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Editorial Reviews
Book Description
There is no benefit in making districtions between old and new media in an economy where the context of every channel to market is changing. And as digital technologies place the customer at center of marketing, it is important for marketers to have a full understanding of how to plan an integrated approach to ensure a profitable relationship. This rigorous yet practical manual provides just that. Digital Marketing will show both the expert and student alike how to:1. Reappraise the expectations and role of marketing in a digital, networked marketplace2. Define the new customer-driven marketing concepts that digital channels enable; permission, viral, location, real time marketplaces and auctions3. Identify the marketing goals that digital marketing takes to a new level: direct /customer relationship marketing techniques, sales promotion, broadcast and narrow cast advertising4. Detail how best to use digital, networked channels: Internet, mobile and interactive TV.5. Set out decision-making tools that reader may use to implement this ideas and techniques
From the Publisher
Will Rowan is an experienced marketer and e-commerce consultant with his roots in blue-chip direct marketing. His firm TheCustomer provides digital marketing consulting to many leading companies, banks, and to major direct marketing organizations.
About the Author
Will Rowan is an experienced marketer and e-commerce consultant with his roots in blue-chip direct marketing. He runs a consulting agency, TheCustomer.co.uk that provides digital marketing guidance to leading companies, banks, professional and educational bodies and major direct marketing agencies.
Editorial Reviews
Book Description
There is no benefit in making districtions between old and new media in an economy where the context of every channel to market is changing. And as digital technologies place the customer at center of marketing, it is important for marketers to have a full understanding of how to plan an integrated approach to ensure a profitable relationship. This rigorous yet practical manual provides just that. Digital Marketing will show both the expert and student alike how to:1. Reappraise the expectations and role of marketing in a digital, networked marketplace2. Define the new customer-driven marketing concepts that digital channels enable; permission, viral, location, real time marketplaces and auctions3. Identify the marketing goals that digital marketing takes to a new level: direct /customer relationship marketing techniques, sales promotion, broadcast and narrow cast advertising4. Detail how best to use digital, networked channels: Internet, mobile and interactive TV.5. Set out decision-making tools that reader may use to implement this ideas and techniques
From the Publisher
Will Rowan is an experienced marketer and e-commerce consultant with his roots in blue-chip direct marketing. His firm TheCustomer provides digital marketing consulting to many leading companies, banks, and to major direct marketing organizations.
About the Author
Will Rowan is an experienced marketer and e-commerce consultant with his roots in blue-chip direct marketing. He runs a consulting agency, TheCustomer.co.uk that provides digital marketing guidance to leading companies, banks, professional and educational bodies and major direct marketing agencies.
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Will Rowan
TheCustomer | web-savvy,
marketing-led digital strategy
+44 (0) 207 0787 680
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