Pioneers of Digital
Success Stories from Leaders in Advertising, Marketing, Search and Social Media
by Paul Springer, Mel Carson
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Pub Date Nov 28 2012 | Archive Date Mar 27 2013
Description
Pioneers of Digital
showcases the stories behind key people who have fundamentally
influenced the way advertising, marketing, search and social media have
evolved during the internet era.
Springer and Carson have tracked down and documented behind-the-scenes insight, decisions and opinions that inspired digital phenomena such as Virtual Reality, Dove's "Real Beauty" campaign, Obama's 2008 presidential campaign, celebrity take-up of Twitter and Artists Without a Label, a free digital music distribution service for independent artists.
Twenty digital entrepreneurs covered in the book span the globe including the USA, UK, India, China and New Zealand. Many performed their ground-breaking work in environments like Google, Facebook, Microsoft, Victors & Spoils, OgilvyOne, R/GA, AKQA, Sapient Nitro and Apple, while some performed digital miracles all on their own.
These stories expose secrets of success from pioneers who each suggest how best to learn from their experiences - such as how to integrate digital media with other advertising and marketing strategies and what disciplines are necessary to excel in such a fast-paced industry.
Packed full of unique insight, Pioneers of Digital provides advice and inspiration for readers interested in twenty-first century commercial online thinking. More at www.PioneersOfDigital.com
Paul Springer is Head of Research for Design, Media & Management and a communications Professor at Buckinghamshire New University (UK). He is an advisor to the China Advertising Association and Chairs the Research committee of the European Foundation of Commercial Communications Education. Springer has written for Admap, Brand Strategy and China Advertising. He is the author of Ads to Icons, (published by Kogan Page, 2009).
Mel Carson is Microsoft Advertising's Digital Marketing Evangelist. An expert on search, social media and online advertising, he's an accomplished industry blogger and speaks at conferences around the world such as SES in New York and the Interactive Advertising Bureau's Social Media Forum in London. Based in Seattle, he's also lectured on MBA and MSc courses.
Springer and Carson have tracked down and documented behind-the-scenes insight, decisions and opinions that inspired digital phenomena such as Virtual Reality, Dove's "Real Beauty" campaign, Obama's 2008 presidential campaign, celebrity take-up of Twitter and Artists Without a Label, a free digital music distribution service for independent artists.
Twenty digital entrepreneurs covered in the book span the globe including the USA, UK, India, China and New Zealand. Many performed their ground-breaking work in environments like Google, Facebook, Microsoft, Victors & Spoils, OgilvyOne, R/GA, AKQA, Sapient Nitro and Apple, while some performed digital miracles all on their own.
These stories expose secrets of success from pioneers who each suggest how best to learn from their experiences - such as how to integrate digital media with other advertising and marketing strategies and what disciplines are necessary to excel in such a fast-paced industry.
Packed full of unique insight, Pioneers of Digital provides advice and inspiration for readers interested in twenty-first century commercial online thinking. More at www.PioneersOfDigital.com
Paul Springer is Head of Research for Design, Media & Management and a communications Professor at Buckinghamshire New University (UK). He is an advisor to the China Advertising Association and Chairs the Research committee of the European Foundation of Commercial Communications Education. Springer has written for Admap, Brand Strategy and China Advertising. He is the author of Ads to Icons, (published by Kogan Page, 2009).
Mel Carson is Microsoft Advertising's Digital Marketing Evangelist. An expert on search, social media and online advertising, he's an accomplished industry blogger and speaks at conferences around the world such as SES in New York and the Interactive Advertising Bureau's Social Media Forum in London. Based in Seattle, he's also lectured on MBA and MSc courses.
Advance Praise
"These very insightful stories are perfect for those fascinated by the history of digital." --Sir Martin Sorrell, CEO, WPP
"If you embrace new media and the spell it has cast over advertising and the world in general, this may be your lucky day…These concise profiles makes for quick reading, with useful 'sound bytes' at the end of each chapter…Readers will feel like kids in a digital candy shop." --Publishers Weekly
"The 20 tech stars [Springer and Carson] feature in the book emphasize simplicity — solving everyday problems with easy-to-grasp solutions." --Investor's Business Daily
"Pioneers of Digital makes for compelling reading about fascinating innovators. Their curiosity, passion, drive and enthusiasm for using technology in creative ways to help people connect and interact is both contagious and inspirational." --USA Today
"Springer and Carson have done a commendable job of collecting diverse examples representing a wide array of fascinating applications while drawing general conclusions about digital innovation. 'Our aim with this book is to inspire,' write the authors. Most readers will find Pioneers of Digital does exactly that." --ForeWord Reviews
"[A] treasure trove of concepts that guide the reader into the direction of becoming a future pioneer. The various stories have both a standard framework, and a unique sense of the individuals and their vision. The opportunity to learn from the successes of the pioneers, and how to learn from their experiences, transforms the book into a powerful teaching and learning tool for the aspiring digital innovator...I highly recommend the insightful and success oriented book...to anyone seeking an anthology of informative and idea filled profiles of successful pioneers in the digital world." --Blog Business World
"Great book. Easy read. Each chapter is stand alone so it is an easy book to put down and pick up again."
--Jim Estill
"The book provides an interesting series of anecdotes focusing on excellent work and success stories along with the lessons that can be learned to have an impact on the digital industry and the wider world." --Contagious Magazine
"Readers interested in social media or seeking interesting business people for professional inspiration will be more than satisfied. Ultimately read Pioneers of Digital to know what it takes to truly stand out in your field."
--SmallBizTrends
"If you embrace new media and the spell it has cast over advertising and the world in general, this may be your lucky day…These concise profiles makes for quick reading, with useful 'sound bytes' at the end of each chapter…Readers will feel like kids in a digital candy shop." --Publishers Weekly
"The 20 tech stars [Springer and Carson] feature in the book emphasize simplicity — solving everyday problems with easy-to-grasp solutions." --Investor's Business Daily
"Pioneers of Digital makes for compelling reading about fascinating innovators. Their curiosity, passion, drive and enthusiasm for using technology in creative ways to help people connect and interact is both contagious and inspirational." --USA Today
"Springer and Carson have done a commendable job of collecting diverse examples representing a wide array of fascinating applications while drawing general conclusions about digital innovation. 'Our aim with this book is to inspire,' write the authors. Most readers will find Pioneers of Digital does exactly that." --ForeWord Reviews
"[A] treasure trove of concepts that guide the reader into the direction of becoming a future pioneer. The various stories have both a standard framework, and a unique sense of the individuals and their vision. The opportunity to learn from the successes of the pioneers, and how to learn from their experiences, transforms the book into a powerful teaching and learning tool for the aspiring digital innovator...I highly recommend the insightful and success oriented book...to anyone seeking an anthology of informative and idea filled profiles of successful pioneers in the digital world." --Blog Business World
"Great book. Easy read. Each chapter is stand alone so it is an easy book to put down and pick up again."
--Jim Estill
"The book provides an interesting series of anecdotes focusing on excellent work and success stories along with the lessons that can be learned to have an impact on the digital industry and the wider world." --Contagious Magazine
"Readers interested in social media or seeking interesting business people for professional inspiration will be more than satisfied. Ultimately read Pioneers of Digital to know what it takes to truly stand out in your field."
--SmallBizTrends
Available Editions
| EDITION | Paperback |
| ISBN | 9780749466046 |
| PRICE | $34.95 (USD) |
| PAGES | 232 |
