success stories from leaders in advertising, marketing, search, and social media Springer, Paul. creator Carson, Mel. text enk London Philadelphia Kogan Page 2012 monographic eng

print

viii, 224 p. : ill. ; 25 cm. "From 2009 to 2010, digital advertising spend rose 10%, and print advertising spend dropped 25%. Digital accounted for 8% of worldwide advertising spend in 2010 and is projected to reach 20% by 2014. The pioneers featured in this book have had a direct impact on these types of changes in the marketing and advertising industry. Pioneers of Digital discusses the individuals who have fundamentally altered the way advertising, marketing and communications industries operate. Springer and Carson include cases featuring the minds that developed Kinect for Xbox 360, Dove's "Real Beauty" campaign and Artists Without a Label, a free digital music distribution service for independent artists. Their stories explain how digital advertising can be best integrated with other advertising media and show the best approaches for different types of online promotion. Covering the characteristics and strengths of digital advertising media, Pioneers of Digital provides unique insights and advice for readers interested in commercial online thinking"-- "Pioneers of Digital is about those individuals who have truly altered the way advertising, marketing and other communications industries operate. It features twenty inspirational interviews with those who have defined digital formats and campaigns, revealing the stories behind the groundbreaking ideas and creative ingenuity that have shaped the digital world. The pioneers profiled in the book come from the seemingly unrelated fields of design, gaming, music, journalism, branding, search and social networking but they were the first to realize the potential of the digital technologies they used. Moving across the globe from the USA to the UK, China, India and New Zealand, and involving organizations such as Apple, Coca Cola, Ogilvy, Publicis and Google, Pioneers of Digital provides unique insights and advice for anyone interested in commercial online thinking"-- Paul Springer, Mel Carson. Includes bibliographical references and index. Internet advertising Internet marketing Social media BUSINESS & ECONOMICS / E-Commerce / Internet Marketing BUSINESS & ECONOMICS / Industries / Media & Communications Industries BUSINESS & ECONOMICS / Marketing / General BUSINESS & ECONOMICS / Advertising & Promotion HF6146.I58 S67 2012 658.8/72 BUS090010 BUS070060 BUS043000 BUS002000 9780749466046 (pbk.) 9780749466053 (ebook). 2012013049 DLC 120418 20230410115650.0 117192