DUBLIN–(BUSINESS WIRE)–If you’re a business owner, entrepreneur, marketing executive or student
struggling to decipher what works amongst the flood of digital marketing
solutions and advice, then a new book from the founder and director of
Marketing Institute might be the answer.
Art of Digital Marketing; The Definitive Guide to Creating Strategic,
Targeted, and Measurable Online Campaignsby Ian Dodson,
offers a practical and comprehensive guide to cracking the digital
marketing ‘code’, uncovering the tools and techniques that really work
and providing a step-by-step approach to implementation.
In it, Dodson lays bare the knowledge and insights gained from eight
years of syllabus design for the Digital Marketing Institute with
front-line digital marketing practitioners – a syllabus that is
validated by the world’s leading digital companies including Google,
Facebook and Twitter.
“There’s a lot of noise in terms of what you should and could be doing
when it comes to digital marketing, leading to a constant sense of never
really staying ahead of the game. It’s information overload at its
best,” says Dodson.
“The book takes insider knowledge, gained from a unique vantage point as
director of the Digital Marketing Institute, to unlock what’s really
essential. It outlines a clear pathway for reaching and retaining
customers, with real-life campaign examples from leading digital
The Art of Digital Marketing presents an innovative methodology
for successful digital marketing – start with the customer and work
backwards. It then uncovers a unique three-step process, called the 3i
Principles – Initiate, Iterate, and Integrate – and provides a
wealth of action plans and exercises to apply these principles to
different disciplines, from SEO to email marketing, The exercises are
designed to ensure that readers not only consume the various learnings,
but can execute them for their business or employer.
Dodson adds: “The evolution of digital marketing is about consumers
exercising more control over their choices. Instead of telling the
customer what to think, you find out what they already think
and go from there. This book demonstrates how using this single
realization as a starting point, and continually adjusting your approach
based on real interactions with real customers every day, helps you
build and implement more effective campaigns.”
Since 2008, Dodson has served as director of the Digital Marketing
Institute after founding it with fellow director, Anthony Quigley. In
that time, the company’s digital marketing qualifications have become
the most widely taught global certification standard, with more than
15,000 graduates in over 80 countries worldwide.
The book is available at select booksellers and online at Amazon.
information, including a video interview with Ian Dodson