Published by Kogan Page on June 28th 2014
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When I started Understanding Digital Marketing by Damien Ryan I thought it was a text book. It has 399 pages and multiple editions. The Kindle edition was 15% in before I realized it’s a very long business book.
What makes Understanding Digital Marketing so long? It’s detailed and includes all digital marketing tools. I was surprised, but impressed by podcasts’ inclusion. This is definitely a book to teach you a lot. I was recommending it (with a caveat) before I was half-done reading it.
Who is Understanding Digital Marketing For?
In each review I decide to add structure to the flow, but then the book takes over. Once again, “Who’s it for” jumps to the start.
This a relatively junior book. It’s very tactical and even covers theories and models such as the 4Ps and a BCG grid. Both things I learned in my first semester of marketing at college. However, the information for a couple of tactics is out of date. I’ll touch on it more in the “not so good”, but … and I’m struggling here … it does need some knowledge to understand what’s current, inferring a mid-level marketer, or with at least a year or two of digital marketing experience.
The chapter on content. Really, I noted it twice. It’s practical, realistic, and includes a lot of mentions of engagement. The book is worth it for this chapter alone.
I also loved the detail. Sure, a marketer doesn’t really need to know the different web server options, but having an overview makes it easier talking with engineers. And marketers will be talking with engineers.
The case studies are also excellent. They are recent, and global.
The Not So Good
SEO. Really, that entire chapter is that bad. I don’t know Damien’s background, but whomever advised on that chapter is not an SEO expert. There have been two major Google algorithm updates in the last 18 months, and with the case studies being so recent, there’s no excuse for this chapter being at least two years old.
There are occasional other parts that are out-of-date too, thus the caveat. I recall hearing of videos in email as a hot topic last November, but it’s a no-no here.
Overall, this is a very useful book, and one I recommend as a starting point to digital marketing tools.