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Want more suggestions about great books to help you learn more about the digital economy, digital marketing and publishing?
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Spencer Johnson’s classic short read about change management: “Who moved my cheese?”
Digital marketing creates a great deal of change in the way organisations and the people within them fit together. Your agencies may have certain ways of working and certain practices that you’ll want to challenge. This change management book is full of useful ways to see this from their perspective and help them embrace change. That’s why we’ve included Johnson’s easy to read classic about how to view the changing landscape.
Andrew B King
Heavyweight manual for a wide range of techniques in optimising sites for conversion, technical performance, and search engine rankings – essential handbook for marketers with direct responsibility for leading website publishing or retail projects.
Random House Business
Builds understanding about the long tail and its implications for brands wanting to connect with consumers. Anderson unlocks a clear model of specialisation that the web has enabled. When you look at the web as millions of niche audiences all instantly reachable, it changes your approach to online media and planning.
Don Tapscott, Anthony D. Williams
Don Tapscott and Anthony Williams taught the world how mass collaboration was changing the way businesses communicate, compete, and succeed in their best seller Wikinomics. The follow-up examines the new age of networked intelligence, and how businesses and communities are bypassing crumbling institutions. Brands, financial institutions and governments go under the microscope as they show how individuals are using mass collaboration to revolutionise not only the way they work, but how they live, learn, create, and care for each other.
A systematic overview of how to build business intelligence using the REAN model for analytics and how to combine multiple media channels into a single framework.
Seth Godin’s foundation text for relationship marketing: ‘Permission marketing’
As Yahoo’s former VP of direct marketing, Seth is writing from a digitally centric position of changes in consumer expectations and their relationships with brands. Written in 1999, Permission Marketing explores the changing nature of advertising and the gradual evolution into a permission based culture in which consumers grant consent rather than absorbing the traditional forms of interruption advertising. Strong case studies from Amazon and American Express among others, and a confident style from someone who helped define the discipline.
Rick Levine, Christopher Locke, Doc Searls, and David Weinberger laid down the gantlet in 2000 for life in a freely interconnected world. They began by looking at the rights of individuals and the role of markets as conversations – big takeouts for brands and their teams.
Clay Shirky’s 2009 best seller ‘Here Comes Everybody’ a good text for understanding how social connected spaces change consumer behaviour, and by implication the rules for brands that want to connect online.
$34.99 / £26.99
Another solid title from the Head First series at O’Reilly. This series champions making the complex simple and the instructional design of the training books give some early wins for the reader as they gradually build up to complex technical installations. WordPress has become one of the most popular website platforms and is part of the wave of technologies that collapsed the cost of website builds.
Solid, well structured, detailed and insightful; this is the perfect companion for anyone implementing Google Analytics.
By Ken Aueleta (Virgin Books, 2010)
Danny Meadows-Klue digs into the latest analysis of Google and finds a must-read for everyone in the industry.
The internet made everything available, Google made anything findable. Google has changed our worlds and our lives in a way unparalleled by any other brand. It’s become synonymous with the web and its name a verb for searching. Every industry sector has been touched by it and its presence extends into every country at every level. Whether you’re a marketer by trade, or a newcomer finding that the web has landed in your job goals for the first time, it’s hard to imagine discovery in search engines not being high on the agenda. As search engine marketing has grown to become the critical link in connecting customers with companies, interest in search marketing has crossed from the geeky world of search engine optimisation and mainstreamed.
By Tim O’Reilly and Sarah Milstein (O’Reilly Media, 2009)
Twitter: micro blog, presence application, new era messenger tool, the next Facebook – whatever you think about this funky young platform, you have to acknowledge that it’s become the new ‘must-have’ for every big marketing strategy. This is the first book to properly tie it all together in a clear, simple and effective way.
Steve Krug (New Riders, 2005)
In 'Don't Make Me Think', author Steve Krug, a professional web usability consultant demystifies the subject of how people use the web with clear, practical--and often amusing--common sense advice and succinct examples.
The basic design principle is that the consumer should not have to think. i.e.: Don't Make Me Think. All the various points and tips focus n the premise that the users should be able to navigate around a well thought out and well designed site with minimal pain or strain.
Joseph Jaffe (Wiley, 2007)
Joseph Jaffe challenges the status quo of marketing, bringing a confrontational freshness to the channel mix and the nature of consumer engagement. In the digital landscape brands need to build awareness and image by taking part in conversations, and this book explains both why and how. Firms need to accept a step-change in their relationships with customers, and ‘Conversations’ is a great catalyst for encouraging them to dare to think of a taking leap beyond the standard media plan or campaign idea. Marketing is changing, but not all firms will adapt.
Rob Graham (Learningcraft Press, 2006)
Fishing From a Barrel is an exploration of the processes, planning and tools available to marketers using Behavioral Targeting to reach online audiences. An in-depth look at:
- The role of behaviourally targeted advertising
- Why targeting campaigns consistently result in higer ROI and greater marketing impact
- The process of behavioural data capture and analysis
- Harnessing behavioural targeting to meet unique challenges of online communication and marketing
Biz Stone (St Martin's Griffin, New York)
Billed as a 'hyperconnected peek at the world of blogs', Biz Stone unpacks the rise of blogging and delivers a simple, accessible, 'how to' guide for those who want to get to grips with one of the latest crazes to hit the online mainstream. Publishing tools that would have cost $100,000 a few years ago, are now given away for free, letting anyone enjoy the benefits of powerful content management systems. But the technology is only the starting point: what should you write and why? Stone has some intriguing answers.
Buy Who let the blogs out? on Amazon.co.uk
William J Mitchell (The MIT Press, Massachusetts 2003)
Chronicles of the future don't come richer, better grounded or more intense than Mitchell's trilogy of the networked world. Me ++ untangles the way fleshware weaves into the urban futurescape with such clarity and intensity you're left reeling. But here's a warning: if you are one of those who 'want a simpler life, choosing to unplug and to live off the grid in Idaho', then this is not for you. Mitchell describes himself as an electro-nomadic cyborg; 'Disconnection would be amputation. I am part of the networks, and the networks are part of me. I show up in the directories. I am visible to Google. I link therefore I am'. Mitchell is head of the MIT Lab's academic program in Media Arts and Sciences, and former dean of MIT's School of Architecture and Planning.
Buy Me++ on Amazon.co.uk
Richard Eyre (Penguin, 2005)
This month's edition of DSC's Book Club features the debut novel from media pluralist Richard Eyre. In a change from the usual marketing texts we enjoy a classic whodunit, but one with a few business lessons along the way.
There's adrenalin rushing through the corridors of Acrobat television, and it's even stronger in the boardroom than under the hot lights down on the live studio floor. Eyre takes us inside the doors of a youth channel that's broken the mould, but not the markets. Punchy programming, naked ambition, hungry for acquisition; now under attack.
Buy The Club on Amazon.co.uk
By Seth Godin (1999)
As Yahoo’s former VP of direct marketing, Seth is writing from a digitally centric position of changes in consumer expectations and their relationships with brands. Permission Marketing explores the changing nature of advertising and the gradual evolution into a permission based culture in which consumers grant consent rather than absorbing the traditional forms of interruption advertising. Strong case studies from Amazon and Amercian Express among others, and a confident style from someone who helped define the discipline.
Julian Saunders (ed) (2004)
The Communications Challenge addresses itself to the `how to` question in the development of marketing communications in a changing media and technology environment. Subtitled ‘a practical guide to media neutral planning’, the book lives up to its name by being packed with case histories and examples of research and working methods. In it, a picture emerges of innovation, new practices and methods as well as the updating of established thinking.
Matt Haig (Kogan Page, 2003)
Matt Haig, independent consultant advising organizations on creating integrated marketing solutions, challenges his readers to examine their own problems with branding. What are the seven deadly sins of branding? Haig describes them well: they’re amnesia, ego, megalomania, deception, fatigue, paranoia, and irrelevance that stand behind the biggest failures in brand marketing. All filled with an abundance of recent cases studies. As marketers we can learn as much from examining the causes behind these failings as we can from the MBA-taught models of success that we strive to follow.
Buy Brand Failures: The Truth about the 100 Biggest Branding Mistakes of All Time on Amazon.co.uk
Malcolm Gladwell (Abacus, 2003)
The Tipping Point is a book about change. In particular, it's a book that presents a new way of understanding why change so often happens as quickly and as unexpectedly as it does. The Tipping Point does not challenge the notions of brand and response marketing, but instead provides a window through which to view and re-view markets, plans, products, and ideas. It is a health check to strategy, a model for marketers a framework every marketer should learn, a tool to embrace with passion.
Buy The Tipping Point: How Little Things Can Make a Big Difference on Amazon.co.uk
Richard Harper (ed) (Springer 2003)
Richard Harper's passion is to develop tools and techniques for understanding user behaviour in workplaces, mobile settings and the home. After 20 years of various experiments he is the person to predict what our future homes will look like. Will our fridge make the shopping itself using the internet? Will the lights switch on when we tell them to do so? Intelligent homes have be the domain of futurologists and visionaries. Now with the new technologies progressing so quickly we may find oursevles in a smart home sooner than expected.
Buy Inside the Smart Home on Amazon.co.uk
Fiona Gilmore (Profile Books 2003)
Since intense competition propelled Brand to become the key differentiator and corporate success factor we have all been transformed into Brand Warriors. That’s the theory at least although reading through the trade press one wonders how many companies are yet to put into place the tools behind their fighting rhetoric. Following the success of her first title Fiona Gilmore returns on fighting form with the ‘High Wire’ edition, assembling a series of personal accounts of the meaning of Brand as witnessed through the eyes of seventeen executives who have driven their high profile organisations’ powerful brand strategies.Download_Digital_Book_Club_review
Buy Brand Warriors on the High Wire on Amazon.co.uk
Philip Kotler and Fernando Trias de Bes Wiley (John Wiley & Sons 2003)
Although all marketers will enjoy the wake-up call, Lateral Marketing gears itself primarily to strategic marketers in the driving seat of product development, target market strategy or marketing mix control. The roadmap includes a choice of paths: new product development, market reassessment, rebuilding the marketing mix. It helps answer such questions as: which nonpotential customers could be reached, what else could a product be used for, which other needs could be satisfied.
Buy Lateral Marketing: New Techniques for Finding Breakthrough Ideas on Amazon.co.uk
Paul Smith and Dave Chaffey (Butterworth-Heinemann 2002)
Smith and Chaffey have woven case studies, screenshots and context into the fabric of every section, allowing the reader to relate the theory elements directly to websites and brands they will have experienced. 'E-marketing Excellence' will guide you convidently through the digital models and marketing plans, suggesting how to drive your internet business forward.
Buy E-Marketing Excellence on Amazon.co.uk
James Matthewson (Butterworth-Heinemann 2002)
Can e-business theory and practice be explained in a simple and easy way? James Matthewson, Digital marketing specialist, proves it possible. In his practical guide readers will find the key terms, concepts and their relationship explained in a gripping way. If you wonder what the processes are to develop e-business strategy and who on the market does it well and who does it badly, 'E-business' is a good place to start your digital journey.
Buy E-business – a jargon free practical guide on Amazon.co.uk
Hugh Davidson (Butterworth Heinemann 2002)
Hugh Davidson challenges us to think again about visions: what they are, what they mean, how they change us, why we need them. You may, like many senior managers feel they are unnecessary, a corporate self-indulgence that simply detracts from a mountainous in-tray. Or you may like the idea but simply never get round to ever tackling it. Or you may simply feel disenfranchised, too small a cog in a vast machine. Or you may just be comfortable the way things are and be looking forward to your pension. If you’re in that last group skip the rest of these notes and relax it will soon be home time and the Journal can go back on the no doubt impressive book shelf.
Buy The Committed Enterprise on Amazon.co.uk
Jason Jennings and Laurence Haughton (Harper Collins 2000)
This is one of those rare business texts that once you start it’s genuinely tough to put down. What Jennings and Haughton have succeeded in doing is taking Darwin’s observations of species and researching whether or not they apply to companies. Darwin said “It’s not the strongest or most intelligent species that survive; it is the one most adaptable to change”, and what this text proves is that time and time again really successful companies have an ability to adapt quickly.
Buy It’s not the big that eat the small it’s the fast that eat the slow on Amazon.co.uk
In times of huge economic and social change, knowledge becomes a critical success factor. We created the Digital Book Club reviews to bring you closer to the people and ideas shaping the digital networked economy. They are short reviews of texts we'd recommend, and are published monthly. We also publish similar Digital Thought Leadership interviews and Digital Insight Reports to accompany our own talks and training workshops. Knowledge and training can unlock the potential of your team.
Digital Insight Reports are published monthly and summaries are sent to our clients. If you're not yet a client, we may be able to give you free access for a couple of editions. Just tell us a little about yourself and your firm, and why you'd like us to give you our research.
Danny has been a researcher and commentator in the digital networked industries since 1995. He managed the UK's first online newspaper and has helped run web businesses ranging from mass market portals and consumer magazines, to online stores, search and email services. Among his industry roles he is the co-founder and former chairman of the UK and European Internet and Interactive Advertising Bureau, and has been lecturing on digital marketing for more than a decade. He set up Digital Strategy Consulting in 2000 to help firms get the most from the digital networked economy.