eMarketing the Essentials

7/28/2019 eMarketing the Essentials

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eMarketing: The essential guide to digital marketing

Fourth edition

By Rob Stokes

Compiled by Sarah Blake and Quirk Education


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When we began work on the first edition of eMarketing back in 2007, Icertainly did not anticipate that wed be publishing a 4th edition four yearslater. Witnessing the growth and maturation of the digital marketing industryover the last twelve years has been incredible, but it is the last four yearsthat have demonstrated the most change.

No longer is digital seen as just another channel. I believe that viewing it thisway has manay dangers. Digital is too pervasive in our lives to be called amere channel. Television is a channel, but you dont carry a TV around in yourpocket. Digital, and in particular its exploding mobile elements, has beenpulled into every facet of our lives. It is as relevant to a developing nation asit is to the first world, and can have an empowering impact whether you area business executive or you live in a rural area. The internet is noweverywhere, and for marketers it has become a non-negotiable part of themarketing mix.

Quirk has also evolved tremendously during this time. We have expanded toover 150 people and our clients have grown to include some of the mostvaluable brands in the world. In turn, the structure of our agency haschanged to meet the needs of our clients within this digital landscape.

Traditionally, our business was made up of tactical teams: search engineoptimization (SEO), pay per click (PPC), creative, engineering, emailmarketing, etc. At one point we had about 15 different teams within theorganization. Over time, this structure became less effective than we wouldhave liked. Even with fantastic communication within the business, having somany separate teams meant communication within the business, having somany separate teams meant we were siloed. It became increasingly obviousthat the various elements of digital marketing work hand in hand, not justbenefiting each other through coordination, but actually relying on each otherfor success.

A year ago we began a transformation. We took a step back and analyzed thedigital landscape and what it meant to our clients and their customers. Theresult of this analysis was a restructuring of our various tactical teams intofour key disciplines: Think, Create, Engage and Optimize.

The Think team is responsible for research, insight and strategy. They in turnwork closely with the Create team whose job it is to build beautiful andfunctional digital assets. Our create team is made up of designers,copywriters, video experts, front-end developers and engineers.

But a digital asset in isolation is like the proverbial billboard in the Sahara invisible. This is where our Engage team comes in. Their job is to drive trafficand build customer relationships. Within Engage resides Search EngineMarketing, Social Media, Display Media, Viral Marketing, Email Marketing andCRM. It is particularly within Engage that you see the importance of teamsworking together. Social media benefits SEO which benefits PPC which in turncan help build that important database of email subscribers. A basic example,


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Im terribly proud of this book. As I said with the previous edition, it has beenmuch harder than we thought to put it together with many late nights andmissed deadlines, but every minute has been worth it.

I must thank my team for helping me make this idea a reality. This book is adistillation of Quirks knowledge and to be able to offer it to all without

boundaries and limitations is a privilege. I can only hope that others do thesame across all disciplines. I believe education is the one thing that canchange the world. Its up to those with knowledge to do what they can to putit in the hands of others.

Please enjoy and share our book.

Rob Stokes

Some thoughts on Marketing from Seth Godin.

I dont think youll learn much from this textbook.

Its nothing specific I actually dont think you can learn how to market fromany textbook. As marketing textbooks go, this is a very good one, but still, itsnot going to work.

Its not going to work because marketing is about nuance, experience,experimentation and passion. And I dont have a clue how you could startfrom scratch and learn that from a textbook, no matter how good.

So, what to do?

The first thing you should do is obsess about the terms in this book.Vocabulary is the first step to understanding, and if you dont know whatsomething means, figure it out. Dont turn the page until you do.

Second, get out of the book. Go online. Go market.

There are very few endeavors that are as open to newcomers, as cheap andas easy to play with. You cant learn marketing without doing marketing. Gofind a charity or a cause or a business you believe in and start marketing.Build pages. Run ads. Write a blog. Engage. Experiment.

If you dont learn marketing from this process (the book for vocabulary, the

web for practicing_ then you have no one to blame but yourself. Youvealready made the first step, dont blow it now. We need you. Market whatmatters.

Seth Godin

Author

Purple Cow, Permission Marketing and Linchpin


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Reviews for eMarketing:

The essential guide to digital marketing

Writing a book on any aspect of the online world is problematic because it

changes so much, which is why the people working with this daily enjoy it somuch. There are many books explaining why the internet is important andwhy you need to be part of the hype this is not one of those books.

What the team from Quirk have been able to do is create a solid book oneMarketing that will be useful for a long time, regardless of the continuouschanges in the field. This eMarketing textbook addresses the core principlesone needs to understand to use marketing principles effectively in the onlinespace in a highly accessible format.

If you are a marketer, this is a must have book; if you know a marketer, dohim or her a favor and get it for them; if you are just interested in eMarketing

and want to expand your general business knowledge, but two copies someone will want to borrow this from you.

Jaco Meiring, Digital Invested

The text book is not only a great resource but has been fundamental toincreasing the profile and education around Digital Marketing within SA. Theindustry as a whole should be grateful for the impact it has made

Sean Hidden, Digital Media Manager, Distell.

We brought out the first edition of eMarketing in 2008, and now just threeyears later we are already on the fourth edition. Weve had great feedbackfrom students and professionals from around the world, and so in updatingthe book for the fourth edition, we wanted to incorporate that feedback, aswell as update what needed updating in this fast paced digital world wemarket in.

Weve decided to restructure the book a little. While anyone can dip in andout of chapters as needed, weve structured the book the way we work atQuirk:

We Think: we research, plan and strategize for any campaign, big or

small.

We Create: we build digital assets for those campaigns.


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We Engage: we drive traffic to those assets and build relationships

using a variety of online channels.

We Optimize: every step of the way, we use data and analysis to make

our assets and relationships work better.

So, this books chapters are structured under Think, Create, Engage andOptimize. Follow them sequentially, and you will get an overview of howeverything fits together. However, each chapter stands alone as well, so youcan brush up certain areas as you need to.

Within each chapter there are notes along the way which often pint you in thedirection further material, and at the end of each chapter there are links tosome great blogs or other books relevant to the chapter. If you want to keepup to date, these blogs are a great way to start.

When youve finished reading, the next most important step is to start doing!Put what you have learned into action. Throughout the book we have listed

low-to-no-cost-ways to get started all thats needed is your brain and sometime. There are many vouchers in the print edition of the textbook, so youcan get started with practical application. If its not relevant for your ownbusiness, help out someone else.

Good luck and have fun!

Wishing eMarketing success,

From the QuirkStars

Whats Inside: In this chapter we look at some background information forunderstanding how the internet makes digital marketing possible. We also

examine a brief history of the Internet as well as a description of how it worksand what role it plays in peoples lives.

Introduction to the Internet

There is no doubt about it: the internet has changed the world we live in.Never before has it been so easy to access information, communicate withpeople all over the globe and share articles, videos, photos and all manner ofmedia.

The internet has led to an increasingly connected communications

environment, and the growth of Internet usage has resulted in decliningdistribution of traditional media such as televisions, radio, newspapers andmagazines. Marketing in this interconnected environment and using thatconnectivity to market is digital marketing.

Digital marketing embraces a wide range of strategies, but what underpins itssuccess is a uuser-centric and cohesive approach to these strategies.


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While the internet and the World Wide Web have enabled what is sometimesreferred to as New Media, the theories that led to the development of theInternet were being developed from the 1950s.

Over the past two decades, marketers began waking up to the power of theInternet, both as a platform for communication and as a way of tracking

conversations.

By its very nature, the Internet is a network of interlinking nodes. We asmarketers use these nodes to track conversations, and therefore patterns.

A Brief Timeline of Internet Developments

1958 US ARPA (Advanced Research Projects Agency) established to leadscience and militarly technological developments.

1961 MIT research paper of Packet Switching Theory.

1961-69 Ongoing research into inter-computer communications andnetworks.

1969 ARPANET, commissioned by US Defense Department, goes live.

US universities connect up network facilities for the first time.

1971 Ray Tomlinson creates first network email application

1973 Development of protocols to enable multi-network Internet applications

First international ARPANET connections made.

1976 HM Queen Elizabeth II sends an email.

1978 First spam email is recorded.

1980 Tim Berners-Lee develops rules for the World Wide Web and is creditedas the Web Father.

Alan Emtage develops the first search took known as ARCHIE.

1982 Standard network protocols are established: Transmission ControlProtocol (TCP) and Internet Protocol (IP), commonly referred to as TCIP/IP.

1984 Joint Academic Network (JANET) is established, linking higher educationinstitutions.

1985 A company named Symbolics becomes the first registered dot.comdomain.

1987 National Science Foundation (US) is the catalyst for the surge in fundedwork into the Internet.


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1988-90 28 countries sign up to hook up to the NSFNET, reinforcinginternational Internet Potential.

1990 Senator Al Gore coins the term information superhighway.

1991 Web father, Time Berners-Lee releases World Wide Web (www) with

scientists from CERN.1992 America

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eMarketing the Essentials