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Taking Down Goliath de Kevin Ryan

Taking Down Goliath

Autor Kevin Ryan, Rob Spider Graham
en Limba Engleză Hardback – 9 dec 2014

Notăm cu interes faptul că Taking Down Goliath nu este doar un manifest teoretic, ci un set de instrumente de luptă pentru companiile care doresc să concureze cu giganții industriei. Recomandăm această lucrare pentru abordarea sa pragmatică, oferind cadre de lucru clare pentru licitațiile media bazate pe algoritm, șabloane pentru mesaje de marketing targetate și checklist-uri esențiale pentru managementul campaniilor de email. Structura cărții este riguros organizată, ghidând cititorul prin ecosistemul publicității digitale, de la fundamentele căutării plătite (SEM) până la ateliere practice de analiză SEO a site-ului. Dacă The Digital Marketer's Playbook v-a oferit cadrul teoretic și conceptele fundamentale, această carte scrisă de Kevin Ryan și Rob Spider Graham oferă instrumentele practice necesare pentru execuție. Autorii demonstrează cum analiza Big Data și automatizarea pot nivela terenul de joc, permițând unui marketer cu resurse medii să obțină un impact disproporționat de mare. Volumul acoperă progresiv tot spectrul digital, incluzând strategii de cuvinte cheie, soluții video rich media și gestionarea eficientă a bazelor de date, transformând complexitatea tehnologică într-un avantaj competitiv tactic.

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Specificații

ISBN-13: 9781137444202
ISBN-10: 1137444207
Pagini: 238
Ilustrații: XIV, 238 p.
Dimensiuni: 156 x 241 x 30 mm
Greutate: 0.43 kg
Ediția:2014 edition
Editura: Palgrave Macmillan US
Locul publicării:New York, United States

De ce să citești această carte

Credem că această carte este esențială pentru antreprenorii și managerii de marketing care trebuie să obțină rezultate maxime cu bugete optimizate. Cititorul câștigă acces la metodologii de licitare media și optimizare SEO care, până recent, erau rezervate agențiilor mari. Este un ghid de supraviețuire și creștere care transformă datele în arme strategice împotriva competitorilor dominanți.

Despre autor

Kevin Ryan și Rob Spider Graham sunt specialiști recunoscuți în peisajul publicității digitale, cu o experiență vastă în navigarea schimbărilor tehnologice care au definit marketingul modern. Kevin Ryan este o voce influentă în industria evenimentelor și a publicațiilor de specialitate, în timp ce Rob 'Spider' Graham este cunoscut pentru expertiza sa tehnică în soluții media și strategii de căutare. Împreună, cei doi autori combină viziunea strategică cu rigoarea implementării, oferind cititorilor o perspectivă avizată asupra modului în care platformele de licitație și analitica pot fi utilizate pentru a genera randament în afaceri, indiferent de dimensiunea organizației.

Descriere scurtă

Advances in software, auction-based media, analytics, and big data have made it possible for the average marketer to compete with marketers with 100 times the spending power. Taking Down Goliath profiles the ways in which digital marketing can level the playing field, if you know how to use it.

Cuprins

Foreword Chapter 1:Exploring Marketing Models Available tools Auction-based media Search Marketing Fundamentals The Consumer Experience Consumer Buying Models Creating Targeted Marketing Messages Chapter 2: The Digital Advertising Ecosystem The Digital Media Landscape The Advertising Cycle Digital Advertising Overview Digital Display Advertising Digital Display Media Channels Chapter 3: Rich Media Features and Formats The Evolution of Rich Media Evolution Rich Media Video Solutions Rich Media Ad Buying Chapter 4: Search Engine Advertising SEM Overview Google AdSense and Analytics SEM Keyword Strategies Search Ad Creation Chapter 5: Search Engine Optimization SEO Evolution On-Page Optimization Workshop - SEO Site Analysis Off-Page Optimization Chapter 6: Email Marketing Email Marketing Overview Email Marketing Best Practices List and Data Management Email Campaign Management Email Marketing Pitfalls to Avoid Chapter 7: Social Media Marketing The Social Media Revolution Social Media Marketing Strategies Developing an SMM Voice Exploring the Blogosphere Social Media Networks – Facebook Social Media Networks - Twitter Social Media Networks - LinkedIn Social Media Networks - YouTube The Content on Demand Ecosystem Chapter 8: Mobile Marketing The Mobile Revolution Mobile Marketing Strategies Mobile Targeting & Measurement Chapter 9: Online Audience Targeting Audience Targeting Overview Audience Targeting Hierarchy Behavioral Targeting Cluster & Segment Targeting Emerging Targeting Models Chapter 10: Digital Measurement and Analytics Why Measure? Defining Digital Measurement Research Methods and Sources Web and Site Analytics Channel Research Tools Chapter 11: Digital Marketing Strategies Capturing Consumer Data Landing Page Design Group Buying Sites and Crowdsourcing Real-Time Consumer Support Podcasts, Ebooks and More Open-Source Marketing Tools Chapter 12: Digital Advertising Creation Strategies Digital Media Landscape Digital Ad Creative Strategies Digital CampaignEvaluation Guidelines

Recenzii

"What do you do if you're a twentieth century business awakening to the new rules of the twenty-first century? In Taking Down Goliath, Ryan and Graham unpack the secrets of creative leverage for the digital age. Armed with practical advice and insights, this book offers a great strategic framework for re-considering your brand and attacking lethargic thinking." - John Gerzema, Best-selling author and social strategist
"Anyone can write a book directing big brands in how to spend their billion dollar marketing budgets. Taking Down Goliath guides small brands in how to use their size as an advantage to strategically out maneuver the big guys. This is an exceptional book demonstrating how digital has changed the rules of marketing andhas tilted it in favor of the smaller, innovative player." - Jeffrey Cole, Director & CEO, Center for the Digital Future at USC Annenberg School
"It's not magic. But in order to succeed at digital marketing today you need a heck of a lot of smarts and know-how. The authors of this book can't help you with the former, but they sure can help you with the latter! With this book, you'll get solid, practical advice from two masters who do this stuff every day, and do it exceptionally well." - Geoffrey Ramsey, Chairman and Co-founder, eMarketer, Inc.
"What makes this book invaluable is its unrelenting focus on the 'why' (not just the 'how') of digital marketing. That, and inspiring interviews with real-life Davids who haveleveraged digital tools to make a real difference in their careers, their businesses and their lives make this plain-English book downright inspirational!" - Rebecca Lieb, Industry Analyst, The Altimeter Group & author of Content Marketing
"My job is helping the Fortune 1000 survive the digital revolution, and that just got harder! This book doesn't just tell you what to do to compete effectively as a little guy. It walks you through the process providing clear and effective instruction." - Stefan Tornquist, Vice President, Research Econsultancy
"Taking Down Goliath helps to level the playing field between the Davids and Goliaths of the world. Today many SMBs look with fear at digital marketing, but Ryan and Graham have done an excellent job simplifying both the strategies and tactics needed to make smaller businesses competitive with the big guys." - John F. Kelsey, III, Advisor, BIA/Kelsey, Founder, The Kelsey Group, Inc.

Notă biografică

Kevin Ryan is the founder of the digital advertising firm Motivity Marketing, Inc. He has appeared on CNN and been featured in The Wall Street Journal, USA Today, ABC News, The New York Times, Forbes, and Advertising Age. Prior to launching Motivity Marketing, Ryan founded Kinetic Results, an Advertising Age Top 20 performance marketing firm, served as VP, Global Content Director for Search Engine Watch and Search Engine Strategies, and VP of Interactive Media for the Interpublic Group agency, Wahlstrom Interactive.

Rob 'Spider' Graham is a twenty-year veteran of digital media buying, selling and production. He is currently the founder and CEO of Trainingcraft, LLC, a company providing digital advertising, marketing, and sales consulting—as well as training solutions—to publishers and advertisers. Spider works with a number of training partners including the Interactive Advertising Bureau (IAB.net) and eConsultancy (econsultancy.com), in addition to providing direct training solutions to companies like Comcast, Politico, and American Cities Business Journals.

Caracteristici

This book is for the mid-market products that don't have thousands upon thousands of dollars to spend on advertising A holistic guide to digital marketing, from SEO, to twitter, to banner ads, to email marketing while covering the basics: How to identify your target audience, how to reach them, cost effective strategies, creating an online message This book will serve as a bible to the thousands of advertisers that have money to spend but not the deep pockets of a Fortune 500 Company