Digital Marketing Analytics PDF Book – free ebooks on digital marketing as the reader of this book, you are our most important critic and commentator. We value your opinion and want to know what we’re doing right, what we could do better, what areas you’d like to see us publish in, and any other words of wisdom you’re willing to pass our way. digital marketing book.
Digital Marketing Analytics PDF Book
Understanding the Digital Media Landscape
When digital marketing and advertising began in the 1990s, the promise of digital channels was to deliver the right message to the right audience at the right time—a game-changing upgrade over traditional media channels.
Digital media has been sold as a nirvana of data collection, analysis, and measurement that would yield the most efficient, optimized programs one could hope for. Fast-forward 15 years, and we’ve learned that achieving that reality isn’t impossible but can be far more difficult than it seems at first glance.
Today’s digital media landscape is more complex than ever before. The continuous and rapid introduction of new platforms, tools, data sources, and media consumption devices (such as mobile devices and tablets) have created an environment that can make any marketer’s head spin.
Digital marketing books
The challenge now lies in identifying which unique composition of all those choices is required to produce the outcomes needed to achieve your digital goals and objectives.
Digital media is great at creating data about who you are, what you like and dislike, and where you’ve been online. This book helps you work smarter by providing you with the approach and information you need to understand and utilize the data that exists across the entire digital landscape.
Hopefully, the original digital promise that got everyone so excited in the first place will become a reality for you, and you’ll have a better understanding of why digital channels continue to draw more investment in time and money away from traditional media channels.
Digital Media Types
From the mid-’90s until the present day, the digital media landscape has undergone tremendous change. For a good 10 years, there were two dominant media types, although we’ve relabeled them through the years.
The first is paid media, either in the form of paid search (think Google AdWords) or display advertising (think DoubleClick banner ads). Paid media is literally just that—digital media channels that a brand pays to utilize.
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