Jeremy Kagan
This book is designed to bring the educated layperson — the typical marketer or businessprofessional familiar with the topic — to a point where digital methods become an essentialelement of their integrated marketing strategy from the onset. We will approach the topic strategically,but also dive into elements of tactical execution across all the major digital channels:search, display, email, social, and mobile. Our approach will focus on the ultimate business goals and results of a marketing strategy — and how to frame these objectives and measure them for success — rather than just showcase every “shiny new object,” app, or social network. Given the rapidly changing subject matter inthe book, we’ll provide extensive examples, tools and resources for use outside the confines ofthe text, and in a special section at the end of each chapter. 3
