20 Books Recommended by Successful Marketers for 2020
Whether you are a marketer or a business owner, we believe that your key objective for 2020 is to build awareness around your brand, grow sales or both. Whatever be the reason, it is essential to set the guiding principles before you enter into the growth path for 2020. Our team of expert marketers has curated a list of books that have added immense value for them to achieve excellence in digital marketing in the past couple of years.
Brand Identity Breakthrough – Gregory V. Diehl
Every company has a story to tell. But does your company have a story that makes it stand out? If you wish to tell your business’ story, then this is the book that you should lay your hands on. The best part about this book is that instead of dishing out recommendations, the book presents real examples of companies to follow.
The 1-Page Marketing Plan – Allan Dib
If you are planning to make a marketing plan for your company but don’t know where to start from, then this is the book for you. The book literally explains the step-by-step process of making a marketing plan. By the time you will finish you will have a one-page marketing plan in your hand. This is one actionable book that every entrepreneur and every marketer should read. One nugget of wisdom that we would like to share with you is from the Chapter titled Crafting Your Message.
Unleash Possible – Samantha Stone
There are several books on B2B marketing available. However, very few would compel you to practice the tactics mentioned in the book. While many marketing books tell you what to do, this one by Samantha Stone tells you how to do it. So when you read this book, make sure to make your notes.
The Design of Everyday Things – Don Norman
Written in 1988, this book remains relevant even today. Be it product design or marketing, this book is crammed with wise words for designers and marketers. It advocates an approach that bears usability and user-centered design in mind. One nugget of wisdom we would like to share with you, in particular, is taken from the Chapter titled Design Thinking and gives us an insight into how good designers look at a problem.
Originals – Adam Grant
Every business starts with a new idea, no matter how absurd did it sound in the early stages. The ones who took the ideas forward are the ones who kept their fears and doubts aside. The ones who chose to go ahead with the idea even when it didn’t conform to the traditional ideas are the originals. A must-read for those who are just starting out, especially with a novel idea. There’s a very interesting Chapter titled The Other da Vinci Code which dwells on procrastination on how it might be conducive to originality. We read about the data gathered from a Korean furniture company.
UN Marketing – Scott Stratten
Are you tired of playing by the rulebook? Do you think traditional marketing strategies are not working for your business? If yes, then it is time to unlearn the old tricks and learn some new ones. This is what Unmarketing is all about.
Crushing It! – Gary Vaynerchuk
If you want to up your social media marketing game, then this is the book for. The book dwells upon every social media platform that matters. It gives practical and clear advice as to how not to just get your marketing right on these platforms but also nail it the best.
Social Media ROI – Olivier Blanchard
If you are looking for an A to Z guide on social media marketing, then there is no better person other than globally renowned brand strategist and marketing executive Olivier Blanchard to give you insights. From defining metrics to earning followers, everything that you need to learn ace your marketing game, this book has it.
Marketing 4.0 – Philip Kotler
In this increasingly noisy social media world, it is difficult for a brand to get heard. This book not just acquaints you with the changing marketing dynamics, it also tells brands how to grab attention and create a customer base that is loyal.
Influence – The Psychology of Persuasion – Robert B. Cialdini
Successful marketing is about understanding the psychology of the consumer. Full of case studies, this book dwells the universal principles of persuasion. The best part is that the book also dwells upon the subject of how not to fall for psychological tricks.
Zig Zaglar’s Secrets of Closing the Sale
The deal is closed. Every marketer wants to hear these four words. With more than 100 case studies of successful closings, this book is for everyone who wants to master the art of closing deals. There are 700 questions that can prevent your sales conversation from meeting a dead end.
Words that Sell – Richard Bayan
Do your sales pitch sound the same every time? Are you looking for new words that can make your pitch better? Then this is your guide to strike a conversation that will yield results.
The Power of Habit – Charles Duhigg
Whether it’s about losing weight or achieving success, habits play a pivotal role in it. While forming habits is easy, it may not be easy to break them. Whether you want to make your mornings more productive or you want to kick a bad habit, this book is for everyone who wants to believe in the possibility of change. The book has a dedicated chapter on organizational habits. In one of the parts, the author gives us an insight into the powerful effects of willpower and how it can improve employee performance. There’s a powerful example of how Starbucks developed self-discipline into an organizational habit.
Hug Your Haters – Jay Baer
As a marketer, you can’t ignore criticism. With an increasing number of social media users and social channels, there are more complaints than ever. How are you supposed to deal with them? Dealing with complaints may often seem to deal with negativity. However, this book tells how to deal with complaints and use them to your advantage. Complaints, according to the book, give ample opportunity to improve customer service.
Contagious – Why things Catch on – Jonah Berger
What makes something go viral? This is one question that marketers cannot fully answer. Brands spend a lot of money to create a buzz. However, only a few get it right. What different are they doing? If you want to know that, then this is the book for you. The book gives you six principles that you can use to create campaigns that are useful, engaging and will help your product or service to increase social influence.
The 22 Immutable Laws of Branding – Al Ries and Laura Ries
How products become brands? If you want a definitive answer to that question, then you need to read this book. This is the ultimate book on brands and branding.
Marketing Rebellion – Mark Schaefer
With the advent of technological changes, marketing and advertising have also undergone a sea change. The way brands are telling stories is changing. Branding has moved from being just about the products, it’s about the brand’s voice and the customer’s journey. Grab this book to the new-world branding rules.
This is Marketing – Seth Godin
It is a straightforward book that tells you to build a connection with the consumers. If you believe that attention-grabbing ads are momentary while making a connection with consumers will long last, you are going to enjoy this book. In the Chapter titled Semiotics, Symbols, and Vernacular, Seth Godin candidly explains what a brand stands for.
Building A Story – Donald Miller
Many businesses find it difficult to convey their brand story to consumers. The book is crammed with useful insights on how to create messages that connect with your customers. The book advocates simplifying brand messages so that your customers can understand and relate to it. From creating effective messages for customers on different platforms to help customers understand the benefits of your products, this book equips readers with universal story points that all humans respond to.
Instabrain – Sarah Weise
There is no doubt that the millennials engage with brands in a totally different fashion than their previous generations. Then, why do you think that traditional marketing strategies will work for the millennials? A generation that is born in the age of digital technology needs a different style of storytelling. From using social influencers in your marketing strategy to choosing the right social media platform, this book is the ultimate guide to learn how you can tailor your brand story for the millennials.
Is there a method behind viral content marketing? Viral is an outcome which is not in your hand, what’s in your hand is your performance (action). Hear Aashish Chopra, VP Content Marketing of ixigo.com speak about the importance of viral marketing and how to create content that is worth sharing and will drive conversations.
Digital, today has undergone a big change from the old world of coding to meeting the dynamic needs of businesses. This year we talk about best practices to help you grow your business digitally while also growing profitably. The Summit will demonstrate how digitalization touches every business function and also offer specific workshops on understanding digital assets and marketing for your executives.
Get free access to the exclusive videos from Digital Success Summit that might help you build a solid RoI focused digital success roadmap for 2020.
How To Create Viral Content By Aashish Chopra, VP Content Marketing Of ixigo.com
As a marketer, do you spend a lot of time researching the best tools that can improve the effectiveness of your campaigns or help you with quick designs?
Or, you are a business owner who is fed up with the number of tools the marketing team is using with no direction of how it will add real value to the overall business outcome.
Well, in that case, you are in the right place.
Whether we’re analyzing through data or fine-tuning our social presence, relying on the right set of digital marketing tools would help us save time and improve efficiency.
While working with dozens of B2B clients and their customers, our team experimented with over 500 tools in the past couple of years and end up discovering the ones which are the most useful set in their opinion. The only catch is, you should be using them strategically for the right purpose.
We believe that there are only eight areas where tools help significantly in managing, monitoring, designing and improving the effectiveness of your digital marketing efforts.
Data & Analytics
SEO & Blog Content
Social Media Marketing
Considering the volatility of the digital landscape, it is recommended that you keep on upgrading and updating your tool kit.
Data & Analytics
Google Analytics is a very powerful tool to analyze your website in-depth. A free web service offered by Google provides valuable insights that will help you devise a workable strategy to meet your goals. Not only the performance of the website, but it also helps you with all the information related to the audience, demographics, popular keywords, the action is taken, etc.
SEMRush is a web application that allows you to analyze massive amounts of SEO data related to your website and your competitors. It shows the organic & paid competitor keeping track of the organic position of domains, landing page URL, AdWords Ad copies, ranking over social media platform which helps to build an effective digital marketing road map for your business.
This is an all-in-one-place dashboard with performance metrics dragged from multiple analytical data sources. Dasheroo perfectly organizes diagrams, schemes, and graphs in one place so that it’s easier to analyze.
SEO & Blog Content
Google Keyword Planner
Google Keyword Planner is again a very powerful tool, it is Google’s free web service. This tool allows us to search and find a wide range of keywords and keyword ideas with search result which helps for SEO and Google AdWords Campaign.
Find keyword ideas, get search volume, CPC and competition rates. Filter results by searching for target words or excluding unwanted terms. Search categories include web, image, shopping, YouTube, and news. Copy your results or export to. CSV.
Yoast is a plugin for WordPress that adds extra search engine data to each blog post. This allows Google to easily read your page and increases your chances of ranking higher in search results.
Social Media Marketing
Geared to support your SMM, the tool helps manage social media, find online conversations about your company or products and engage with your audience. It allows you to publish posts directly from the interface and explore your brand mentions.
Free for one page, this tool will provide Facebook KPIs and benchmarking graphs for your posts. It helps monitor search terms and mentions and will send you alert emails.
Analyze your Facebook page performance, provide recommendations, compare your page to competitors, partners, and brands you admire. Get recommendations on similar pages to watch. The tool converts raw Facebook analytics into an on-demand report.
Canva helps you create beautiful photos with easy drag-and-drop technology. Select one of their countless templates or choose a blank design pre-sized for the platform of your choice. You can even customize the branding section so you always have your colors, fonts, and logos available.
It’s a hub of free vectors, PSD, photos & icons which need for your projects. With best collections for the free resources.
Use the service to make mockups for how your image will look like on apparel and in print, as well as digital devices. Select a device, upload your image or insert a link and see a realistic screen mockup.
Hubspot CTA – template pack.
Download the pack of 50 customizable call-to-action templates, inspiring examples and a free beginner’s guide to create CTAs for your website, landing pages, emails, and more.
It’s a very easy tool with drag & drop editor. It allows us to make mobile-friendly landing pages. It also offers to integrate the data with email automation software.
It’s a very flexible platform with a plugin to create an awesome landing page of the next level.
The tool allows you to create and publish email campaigns, landing pages, pop-up forms, as well as automate your marketing emails, for example, order notifications and product recommendations.
The service verifies email addresses on your mailing list and along with a number of paid plans offers free list analysis and a thousand monthly API verifications. It identifies valid vs invalid email addresses, differentiates temporary emails and catchall boxes.
This email management tool helps you build and send marketing campaigns, keep client libraries, perform A/B testing and track results. Other useful features include contact segmentation by interests and categories, as well as flexible template editor.
Basecamp is a real-time communication tool that helps teams stay on the same page; it’s less for traditional project management tasks (e.g., resource planning and long-term scheduling). With to-do-lists, calendaring, due dates and file-sharing, Basecamp provides a way for teams to keep track of priorities and actionable items.
This simple platform allows you to quickly organize work projects, individual tasks and plans in an intuitive interface. Free and flexible, the tool helps you manage any project in collaboration with anybody.
Freedcamp is a project management solution for large organizations in markets including advertising, architecture, engineering, interior design, IT services, manufacturing, retail, telecommunications, and many more. The system is offered primarily as a web-based solution and is Mac and PC compatible.
With Feedly you choose all of the different blogs, publications, and topics that you’re interested in; meanwhile, the platform aggregates all of the recent content from those sites into a feed you can monitor. You can integrate your Feedly feed with a tool like Sprout Social to continuously share these articles with your fans and followers.
Sometimes, you need an image to get your point across to your customers. Just select one of easel.ly‘s many attractive templates, enter your data and other information, and you’ll have a fantastic, professional-looking infographic ready in just a few minutes.
Google Drive Research Tool
Google recently added a tool to Drive that allows you to conduct Google searches without ever leaving your Drive window. All you have to do is click “Tools” from the menu bar and choose “Research” from the dropdown menu.
Shafi an aeronautical engineer turned digital marketing strategist. He was exposed to digital marketing at the age of 24 as an alternate career growth path and today he heads a team of 50+ people.
Do you know for how many years he has been working as a digital marketing expert? 6 years only. And, he earns 5 times more salary than he could have earned being an aeronautical engineer.
This has happened with thousands of individuals in the past few years. With every passing year, the demand for passionate digital marketers is growing and many have taken the Freelancer route. In terms of demand, there are currently more than 12,000 pages of results on Indeed for the keyword ‘digital marketing’, with an average salary of INR 3,50,000 (and a high of INR 800,000).
Also, for the same keyword ‘digital marketing’ on Naukri.com, we found 20,000 jobs currently in India with the most jobs available in Delhi followed by Mumbai, Bangalore, and Indore.
Beyond this, LinkedIn has a total of 16,377 whereas Shine.com has over 6500 jobs available in digital marketing.
In this guide, we will help you with a step by step process to build a rewarding career in digital marketing. It took us a good amount to time (16 years to be precise) and effort to realize what exactly the industry expects from a digital marketing practitioner. In these years, we hired hundreds of digital marketing resources with diverse backgrounds and skillsets, from a fresher with no experience to a senior who has worked with 5-6 different companies and has an experience of over 10 years.
Before we move ahead. You need to answer the following questions in yes or no? (grab a pen and a paper quickly). We will come back to it towards the end of this article.
Do you have a LinkedIn profile?
Do you understand and write in English?
Do you find yourself creative?
Do you have friends who are digital marketers?
Have you started learning by yourself yet?
All the companies and industries around the world are going towards digital and by the year 2020 they will have an online presence, thus it will create huge career opportunities. According to the research, compared to the traditional economy, the digital economy is growing 10 times faster. It is a progressive field technology is changing day by day, you need to continuously develop your skills to grow your career.
One of the highest positions in the field of Digital Marketing is a Digital Marketing Head/Manager/VP. Unlike traditional marketing positions, in digital marketing, you need a minimum of 5 years of experience and balanced exposure to SEM, SEO and SMM along with an understanding of creative design, automation, and analytics. A Digital Marketing Head generally looks after the overall marketing mix and ensures that his/her team meets the KPIs associated with the expected business outcomes.
Why Digital Marketing after all?
According to a news update by Time of India, India will cross 730M Internet users by 2020. Interestingly, over 75% of new user growth will come from Rural India driven by Mobile Phones. India will continue to remain the fastest-growing country in terms of internet users’ growth.
Digital Media Spend in India to cross Rs 19,000 Crores by 2020: According to Economic Times, Digital advertising to grow at 32% CAGR to reach Rs 19,000 crore by 2020. The primary factors for this growth include the growing penetration of smartphones and lower data tariffs.
The Career Options in Digital Marketing
Digital Marketing provides numerous opportunities across domains. The most common verticals are – Search Engine Optimisation (SEO) Analyst, Social Media Optimisation, Social Media Marketing, Web designing, Content writing, Search Engine Marketing or PPC Expert, Creative Designer, Video Production Specialist, Digital Marketing Strategist, etc.
How much money you will be able to earn?
There is no absolute number, which means it depends on various factors. Listing down some of the common factors and its impact on the salaries you might be scoring.
Location: Companies in Tier I cities will pay you 40-70% more than Tier II and III cities. Opportunity wise Bangalore, Mumbai, Delhi, Hyderabad and Gurgaon are the cities with most opportunities in terms of numbers.
Team size: Unfortunately very few agencies in India have a team size of 200+ and hence opportunities in these organizations are relatively less than that of product and service-based companies. However, with the growth of digital, even smaller companies are hiring full-stack digital marketing experts and paying well.
Agency or Product/Service Company: If you wish to grow faster and have the tenacity to work long hours then agencies like Webchutney, Pinstorm, WatConsult, Gozoop, Intellemo, EveryMedia, Social Wavelength, Phonethics, TechShu, etc are the best platform to learn and grow faster. The reason for being a diversity of projects managed by a smart team with varied skill-sets. Alternatively, if you wish to work on a single project wholeheartedly then a product or service-based company can be the right fit for you. Also, in this kind of an organization, the exposure is limited. Hence, you should consider working for an agency in the early years of your career and move to a product or service-based company after at least 4-5 years for an exciting salary package.
Exposure to Projects: Having an understanding of digital theoretically won’t be enough, you need a hands-on experience with the channels. The more diverse industries you work on, the better. If you have a portfolio in a specific industry then you will be preferred over others for that industry.
Past Salary: This factor is equally important and will be considered in the hiring process. However, it also depends on your negotiation skills and the needs of the organization at that point.
Here are the 5 Most Common Positions for which you can be hired in this domain.
Search Engine Optimisation (SEO) Analyst
SEO guys are the ones who are responsible for getting traffic to the website by improving the ranking over the search engines. They make sure the website is optimized and device friendly with all proper links and submissions of blogs and articles to increase the traffic and session on the website.
Avg Salary – Rs 2.5 – 6 Lacs per annum
Social Media Optimisation/ Marketing
Social Media Executive or Manager are the guys who handles social media platforms such as Facebook, Instagram, Twitter, Pinterest etc. They keep follow all kinds of social media and keep them update regarding social media trends, coordinate with the copy & designing team.
To be in such a position you should have sound social media platforms knowledge and full of a creative mind that helps to increase the reach and engagement.
Avg Salary – 3.5-7 Lacs per annum
Search Engine Marketing or PPC Expert
They are the one who generates a lot of leads/inquires for business growth. Few are the major responsibility they take care of keyword research for ad copies and search volume, managing ad groups, ads optimization, optimizing landing pages, generate analytics & reports and coordinate with the designing team.
For those who have a good analytical mind, SEM is a good digital marketing career option for them
Avg Salary – 3.5 – 5 Lacs per annum
Content Writer & Content Marketer
A content writer, need to work with the SEO team for creating the optimized and keyword-rich content.
If you want you can also work on a project basis or as a freelancer. As the content requirement increased drastically this profile is in hot position. You should have a good command and hold on language with the creativity in the thought process.
Avg Salary – 3 – 5 Lacs per annum
Web Developer & Web Designer
To be a website developer you will for coding and maintaining websites. To running the amazing website smoothly you guys make sure of it. Web designers are the ones who create wonderful websites with proper presentation, UI/UX and keeping in mind the customer journey.
Avg Salary – Rs 3 – 5 Lacs per annum
Once you have the knowledge of digital marketing based on your interest and experience, you can work in either of the following organizations.
Digital Marketing Agency: There are multiple size digital marketing agencies, who serve multiple kinds of digital marketing services such as SEO, SMO, SEM, etc. Even the traditional and old advertising agency are forced to offer the same services. If you will be working with such agencies, you will get an opportunity to work with multiple clients and get exposure to multiple industries.
Big brand with in-house Digital Marketing team: You can also work under a particular brand or an organization that actively do digital marketing for the growth. Here you need to work under a small digital marketing team.
Digital Marketing Tool/Platform developing/support Company: You can also grow in your career in digital marketing by working for tool or platform companies such as Google, LinkedIn, Facebook, SEMRush, FanPageKarma, Similar web and many others. The working style will be very much different as compared to agencies or under a brand, here learning and analysis thought is a huge factor.
While having a conversation with Aji Issac Mathew, CEO | Indus Net TechShu (eastern India’s largest digital marketing agency), we tried to understand how he built his own digital marketing agency and how he started his career in digital marketing with literally ZERO understanding of digital.
As it’s a grooming industry, employers on a global scale are looking for skilled employees that can fill the gaps in their organizations and take the same to the next level. In case you are a fresher or an experienced professional who wishes to grow faster in this booming industry, here is a quick video for you to have an understanding of the reasons why digital marketing professionals fail even after having an experience.
If you remember, we started this article with a couple of questions. Here is what you are going to do:
Do you find yourself creative? If the answer is yes. Excellent. If the answer is no, then ask yourself how you can be creative. Do some research on this topic, you will find plenty of articles and YouTube videos on this.
Do you have friends who are digital marketers? You must have, even if you don’t have such people as friends, identify and connect with some on social media (preferably LinkedIn). Ask them about the sources and communities where you can find engaging conversations around digital.
Have you started learning by yourself yet? No? Don’t worry. We’ve got your back
This year’s LikeMinds event was a great success with keynotes and masterclasses from many of the world’s most insightful thought leaders from a broad range of industries and backgrounds. We have curated the list of all the speakers who participated and made the day worthwhile for the audience pool of 400+ entrepreneurs and business leaders. We believe that learning is a continuous journey and we at DMU make sure that you keep yourself updated with whatever new is happening in the digital marketing ecosystem.
Keynote 1:How to Rocket Power Your Business. By Felix Velarde (LinkedIn / Twitter)
Keynote 2: Phoning It In – Why We Aren’t Reaching Our Full Potential In a Constantly on World. By Laura Willis (LinkedIn / Twitter) Co-founder at Shine Offline
Keynote 3: The Three Most Untapped Levers of Productivity. By Minter Dial (LinkedIn / Twitter)Founder at The Myndset
Keynote 4: Why Companies do Innovation Theatre Instead of Actual Innovation. By Nicole Yershon (LinkedIn / Twitter) Founder at NY Collective
Keynote 5: Developing Creative Superpowers. By Daniele Fiandaca (LinkedIn / Twitter) Co-founder at Utopia
Keynote 6: I Told You. It’s All Connected. By Suki Fuller (LinkedIn / Twitter) Founder Miribure
Keynote 7: Are You Feeling Lucky? By Chris Moss (LinkedIn / Twitter) Founder, MAV3RICK
Keynote 8: Stand out: The Shift From MORE to MEANINGFUL. By Luke Lang (LinkedIn / Twitter) Co-founder and Chief Marketing Officer at Crowdcube
Keynote 9: Sensing the Future. By Kim Arazi (LinkedIn / Twitter) Founder, Innosensi
Keynote 10: How To Get To Great Ideas. By Dave Birss (LinkedIn / Twitter) Author
Keynote 11: How to Create Human Blockchains. By Adah Parris (LinkedIn / Twitter) TED 2019 Emerging Innovator and one of the Top 100 Black and Minority Ethnic Leaders in Tech in the UK
Keynote 12: What I Learnt From Working with Google. By Robert Craven (LinkedIn / Twitter) Founder, Grow Your Digital Agency Initiative
Speakers from the Masterclass
The LikeMinds team has curated a broad range of experts in their field to help delegates understand the different platforms and frameworks in more detail that can help you grow and scale a business. From how to use LinkedIn, Facebook and Instagram or how to create effective advertising campaigns on social media to building a sales pipeline and learning how to network confidently, the experts are on hand to help the audience navigate some of the more complex challenges in building a business and brand in the 21st century.
John Harvey (LinkedIn), Samphire Club on Networking