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

potential to foster a much more productive and meaningful relationship with our customers, to gain powerful insight into their perceptions of our products, services and brands, and allow them to contribute and collaborate in our businesses in ways that were never possible before.

Successful digital marketing is all about iterative refinement – constant tweaking based on interpretation of real data to deliver more effective marketing creative that drives conversion. It’s exactly the same with mobile campaigns.

are following you, promoting products you’ve already seen. This is the basis of retargeting, where affiliates serve dynamic ads including products you’ve already seen, from sites you’ve already

For marketers, search engines offer a unique opportunity to get their products or services in front of online prospects at the exact moment they’re looking for them. It is, perhaps, one of the ultimate forms of targeted, pre-qualified marketing.

Use your extended web presence to encourage sign-ups too. Embed a newsletter sign-up form on your brand’s Facebook page, for example, and encourage sign-ups by linking to your sign-up page from the occasional Twitter update. You could also

• Mobile advertising in the UK has experienced a staggering 116 per cent year-on-year growth between 2009 and 2010. For example, advertisers spent £83 million on mobile advertising in 2010 and this is growing annually.

services or brands in front of a vast and ever-growing market of prospective customers at the precise time those customers are looking for exactly what the business is selling.

recent survey by Zenith Optimedia predicted US ad spend on display media to be worth $25 billion in 2011 and that it was set to grow by 36 per cent to $34 billion in 2013.

sites. Article directories are basically websites that bring article authors and online publishers together. They usually consist of a searchable article repository, where authors can sign up to submit articles on a wide variety of topics. Submitted articles are normally reviewed by a human editor