The Art Of Digital Marketing: The Definitive Guide To Creating Strategic, Targeted, And Measurable Online Campaigns

Start with the Customer and work backwards. 

The Digital Marketing Playbook is based off the Digital Marketing Institute’s introductory program and provides an innovative methodology for implementing digital marketing. The principle behind the book can best be summed up as "Start with the customer and work backwards".

Digital marketing fundamentally is the story of the empowered consumer. The evolution of the Internet is not about brands like Google or Facebook or Apple, it's actually about the evolution of consumer control over their choices and their existence. So the impact or effectiveness of any digital marketing campaign is only as good as the extent to which it takes into account and bases its activities on an empowered digital consumer.The Digital Marketing Playbook provides a structured, implementable, iterative framework that teaches people how to implement and manage digital marketing. It’s based on a three-step process called the 3i Principles: Initiate, Iterate, and Integrate.

• INITIATE: A digital campaign is only as strong as the time you spend interacting with the customer to find out what they want, where they are online, and how they like to be engaged with.
• ITERATE: The digital model turns traditional marketing models on their head. Most traditional campaigns adopt a big bang approach that require a front loading of investment and resources. Digital marketing is an iterative, ongoing, always improving process based on customer interactions and outcomes.
• INTEGRATE: The third and crucial step in the process is about how it is crucial to integrate digital activities across various channels and also the means by which they are integrated with traditional marketing channels.

Ian Dodson (Dublin, Ireland; digitalmarketinginstitute.com) is the co-founder and Course Director for the Digital Marketing Institute. He lectures extensively on the Digital Marketing Institute’s Postgraduate and Professional Diploma programs, speaks at both local and international conferences, and writes for various digital and marketing journals on all topics digital. Ian Dodson has been at the forefront of the Digital Industry for the past 10 years. He specializes in strategic guidance for organizations bringing products to market through the internet and has been instrumental in the set-up of some ground breaking online businesses.