Book review: Digital Impact, The Two Secrets of Online Marketing Success

Finished! That’s book number one down in my 12-month challenge. I really enjoyed Digital Impact. I was a little worried when I saw the cover – a little too 1980s sci-fi, but inside was true gold. My biggest takeaway is still the subject of my last post, the assertion that fishing (attraction) is a more important strategy for today’s marketer than hunting (targeting). Beyond that, though, the book is really well structured and easy to read.

The two secrets are implementing good performance metrics and spending the time to create really compelling content (Magnetic Content). Those might not seem earth-shattering, but Mayar and Ramsey do a great job of breaking their ideas down into digestible, actionable chunks with solid examples.

For example, they propose a total of seven metrics and group them into exposure metrics (is your content getting noticed?), strategic metrics (is your content moving the needle on your goals), and financial metrics (is your content making you any money?). Through subsequent chapters they they explore six key digital channels and recommend the best metrics from each category for each channel. It’s simple and easily implemented. By easy, I mean understandable. They make it clear that doing it right takes time and money, but I feel confident I can take these channels on with a little trial and error.

Those looking for the quick and simple DIY model of digital marketing may be disappointed. Their approach, done right, is not something you could implement overnight. But, if you are looking for an easy to read, practical book that can apply to any business, Digital Impact is the one you want. It covers all the big channels, how to create great content for each and how to measure the impact of what you create.

So, that’s one book down and 11 to go. Up next: Six Pixels of Separation, by Mitch Joel. A long over due read.

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