This book entails a detailed analysis of digital sciences, it’s impact on marketing and serves as a manual, a text for students, businesses and the common man. As the title suggests, it explores the technical aspects of digital marketing - from SEO to Social Media; Analytics to Adwords; Legal Compliance to Lead Generation and much more. In short, the book makes for both an informative and interesting read, providing you with answers to burning questions about digital media. The book presents a knowledge-drives-strategy-drives-results approach. Blending analytical skills with strategic approach, Decoding Digital is at once, comprehensive and intricate. It is an effort to understand the correlation between the macro and micro of digital marketing. For example, if you are looking at the first step of the marketing strategy for a product, you can make an informed decision by leveraging comparative studies backed by citations of detailed case studies. Further, the reader can gain insights into how design, Facebook, PR and other aspects are interwoven and influence one another.

Much like the annual spectacle of millions of wildebeest and zebras migrating from the parched savannahs, humankind too witnessed an even greater migration over the last two decades where 4.5 billion people 'migrated' to the internet. Over the last few years, this migration has led to a phenomenal growth of digital marketing. While digital as a medium has evolved tremendously, brands are still looking at how they can decode the digital jungle. This book juxtaposes modern marketing concepts with the wilderness. It explores the impending questions of every brand campaign - Why?". Why does your product or service even exist? Why should anyone buy it? Why should they choose you over your competitors? It is also packed with case studies and infallible insights on the art of storytelling on new platforms, leveraging a brand's online assets to enhance customer experience and identifying proven strategies to boost online sales. Right from establishing your brand to going that extra mile to convert the leads into loyal customers, and driving ROI, Decoding the Digital Jungle takes the readers on a safari of marketing concepts transitioning from the traditional to the digital age.

Decoding Branding explains the evolution of branding and how the disrupting factors like digital revolution, technological advancement, changing consumer behavior, and the COVID-19 pandemic have reshaped the marketing landscape. Fundamental principles of fostering strong brands are distilled with illustrations of case studies from various industries. A structured and holistic framework to building and revamping brands is clearly presented for corporations to remain competitive in this constantly changing operating environment. Interviews with branding experts and corporate leaders are featured at the end of each chapter to allow readers to obtain a complete appreciation of brand development from different perspectives.

Imagine you already know who could be your perfect customers. Imagine you already know what kind of customers are going to buy your different range of products. Imagine you already know which newly launched products are going to be successful and which are not. Imagine you already know in which media you should spend your money on marketing and advertising and which media you should avoid completely. Imagine you already know which customer is going to raise which objection during your sales presentation. Imagine you already know why your customers are still not buying your products despite all your efforts. Just think about it... How easy it becomes to do business if you already know who could be your perfect customers and who are just wasting your time. The question is, how to find out perfect customers on this planet of billions of people? For this, you need to know how your customer thinks day and night. How your customer behaves while shopping. And why your customer chooses you over your competitors. In ‘Decoding Your Customer’s Mind’, you'll know deeply about your customer - the human creature that is going to buy whatever you sell at a price that makes you some profit to live a life that you always want. What you'll learn - Why it's becoming tougher & tougher to attract new customers these days especially if you're a small business owner - How to position your products and services in your customer's mind - How to build a profile of your ideal customer so that you can put your energy and resources efficiently to get the results fast and at less cost. - If you're not a good salesperson, then never sell these products. Otherwise, be ready to get FIRED anytime. - If you're selling in a limited area, what should be your sole objective - How some famous companies have occupied our mind in such a way that people generally call the entire product or industry by that company's name - A proven example of how to sell a product to those who have never seen such an idea before - What is required to make your communication so persuasive that your customers start feeling like they are talking to their mirror - How to differentiate your products and services from your competitors - How to develop a powerful marketing system for yourself so that every prospect in your town wants to deal with only and only you - The single most important thing you need to do right from the first day if you want to survive in a competitive market - If you're selling super expensive items & services, rare things, antiques, ultra-luxury products, DON'T MISS targeting THESE people - THESE People are very sceptical and hardest to sell. If you pitch your services to them, then be ready to face some toughest objections - If you're selling expensive, stylish products, DON'T MISS targeting THESE people - How to know the personality traits of your customers and how to deal with them in selling your products - Discover your client's buying strategy - How to build a profile of your ideal customer so that you can get business from them anywhere in the world - What stops us remembering and taking action on each advertisement, request, or email? - If you meet THESE people then DON'T dare to divert their mind - How one could use customer's information to get repeated sales? - How to build a unique image of your company in your client's mind? - How our mind processes sales messages? - What exactly you should learn about your customers that could help you in creating better products & services, communicating effectively with your market, and providing a delightful customer experience in order to get repeated sales? - How do emotions win over logic?

With recent changes in technology, media, and the communication landscape, the journey to ethics has become more complicated than ever before. This book aims to answer ethical questions, from applying ethics and sound judgment through your organization and communication channels to taking your ethics and values into every media interview. With the understanding of how personal and professional ethics align, business leaders, managers, and students will maneuver their way around this new landscape showcasing their values in ethical conduct. This book is divided into eight important areas based on where and why a breakdown in ethical behavior is likely to occur, and delivers advice from experts on the frontlines of business communications who know what it means to face the inherent changes and challenges in this field. With more than 80 questions and answers focused on guiding marketing, PR and business professionals, readers will uncover situations where ethics are challenged, and their values will be tested. This straightforward Q&A guidebook is for professionals who realize ethics are a crucial part of decision-making in their communications and who want to maintain trust with the public and their positive brand reputations in business. Readers will receive answers to pressing ethical questions to help them apply best practice guidelines and good judgment in their own situations, based on the stories, theories, and practical instruction from the author’s 30 years of experience as well as the thought leaders featured in this book.

“This is the most culturally sophisticated history of the Internet yet written. We can’t make sense of what the Internet means in our lives without reading Schulte’s elegant account of what the Internet has meant at various points in the past 30 years.”—Siva Vaidhyanathan, Chair of the Department of Media Studies at The University of Virginia In the 1980s and 1990s, the internet became a major player in the global economy and a revolutionary component of everyday life for much of the United States and the world. It offered users new ways to relate to one another, to share their lives, and to spend their time—shopping, working, learning, and even taking political or social action. Policymakers and news media attempted—and often struggled—to make sense of the emergence and expansion of this new technology. They imagined the internet in conflicting terms: as a toy for teenagers, a national security threat, a new democratic frontier, an information superhighway, a virtual reality, and a framework for promoting globalization and revolution. Schulte maintains that contested concepts had material consequences and helped shape not just our sense of the internet, but the development of the technology itself. Cached focuses on how people imagine and relate to technology, delving into the political and cultural debates that produced the internet as a core technology able to revise economics, politics, and culture, as well as to alter lived experience. Schulte illustrates the conflicting and indirect ways in which culture and policy combined to produce this transformative technology. Stephanie Ricker Schulte is an Assistant Professor of Communication at the University of Arkansas. In the Critical Cultural Communication series