Business Daily from THE HINDU group of publications
Thursday, Apr 02, 2009
ePaper | Mobile/PDA Version | Audio | Blogs
Business Daily from THE HINDU group of publications Thursday, Apr 02, 2009 ePaper | Mobile/PDA Version | Audio | Blogs |
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Brand Line
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Books Columns - Book Mark Why fret about fragmentation? 
Understanding Digital Marketing: Marketing strategies for engaging the digital generation Damian Ryan Calvin Jones
Thinking of media in terms of digital and traditional is becoming an increasingly invalid position, say Damian Ryan and Calvin Jones in Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation ( The lines are blurring as traditional media are used for driving traffic online, and are embracing digital channels to deliver ‘traditional’ content on consumers’ terms, the authors observe. And to those who fear that the fragmentation of the market into ever-smaller niche groups would only result in each potential marketing channel to reach a smaller audience, the book has a reassuring thought – that your campaigns can now be more targeted, relevant and engaging than ever before. “Technology is also helping marketers to address fragmentation by providing us with ever-more-sophisticated tools to track multiple, integrated campaigns that span numerous channels and audiences.” A book that can let you reap more buck for the marketing byte. D. Murali BookPeek.blogspot.com More Stories on : Books | Book Mark
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