Excellent new book – Digital Marketing: Strategies for Online Success by Godfrey Parkin

Excellent new book – Digital Marketing: Strategies for Online Success by Godfrey Parkin

digital marketing cover 193x300 Excellent new book   Digital Marketing: Strategies for Online Success by Godfrey ParkinFirst of all complete disclosure. I was kindly sent a pre publication copy of Digital Marketing: Strategies for Online Success Excellent new book   Digital Marketing: Strategies for Online Success by Godfrey Parkin by the books publishers New Holland Publishers (UK) Ltd and asked to review it on my blog. I will be honest and say this made me a little nervous: What if I didn’t like the book? I need not have worried. Clearly the publishers had done their homework because I found it an interesting read. In fact if the Godfrey Parkin should read this, I’d welcome the opportunity of meeting you as I think we’d have an interesting discussion.

Godfrey clearly understands marketing and how to apply it to the digital space. He talks about a wide range of topics dedicating entire chapters to areas such as:

  • Website design
  • Search engine marketing (both SEO and PPC)
  • Online advertising
  • Email marketing
  • Buzz marketing (as he calls it)

He initially stresses however how important strategy development and implementation are and poses questions that you need to answer to build a successful emarketing approach or an entire ebusiness. Given that it is extremely easy in today’s digital environment to simply put a series of sites live with little planning or preparation I find this approach refreshing. I know that from experience a little forethought can ensure the success of a great idea – not simply because it is a good idea, but because it has been executed well.

Quite rightly Godfrey flags that there are myriad online sources of information on website optimisation all the way through to technical hints and tips. What he focuses on instead is equipping you with knowledge to articulate and plan a competitive digital strategy to capture the loyalty of your online consumers. Without understanding the online environment from the perspective of your business, your competitors and consumers you cannot begin to put together a digital strategy that has any hope of succeeding.

Thus far the book would have justified a place on my bookshelf. What really made me enjoy it however was the end section which spells out a practical methodology for creating and implementing an ebusiness strategy and its associated emarketing strategy. It is structured as a series of questions and exercises to get you thinking about:

  • Your business
  • Its vision
  • Capabilities
  • and your potential customers

The only issue I have with the book is that it cannot nor could ever provide those important elements:

  • Experience
  • Industry vertical knowledge

This latter point can be key. Having particular insight or knowledge of the vertical in which you are going to operate can mean the difference between success and failure. Nonetheless, if you are considering developing an online proposition or are already fully immersed in the online world I would recommend taking a look at this book. It will likely prove insightful and at GBP9.99 / US$ 14.95 / CAN $19.50 will be money well spent.

Digital Marketing: Strategies for Online Success Excellent new book   Digital Marketing: Strategies for Online Success by Godfrey Parkin is being published on 25 July 2009 in the UK and the 1 September 2009 in the US and is available from Amazon amongst others.

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