Taking Down Goliath Digital Marketing Strategies for Beating Competi
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 p
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10.1057/9781137444219 - Taking Down Goliath, Kevin Ryan and Rob Graham
Copyright material from www.palgraveconnect.com - licensed to New York University - Waldmann Dental Library - PalgraveConnect - 2015-05-21
TAKING DOWN GOLIATH
10.1057/9781137444219 - Taking Down Goliath, Kevin Ryan and Rob Graham
Copyright material from www.palgraveconnect.com - licensed to New York University - Waldmann Dental Library - PalgraveConnect - 2015-05-21
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DIGITAL MARKETING STRATEGIES FOR BEATING COMPETITORS WITH 100 TIMES YOUR SPENDING POWER
KEVIN M. RYAN AND ROB “SPIDER” GRAHAM
10.1057/9781137444219 - Taking Down Goliath, Kevin Ryan and Rob Graham
Copyright material from www.palgraveconnect.com - licensed to New York University - Waldmann Dental Library - PalgraveConnect - 2015-05-21
TAKING DOWN GOLIATH
TAKING DOWN GOLIATH
Copyright © Kevin M. Ryan and Rob “Spider” Graham, 2014. First published in 2014 by PALGRAVE MACMILLAN® in the United States—a division of St. Martin’s Press LLC, 175 Fifth Avenue, New York, NY 10010. Where this book is distributed in the UK, Europe and the rest of the world, this is by Palgrave Macmillan, a division of Macmillan Publishers Limited, registered in England, company number 785998, of Houndmills, Basingstoke, Hampshire RG21 6XS. Palgrave Macmillan is the global academic imprint of the above companies and has companies and representatives throughout the world. Palgrave® and Macmillan® are registered trademarks in the United States, the United Kingdom, Europe and other countries. ISBN: 978–1–137–44420–2 Library of Congress Cataloging-in-Publication Data is available from the Library of Congress. A catalogue record of the book is available from the British Library. Design by Newgen Knowledge Works (P) Ltd., Chennai, India. First edition: November 2014 10 9 8 7 6 5 4 3 2 1 Printed in the United States of America.
10.1057/9781137444219 - Taking Down Goliath, Kevin Ryan and Rob Graham
Copyright material from www.palgraveconnect.com - licensed to New York University - Waldmann Dental Library - PalgraveConnect - 2015-05-21
All rights reserved.
10.1057/9781137444219 - Taking Down Goliath, Kevin Ryan and Rob Graham
Copyright material from www.palgraveconnect.com - licensed to New York University - Waldmann Dental Library - PalgraveConnect - 2015-05-21
FOR THEM ALL
10.1057/9781137444219 - Taking Down Goliath, Kevin Ryan and Rob Graham
Copyright material from www.palgraveconnect.com - licensed to New York University - Waldmann Dental Library - PalgraveConnect - 2015-05-21
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List of Figures
ix
Foreword Michael Learmonth
xi
Introduction
1
Chapter 1
The Digital Advertising Big Bang
9
Chapter 2
Setting and Measuring Digital Campaign Goals
31
Chapter 3
Defining Online Audiences
49
Chapter 4
Creating the Perfect Online Marketing Message
67
Chapter 5
Digital Display Advertising
85
Chapter 6
Tactics and Strategies for Creating Effective E-mail Marketing Campaigns
101
Chapter 7
Search Engine Advertising
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