2 The Best Digital Marketing Campaigns in the World
until the project is finished. It was an incredibly challenging, but at the same
time very rewarding, experience.UDM was an exciting project for us, and holding a copy of your first book in
your hands is a real thrill – but more satisfying perhaps was the privilege of
participating in a dynamic shift in thinking. Businesses around the world were
embracing digital marketing and were seeing it deliver on at least some of its
boundless promise.People really like examples. That was one of the key themes that emerged as
the feedback from the book flooded in. While UDM offers a comprehensive
overview of the digital marketing space and the various opportunities digital
presents for brands and businesses, the message from you, our readers, was
that you wanted to see more examples of how brands and businesses were
using these digital technologies and techniques to engage more effectively
with their customers in the real world.As marketers you wanted to see more case studies. While finely crafted
chapters on web analytics and neatly woven prose explaining search engine
optimization offered a necessary and useful foundation of digital marketing
knowledge, marketers tend to have a strong interest in seeing how digital
campaigns are constructed and how brands are applying the theory in real
situations.Another theme, particularly from those of you in the corporate sector, echoed
the call for more case studies – but with the emphasis on delivering concrete
examples to help ‘sell’ the merits of digital to your board. UDM helped to
dispel some of the mystery and shared a foundation of digital knowledge, but
you needed compelling stories of successful digital marketing campaigns that
would spur your board into action.Because digital marketing transcends traditional geographic boundaries, you
also highlighted the need for more inclusive examples of digital being used
effectively around the world, and not just from English-speaking markets. This
was a sentiment particularly prominent among small advertisers and marketers
looking to expand their reach using digital channels. It was also important to