PREFACE - The Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns - Ian Dodson

The Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns - Ian Dodson (2016)


The Digital Marketing Institute is the global certification standard in digital education for learners, educators, and the industry. Ours is the world's most widely taught digital marketing certification program, and there are more graduates certified by us than by any other industry body. Our mission is to establish a series of global professional standards to which both employers and professionals can subscribe. That is why we founded the Digital Standards Authority, an industry-based working group that defines and validates Digital Marketing Institute courses. The DSA validates our development of internationally recognized and respected standards that support digital marketing education by ensuring consistency in our industry-certified training.

Digital technology has transformed the way we live and work and has impacted every industry from retail to health care. Now more than ever, organizations and their employees face the challenge of developing and maintaining their business operations and customer engagement in a constantly evolving digital space. In a recent survey, only 37 percent of American employers said that they thought that recent college graduates are prepared to stay current on new technologies.1 The increasing digital skills gap and consequent need for training is unmistakable, and something that we are dedicated to addressing.

Our goal is to empower professionals with the digital skills and knowledge needed to take control of their careers and maximize their potential. We achieve this through our courses, which are designed and developed by industry experts. This means that all of our course content is informed by industry best practices, current trends, and innovative insights that help our students cultivate a competitive edge within an in-demand industry.

The professional diploma in digital marketing, with which this textbook aligns, is our keystone certification. Composed of 10 modules, it provides an introduction to the key digital specialties: everything from mobile and social media marketing to SEO and analytics. We believe in equipping individuals with essential skills that endure, and knowledge that they can easily implement, regardless of their roles, size of their companies, or scope of their industries. We specialize in transferable, flexible learning, which is reflected in the Digital Marketing Institute's online study options. Our course content is available online 24 hours a day, 7 days a week, and students can access it whether they're at home on their laptops or on mobile devices on their way to work.

We want to make learning simple, accessible, and convenient. That's why we developed this textbook. It's an all-inclusive introductory guide that will teach you everything you need to know to kick start your digital marketing career. You can read it chronologically or prioritize the chapters that interest you most; like our courses, this book was created to allow you to study during your own time and at your own pace, and you can always refer back to it whenever you need to!

The Art of Digital Marketing has been designed to integrate with the professional diploma in digital marketing to produce a comprehensive learning experience. Each chapter relates to a module in the course and the book provides complete coverage of the course syllabus and contains only the most essential points of learning that will best prepare you to pass your exam and gain an internationally recognized and respected digital marketing certification.

Both the professional diploma in digital marketing and The Art of Digital Marketing are given their structure from the Digital Marketing Institute's iterative process, which focuses on monitoring, analyzing, and enhancing your digital marketing activities based on their results. That means with the help of this textbook (and by the end of the course, if you are taking it), you will be able to design, develop, and execute a fully optimized digital marketing strategy that incorporates all of the key digital channels.

The professional diploma in digital marketing is at the core of the Digital Marketing Institute's certification road map, which is shown in Figure 0.1.

Figure depicting the Digital Marketing Institute's certification roadmap the includes (from left to right) professional diploma (digital marketing and selling), specialist diploma (search marketing, social media marketing, mobile marketing, and so on), postgraduate diploma (digital marketing), and masters (digital marketing)

Figure 0.1 The Digital Marketing Institute's Certification Roadmap

This provides a framework with which our students can map their personal and professional development. Whether you choose a professional diploma in digital selling, decide to cap your studies with our masters in digital marketing, or simply use this text as an introductory guide, we're there to help you build and expand your career.


1. Hart Research Associates, Falling Short: College Learning and Career Success, accessed December 17, 2015,