you buy it at the airport and then read it during your flight. It's not going to make you an expert overnight, but it will introduce the subject in such a way as the reader should know what steps to take next.

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The Digital Revolution is divided into four chapters:

Chapter 1: Making sense of the digital world

  • Understanding the technology
  • Being in a digital world
  • Using social media
  • Using consumers' content
  • Communicating digitally
  • Digital buyer behaviour

Chapter 3: Creating an effective web presence

  • Defining objectives
  • Getting started
  • Developing the website
  • Making it easy for customers
  • Developing content
  • Creating e-commerce sites
  • Considering globalization
  • Analyzing digital footprints
  • Digital market intelligence

Chapter 2: Marketing to an online audience

  • Integrating digital marketing
  • Retailing by bricks and clicks
  • Marketing on social media
  • Using digital public relations
  • Using an e-marketplace

Chapter 4: Promoting through digital media

  • Optimizing your website
  • Advertising online
  • Advertising through keywords
  • Exploring DOOH advertising
  • Marketing through email
  • Communicating by email

I hope you find the Digital Revolution informative and useful ...
signature - Alan Charlesworth

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