The premier guide to digital marketing that works and a solid framework for success The Art of Digital Marketing is the comprehensive guide to cracking the digital marketing code and reaching engaging and serving the empowered consumer. Based on the industrys leading certification from the Digital Marketing Institute (DMI) this book presents an innovative methodology for successful digital marketing: start with the customer and work backwards. A campaign is only effective as it is reflective of the consumers wants needs preferences and inclinations; the DMI framework provides structured implementable iterative direction for getting it right every time. The heart of the framework is a three-step process called the 3i Principles: Initiate Iterate and Integrate. This simple idea translates into higher engagement real customer interaction and multichannel campaigns that extend even into traditional marketing channels. The evolution of digital marketing isnt really about the brands; its about consumers exercising more control over their choices. This book demonstrates how using this single realization as a starting point helps you build and implement more effective campaigns. Get inside the customers head with deep consumer research Constantly improve your campaigns based on feedback and interactions Integrate digital activities across channels including traditional marketing Build campaigns based on customer choice and control Digital marketing turns traditional marketing models on their heads. Instead of telling the customer what to think you find out what they already think and go from there. Instead of front-loading resources you continually adjust your approach based on real interactions with real customers every day. Digital marketing operates within its own paradigm and The Art of Digital Marketing opens the door for your next campaign.