The Art of Digital Marketing : The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns Hardcover - 2016

If organizations and marketing professionals are to thrive in today's increasingly competitive world, they must develop and maintain their business operations and customer engagement in a constantly evolving digital environment.

Written by Ian Dodson of the acclaimed Digital Marketing Institute, The Art of Digital Marketing offers an indispensible resource for tapping into the power of digital marketing. The text reflects the industry's best practices, current trends, and innovative insights that help to cultivate a competitive edge within an in-demand industry. The Art of Digital Marketing corresponds with the Digital Marketing Institute's certification program and can be used by anyone who wants to access the fundamentals of digital marketing.

Designed to make learning simple, accessible, and convenient, The Art of Digital Marketing is an all-inclusive introductory handbook to the essential approaches, key concepts, and skills needed for kick-starting a digital marketing career. The guiding principle behind the text's innovative digital marketing philosophy can best be summed up as "Start with the customer and work backwards."

The impact and effectiveness of any digital marketing campaign is only as good as the extent to which it takes into account and bases its activities on an empowered digital consumer. The Art of Digital Marketing outlines a proven marketing framework and shows how it can be implemented and managed effectively to reach the empowered consumer.

The digital marketing framework is based on a three-step process called the 3i Principles: Initiate, Iterate, and Integrate. INITIATE A digital campaign is only as strong as the time spent interacting with the customer to find out what they want, where they are online, and how they like to be engaged with. ITERATE Unlike traditional marketing models which rely on a front loading of investment and resources, digital marketing is an iterative, ongoing, always improving process based on customer interactions and outcomes. INTEGRATE The third and crucial step in the process is about how it is crucial to integrate digital activities across various channels and also the means by which they are integrated with traditional marketing channels.

The Art of Digital Marketing is a key resource for empowering professionals with the digital skills and knowledge needed to take control of their career and maximizing their potential.