Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation

The world of digital media is changing at a phenomenal pace. Constantly evolving technologies are transforming not just how we access our information but how we interact and communicate with one another on a global scale. Understanding Digital Marketing is a practical, no-nonsense guide to web-marketing, the rules of new media and researching the new generation of digital consumers. Clear, informative and entertaining, it covers key topics such as search marketing, social media, Google, mobile marketing, affiliate marketing, email marketing, performance marketing, customer engagement and digital marketing strategies.

One of the best-selling books in the industry, this fourth edition of Understanding Digital Marketing has been thoroughly revised with more information, fresh examples and case studies, and the latest developments in the industry. Complete with in-depth insider accounts of digital marketing successes from internationally recognized brands and digital marketing campaigns, it is essential listening for both practitioners and students alike. Understanding Digital Marketing is now required material for more than 100 universities and colleges, including Harvard University and the Chartered Institute of Marketing. Online resources include bonus chapters, contributor views, and case studies on Kwik Fit, Battersea Dogs Home and Yves Saint Laurent.

Community Review

  • Digital marketing does not stand still and neither should the underlying marketing strategies that hopefully engage and attract the digital generation of those you want to be customers.

    A book like this seeks to help the reader both understand digital marketing and develop some marketing strategies that work within the digital realm. Touching on matters such as social media, SEO, mobile marketing, affiliate marketing and customer engagement, the reader is given a good, basic grounding on the basics. Of course, for the more-experienced a lot of this may be unnecessary, yet in a rapidly changing, diverse and global world it may be possible that even the most-experienced has missed a particular activity, hint, tip or more. A quick perusal of the book, for them, may refresh parts of the brain that other books cannot reach!

    Something must work for the author, with this book being now in its fourth edition. Certainly, it is an attractive, accessible and informative guide with a great affordable price tag to match. It is a massive book that surely will have something for everybody; its small chapters make it appear less daunting and let you dig deep into a specific issue or concern before possibly broadening your search for additional information elsewhere. The brief case studies also added welcome, external colour and knowledge to the mix.

    What is there not to like? Even if you have enjoyed a previous edition, it may be worth taking a look at this as a lot can change in a very short time.

  • I have read this book from cover to cover and certain sections repeatedly. I bought a number of books in my continuing quest to educate myself in this brave new web world, but the most dog eared book on my shelf is Lorrie Thomas’ “McGraw-Hill 36-Hour Course: Online Marketing.”

    I’m an 50+ year old business owner who came kicking and screaming into the wild world of webdom. I didn’t know SEO from FBI. I didn’t know Facebook from face make-up. I was in the process of needing a new website and new marketing ideas to reach people younger than myself. I was looking for someone who’d tell me what I needed to know in a way that wouldn’t A) put me to sleep and B) not assume like many other books do that I have a lot of basic understanding.

    With The McGraw-Hill 36-Hour Course: Online Marketing I laughed and felt talked to by the author. Ms. Thomas’ book helped me go from barely found by the search engines to “Total Web Domination” — this means when you Google me or my business I totally dominate the search engine listings.

    Doing the SEO building actions were fun thanks to Thomas’ wording and playful examples. I bet she spent a lot of time figuring out how to make the book more fun and less dry. And I appreciated that she wrote it that way.

  • This is a complete non-technical understanding of online Marketing.

    The book covers:

    Building a marketing foundation
    Planning a website
    Building a website
    Content Marketing
    Blogging
    Social Media Marketing
    Web Analytics
    SEO
    Online advertising
    Email Marketing
    Online public relations
    Multitasking and managing

    The book offers tremendous value on the above subjects. This is a must read for all internet marketers. Very good writing hard to put down material:)Thank You Lorrie!

    John Halloran
    Certified Gold Exchange, Inc
    On facebook /certifiedgoldexchange
    On Twitter /cgeinc

  • I bought this book to serve two purposes: my day job, where I manage all things marketing, and my newly launched blog where I finally try my hand at a career in fiction. Though I’ve had more than 20 years experience in marketing, online marketing has changed how we get the word out. This book has completely renewed my approach. It is a practical, thorough, and easy-to-read guide with loads of concrete examples. Thomas clearly explains the various online communications vehicles and how to best optimize their uses. Just excellent!
  •  This book does a masterful job of being broad, but not shallow. As someone with a degree in Internet Marketing the chapters closely mimc the curriculum you will find in the degree program. If you’re just starting out in Online Marketing Lorrie Thomas is a guide second to none. I recommend this book enthusiastically!
  • Lorrie’s new book is absolutely the best book out there for beginner or seasoned online marketer. Each chapter is crammed with succinct info & easy-to-understand directions on exactly how to design, execute, and optimize your website. More information here, in 250 pages, than in any other web marketing book I’ve read (and I’ve read over 10 of the most popular books).
  • This has got to be the best book about on line marketing that I have read. I have bought
    three others, and they do not hold up to this.

    Lorrie Thomas..is superb in her explanations. She explains in detail every major caterory of
    on line marketing. There is plenty of meat in this book. You are not left hanging…this book
    will get you up and running. For those with experience, you will learn more….and for those just
    starting out..this Book is a definite MUST BUY….The other books I have bought, cost a lot more
    and the three combined content wise, did not come close…They say Content is King…or in this case
    Content is Queen…buy it you will not regret it.

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