The truth about books on the subject of digital media. By the time they are published they are in fact out of date. Such is the case with The Best Digital Marketing Campaigns in The World. While it doesn’t quite live upto the title, this book is an important offering for several reasons. First, in the world of social media case studies are slowly emerging to prove the importance of this marketing tool. In the traditional marketing field return on investment is the means of measuring impact. Nobody has been able to figure out ways to capture to ROI of social media until extremely recently. Enter case studies. The Best Digital Marketing Campaigns in The World takes several digital ad campaigns and expands on how they worked why they worked and what the audience and budget was. The astonishing part of some of these case studies is that the budget was nothing and they are still viewed by the authors as some of the most successful digital campaigns in the world. In this field there are a growing body of resources on line, but not so many traditional offerings. For that reason too this book should appeal to traditional marketing personnel. While I was looking forward to reading this book, because it is a compilation of successful digital media campaigns ranging from big name brands like Pizza Hut to Pepsi, Turbotax and the presidential campaign for Obama, it leaves a little to be desired. Books about social media and digital media need to engage on an entirely different level than regular traditional books. They need to think outside the box. So this type of book needs to not only market itself on twitter and facebook and run a social media campaign with blog tour or some social media author interaction with readers, but it needs to update itself in some ways making it more relevant than the regular book. I have seen this done simply with authors of fiction lately and have done more than a few blog tours which generate buzz. I have also seen it done smartly with Shama Hyder Kabani’s book The Zen of Social Media Marketing. Readers, marketers, publicity people and authors should go buy that book if they want to learn creative ways to continue and extend the life cycle of a traditional book. Social network advertising spending is expected to increase to a staggering $4.3 billion in a bid to attract today’s media-savvy consumer, $1.64 billion in the US alone. It is the fastest growing media ever. This book attempts to capture some recent successes and does a decent job of that. But it is by no means the best digital media campaigns. There are some creative ideas here. For instance the Dockers Iphone pants dance campaign through Medialets was fun and interactive. A Doritos campaign that was shot outside an insane asylum was very appealing to a teenage demographic and savvy. But I can think of a few recent social media campaigns that were even more successful or well publicized than these. The first and most well known – absent from this book – is the obvious Old Spice guy Facebook and more campaign. Author Damian Ryan has been at the forefront of the Irish media and advertising business for many years.Calvin Jones is a freelance writer, journalist, blogger and online marketer.
The Best Digital Marketing Campaigns In The World: Mastering The Art of Customer Engagement,
By Damian Ryan and Calvin Jones
Kogan Page Limited,
07/28/2011
ISBN: 978-0749-4-6062-4
ISBN: 0749460628
Paperback 224 pages
$16.99 and US $29.95
This one gets a $$$ out of $$$$$
