Why a book? Sometimes a book is just easier to handle - flick through pages, bookmark references, share etc. OK, so all these features and more are offered with digital versions, but somehow a book is nice to have. May be it's a generation thing having spent all my life with books there is a great familiarity with the format.
The book is divided into 3 main sections starting with a quick review of the rationale for marketing and why the sale of goods and services is not just a simple relationship between supply and demand. Section 2 looks at communication methods where here the digital options blend in with the traditional and are evaluated against marketing benchmarks. The third and final section is part of an on-going conversation, review and ideas of a still evolving digital marketing landscape.
Over a period of up to 8 years I have experimented with a number of social media platforms to see how they operate and to help make an informed judgment of their value. This is an on-going experiment, the social media tools are constantly evolving, but their business models now depend on advertising revenue. It might be argued that financial success relies on advertising dollars and they have lost their ‘cool’ amongst the younger generation who have migrated to more edgy apps such as Whatapp, Soundcloud and Ello – the latter a rebellion against advertising. I set up and ‘road tested’ a few of the leading social media platforms which offer publishing online platforms that can be used for marketing content. The resource allocated to building and maintaining a presence has to be evaluated as you would for traditional print media. Questions such as, does the publication reach my target market, what is the investment and does it work?
In short it's a constantly changing picture and the book will accordingly continue here - online.
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