Basics Marketing: Online Marketing Review

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Basics Marketing: Online Marketing ReviewBasics Marketing 02 - Online Marketing by Brian Sheehan
This is one of the new (2010) marketing books from Ava Academia's celebrated "Basics" series.
Is it quality?
Ava books themselves are testament to best practice in terms of production, design and sheer inspiration. It is a pleasure to read these books and I usually spend a considerable amount of time admiring them - to me they are a measure of perfection in the industry - a truly beautiful product.
Is it just pretty pictures?
This does not mean this book is style over substance. In this particular edition, Online Marketing author, Brian Sheehan has distilled an ever growing and possibly overwhelming subject to the core and current essentials while still providing depth in its assessment of the various case studies. I am a fan of Sheehan's style - succinct and erudite which is further enhanced by the 2 column format in the page layout.
Things that stand out for me:
*The main case studies are topical and ground breaking examples e.g. Barack Obama campaign, Bing vs. Google, Burger King (hilarious examples) etc.
*Often case studies focus on just the success stories and not the bloopers - Sheehan provides excellent examples of both, the most memorable being the Mars Fling campaign.
*There are remarkable (in the memorable sense of the word) comments from industry leaders and pioneers - excellent for client presentations.
*The Running Glossary provides industry jargon in bit-size chunks that are useful for non-webby clients.
*The Discussion Questions, Exercises and Suggested Reading are clearly focused towards Ava's target audience but are still interesting drills in the working world for engaging in concept development when you have similar client scenarios.
*The Suggested Further Reading examples are a quick cheat to more in-depth knowledge without having to search, read and rate reviews yourself.
*The final chapter makes reference to ethical issues in the industry (which Ava is championing) through the example of the Geppetto agency/ Almar Sales case study. This was a very enlightening chapter but I felt that it was more about Geppetto's core philosophy than the case study, which to me was more interesting in terms of the ethical problems it resolved. However, although it hinted of being subjective it was not a serious bias as it merely illustrated that "ethical" agencies can and do exist.
*I believe reading should not be boring and this is a very enjoyable and an enlightening read. I will continue to use this book in my business.
Why would I recommend this book?
*Its chapters cover the core areas - the digital media revolution, search marketing, e-commerce and e-branding, advertising on the web, the social web, online applications and mobile marketing, measurement and analytics, as well as ethical approaches.
*I like my developers to be familiar with online marketing as it is now a critical feature of web development and this books allows them to get up to speed even if they have not formally trained in this area and have little or no experience of marketing campaigns.
*This book would also be very useful for interns and would provide a quick training platform.
*Sheehan's book helped me as a director/owner get up to speed with recent trends (click fraud, "cyber Monday", spinlets etc) while I have had my head down in non-web related projects and as well as pointing to future developments that I can now keep track of.
*There are useful statistics and scenarios to illustrate pertinent developments in this field to clients who are sceptical about online marketing campaigns.
*An excellent guide to start generating your own campaigns based on the advice and pointers that Sheehan has demonstrated.
Is it value for money?
Yes! This book is definitely worth your pennies.
What next?
Considering the utility and versatility of this book I am certainly looking at the other options in the Ava catalogue and I have already bought Design Management - Managing Design Strategy, Process and Implementation. On my wish list - Basics Advertising 01 - Copywriting.
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