igital advertising is a form of marketing that is done through the internet. It can be used to promote anything from your business to political candidates, and it has become an integral part of how most people get information. For these reasons, digital advertising is important for any business or person who wants to make an impression with the public. The rise of social media has made advertising more difficult than ever before. Here are some of the best books on digital advertising that will help you understand this new form of marketing and give you the knowledge needed to succeed in the modern world.
Best Books on Digital Advertising: THE LIST
1. Digital Marketing for Dummies | By Ryan Deiss
Get digital with your brand today!
Digital Marketing for Dummies has the tools you need to step into the digital world and bring your marketing process up to date. In this book, you’ll discover how digital tools can expand your brand’s reach and help you acquire new customers. Digital marketing is all about increasing audience engagement, and the proven strategy and tactics in this guide can get your audience up and move!
You’ll learn how to identify the digital markets and media that work best for your business—no wasting your time or money! Discover how much internet traffic is really worth to you and manage your online leads to convert web visitors into paying clients. From anonymous digital prospect to loyal customer—this book will take you through the whole process!
- Learn targeted digital strategies for increasing brand awareness
- Determine the best-fit online markets for your unique brand
- Access downloadable tools to put ideas into action
- Meet your business goals with proven digital tactics
Digital marketing is the wave of the business future, and you can get digital with the updated tips and techniques inside this book!
2. Digital Marketing Strategy | By Simon Kingsnorth
Build an effective and practical digital strategy with this bestselling guide to digital marketing, covering everything from automation and analytics to integrating AI.
Digital Marketing Strategy is a global bestseller, and a one-stop guide to digital marketing and how to structure and build a more strategic approach. Recommended by the Chartered Institute of Marketing (CIM), a professional marketing body. Now fully updated, this third edition covers the integration of AI in marketing, marketing automation, and how to use digital analytical tools, plus new strategies for third-party data and privacy protection.
Digital Marketing Strategy will show you how to effectively select, align and manage digital channels and operations, to streamline a winning digital marketing strategy for measurable, optimized results. Learn from real-world case studies including Coca-Cola, MoneySupermarket.com, Bloom & Wild, Airbnb, Adidas, Uber so you can view best-practice examples so you can build your own digital marketing strategy.
Accompanying online resources consist of practical implementation guides spanning SEO, paid search, email, lead generation, as well as lecture slides and activity sheets. This is an invaluable guide for digital marketing students and entry-level to mid-management professionals.
3. Permission Marketing | By Seth Godin
The man Business Week calls “the ultimate entrepreneur for the Information Age” explains “Permission Marketing” — the groundbreaking concept that enables marketers to shape their message so that consumers will willingly accept it. Whether it is the TV commercial that breaks into our favorite program, or the telemarketing phone call that disrupts a family dinner, traditional advertising is based on the hope of snatching our attention away from whatever we are doing. Seth Godin calls this Interruption Marketing, and, as companies are discovering, it no longer works. Instead of annoying potential customers by interrupting their most coveted commodity — time — Permission Marketing offers consumers incentives to accept advertising voluntarily. Now, this internet pioneer introduces a fundamentally different way of thinking about advertising products and services. In his groundbreaking audiobook, Godin describes the four tests of Permission Marketing: * Does every single marketing effort you create encourage a learning relationship with your customers? Does it invite customers to “raise their hands” and start communicating? * Do you have a permission database? Do you track the number of people who have given you permission to communicate with them? * If consumers gave you permission to talk to them, would you have anything to say? Have you developed a marketing curriculum to teach people about your products? * Once people become customers, do you work to deepen your permission to communicate with those people? And in numerous informative case studies, including American Airlines frequent-flier program, Amazon.com, and Yahoo!, Godin demonstrates how marketers are already profiting from this key new approach in all forms of media.
4. The New Rules of Marketing and PR | By David Meerman
The seventh edition of the pioneering guide to generating attention for your idea or business, packed with new and updated information
In the Digital Age, marketing tactics seem to change on a day-to-day basis. As the ways, we communicate continue to evolve, keeping pace with the latest trends in social media, the newest online videos, the latest mobile apps, and all the other high-tech influences can seem an almost impossible task. How can you keep your product or service from getting lost in the digital clutter? The seventh edition of The New Rules of Marketing and PR provides everything you need to speak directly to your audience, make a strong personal connection, and generate the best kind of attention for your business.
An international bestseller with more than 400,000 copies sold in twenty-nine languages, this revolutionary guide gives you a proven, step-by-step plan for leveraging the power of technology to get your message seen and heard by the right people at the right time. You will learn the latest approaches for highly effective public relations, marketing, and customer communications—all at a fraction of the cost of traditional advertising!
The latest edition of The New Rules of Marketing & PR has been completely revised and updated to present more innovative methods and cutting-edge strategies than ever. The new content shows you how to harness AI and machine learning to automate routine tasks so you can focus on marketing and PR strategy. Your life is already AI-assisted. Your marketing should be too! Still the definitive guide on the future of marketing, this must-have resource will help you:
- Incorporate the new rules that will keep you ahead of the digital marketing curve
- Make your marketing and public relations real-time by incorporating techniques like newsjacking to generate instant attention when your audience is eager to hear from you
- Use web-based communication technologies to their fullest potential
- Gain valuable insights through compelling case studies and real-world examples
- Take advantage of marketing opportunities on platforms like Facebook Live and Snapchat
The seventh edition of The New Rules of Marketing and PR: How to Use Content Marketing, Podcasting, Social Media, AI, Live Video, and Newsjacking to Reach Buyers Directly is the ideal resource for entrepreneurs, business owners, marketers, PR professionals, and managers in organizations of all types and sizes.
5. The Art of SEO | By Eric Enge
Three acknowledged experts in search engine optimization share guidelines and innovative techniques that will help you plan and execute a comprehensive SEO strategy. Complete with an array of effective tactics from basic to advanced, this third edition prepares digital marketers for 2016 with updates on SEO tools and new search engine optimization methods that have reshaped the SEO landscape
Novices will receive a thorough SEO education, while experienced SEO practitioners get an extensive reference to support ongoing engagements.
- Comprehend SEOÃ¢??s many intricacies and complexities
- Explore the underlying theory and inner workings of search engines
- Understand the role of social media, user data, and links
- Discover tools to track results and measure success
- Examine the effects of GoogleÃ¢??s Panda and Penguin algorithms
- Consider opportunities in mobile, local, and vertical SEO
- Build a competent SEO team with defined roles
- Glimpse the future of search and the SEO industry
6. Marketing 4.0 | By Philip Kotler
Marketing has changed forever – this is what comes next.
Marketing 4.0: Moving from Traditional to Digital is the much-needed handbook for next-generation marketing. Written by the world’s leading marketing authorities, this book helps you navigate the increasingly connected world and changing consumer landscape to reach more customers, more effectively. Today’s customers have less time and attention to devote to your brand – and they are surrounded by alternatives every step of the way. You need to stand up, get their attention, and deliver the message they want to hear. This book examines the marketplace’s shifting power dynamics, the paradoxes wrought by connectivity, and the increasing sub-culture splintering that will shape tomorrow’s consumer; this foundation shows why Marketing 4.0 is becoming imperative for productivity, and this book shows you how to apply it to your brand today.
Marketing 4.0 takes advantage of the shifting consumer mood to reach more customers and engage them more fully than ever before. Exploit the changes that are tripping up traditional approaches, and make them an integral part of your methodology. This book gives you the world-class insight you need to make it happen.
7. Social Media Marketing All-In-One For Dummies | By Michelle Krasniak
Get social with the bestselling social media marketing book
No person can ignore social media these days—and no business can afford to ignore it either. Our lives are mediated through the flicker of Facebook, Twitter, YouTube, and Instagram—and brands are increasingly interwoven with our online identities. Even for the 90% of marketers who interact with social media regularly, its pace and scale can be confusing to the point of distraction. Social Media Marketing All-in-One For Dummies helps you take a step back, make sense of the noise, and get your brand voice heard over the babble—in the way you want it to be.
These nine mini-books in one give you essential, straightforward, and friendly guidance on how to use the major social platforms to promote your business, engage your customers, and use feedback to make your product or service the best that it can be. From evaluating the right social mix and planning your strategy to the really fun stuff—like creating videos on Snapchat and TikTok, diving deep on a podcast, or looking pretty on Pinterest—you’ll find everything you need to get your social ducks in a row and say the right things. And once the campaign is over, you can follow the guidance here to evaluate success and iterate on your approach, before getting right back out there for an even bigger second bite.
- Keep up with the latest changes on Twitter, Facebook, LinkedIn, TikTok, and more
- Blend your social side with your traditional marketing presence
- Become more engaging and metric your success
- Get to know your fans with user data
Wherever you’re coming from—social media strategist, site manager, marketer, or something else—social media is where your customers are. This book shows you how to be there, too.
8. The Art of Digital Marketing | By Ian Dodson
The premier guide to digital marketing that works, and a solid framework for success
The Art of Digital Marketing is the comprehensive guide to cracking the digital marketing ‘code,’ and reaching, engaging, and serving the empowered consumer. Based on the industry’s leading certification from the Digital Marketing Institute (DMI), this book presents an innovative methodology for successful digital marketing: start with the customer and work backward. A campaign is only effective as it is reflective of the consumer’s wants, needs, preferences, and inclinations; the DMI framework provides structured, implementable, iterative direction for getting it right every time. The heart of the framework is a three-step process called the 3i Principles: Initiate, Iterate, and Integrate. This simple idea translates into higher engagement, real customer interaction, and multichannel campaigns that extend even into traditional marketing channels.
The evolution of digital marketing isn’t really about the brands; it’s about consumers exercising more control over their choices. This book demonstrates how using this single realization as a starting point helps you build and implement more effective campaigns.
- Get inside the customer’s head with deep consumer research
- Constantly improve your campaigns based on feedback and interactions
- Integrate digital activities across channels, including traditional marketing
- Build campaigns based on customer choice and control
Digital marketing turns traditional marketing models on their heads. Instead of telling the customer what to think, you find out what they already think and go from there. Instead of front-loading resources, you continually adjust your approach based on real interactions with real customers every day. Digital marketing operates within its own paradigm, and The Art of Digital Marketing opens the door for your next campaign.
9. Join or Die | By Patrick Gilbert
Join or Die: Digital Advertising in the Age of Automation is a playbook for profitably leveraging automation within Google Ads (formerly Google AdWords), Facebook Ads, and other emerging advertising platforms.
You’ll dive under the hood of the machine learning technology that drives these platforms and discovers practical tips and strategies that can be immediately implemented in your campaigns. Join or Die will show you how to manage marketing organizations in the automation era, serving as a blueprint for the future leaders of this ever-changing industry.
- 24 Chapters and Resources. Join or Die is filled with real-life case studies, supplemental materials, and machine learning concepts that will forever alter the way you approach campaign strategy.
- 100% Raw Insights. Patrick pulls back the curtain on the specific strategies that drove the most success, as well as the complete failures that almost cost the agency millions in revenue.
- Insights From World-Class Marketers. From Udemy.com to the most well-known marketing conferences around the world, AdVenture Media has successfully taught these concepts to more than 180,000 marketers in more than 100 countries.
- Automation Insecurities
- Basic Machine Learning Principles
- The Dawn of the New PPC Era
- Liquidity and the Micro-Moment
- The Bones of the Google AdWords Platform
- Google Ads Campaign Types
- Google Ads Audiences
- Attribution in Digital Advertising
- Changing Perspectives on Automation
- The Evolution of Machine Learning
- The Premium Auction
- The Yin & Yang of Premium Auctions and Liquidity
- The Modern Google Ads’ Ecosystem
- A Guide to Google’s Smart Bidding Options
- Under the Hood of the Target CPA Bidding Algorithm
- Automation in Facebook and Instagram Advertising
- Advanced Conversion Tracking
- How to Train Your Algorithm
- A Change in Agency Culture
- How to Build AI-Driven Organizations
- Building Your Team
- The P3X Framework: Systematizing Client Onboarding and Growth
- The Future of Digital Advertising Platforms
Praise for Join or Die:
10. Hacking Marketing | By Scott Brinker
Marketing management is racing to keep pace with the technological advances that are disrupting how customers connect and interact with brands. Instead of planning and producing a few big campaigns, marketers today must design and operate an explosion of continuous marketing touchpoints that evolve as quickly as their organization can manage. Marketing’s speed, adaptability, and ability to balance innovation and scalability in this highly fluid digital environment have become key factors in a company’s competitiveness.
How can marketing managers master these new dynamics? In many ways, modern marketing now shares a surprising number of characteristics with contemporary software development. Hacking Marketing reveals the fascinating parallels between these two disciplines – and shows how marketers, even with no technical background, can borrow and adapt successful ideas from software management to lead marketing more effectively in a digital world.
Written by one of the industry’s foremost experts on the interplay between marketing and technology, Hacking Marketing is a nontechnical guide to managing marketing with a new generation of “digitally native” practices and frameworks. In a conversational style, it walks through pragmatic solutions to the challenges of increasing agility without losing strategic focus, accelerating marketing experimentation without sacrificing scalable operations, and empowering a more independent and distributed workforce without disconnecting executive leadership.
Whether you’re an experienced marketing manager updating your skillset or a newcomer looking to gain a foothold in the current marketplace, keep this one-of-a-kind resource of convenient, authoritative information at the ready for its:
- Thoroughly clarifying primer on agile marketing, including fundamental concepts of iterative and incremental management, workflow strategies, team dynamics, and more
- Practical guidance for shaping marketing programs in a world of digital experience touchpoints, including working in perpetual beta, collaborative design, interactive content, and “big testing”
- Everyday tactics for managing the dichotomy between innovation and scalability, including a two-pronged approach to stability and agility, an easy-to-use “pace layering” model, and strategies for avoiding the pitfalls of complexity
Hacking Marketing expands your mindset and skillset for cutting-edge marketing leadership in a digital world where everything flows with the speed and adaptability of software.
11. The Social Media Bible | By Lon Safko
The go-to guide to social media skills, now in a revised third edition.
The Social Media Bible is a comprehensive social media resource that will teach corporate, small business, and non-profit marketers strategies for using social media to reach their desired audiences with power messages and efficiency. This revised 3rd edition addresses technology updates to the iPad, apps, Foursquare, and other geotargeted networks. New case studies and company profiles provide practical examples of how businesses have successfully implemented these strategies, using the newest social media marketing tools.
- Updates and changes to Google’s search engine algorithms
- More information on plug-ins, widgets, apps, and integration
- Updates on Twitter and Yammer and new information on Google+
- The latest in mobile marketing
Master the latest social media tools and deliver powerful messaging in the most effective way possible with The Social Media Bible.
12. Becoming a Digital Marketer | By Gil Gildner
In the rapid world of marketing, fresh graduates and traditional marketers alike are learning that the industry is blending technology at a pace never seen before. It’s no longer enough to be a specialist: in today’s tech-driven industry, you’ve got to be able to build websites, install analytics, run pay-per-click campaigns, join Twitter chats, understand SEO strategy, and experience the underrated power of email marketing.
In Part 1, you’ll learn the hard skills crucial to a marketing career, like:
- organic search (SEO)
- paid advertising (PPC)
- social media marketing
- reporting & analytics
- branding & copywriting
- email marketing
In Part 2, you’ll read about the soft skills essential to business, like:
- writing emails
- invoicing & sales
- getting an entry level position
- working as a marketing freelancer
- starting your marketing agency
- how to work remotely
Also included are in-depth vignettes and interviews with renowned communicators, for insightful alternate views on what makes a successful marketer.
13. Unleashing the Ideavirus | By Seth Godin
Counter to traditional marketing wisdom, which tries to count, measure, and manipulate the spread of information, Seth Godin argues that information can spread most effectively from customer to customer, rather than from business to customer. Godin calls this powerful customer-to-customer dialogue the ideavirus. In Unleashing the Ideavirus, Godin examines how companies like Napster and Hotmail have successfully launched ideaviruses. He offers a recipe for creating your own ideavirus, and shows how businesses can use ideavirus marketing to succeed in a world that doesn’t want to hear it anymore from traditional marketers.
14. Getting Digital Marketing Right | By David Bradley
You need your business to grow and meet its goals over the next 12 months. You may have tried different marketing and sales tactics and met with different consultants, agencies, and potential hires. Still, there’s still no clear answer.
How can you maximize your return and meet your business goals, all while on a limited budget? If we had a corporate-level, multimillion-dollar advertising campaign, this might be easy. But we aren’t in that position.
It takes just two things for powerful marketing. First of all, you need to know how to turn your digital presence into something useful, like leads or customers. To do this you need digital sales to funnel in place from top to bottom.
These are the six stages of the digital sales funnel: Stage one: generate demand Stage two: capture quality leads Stage three: nurture leads Stage four: convert leads into customers Stage five: close, deliver, and satisfy Stage six: referrals and follow-up
But that alone doesn’t mean much unless there’s a clear purpose. To have a purpose, we need a strategy.
Learn to Develop a Strategy with Five Steps: 1. Where are you today? 2. Finding your ideal 3. Mapping out your plan 4. Getting your hands dirty 5. Recap and review
Have you noticed we didn’t say you have to know how to do popular digital-marketing tactics? Search engine optimization has backlinks to build and keywords to optimize for. Email lists have to be set up, connected to your website, and segmented based on the audience. Your website…well, that might need to be coded from the ground up again.
But we aren’t going to worry about that. It isn’t our job to know how to build a website or do SEO or any of that. It’s our job to set a strategy to decide what we need or don’t need and have others deliver the technical work.
15. Digital Advertising | By Shelly Rodgers
Digital Advertising offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theories, evaluation practices, conflicts, and issues. With a balance of theory and practice, this book helps provide the tools to evaluate and understand the effects of digital advertising and promotions campaigns. New to this edition is discussion of big data analysis, privacy issues, and social media, as well as thought pieces by leading industry practitioners. This book is ideal for graduate and upper-level undergraduate students, as well as academics and practitioners.
16. Digital Sense | By Travis Wright
Compete in the digital world with pragmatic strategies for success
Digital Sense provides a complete playbook for organizations seeking a more engaged customer experience strategy. By reorganizing sales and marketing to compete in today’s digital-first, omni-channel environment, you gain newfound talent and knowledge from the resources already at hand. This book provides two pragmatic frameworks for implementing and customizing a new marketing operating system at any size organization, with step-by-step roadmaps for optimizing your customer experience to gain a competitive advantage. The Experience Marketing Framework and the Social Business Strategy Framework break down proven methods for exceeding the expectations customers form throughout the entirety of the buying journey. Customizable for any industry, sector, or scale, these frameworks can help your organization leap to the front of the line.
The evolution of marketing and sales demands a revolution in business strategy, but realizing the irrelevance of traditional methods doesn’t necessarily mean knowing what comes next. This book shows you how to compete in today’s market, with real-world frameworks for implementation.
- Optimize competitive advantage and customer experience
- Map strategy back to business objectives
- Engage customers with a pragmatic, proven marketing system
- Reorganize sales and marketing to fill talent and knowledge gaps
Today’s customer is savvy, with more options than ever before. It’s critical to meet them where they are, and engagement is the cornerstone of any cohesive, effective strategy. The technological revolution has opened many doors for marketing and sales, but the key is knowing what lies behind each one—what works for your competitor may not be right for you. Digital Sense cuts through the crosstalk and confusion to give you a solid strategy for success.
17. Get Scrappy | By NIck Westergaard
It’s an exciting time to be in marketing: The Internet, social media, and content marketing are powerful equalizers, resetting the playing field for businesses large and small. Yet it’s also a challenging time, with much work to do and an ever-changing array of platforms, features, and networks to master – all on a tighter budget than before.
Don’t get discouraged. Get scrappy!
Shattering the myth that only big brands can do big things, Get Scrappy will help you:
- Demystify digital marketing in a way that makes sense for your business
- Do more with less
- Build a strong brand with something to say
- Find inspiration in unexpected places
- Create relevant and engaging content and promote it via Twitter, Facebook, and other channels
- Integrate strategy and message across touchpoints for a unified brand experience – both online and off
- Spark dialogue with your community of customers
- Measure what matters
The result is a reliable, repeatable system for reinventing your marketing as marketing reinvents itself. Featuring frameworks, hacks, tips, idea starters, and more, Get Scrappy is the map you need to take your marketing from good to great.
18. Subprime Attention Crisis | By Tim Hwang
In Subprime Attention Crisis, Tim Hwang investigates the way big tech financialized attention. In the process, he shows us how digital advertising―the beating heart of the internet―is at risk of collapsing, and that its potential demise bears an uncanny resemblance to the housing crisis of 2008.
From the unreliability of advertising numbers and the unregulated automation of advertising bidding wars to the simple fact that online ads mostly fail to work, Hwang demonstrates that while consumers’ attention has never been more prized, the true value of that attention itself―much like subprime mortgages―is wildly misrepresented. And if online advertising goes belly-up, the internet―and its free services―will suddenly be accessible only to those who can afford it.
Deeply researched, convincing, and alarming, Subprime Attention Crisis will change the way you look at the internet and its precarious future.
FSG Originals × Logic dissects the way technology functions in everyday lives. The titans of Silicon Valley, for all their utopian imaginings, never really had our best interests at heart: recent threats to democracy, truth, privacy, and safety, as a result of tech’s reckless pursuit of progress, have shown as much. We present an alternate story, one that delights in capturing technology in all its contradictions and innovation, across borders and socioeconomic divisions, from history through the future, beyond platitudes and PR hype, and past doom and gloom. Our collaboration features four brief but provocative forays into the tech industry’s many worlds and aspires to incite fresh conversations about technology-focused on nuanced and accessible explorations of the emerging tools that reorganize and redefine life today.
19. Introduction to Program-matic Advertising | By Dominik Kosorin
Programmatic advertising is the most exciting thing that happened in marketing in a long time – perhaps since the advent of mass advertising itself.
This book offers the first comprehensive introduction to the world of programmatic advertising. If you are new to this revolutionary technology, it will help you get quickly up to speed. The book is intentionally relatively short and dense, so it can be read over a weekend – and then kept on your desk for reference.
Here’s a quick overview:
Chapter two introduces the programmatic ecosystem and its various players, including publishers, advertisers, SSPs, DSPs, DMPs, agency trading desks, and the most important industry bodies.
Chapter three is dedicated to programmatic ad trading, with special attention given to the real-time bidding (RTB) auction, the role of the Deal ID, and publisher prioritization including header bidding.
Chapter four is all about data and ad targeting. Retargeting and various prospecting tactics are covered, including contextual targeting, behavioral targeting, and look-a-like modeling.
Chapter five expands the scope of this book into mobile. Mobile cookies, cross-device identification solutions, or location data are covered here.
Chapter six offers an overview of the current issues discussed across the digital ad industry – including fraud, viewability, attribution, ad blocking, or privacy.
Chapter seven is about new formats available programmatically, such as rich media, video, or native. It also covers new programmatic channels including TV, audio, or print.
Final Thoughts on the Best Books on Digital Advertising
Digital Advertising is now a requirement for most modern-day companies. If you’re looking to learn more about Digital Advertising, but don’t know where to start, we’ve compiled a list of the top books on the subject. These books will teach you everything from defining digital advertising and its history to how it’s changing social media and the online space. Don’t miss your chance to learn all about Digital Advertising today!
Do you see a book that you think should be on the list? Let us know your feedback here.
Meet Maurice, a staff editor at Bigger Investing. He’s an accomplished entrepreneur who owns multiple successful websites and a thriving merch shop. When he’s not busy with work, Maurice indulges in his passion for kayaking, climbing, and his family. As a savvy investor, Maurice loves putting his money to work and seeking out new opportunities. With his expertise and passion for finance, he’s dedicated to helping readers achieve their financial goals through Bigger Investing.