Taking Down Goliath

Advances in software, auction-based media, analytics, and big data have made it possible for the average marketer to compete with marketers with 100 times the spending power. Taking Down Goliath profiles the ways in which digital marketing can level the playing field, if you know how to use it.

This book is for the mid-market products that don't have thousands upon thousands of dollars to spend on advertising A holistic guide to digital marketing, from SEO, to twitter, to banner ads, to email marketing while covering the basics: How to identify your target audience, how to reach them, cost effective strategies, creating an online message This book will serve as a bible to the thousands of advertisers that have money to spend but not the deep pockets of a Fortune 500 Company

Autorentext
Kevin Ryan is the founder of the digital advertising firm Motivity Marketing, Inc. He has appeared on CNN and been featured in The Wall Street Journal, USA Today, ABC News, The New York Times, Forbes, and Advertising Age. Prior to launching Motivity Marketing, Ryan founded Kinetic Results, an Advertising Age Top 20 performance marketing firm, served as VP, Global Content Director for Search Engine Watch and Search Engine Strategies, and VP of Interactive Media for the Interpublic Group agency, Wahlstrom Interactive.

Rob 'Spider' Graham is a twenty-year veteran of digital media buying, selling and production. He is currently the founder and CEO of Trainingcraft, LLC, a company providing digital advertising, marketing, and sales consultingas well as training solutionsto publishers and advertisers. Spider works with a number of training partners including the Interactive Advertising Bureau (IAB.net) and eConsultancy (econsultancy.com), in addition to providing direct training solutions to companies like Comcast, Politico, and American Cities Business Journals.

Inhalt
Foreword Chapter 1:Exploring Marketing Models Available tools Auction-based media Search Marketing Fundamentals The Consumer Experience Consumer Buying Models Creating Targeted Marketing Messages Chapter 2: The Digital Advertising Ecosystem The Digital Media Landscape The Advertising Cycle Digital Advertising Overview Digital Display Advertising Digital Display Media Channels Chapter 3: Rich Media Features and Formats The Evolution of Rich Media Evolution Rich Media Video Solutions Rich Media Ad Buying Chapter 4: Search Engine Advertising SEM Overview Google AdSense and Analytics SEM Keyword Strategies Search Ad Creation Chapter 5: Search Engine Optimization SEO Evolution On-Page Optimization Workshop - SEO Site Analysis Off-Page Optimization Chapter 6: Email Marketing Email Marketing Overview Email Marketing Best Practices List and Data Management Email Campaign Management Email Marketing Pitfalls to Avoid Chapter 7: Social Media Marketing The Social Media Revolution Social Media Marketing Strategies Developing an SMM Voice Exploring the Blogosphere Social Media Networks Facebook Social Media Networks - Twitter Social Media Networks - LinkedIn Social Media Networks - YouTube The Content on Demand Ecosystem Chapter 8: Mobile Marketing The Mobile Revolution Mobile Marketing Strategies Mobile Targeting & Measurement Chapter 9: Online Audience Targeting Audience Targeting Overview Audience Targeting Hierarchy Behavioral Targeting Cluster & Segment Targeting Emerging Targeting Models Chapter 10: Digital Measurement and Analytics Why Measure? Defining Digital Measurement Research Methods and Sources Web and Site Analytics Channel Research Tools Chapter 11: Digital Marketing Strategies Capturing Consumer Data Landing Page Design Group Buying Sites and Crowdsourcing Real-Time Consumer Support Podcasts, Ebooks and More Open-Source Marketing Tools Chapter 12: Digital Advertising Creation Strategies Digital Media Landscape Digital Ad Creative Strategies Digital CampaignEvaluation Guidelines