{"product_id":"the-art-of-digital-marketing-the-definitive-guide-to-creating-strategic-targeted-and-measurable-online-campaigns-9781119265702","title":"The Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns","description":"\u003cb\u003eThe premier guide to digital marketing that works, and a solid framework for success\u003c\/b\u003e \u003cp\u003e\u003ci\u003eThe Art of Digital Marketing\u003c\/i\u003e is the comprehensive guide to cracking the digital marketing 'code, ' and reaching, engaging, and serving the empowered consumer. Based on the industry's leading certification from the Digital Marketing Institute (DMI), this book presents an innovative methodology for successful digital marketing: start with the customer and work backwards. A campaign is only effective as it is reflective of the consumer's wants, needs, preferences, and inclinations; the DMI framework provides structured, implementable, iterative direction for getting it right every time. The heart of the framework is a three-step process called the 3i Principles: Initiate, Iterate, and Integrate. This simple idea translates into higher engagement, real customer interaction, and multichannel campaigns that extend even into traditional marketing channels.\u003c\/p\u003e \u003cp\u003eThe evolution of digital marketing isn't really about the brands; it's about consumers exercising more control over their choices. This book demonstrates how using this single realization as a starting point helps you build and implement more effective campaigns.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eGet inside the customer's head with deep consumer research\u003c\/li\u003e \u003cli\u003eConstantly improve your campaigns based on feedback and interactions\u003c\/li\u003e \u003cli\u003eIntegrate digital activities across channels, including traditional marketing\u003c\/li\u003e \u003cli\u003eBuild campaigns based on customer choice and control\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eDigital marketing turns traditional marketing models on their heads. Instead of telling the customer what to think, you find out what they \u003ci\u003ealready\u003c\/i\u003e think and go from there. Instead of front-loading resources, you continually adjust your approach based on real interactions with real customers every day. Digital marketing operates within its own paradigm, and \u003ci\u003eThe Art of Digital Marketing\u003c\/i\u003e opens the door for your next campaign.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003eIAN DODSON\u003c\/b\u003e is Co-founder and Director of the Digital Marketing Institute. The Institute has defined a set of qualifications for the digital marketing industry which are now the most widely taught global certifications - available in over 70 countries worldwide. These qualifications act as an educational and professional pathway for students, educators and employers. \u003c\/p\u003e\u003cp\u003ePassionate about student centric outcomes and an advocate of education and digital literacy, Ian believes digital technologies are enabling tools for raising economic and social standards globally.\u003cbr\u003e\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":50461887693074,"sku":"9781119265702","price":35.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0831\/4771\/8930\/files\/img_c245ef54-7d68-44de-8c9b-2435b466636e.jpg?v=1730083096","url":"https:\/\/surprise-castle.myshopify.com\/products\/the-art-of-digital-marketing-the-definitive-guide-to-creating-strategic-targeted-and-measurable-online-campaigns-9781119265702","provider":"Surprise Castle","version":"1.0","type":"link"}