A Marketer's Guide to Digital Advertising: Transparency, Metrics, and Money

The book "A Marketer's Guide to Digital Advertising" provides insights and strategies for navigating the complex issues in the digital advertising industry, covering metrics, measurement, and technology. It offers practical advice on minimizing waste and improving outcomes for brands and their business partners, highlighting the gap between in-house marketing teams, agency professionals, and tech partners.

Format: Paperback / softback
Length: 216 pages
Publication date: 03 May 2023
Publisher: Kogan Page Ltd

The digital advertising industry is complex, with contradictory rules surrounding data privacy, measurement constraints, changes to supply chains, and other complexities that often make it difficult to approach. As a result, individual marketers and their teams need to navigate this complex landscape to succeed.

A Marketer's Guide to Digital Advertising provides valuable insights and strategies for navigating the complexities of digital advertising. The book is written by digital advertising consultants Shailin Dhar and Scott Thomson, who outline the forces shaping the current digital landscape and the common responses from advertisers trying to design their digital strategy.

The guide walks readers through the common missteps made within digital advertising and offers useful insight into measurement and thoughtful alternatives to practices often found lower on a company's priorities list. It also provides ways to minimize waste and improve outcomes for brands and their business partners.

One of the key themes of the book is the gap between in-house marketing teams, agency professionals, and tech partners in the global ad industry. The authors help readers make sense of the way money flows through this industry and offer practical advice for collaborating effectively with these stakeholders.

Another important aspect of the book is the importance of measurement in digital advertising. The authors argue that measurement is not just a "nice to have" but a critical component of any successful digital strategy. They provide practical tips and techniques for measuring the effectiveness of digital campaigns and optimizing for ROI.

The book also covers the latest technology and tools available for digital marketers, such as programmatic advertising, data analytics, and customer relationship management (CRM) systems. The authors help readers understand how these tools can be used to enhance their marketing efforts and achieve their business goals.

In conclusion, A Marketer's Guide to Digital Advertising is a valuable resource for individual marketers and their teams looking to navigate the complex world of digital advertising. The book provides valuable insights, strategies, and practical advice for minimizing waste, improving outcomes, and collaborating effectively with stakeholders in the global ad industry. Whether you are a seasoned marketer or just starting in the field, this guide will help you succeed in the digital age.

Weight: 338g
Dimension: 156 x 234 x 18 (mm)
ISBN-13: 9781398609662