Taking Down Goliath

David has never had a better chance at beating Goliath, but digital marketing remains a mystery to the vast majority of would-be marketers. In other words, marketing automation will only get you so far-you still need a solid strategy. Whether you run a big company or a one-man marketing team, the digital marketing universe has a set of challenges unlike any other. This book profiles the strategies and tactics needed to successfully navigate this space. It explains each marketing discipline in detail: what to do, where to look, how to execute, and most of all, what to avoid. Taking Down Goliath combines case studies from digital brands that emerged using the tactical outlay and overarching strategies that their Goliath competitors couldn't see coming, including Landscape, Wendy Davis, Linea Pelle, Bugaboo, Aramark Parks and Destinations, among others. Readers will gain a foundational understanding of how to use digital marketing channels, technologies, and methodologies in order to effectively promote brands, services, and products online. The authors also teach how to create points of engagement between brands and consumers, and how to plan, create, execute, and measure digital campaigns across a number of different channels. The marketing middle classes used to get left out in the cold. The big brands attracted all the attention and the highest priced agency talent. Luckily, all of that is beginning to change. Today, marketers in this former 'no man's land' have a much better chance of achieving success. Thanks in part to the digital revolution, there has been a tremendous shift, and the marketing playing field has become a lot more level. In today's more democratic marketing world, you don't need a huge budget to get a lot done. Success now goes to those advertisers who understand how to best leverage what they have. Marketing success is no longer about having the biggest budget, and it's definitely no longer about simply reaching the largest number of people. It's a time of great opportunity if you're creative, resourceful, and savvy enough to harness the power of digital marketing in inventive way. Taking Down Goliath teaches readers how to exploit this trend and make their advertising dollars go as far as they possibly can. Readers will learn, through case studies and instruction, about the best, most modern digital advertising campaign planning practices. They will be walked through various hyper-powerful digital marketing strategies-strategies the authors have learned from years of experience in the industry. The book engagingly explores different digital media channels and outlines best practices for each, giving readers the understanding they can apply toward their own campaigns. Ryan and Graham combine case studies from digital brands that emerged using the tactical outlay and overarching strategies that their Goliath competitors couldn't see coming.