inTroDuCTion
●●7.5 million – that’s the number of results you get when you Google ‘the
best digital marketing campaigns in the world’.
●●In second place (at the time of writing) is a mention of this book – that’s
not a bad start!
●●Digital marketing – the fastest growth area of marketing we have ever
witnessed – now competes for the lion’s share of an annual pot worth
approximately one trillion dollars (according to advertising giant WPP).
In 2009, our first book, Understanding Digital Marketing (UDM), hit the
shelves. Since then it’s been delivering a solid foundation of digital marketing
know-how to practitioners around the world, and continues to do so.
We learnt a lot of valuable lessons during the writing process. Here are just a
few.
Writing a book is far from easy. Although we were both very comfortable with
the subject matter, and had plenty of experience and expertise to draw on,
digital marketing refused to sit still. We felt a bit like portrait painters of old
must have felt, trying desperately to recreate a reliable likeness of an
impossibly restless child.
But when you’re tackling a subject that’s in a constant state of flux you’re
prepared for that. What we weren’t prepared for was the ever-present, all-
consuming nature of the process. It grows rapidly to become a roaring
juggernaut that pervades every facet of your life, and that refuses to go away
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