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

the Digital

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