Thought digital marketing was an occupation reserved for the trendy twenty-somethings in central London agencies? Well, think again. According to the Office for National Statistics, 78% of adults bought goods or services online this year, and the percentage of older people accessing the consumer marketplace is also growing.
It doesn’t matter whether you’re running a boutique social media agency or a trophy engraving SME, both businesses and consumers are living an increasingly digital existence.
This means that business owners need to get enlightened about how they can target customers online, and beat out the other competition. Begin by adding these 5 top digital marketing books to your reading list:
1. Killing Marketing: How Innovative Businesses Are Turning Marketing Cost Into Profit, by Joe Pulizzi and Robert Rose
In case you didn’t know (which you probably don’t if you’re reading this article – we won’t judge) Pulizzi and Rose are the godfathers of content marketing. In this, their second outing on the subject, they say that businesses should follow their lead and ‘trim the fat’ off out-dated marketing costs, whilst acknowledging the more modern trends that can lead businesses straight into profit.
2. The Social Organism: A Radical Understanding of Social Media to Transform Your Business and Life, by Oliver Luckett and Michael J. Casey
Techy co-authors Luckett and Casey delve into the data and science behind internet connections in order to understand what makes humans connect to certain things, and when they don’t. This book doesn’t only make for some fascinating micro-scientific reading, it promises marketers a clearer insight into how consumers behave online.
For many marketers, and those struggling to be both SME owner and rookie marketing assistant within their own companies, this book attempts to bust the mobile device access myth when it comes to social media. We all know the difficulty of tracing consumer traffic from those fickle mobile devices, but Ghose addresses these complex questions and issues in an easy-to-read and engaging manner.
4. Location is (Still) Everything: The Surprising Influence of the Real World on How We Search, Shop, and Sell in the Virtual One, by David Bell
Bell has provided a mighty refreshing insight here, namely that in this most digital of worlds, our physical locations still matter! Based on years of research, Bell proposes the view that our physical environment still has a massive impact on how we behave digitally.
So, make sure you gain some human insight by balancing this academic treasure alongside the other ‘digital rev’ options. Because after all, you are trying to target human consumers online, aren’t you?
5. Top of Mind: Use Content to Unleash Your Influence and Engage Those Who Matter To You, by John Hall
Yes, we HAVE saved the two more ‘deep-thought’ books for last. Because, whilst it’s important to get your digital nitty-gritty info, you need a deep understanding of how your customers think – and feel. Hall provides the answers to both in this psycho-social offering, promising readers that they can get their goods or services ‘stuck in people’s brains’ if they follow his reflective steps.