Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation: Volume 1

In the UK, mobile already accounts for 20 per cent of all internet traffic. From a global perspective, mobile internet will eclipse the PC web in the short-to-medium term.

view of the marketing landscape emerge: a view with less emphasis on ‘traditional versus ‘digital’, and more focus on integrating campaigns to span not just the different elements of digital marketing – search, display, e-mail, affiliate, social media, etc – but also a seamless integration with offline channels.

Now powerful web-based analytics tools are available for free, and even small businesses can track and measure their ROI with some degree of confidence over much of their online marketing investment. We can track everything from impression, through

perhaps you’re attending a business conference, and are on the lookout for a new job? Your mobile lets you know there are four CEOs scheduled to be at the conference whose companies are looking to hire someone with your skill set.

Predictions vary wildly, but estimates suggest that in-game advertising could be worth between US$800 million and just shy of US$2 billion in 2012.

Q. Digital currently represents about 25 per cent of all marketing spend (UK) – how do you see this evolving by 2015? A. I think that digital will come back into the fold of the

to the subtleties of human behaviour and interaction. But how do you accurately measure qualitative concepts like engagement, influence, trust and authority in a repeatable and comparable way? How do you consistently and comparably measure the evolution of online conversation?

Static billboard-style advertising in games is rapidly being replaced by dynamic ads served up in real time over the internet by specialist in-game advertising networks. Ads can be geo-targeted and contextual, and can be modified at

More relevant, focused search results, as we’ve mentioned, is great news for marketers – because as long as you’re targeting the right keyword phrases in your SEO and paid search campaigns, it means the traffic coming your way will be more qualified and more likely to convert. Search marketing looks set for continued and sustainable growth,