Posts Tagged digital marketing

Book Review: Digital Branding

Posted by on Monday, 3 March, 2014

Digital-BrandingDigital Branding by Daniel Rowles is exactly the digital marketing book I would write. It’s current, relevant, very practical, honest, and topical. Perhaps a little too much so. I can see some “old-timers” being intimidated by the practices Rowles demands.

The book is divided in three parts. The first is an introduction to digital branding with some great definitions. This is where the “love” count started early. Yes, most digital communications about a brand don’t directly include the brand. Yes, it needs to be measurable. And my favorite, verbatim, “brand awareness is a phrase that is often used to justify digital activity that doesn’t have clear objectives”. I’m not telling which early project I worked on where this was a common management line.

Digital Branding’s value is in the second part: The Digital Toolkit. It’s practical and realistic, suggesting free tools, and acknowledging the top end of the market, like Google Analytics Enterprise. Intermixed are case studies and advice, with gems like only doing something if you have something to say, and that social media is essentially PR.

Part three, Strategy and Measurement, is the weakest, but only in parts. The strategy chapter is less tangible fluff. This is made up in the next chapter. Analytics describes useful reports in Google Analytics. I love (yes, love count was high) the reminder that a high bounce rate isn’t bad if the customer got what they needed.

Who is Digital Branding For?

I think my annotation here was perfect: “Am I loving this because it reinforces my ideas and it’s actually too basic? Who is this for?”

It’s detailed enough for experienced digital marketers, but clear enough for marketers new to digital, or even non-marketers. Of course, the newer you are the more you’ll get from Digital Branding, but I picked up some tools from the kit and a couple of tips.

This book isn’t release until April, but I recommend it. In fact, I’m buying a copy. My ARC was produced too early for all the tables to be included.

Book Review: Pioneers of Digital

Posted by on Thursday, 13 February, 2014

Pioneers-Of-DigitalWhere was this book when I was in grad school?

Pioneers of Digital (Paul Springer and Mel Carson) is a collection of 20 interviews and case studies looking at the founders of digital marketing, the ones who did it by design and those by accident.

In grad school one of my assignments required analyzing a case study from a book. Unfortunately the RMIT library’s marketing and PR section hadn’t been added to since 1990. Small exaggeration. Pioneers of Digital would have been my go-to.

Most of the interviews are essentially case studies of their careers. I loved reading what lead June Cohen to put Ted Talks online, discovering how many people started their careers in totally unrelated areas and fell into marketing and technology, and how success comes from making a difference, not by trying to make money. Two case studies told the story of hugely popular campaigns. I remember wasting a lot of time with Subservient Chicken without knowing it was a Burger King promotion. Dove’s Campaign for Real Beauty has continued to inspire women 10 years after its launch.

My favorites were Kyle MacDonald’s One Red Paperclip and, the surprising inclusion, Stephen Fry. Both chapters had more storytelling and feeling than the others, and that’s taking my bias aside. I’m a sucker for great marketing from outside the industry.

Pioneers of Digital closes with a statistics-filled summary of the up-and-coming digital marketing cities, and lessons from the pioneers interviewed. If the initial chapters are a bit hard to get through, the book is worth it for these two chapters.

Digital Campaign Stopping Prop 8

Posted by on Tuesday, 7 April, 2009

Isn’t it terrible when you see an amazingly executed social digital campaign that you’re forced to admire even though you detest the issue it’s promoting?

For anyone who doesn’t know, proposition 8 (or prop 8.) was the referendum item on the Californian poll last year to have the right for same sex marriages overturned.

From reading this Clickz case study, it was an amazing campaign with very impressive use of data segmenting and targeting. Also a lesson in why the younger crowd shouldn’t disregard the power of the internet with baby boomers.

Have a read and let me know your thoughts.