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Cover Art
Author Ryan, Kevin, 1967-

Title Taking down goliath [electronic resource] ; the digital marketing strategy for beating competitors with 100 times your spending power / Kevin Ryan, Rob "Spider" Graham.

Published Basingstoke, Palgrave Macmillan, 2014.


Location Call No. Status
Physical description 256 p. : 3 figures, 2 graphs, 8 diagrames.
Notes Electronic book text.
Epublication based on: 9781137444202.
Contents Foreword Chapter 1:Exploring Marketing Models Available tools Auction-based media Search Marketing Fundamentals The Consumer Experience Consumer Buying Models Creating Targeted Marketing Messages Chapter 2: The Digital Advertising Ecosystem The Digital Media Landscape The Advertising Cycle Digital Advertising Overview Digital Display Advertising Digital Display Media Channels Chapter 3: Rich Media Features and Formats The Evolution of Rich Media Evolution Rich Media Video Solutions Rich Media Ad Buying Chapter 4: Search Engine Advertising SEM Overview Google AdSense and Analytics SEM Keyword Strategies Search Ad Creation Chapter 5: Search Engine Optimization SEO Evolution On-Page Optimization Workshop - SEO Site Analysis Off-Page Optimization Chapter 6: Email Marketing Email Marketing Overview Email Marketing Best Practices List and Data Management Email Campaign Management Email Marketing Pitfalls to Avoid Chapter 7: Social Media Marketing The Social Media Revolution Social Media Marketing Strategies Developing an SMM Voice Exploring the Blogosphere Social Media Networks - Facebook Social Media Networks - Twitter Social Media Networks - LinkedIn Social Media Networks - YouTube The Content on Demand Ecosystem Chapter 8: Mobile Marketing The Mobile Revolution Mobile Marketing Strategies Mobile Targeting & Measurement Chapter 9: Online Audience Targeting Audience Targeting Overview Audience Targeting Hierarchy Behavioral Targeting Cluster & Segment Targeting Emerging Targeting Models Chapter 10: Digital Measurement and Analytics Why Measure? Defining Digital Measurement Research Methods and Sources Web and Site Analytics Channel Research Tools Chapter 11: Digital Marketing Strategies Capturing Consumer Data Landing Page Design Group Buying Sites and Crowdsourcing Real-Time Consumer Support Podcasts, Ebooks and More Open-Source Marketing Tools Chapter 12: Digital Advertising Creation Strategies Digital Media Landscape Digital Ad Creative Strategies Digital Campaign Evaluation Guidelines.
File type Document
Summary Advances in software, auction-based media, analytics, and big data have made it possible for the average marketer to compete with marketers with 100 times the spending power. Taking Down Goliath profiles the ways in which digital marketing can level the playing field, if you know how to use it. The marketing middle classes used to get left out in the cold. Big brands attracted all the attention and the highest priced agency talent, leaving everyone else stuck in a marketing no-man's-land. Thankfully, the ground has since shifted-and evened-beneath everyone's feet. It's time for the big guys to learn from the little guys. Thanks in part to the digital revolution, there has been a tremendous transition towards a more democratic marketing world, one in which you don't need a huge budget to get a lot done. Success now goes to those advertisers who understand how to best leverage what they have, investing in smarter strategies rather than just bigger or more expensive campaigns. Taking Down Goliath profiles the tactics needed to optimize the potential of digital marketing and realize its promise of a more level playing field. Industry veterans Kevin Ryan and Rob 'Spider' Graham explain what to do, where to look, how to execute, and most of all, what to avoid as you set out to make the most of the what you've got. The book combines case studies from Bugaboo, Wendy Davis, the Daily Meal, and every day entrepreneurs who are taking down goliath on a daily basis-brands that emerged using tactical outlay and overarching strategies that their Goliath competitors couldn't see coming. Readers will learn, through step-by-step guides, how to identify their target audience and create points of engagement between brands and consumers. Drawing on their years in the trenches, working with some of the world's top brands and teaching mid-sized companies how to compete, Ryan and Graham outline how to build a sound digital strategy in creatively cost-efficient ways. While most books focus on one medium (such as social media or search engine optimization), Taking Down Goliath takes a holistic approach-explaining each digital marketing channel in detail and teaching readers how to combine them synergistically. For the first time, it's completely possible to compete with a brand boasting 100 times your spending power. It requires, however, the courage to invest in strategy. Taking Down Goliath provides the toolkit you need to make that investment.
'What do you do if you're a twentieth century business awakening to the new rules of the twenty-first century? In Taking Down Goliath, Ryan and Graham unpack the secrets of creative leverage for the digital age. Armed with practical advice and insights, this book offers a great strategic framework for re-considering your brand and attacking lethargic thinking." - John Gerzema, Best-selling author and social strategist 'Anyone can write a book directing big brands in how to spend their billion dollar marketing budgets. Taking Down Goliath guides small brands in how to use their size as an advantage to strategically out maneuver the big guys. This is an exceptional book demonstrating how digital has changed the rules of marketing andhas tilted it in favor of the smaller, innovative player.' - Jeffrey Cole, Director & CEO, Center for the Digital Future at USC Annenberg School 'It's not magic. But in order to succeed at digital marketing today you need a heck of a lot of smarts and know-how. The authors of this book can't help you with the former, but they sure can help you with the latter! With this book, you'll get solid, practical advice from two masters who do this stuff every day, and do it exceptionally well.' - Geoffrey Ramsey, Chairman and Co-founder, eMarketer, Inc. "What makes this book invaluable is its unrelenting focus on the 'why' (not just the 'how') of digital marketing. That, and inspiring interviews with real-life Davids who have leveraged digital tools to make a real difference in their careers, their businesses and their lives make this plain-English book downright inspirational!" - Rebecca Lieb, Industry Analyst, The Altimeter Group & author of Content Marketing 'My job is helping the Fortune 1000 survive the digital revolution, and that just got harder! This book doesn't just tell you what to do to compete effectively as a little guy. It walks you through the process-providing clear and effective instruction.' - Stefan Tornquist, Vice President, Research Econsultancy 'Taking Down Goliath helps to level the playing field between the Davids and Goliaths of the world. Today many SMBs look with fear at digital marketing, but Ryan and Graham have done an excellent job simplifying both the strategies and tactics needed to make smaller businesses competitive with the big guys.' - John F. Kelsey, III, Advisor, BIA/Kelsey, Founder, The Kelsey Group, Inc.
System notes PDF.
History notes Kevin Ryan is the founder of the digital advertising firm Motivity Marketing, Inc. He has appeared on CNN and been featured in The Wall Street Journal, USA Today, ABC News, The New York Times, Forbes, and Advertising Age. Prior to launching Motivity Marketing, Ryan founded Kinetic Results, an Advertising Age Top 20 performance marketing firm, served as VP, Global Content Director for Search Engine Watch and Search Engine Strategies, and VP of Interactive Media for the Interpublic Group agency, Wahlstrom Interactive. Rob 'Spider' Graham is a twenty-year veteran of digital media buying, selling and production. He is currently the founder and CEO of Trainingcraft, LLC, a company providing digital advertising, marketing, and sales consulting-as well as training solutions-to publishers and advertisers. Spider works with a number of training partners including the Interactive Advertising Bureau ( and eConsultancy (, in addition to providing direct training solutions to companies like Comcast, Politico, and American Cities Business Journals.
Other author Graham, Rob "Spider".
Subject Internet marketing.
Small business marketing.
Sales & marketing.
Business competition.
Business and Management.
Sales & marketing.
Business competition.
ISBN 9781137444219 : £19.99
1137444215 : £19.99