Digital marketing has become mainstream. No longer is "digital" the parsley on the marketing plate at a fancy dinner, an afterthought, or a cool extra to add some sizzle to a marketing plan. Digital is now the main course of the marketing meal -- the connective strategy that pulls all the elements of an integrated marketing program together, ensuring that all messaging and communications strategies are effective at reaching the customer. Yet in many organizations, the digital marketing mix is still handled arbitrarily, after the fact, or managed part time or by a junior member of the team who has some personal familiarity or a willingness to learn how to work in the digital medium.
This book is designed to bring the educated layperson -- the typical marketer or business professional familiar with the topic -- to a point where digital strategies and methods become an essential element of their integrated marketing plan from the very beginning. With over 70% of consumers stating that they go online first before making any purchase, no marketer would launch a branding campaign, even using traditional media, without a website to drive traffic to, a coordinated search and social strategy for leveraging the campaign, and plans for digital touch points to engage prospects across all digital and mobile channels.
Unlike other resources in the market, we approach each topic strategically then dive into elements of tactical execution across all the major digital channels: search, display, email, social, and mobile. Our approach focuses on defining "ultimate business goals" and desired results of a marketing strategy -- and how to frame these objectives and measure them for success. Given the rapidly changing subject matter in this dynamic industry, we also provide an online resource to the sources in the book, with extensive examples, tools and resources.
If you've chosen to read this book, it's clear you already know that any marketer or business professional must understand these changes and be able to plan and integrate the power and potential of digital marketing channels. As Wayne Gretsky famously said, "A good player plays where the puck is. A great player plays where the puck is going to be." Digital provides many destinations for marketers to consider; and we look forward to sharing the journey with you!
Kagan, Jeremy. Digital Marketing: Strategy & Tactics. Bronxville, NY: Wessex Press, 2018.
Each author name for a Columbia Business School faculty member is linked to a faculty research page, which lists additional publications by that faculty member.
Each topic is linked to an index of publications on that topic.