Digimarketing book
0 likes359 views
The book provides an overview of digital marketing and new media. It explains that marketing is evolving from traditional approaches to focus on continuous interaction with consumers through various digital channels. The book covers topics such as search engines, email, social media, mobile marketing and data analytics. It emphasizes that data will become increasingly important for marketing strategies. The book also forecasts future trends and provides a framework for marketers to transition to digital approaches.
Digimarketing book
- 1. BOOK REVIEW DIGIMARKETING The Essential Guide to New Media & Digital Marketing by Kent Wertime and Ian Fenwick (WILEY- 2008) Reviewed by Thierry de Gorguette d’Argoeuves1 The subtitle of the book, The Essential Guide with consumers. To be especially recommended to New Media & Digital Marketing, aptly is the “Key Shifts Summary”2 at the end of summarizes its content. DigiMarketing is a very Section One. Readers will quickly come to the professional review and analysis of what many realization that “traditional marketing” will may still regard as a confusing assembly of shortly be an “old fashioned” marketing gadgets but is also an articulated presentation of approach. Who would have ever thought that the paths to follow when it comes to e-marketing the good old ‘A&P’ would eventually translate campaigns. With it, we escape yet another – not into ‘Os and Is’? to be missed, “nth” Internet Marketing book by With all channels thoroughly reviewed the latest on-line guru. through the tools to be activated, it soon Coming from very different backgrounds becomes clear that every component can be (Kent Wertime is the President of OgilvyOne intricate, from search engines to transactions Asia Pacific and Ian Fenwick Advisor and (including wireless ones), from emails (not Senior Head of Administrative Programs at spams) to contextual e-marketing, and what is Sasin Graduate Institute of Business still largely regarded as the most sensitive - if Administration, Bangkok), the authors merge not the most controversial - Web 2.0 ingredient: their expertise to provide right from the onset a user generated content3. new vision - and a warning: digital media are How then not to sympathize with that becoming a “street reality” and marketers have marketing manager now having to face his/her no choice but to develop a “deep proficiency in customers’ negative reviews? Does s/he even new media channels”. To the readers’ have a say in it? If there were one message to edification. remember from Section Two, it should be that The review is exhaustive and will take there are many new channels, all of which readers throughout the new media landscape, involve some level of interaction – eventually in covering a variety of territories that traverse the real time – with consumers. “vlogs”, “ipods” and other “mash-ups” to name a 1 few. DigiMarketing is the “future evolution of Thierry de Gorguette d’Argoeuves teaches at marketing”. Marketing managers, the authors Assumption University, Graduate School of Business. 2 P 51 Figure 2.1: DigiMarketing – Key Shifts and Tenets go on to explain, will increasingly be handling Summarized more digital channels and be confronted with 3 P 225 Figure 8.2: Evolution of Consumer Generated arguably the most innovative feature of digital Content marketing: continuous and consistent interaction 60
- 2. Marketing people should rejoice. Gone is the stumbled upon them, it occurred to me I could lengthy, time-consuming, bottom-numbing use them in my lectures. As an academic, the questionnaire and interview process for argument was compelling enough. quantitative and qualitative analysis purposes. Everything is now automatically loaded and “The Web has a long memory” (p 229) which stored in huge databases and instantly available goes along with the humoristic “the long tail on for data mining and OLAP. And as the authors steroids” (p 83) guide practitioners through their digital marketing plan, they insist: “data will be “The “Do It Ourselves” Web” (p 73): from recognized as the lifeblood of marketing”4. passive TV viewers to interactive actors on the Marketing plans will be about optimizing the Net links to KPIs and Analytics as shown at the end of Section Three5. “The broadcast TV model collapses” (p 272) One lurking risk with writing books touching only to be digitally re-energized a few pages on the latest technologies is their fast later: “TV is dead, Long-Live TV” (p 276) obsolescence. The authors were well aware of and upfront about this and responded by wisely “DigiMarketing must include strategies to seed forecasting future trends. Their framework brands into people’s interactions” (p 40). In my develops firmly around the main avenues which opinion, here lies the secret of the new digital they have identified. The overall format of the marketing recipe. presentation is consistent, invariably providing bridges from traditional to digital and from the current human touch to the likely future virtual CRM. Readers will also appreciate the light leisurely pace at which they are taken through this e-journey, the lively structure of each chapter, the short paragraphs, and the text boxes dedicated to definitions or short stories. I have one complaint – albeit a very minor one - some higher quality diagrams and graphs would have been most welcome. The future of marketing lies in uninterrupted iterations and will undoubtedly be more demanding in terms of integration and near real time reactions. Practitioners, entrepreneurs, teachers and students alike will benefit from the tremendous amount of knowledge presented to us in DigiMarketing in a very informative yet entertaining manner. By way of concluding, I will quote a few sentences. Selecting them was not easy but as I 4 P 362 DigiMarketing Tenet 10 5 P 380 Figure 14.4 61