If you’re a business owner, entrepreneur, marketing executive or student struggling to decipher what works amongst the flood of digital marketing solutions and advice, then a new book from the founder and director of the Digital Marketing Institute might be the answer.
The Art of Digital Marketing; The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns (WILEY; May 2016; Hardcover; £33.99/ €45.50; ISBN: 978-1-119-26570-2), by Ian Dodson, offers a practical and comprehensive guide to cracking the digital marketing ‘code’, uncovering the tools and techniques that really work and providing a step-by-step approach to implementation.
In it, Dodson lays bare the knowledge and insights gained from eight years of syllabus design for the Digital Marketing Institute with front-line digital marketing practitioners – a syllabus that is validated by the world’s leading digital companies including Google, Facebook and Twitter.
“There’s a lot of noise in terms of what you should and could be doing when it comes to digital marketing, leading to a constant sense of never really staying ahead of the game. It’s information overload at its best,” says Dodson.
“The book takes insider knowledge, gained from a unique vantage point as director of the Digital Marketing Institute, to unlock what’s really essential. It outlines a clear pathway for reaching and retaining customers, with real-life campaign examples from leading digital campaigns.”
The Art of Digital Marketing presents an innovative methodology for successful digital marketing – start with the customer and work backwards. It then uncovers a unique three-step process, called the 3i Principles – Initiate, Iterate, and Integrate – and provides a wealth of action plans and exercises to apply these principles to different disciplines, from SEO to email marketing, The exercises are designed to ensure that readers not only consume the various learnings, but can execute them for their business or employer.
Dodson adds: “The evolution of digital marketing is about consumers exercising more control over their choices. Instead of telling the customer what to think, you find out what they already think and go from there. This book demonstrates how using this single realisation as a starting point, and continually adjusting your approach based on real interactions with real customers every day, helps you build and implement more effective campaigns.”
Since 2008, Dodson has served as director of the Digital Marketing Institute after founding it with fellow director, Anthony Quigley. In that time, the company’s digital marketing qualifications have become the most widely taught global certification standard, with more than 15,000 graduates in over 80 countries worldwide.