Dimensions
154 x 234 x 12mm
From 2009 to 2010, digital advertising spend rose 10%, and print advertising spend dropped 25%. Digital accounted for 8% of worldwide advertising spend in 2010 and is projected to reach 20% by 2014. The pioneers featured in this book have had a direct impact on these types of changes in the marketing and advertising industry. Pioneers of Digitaldiscusses the individuals who have fundamentally altered the way advertising, marketing and communications industries operate. Springer and Carson include cases featuring the minds that developed Kinect for Xbox 360, Dove’s “Real Beauty” campaign and Artists Without a Label, a free digital music distribution service for independent artists. The innovators included in the book have defined digital formats and campaigns, and the authors reveal the stories behind their groundbreaking ideas and creative ingenuity. Their stories explain how digital advertising can be best integrated with other advertising media and show the best approaches for different types of online promotion. Covering the characteristics and strengths of digital advertising media,Pioneers of Digitalprovides unique insights and advice for readers interested in commercial online thinking.
