Learn the principles that drive successful digital marketing regardless of technology. People doing the most innovative digital marketing work push the envelope based on principles. They create a vision of what they want to accomplish, and apply sound principles regardless of technology. They then adapt technology to their advantage, flying past the competition.

Here, you will find principles for building a lasting, evolving digital marketing machine. You’ll find time-tested strategies and tactics for managing digital marketing processes, and hopefully you’ll develop a set of habits for evaluating new technologies and approaches in your own digital marketing. Learning about and implementing new technologies is a big part of digital marketing. However, the best marketing organizations aren’t the ones jumping onboard with every new plug-and-play technology, but the ones who use technologies according to foundational principles, sound strategy, and proven tactics. Gain the foundation to assess circumstances and make decisions about how to build and optimize your digital marketing.

This book is also for marketing leaders who may not do hands-on production and creative tasks, but need to understand the foundations that go into good digital marketing practices. Leaders may delegate the investigation of new technologies, but they ultimately have to make decisions. Make those decisions according to time-tested principles to greatly improve the odds of choosing wisely.