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Digital Marketing: Integrating Strategy and Tactics with Values -­‐Current Reviews "Modern marketing must be reconstituted to move into
the digital age. I applaud Kaufman and Horton’s effort to
advance marketing. This book will prepare executives,
managers, owners, and students to integrate digital
marketing strategies and tactics with core values and
business goals to achieve unprecedented levels of
efficiency and innovation." Philip Kotler, Professor of International Marketing, Kellogg School of Management, Northwestern University Book Review: Digital Marketing Integrating Strategy and Tactics with Values Kellogg Magazine November 2014 “If your company hasn't adopted a digital mindset, it's time. Digital Marketing Integrating
Strategy and Tactics with Values will show you how. Designed by co-authors Ira Kaufman
and Chris Horton as a guide to gaining a competitive advantage through lasting growth
in the digital era, the book proposes five stages to full digital integration: mindset, model,
strategy, implementation and sustainability. Each stage is critical in any strategy to make
a company's core values visible to customers at all touch points during their experience.
Digital Marketing models the kind of integration it touts. Specifically, readers can use the
Zappar and Vusay mobile apps to access augmented content via their smart phones
and tablets.
"This connectivity to updated resources transforms the reader experience from static to
conversational and interactive," Kaufman said. "This site will be a leading resource for
digital marketing."
With a foreword by Kellogg's S. C. Johnson & Son Professor of International Marketing
Phillip Kotler, and bearing the endorsements of numerous other thought leaders, Digital
Marketing is poised to become an essential hybrid text in its field.”
“Roadmap for bringing marketing efforts to life in the 21st century”
By Doug Conant, Chairman, Avon Products, & Former CEO, Campbell Soup
"Kaufman and Horton’s Guidebook gives readers an interactive overview of marketing
in the digital age. Aspiring digital marketers will find a treasure trove of valuable
insights from case studies, expert insights, digital diagnostics, and takeaways within
these pages. Leaders and laymen alike can use this as a roadmap for bringing their
marketing efforts to life in the 21st century."
"A great, fresh take on Digital Marketing that makes it all clear"
By David C. Edelman, Lead Global Digital Marketing Practice, McKinsey & Company
"As I note in the forward I wrote for it when I first read this book, I love how Ira and
Chris have layered the notion of a brand's values on top of all of the mechanical details
of how to execute digital marketing. The book balances the right and left brain issues
behind great digital marketing in a very natural way, while providing an extremely
practical workbook for building one's foundational skills. They demystify many
buzzwords and illustrate their points with strong examples. Anyone wanting to walk
themselves through a course on digital marketing will find this an easy guide to
learning, and I have a strong sense it will find its way into many business school
curricula."
"Finally, a relevant manager guidebook for the Digital Age!"
Jon Frericks, Store Manager, Nordstrom’s
"The digital tsunami Kaufman and Horton describe has already inundated the business
world, but unlike a true tsunami it will only continue to rise - and will never pull back.
Digital Marketing is a clear call to action for organizational leaders of all levels to
embrace the strategies needed to first survive and then to thrive in the new business
world where the concept of "message" has lost its meaning and the importance of the
customer experience has become paramount."
"Exactly what it promises, this is a true roadmap to digital integration"
Nick Donaldson, Account Manager, Gordon Group Marketing
"From the perspective of a young professional, reading this book was a breath of fresh
air. It does a fantastic job of bridging the academic world with the modern digital
landscape.
It is clear digital is taking the world by storm. The question becomes, what can I do to
navigate it? This book provides you with real answers.
Digital Marketing: Integrating Strategies and Tactics with Values gives you the
strategies, resources, tools, frameworks and models—united with an interactive touch—
to manage this Digital Tsunami businesses find themselves in. Broadly speaking, it
leaves you with the necessary level of strategic insight to confidently align digital
marketing strategies with real business goals.
I would without a doubt recommend this book as a must read to anyone that wants to
feel equipped to meet the challenges of digital." -Digital Native
"It is good to see a digital book break away from traditional ..."
By Frank Diana, Principal - Digital Enterprise Solutions, Tata Consultancy Services
"In a world where the notion of digital transformation is giving way to re-imagination, it
is good to see a digital book break away from traditional thinking. Although digital grew
up in marketing, it is emerging as a foundational piece of a next generation enterprise.
This book begins the mental model shift required for digital natives and immigrants
alike to begin the journey towards business evolution."
"More than a Book, it's a Revolution"
By C. Phillips, Senior Associate, Partners for Democratic Change
"This book spoke to me on a few levels. As a millennial, or a "digital native" as the book
would describe me, it gives both practical and conceptual insight to look beyond oldthink marketing to find what digital integration really means to organizations and
companies. As a member of an organization, it has helped me to identify opportunities
and roadblocks to manage this transition into the digital age. And, as an aspiring
marketing professional, the book provides all the theory and tactics to prepare the next
generation of all-stars.
From the top companies to the smallest non-profits, from CMOs to university students,
the book's value is not limited to any single target group or institution. It's about a
change in the nature of the way we do business and lead impactful work. I cannot
recommend the book enough for anyone looking to truly understand the digital
transformation, and wants to ride the wave into the future."
"THE definitive textbook on digital marketing for the student,
instructor, and University of today *and* the future"
By David Muir Instructor, University of Delaware
"This book fills a very big void in the market for textbooks on the topic of digital
marketing. I eagerly will adopt this book for my undergraduate class on this topic
(approximately 120 students across three sections). Given the extraordinary resources
offered to instructors -- not only through the companion Digital Marketing Resource
Center website, which will be useful to myself and my students, but also through the
extant resources available to instructors only such as PowerPoint slides, classroom
exercises, group projects, case studies, and sample syllabi -- I will not need to
supplement my class with much else. The authors have worked extremely hard to assist
me in creating a digitally-integrated learning environment (DILE) for my students -they have thought hard about the end-users of this book and it definitely shows. I
strongly encourage other instructors of digital/Internet marketing courses to review
this book, and to see for themselves what an extraordinary job the book will do for their
courses."
“Digital Impact”
David Ferguson, Associate Vice President for Emerging Media Initiatives and
Executive Director of the Center for Media Design, Ball State University
"The speed of change across society and business due to digital impact has created a
demand for new learning tools and dynamically updated information for business and
marketing education. Kaufman and Horton have offered a timely digital marketing
resource that builds the right context (digital mindset, societal change, integration)
along with appropriate detail to educate both students and professionals. Set in an
innovative format, the multi-modal, dynamically updated digital resource center is
more than a book and promises to meet today’s students where they live – in an
integrated, interactive and searchable world."
"A must read to work in the global digital world"
By Matt Baker- 22 years, Sports Management/Marketing, Lynchburg College
"In order to find success in modern day marketing, Digital Marketing: Integrating
Strategy and Tactics with Values is a must read!
As a student, it has helped me to gain a better understanding of exactly what Digital
Marketing is and why it is so important. The Guidebook goes in depth about
incorporating our values in the organization’s decisions to market in our transparent
digital world. When you look at Traditional Marketing, it entails things like
newspaper/magazine ads, television commercials, and radio advertisements. In other
words, it is talking AT the consumers. Digital Marketing is a whole different ballgame.
It talks TO consumers. It involves the use of social media (Facebook, Instagram,
Twitter, LinkedIn, VuSay, Zappar, etc.), interactions with consumers on a consistent
basis, integration of values throughout the company, and the collection and evaluation
of consumer data.
The Guidebook is very informative, concise, and clear. This is great because everyone
can understand it - executives, managers, employees, students, or just day-to-day
readers. There is not an “overflow” of information that makes you want to close the
book. The diagrams throughout each chapter help the reader to better understand the
topics. In addition, the use of the Zappar app really helps to involve readers and
delivers updated information in a new and interactive manner. In sum, as a senior in
college, this book helped prepare me to contribute in the real world. Now, I know what
a Digitally Integrated Organization is and how I can help create change and success
within my future company."
A Student's Perspective
Erin Gould - 20 years English/Marketing, Lynchburg College
"As an undergraduate college student with a marketing minor, I can say that Digital
Marketing is a response to the need for an integrated educational approach in both the
business world and the academic world. The Guidebook and the paired course material
seek to underscore the importance of the digital world by showcasing the lasting
features of this new mode of business. The approach is not narrowly focused on the
most popular media tools of the moment; instead, it emphasizes lasting integration and
implementation, combining core values with digital strategies, tactics, and tools as
foundational elements of a unified approach to digital marketing.
Digital Marketing uses a hybrid of digitized text and newer tools like concise
PowerPoints, links to websites, an augmented reality mobile app called ZAPPAR, and
VuSay video commenting software and internet media tools. In this way, the book
exemplifies the methods that it is teaching, providing an example of the uses of the
digital world that it attempts to reveal and integrate. Because of this hybrid set-up, the
book has a double impact, on the one hand effectively teaching students and businesses
the important changes, values, and strategies of the digital world, and on the other
clearly showing them an example of such implementation through new teaching
methods. The book imitates real-world changes in its teaching style. This means that
the new teaching approaches will give students a chance to engage and interact with
materials, with the teachers, and with each other in a way that will prepare them for
their future interaction with the digital world.
In short, the book strives to create an imitation of real life on all fronts. It innovates and
reinvents learning in the digitized world by using the same values to teach it. The
hybridity within the digital book and the new structure of the classroom means that
Digital Marketing produces a way to exemplify the new digital model, and therefore to
simultaneously show and teach students and businesses. The book doubly prepares
students and businesses by using this innovative model in an innovative world."