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Taking Down Goliath

Digital Marketing Strategies for Beating Competitors With 100 Times Your Spending Power

Authors: Ryan, Kevin, Graham, Rob Spider

  • This book is for the mid-market products that don't have thousands upon thousands of dollars to spend on advertising
  • A holistic guide to digital marketing, from SEO, to twitter, to banner ads, to email marketing while covering the basics: How to identify your target audience, how to reach them, cost effective strategies, creating an online message
  • This book will serve as a bible to the thousands of advertisers that have money to spend but not the deep pockets of a Fortune 500 Company
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Buy this book

eBook $19.99
price for USA (gross)
  • ISBN 978-1-137-44421-9
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $32.00
price for USA
  • ISBN 978-1-137-44420-2
  • Free shipping for individuals worldwide
  • Online orders shipping within 2-3 days.
Softcover $30.00
price for USA
  • ISBN 978-1-349-49558-0
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
About this book

Advances in software, auction-based media, analytics, and big data have made it possible for the average marketer to compete with marketers with 100 times the spending power. Taking Down Goliath profiles the ways in which digital marketing can level the playing field, if you know how to use it.

About the authors

Kevin Ryan is the founder of the digital advertising firm Motivity Marketing, Inc. He has appeared on CNN and been featured in The Wall Street Journal, USA Today, ABC News, The New York Times, Forbes, and Advertising Age. Prior to launching Motivity Marketing, Ryan founded Kinetic Results, an Advertising Age Top 20 performance marketing firm, served as VP, Global Content Director for Search Engine Watch and Search Engine Strategies, and VP of Interactive Media for the Interpublic Group agency, Wahlstrom Interactive.

Rob 'Spider' Graham is a twenty-year veteran of digital media buying, selling and production. He is currently the founder and CEO of Trainingcraft, LLC, a company providing digital advertising, marketing, and sales consulting—as well as training solutions—to publishers and advertisers. Spider works with a number of training partners including the Interactive Advertising Bureau (IAB.net) and eConsultancy (econsultancy.com), in addition to providing direct training solutions to companies like Comcast, Politico, and American Cities Business Journals.

Reviews

"What do you do if you're a twentieth century business awakening to the new rules of the twenty-first century? In Taking Down Goliath, Ryan and Graham unpack the secrets of creative leverage for the digital age. Armed with practical advice and insights, this book offers a great strategic framework for re-considering your brand and attacking lethargic thinking." - John Gerzema, Best-selling author and social strategist

"Anyone can write a book directing big brands in how to spend their billion dollar marketing budgets. Taking Down Goliath guides small brands in how to use their size as an advantage to strategically out maneuver the big guys. This is an exceptional book demonstrating how digital has changed the rules of marketing andhas tilted it in favor of the smaller, innovative player." - Jeffrey Cole, Director & CEO, Center for the Digital Future at USC Annenberg School

"It's not magic. But in order to succeed at digital marketing today you need a heck of a lot of smarts and know-how. The authors of this book can't help you with the former, but they sure can help you with the latter! With this book, you'll get solid, practical advice from two masters who do this stuff every day, and do it exceptionally well." - Geoffrey Ramsey, Chairman and Co-founder, eMarketer, Inc.

"What makes this book invaluable is its unrelenting focus on the 'why' (not just the 'how') of digital marketing. That, and inspiring interviews with real-life Davids who have leveraged digital tools to make a real difference in their careers, their businesses and their lives make this plain-English book downright inspirational!" - Rebecca Lieb, Industry Analyst, The Altimeter Group & author of Content Marketing

"My job is helping the Fortune 1000 survive the digital revolution, and that just got harder! This book doesn't just tell you what to do to compete effectively as a little guy. It walks you through the process providing clear and effective instruction." - Stefan Tornquist, Vice President, Research Econsultancy

"Taking Down Goliath helps to level the playing field between the Davids and Goliaths of the world. Today many SMBs look with fear at digital marketing, but Ryan and Graham have done an excellent job simplifying both the strategies and tactics needed to make smaller businesses competitive with the big guys." - John F. Kelsey, III, Advisor, BIA/Kelsey, Founder, The Kelsey Group, Inc.


Table of contents (12 chapters)

  • Introduction

    Ryan, Kevin M. (et al.)

    Pages 1-8

  • The Digital Advertising Big Bang

    Ryan, Kevin M. (et al.)

    Pages 9-29

  • Setting and Measuring Digital Campaign Goals

    Ryan, Kevin M. (et al.)

    Pages 31-47

  • Defining Online Audiences

    Ryan, Kevin M. (et al.)

    Pages 49-66

  • Creating the Perfect Online Marketing Message

    Ryan, Kevin M. (et al.)

    Pages 67-83

Buy this book

eBook $19.99
price for USA (gross)
  • ISBN 978-1-137-44421-9
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $32.00
price for USA
  • ISBN 978-1-137-44420-2
  • Free shipping for individuals worldwide
  • Online orders shipping within 2-3 days.
Softcover $30.00
price for USA
  • ISBN 978-1-349-49558-0
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.

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Bibliographic Information

Bibliographic Information
Book Title
Taking Down Goliath
Book Subtitle
Digital Marketing Strategies for Beating Competitors With 100 Times Your Spending Power
Authors
Copyright
2014
Publisher
Palgrave Macmillan US
Copyright Holder
Kevin M. Ryan and Rob “Spider” Graham
eBook ISBN
978-1-137-44421-9
DOI
10.1057/9781137444219
Hardcover ISBN
978-1-137-44420-2
Softcover ISBN
978-1-349-49558-0
Edition Number
1
Number of Pages
XIV, 238
Topics