Book Review: Pioneers of Digital

Book Review: Pioneers of DigitalPioneers of Digital: Success Stories from Leaders in Advertising, Marketing, Search and Social Media by Paul Springer, Mel Carson
Published by Kogan Page on November 15th 2012
Pages: 232
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I received this book for free from in exchange for an honest review. This does not affect my opinion of the book or the content of my review.

Where 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.

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Bianca Smith

Bianca is a freelance digital marketer in Seattle. She works with clients big and small, in the US and Australia, on digital marketing, branding, event communications, social media and website content.

2 comments to “Book Review: Pioneers of Digital”

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  1. Mel Carson - February 14, 2014 Reply

    Thanks so much for this great review Bianca. Glad you liked the book and the Stephen Fry interview was one of our favorites. I live in Seattle, so please stay in touch!

    • Bianca Smith - February 25, 2014 Reply

      Hi Mel, sorry my reply disappeared. I’m glad you like the review. I think I was on the second story when I decided a friend in Australia needed a copy. Yes, we’ll definitely stay in touch. I was disappointed to miss you at the UW AMA regional conference. I stopped in for the case contest in the afternoon and heard you spoke earlier.

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