Taking Down Goliath: Digital Marketing Strategies for Beating Competitors With 100 Times Your Spending Power

246 Pages·2014·1.993 MB·English

by  Kevin M. Ryan, Rob Spider Graham (auth.)

TAKING DOWN GOLIATH
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TAKING DOWN GOLIATH
DIGITAL MARKETING STRATEGIES FOR
BEATING COMPETITORS WITH 100
TIMES YOUR SPENDING POWER
KEVIN M. RYAN AND
ROB “SPIDER” GRAHAM
TAKING DOWN GOLIATH
Copyright © Kevin M. Ryan and Rob “Spider” Graham, 2014.
Softcover reprint of the hardcover 1st edition 2014 978-1-137-44420-2
All rights reserved.
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 978-1-349-49558-0 ISBN 978-1-137-44421-9 (eBook)
DOI 10.1057/9781137444219
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
FOR THEM ALL
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CONTENTS
List of Figures ix
Foreword
Michael Learmonth xi
Introduction 1
Chapter 1 Th e Digital Advertising Big Bang 9
C hapter 2 S etting and Measuring Digital Campaign Goals 3 1
Chapter 3 Defi ning 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 Eff ective
E-mail Marketing Campaigns 101
Chapter 7 Search Engine Advertising 127
Chapter 8 Understanding Search Engine Optimization 145
Chapter 9 Th e Social Media Universe 155
Chapter 10 Th e Mobile Marketing Conundrum 171
Chapter 11 Th e Level Playing Field 187
Appendix: What’s a David Profi le? 197
Index 233
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FIGURES
1.1 Th e fi rst online ads were simple and eff ective 10
1.2 Foundational communications model 26
2.1 Site click-through rate comparisons 41
2.2 Six site click-through rate comparisons—CTR vs. conversion 41
3.1 Maslow’s hierarchy of needs 52
4.1 Interactive communications model 69
5.1 Benefi t statements and calls to action 92
6.1 Event e-mail examples 107
7.1 Company focus evolution 131
7.2 Th e perfect search 134
7.3 Humans and search engine advertising 135
8.1 Search charts 151
9.1 Social media examples 160