“The new technologies bring to the society, higher levels of productivity and well-being that results in higher levels of economic development.”
These technologies are being developed in the book, which introduces us to the digital world.As stated in the title, the author writes about “Everything there is to know about communication and digital marketing.”
The author is Ignacio Somano, enterprising co-founder of Home24x7 where he served as CEO until its merger with www.alice.com. He currently occupies the position of President for the European market, and has more than ten years experience in Spain dedicated to electronic commerce. He spent eight years on projects in Grupo Planeta where he directed the Planeta eCommerce Network, a company from which manages major online stores. As well as this, he served as the CEO of casadellibro.com. He has also been the Director General of ElArmariodelaTele and Infoempleo.com
Title: Todo lo que hay que saber de Marketing Online y Comunicación Digital -Everything there is to know about communication and digital marketing
Author: Ignacio Somano
Publisher: Wolters Kluwer España
Date: November 2011
This book is a brief summary of everything a professional who engages, or wants to engage in regards to communication and marketing via the use of the Internet should know. The book offers both a practical and summarized understanding to all the concepts, strategies, tools and measurement systems which are essential for marketers in order to move forward with digital marketing.
The author develops from my point of view an accurate summary of all knowledge, which must be explained in a book like this. This is because it offers you a fundamental understanding to the digital world in regards to marketing and communication.
The writing style fits perfectly to the intended target audience for which it is written for. The overall style is easily read and understood throughout the spoken topics in the book.
The author offers an insight into the key topics regarding communication tools and internet marketing, these are the following, social media, search engines, marketing tools online, strategies and tools and metrics for the digital Marketing. He ends this chapter with an an analysis of the challenges that may occur in the future.
Once I read and studied this book, I consider that the author has fulfilled the objectives that led him to write this book. It is with thanks to his concerns, that we can read the principles and essential concepts that any professional of the Internet industry must know before, or after professionally starting their career. This is because, once you have the key concepts and controls in the professional world, you can specialize in the areas that attract your attention this most.
The only negative criticism I can make about this book is in regards to the chapter of digital marketing metrics. This is because I found it to be quite confusing for a beginner, however if you´re a professional or have experience in this field then you may have a better understanding of this topic.
I think the author has tried to collect the maximum number of metrics, however without giving a correct development to each of them, which in my view is essential. Although they´re explained slightly, he could go more in-depth into the primary metric, as opposed to speaking about to many. There is a need to talk about all of the different types of metrics, however the justification needs to be left to the experts, webmasters.
The first chapter explains digital communication and marketing online, and where, among other things, we pay attention to the remarkable revolution that has been on the Web. He concludes this chapter with a discussion on the appearance of internet in business, and characteristics of digital communication. Regarding digital communication, he pays particular attention to the objectives, in addition to the tools of digital communication in which we have available today.
In the second chapter it analyzed the so called Social Media and Web 2.0. Inside them, refer on the one hand, to virtual communities and on the other, to social networks. Without forgetting important issues, such as optimization, roles-in the area of social media and community manager-, social media tools, and corporate online reputation.
Chapter Three focuses on analyzing the search engines. First, search engines analyze, from there they explain the concept and operation of searching, then following with issues such as search engine marketing, natural positioning (SEO). The chapter also offers a very detailed explanation of search engine marketing (SEM).
The fourth chapter studies permission marketing. In this section the author offers an analysis of all of the characteristics, and the process and steps of email marketing, campaign strategy, impacts, planning, and the design of potential shipments. He also talks about conducting tests and sending email. To conclude this chapter he discusses feedback, knowing what to do with it, how to keep track of the results and how we can improve, and optimize our email marketing.
The fifth chapter individually examines certain tools belonging to online marketing, for example, websites, affiliation, partnership and advertising display. To end the discussion he talks about viral marketing, i.e. (videos, podcasts and certain documents).
In the seventh chapter, he develops the theme of digital marketing metrics, by defining and explaining its uses, and how to choose which metrics to follow. He also speaks of web analytics, tools, and main measurement data.
The book also has a glossary at the back that explains all essential terms , these are developed in throughout the book.
I will now let you know what I as a marketing communication student think of this book.All points which are developed are especially important, and I consider the book as a basic guideline, particularly on issues of search engines and permission MK. Which are in my view, two of the most fundamental tools in the digital world, without forgetting Social Media. So is you are asking your self is you should you read this book ? Yes you should. If you want to improve or start with marketing online you should definitely read this book. Everybody can read it, even non-especialists readers can easily read this book if they really want to know how the communication and marketing in Internet works, and apply all the content in your professional life.
Here you can see an interview to the author, where explains his opinion and why he wrote the book. The problem is that he only speaks spanish, but to summarize he says that he consider as me this book like a guideline for professional persons from this sector and students that want to learn more about Online Marketing and Digital Communication.