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Author Ryan, Kevin M., author.

Title Taking down Goliath : digital marketing strategies for beating competitors with 100 times your spending power / Kevin M. Ryan, Rob "Spider" Graham.

Publication Info. New York City : Palgrave Macmillan, 2014.


Location Call No. OPAC Message Status
 Axe Books 24x7 Business E-Book  Electronic Book    ---  Available
Description 1 online resource
text txt rdacontent
computer c rdamedia
online resource cr rdacarrier
text file PDF rda
Note Print version record.
Contents 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 6 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 Campaign Evaluation Guidelines.
Summary "The marketing middle classes used to get left out in the cold. Big brands attracted all the attention and the highest priced agency talent, leaving everyone else stuck in a marketing no-man's-land. Thankfully, the ground has since shifted--and evened--beneath everyone's feet. It's time for the big guys to learn from the little guys. Thanks in part to the digital revolution, there has been a tremendous transition towards a more democratic marketing world, one in which you don't need a huge budget to get a lot done. Success now goes to those advertisers who understand how to best leverage what they have, investing in smarter strategies rather than just bigger or more expensive campaigns. Taking Down Goliath profiles the tactics needed to optimize the potential of digital marketing and realize its promise of a more level playing field. Industry veterans Kevin Ryan and Rob 'Spider' Graham explain what to do, where to look, how to execute, and most of all, what to avoid as you set out to make the most of the what you've got. The book combines case studies from Bugaboo, Wendy Davis, the Daily Meal, and every day entrepreneurs who are taking down goliath on a daily basis--brands that emerged using tactical outlay and overarching strategies that their Goliath competitors couldn't see coming. Readers will learn, through step-by-step guides, how to identify their target audience and create points of engagement between brands and consumers. Drawing on their years in the trenches, working with some of the world's top brands and teaching mid-sized companies how to compete, Ryan and Graham outline how to build a sound digital strategy in creatively cost-efficient ways. While most books focus on one medium (such as social media or search engine optimization), Taking Down Goliath takes a holistic approach--explaining each digital marketing channel in detail and teaching readers how to combine them synergistically. For the first time, it's completely possible to compete with a brand boasting 100 times your spending power. It requires, however, the courage to invest in strategy. Taking Down Goliath provides the toolkit you need to make that investment."-- Provided by publisher.
"David has never had a better chance at beating Goliath, but digital marketing remains a mystery to the vast majority of would-be marketers. In other words, marketing automation will only get you so far--you still need a solid strategy. Whether you run a big company or a one-man marketing team, the digital marketing universe has a set of challenges unlike any other. This book profiles the strategies and tactics needed to successfully navigate this space. It explains each marketing discipline in detail: what to do, where to look, how to execute, and most of all, what to avoid. Taking Down Goliath combines case studies from digital brands that emerged using the tactical outlay and overarching strategies that their Goliath competitors couldn't see coming, including Landscape, Wendy Davis, Linea Pelle, Bugaboo, Aramark Parks and Destinations, among others. Readers will gain a foundational understanding of how to use digital marketing channels, technologies, and methodologies in order to effectively promote brands, services, and products online. The authors also teach how to create points of engagement between brands and consumers, and how to plan, create, execute, and measure digital campaigns across a number of different channels"-- Provided by publisher.
Bibliography Includes bibliographical references and index.
Subject Internet marketing.
Small business marketing.
Internet marketing -- Case studies.
Small business marketing -- Case studies.
BUSINESS & ECONOMICS -- Marketing -- General.
BUSINESS & ECONOMICS -- Small Business.
Internet marketing. (OCoLC)fst00977272
Small business marketing. (OCoLC)fst01121328
Genre/Form Electronic books.
Case studies. (OCoLC)fst01423765
Other Form: Print version: Ryan, Kevin M. Taking down Goliath 9781137444202 (DLC) 2014022980 (OCoLC)882185056
ISBN 9781137444219 (electronic bk.)
1137444215 (electronic bk.)
Standard No. 10.1057/9781137444219 doi
DKDLA 820120-katalog:000680383
NZ1 15832846

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