eMarketing: the essential guide to marketing in a digital world, 5th ed.

Abstract

The first edition of eMarketing: the essential guide to digital marketing was published in 2008. It wasn’t our plan to write the equivalent of a book every year – but rapid sales, along with the ever-shifting digital landscape and an edition that was published exclusively in the United States means that we are now on our fifth edition. This is an achievement that we are very proud of. Once again, we have drawn on the expertise of professionals and agencies in our network and used their feedback to ensure that this book is representative of the most recent developments in our fast-paced industry. This edition has a slightly different title: eMarketing: the essential guide to marketing in a digital world. This reflects our insight that digital is more than just a channel and that the basic principles of marketing remain the same; we simply have an ever-evolving array of technology to apply them through. The book is structured similarly to the fourth edition, enabling readers to follow it sequentially and get an overview of how the different elements of digital fit together, while also providing a guide for those who want to dip in and out of chapters or need to brush up on specific areas. The book is structured according to how the Quirk agency works: • Think: we research, plan and strategise for brands and campaigns • Create: we build beautiful, highly functional assets and content for those brands and campaigns • Engage: we use the power of the connected web to drive traffic to those assets and leverage the available channels to build strong customer relationships • Optimise: we relentlessly use data and analysis to improve all our marketing efforts Some of the content is wholly new (Content Strategy, User Experience Design), some of it has been conceptually overhauled (Digital Strategy, Mobile Marketing, Web Development and Design, Market Research, CRM, Video Marketing) and some of the core topics remain similar but are fully up to date to reflect the latest changes in industry globally. Within each chapter, there are notes along the way to point you in the direction of further material and, at the end of each chapter, there are links to some great blogs or books relevant to that chapter. If you want to keep up to date, these resources are a great place to start. When you’ve finished reading, the next important step is to start doing! Put what you have learnt into action. Throughout the book, we have listed low- and no-cost ways to get started – all that’s needed is your brain, some enthusiasm and some time. There are several vouchers in the print edition of the textbook, so you can get started with the practical application of what you have read. If you don’t want to experiment with your own business, help out a friend!