Detection of Student Plagiarism Ghost Writing Contract Cheating

Recent media news stories and documentaries have highlighted perceived issues of international student plagiarism, collusion, ghost writing and contract cheating.

Most institutions have systems and processes in place to deal with, or at least ameliorate the impact of sub-optimal academic integrity, including higher language requirements (and level testing at enrolment), Turnitin and other duplication detection software, in class assessments, assignment workshops, feedback and monitoring.

Issues of plagiarism, collusion, ghost writing and contract cheating at university by students.

How to stop or limit ghost writing and contract cheating (image copyright Pexels)

However, like other sectors, education is prone to only lip service being paid by some commissioners, owners, shareholders, management, academia and related; rather than enforcement of minimum regulatory compliance it’s viewed as a voluntary code by some.

The following is summary of an article about the issue and how to deal with it, in an American context which has recently seen SAT and related corruption for entry to top universities.

Detecting and Deterring Ghostwritten Papers: A Guide to Best Practices (from The Best Schools website)

By David A. Tomar

1 Introduction For ten years, I made my living helping students cheat. I worked as a professional ghost writer, completing homework assignments, producing essays, and composing senior theses for alternately desperate, lazy, or disengaged college and graduate students.

I worked as an independent contractor affiliated with various online paper mills and, between 2000 and 2010, spent nearly every day of my life immersed in academic research and compositional writing. Writing as many as 5,000 typewritten pages a year, I earned as much as many professors.

In November of 2010, I announced my retirement in a tell-all article published in the Chronicle of Higher Education. Using the pseudonym Ed Dante, I covered what was, for many, a first glimpse into the shadowy underworld of academic ghostwriting.

 

2 The Ghostwriting Business. Before it is possible to prevent and police ghostwriting, one must understand the industry. Though many educators are well aware of ghostwriting, how it happens and that it most likely has occurred in their own classrooms, just as many others have a limited or non-existent sense of its impact.

Quite to the point, of the many reactions that greeted my original article in The Chronicle, doubt and skepticism were among the most common. Some truly dedicated, earnest, and otherwise astute educators refused to accept not only that wholesale cheating of this sort could be perpetrated but that it could be done so consistently and effectively without detection right under their noses.

 

2.1 Prevalence….. Still, we may be able to deduce a great deal just from the accessibility and ease-of-use of ghostwriting services. According to an article in the New York Times regarding rising rates of student cheating, “research has shown that a major factor in unethical behavior is simply how easy or hard it is.”

We can say with great certainty that it is easier than ever to employ an academic ghostwriting service. If a student has the money, he or she has the means.

The vast majority of students locate these services simply by doing a Google search for “Custom Paper Writing,” “essay help,” “term papers,” “homework services,” “essay writing services,’” or any number of other pertinent word combinations. Each of these terms will ultimately return dozens of pages of relevant search results.

From what is immediately apparent though, we can conclude two things about the prevalence of ghostwriting:

  1. The inquiring student will find it easy to locate a desired service and begin using it; and
  2. The enterprising freelancer will find it easy to locate an employment opportunity and begin earning income from it.

 

2.2 Pricing and Structure Most companies operate using a similar pricing spectrum, charging between $10 and $50 per page depending on proximity of the deadline. For instance, Mypaperwriter.com prices its custom writing services between $17.55 and $45.85 per page. This is in line with the pricing spectrum and structure of the industry’s more lucrative companies.

The variance is usually determined by deadline. This is the measure used most frequently to dene an assignment’s price. Papers due in a week or more are typically bound to the low end of the pricing spectrum. For anything due in less than a week, the cost per page will go up as the number of days goes down. A paper due in less than 24 hours will fall on the highest end of the cost-per-page spectrum.

 

2.3 Clientele The ghostwriting industry enjoys a customer base comprised of three primary demographics. These are the likeliest perpetrators of ghostwritten plagiarism:

2.3.1 English Language Learners: International students often arrive at American universities without a background or meaningful support in English composition.

2.3.2 Composition/Research deficient students: A startling number American students—for whom English is a native language—will actually suffer from many of these exact same deceits

2.3.3 Lazy students: Some ghostwriting clients simply lack the motivation and interest to complete their own work, a condition that Farnese et al. (2011) call “academic moral disengagement.”[7] In many cases, a perfectly capable student will utilize an academic ghostwriting service as a way to cut down effort or improve his or her chances of receiving a better grade.

 

3 The Ghostwriting Conundrum…… However, the web has proliferated and simplified cheating, dramatically expanding the accessibility, visibility, and ease with which students can lift, recycle or otherwise claim authorship of work that is not their own. Consequently, the growth of this industry helped to provoke the growth of the plagiarism-detection industry of which Turnitin is a leading example.

Other notable sites include Viper, Plagscan, Plagtracker, Grammarly, Small SEO Tools, and Plagiarism Checker.

Turnitin represents the gold standard in plagiarism detection. Even so, given the limitations inherent in plagiarism detection, even Turnitin has no way to bring its extensive empirical data to bear on ghostwriting.

With these conditions in mind, we point to a handful of detection and deterrence challenges that are unique to ghostwriting:

3.1 Original, non-plagiarized content: Most ghostwriting companies are faithful to this service guarantee and will terminate independent contractors for failure to comply.

3.2 Low likelihood of raising suspicion: Ghostwriting places the onus on the educator to have initial cause for suspicion. This requires the individual grading a written assignment to sense a disconnect between the student and the assignment, which of course requires some initial familiarity with the student in question.

3.3 Difficulty of translating suspicion into proof: Cheating is, of course, a serious allegation and students have a lot riding on the completion of their education. So obviously, the average student will go to great lengths to deny any such allegations. Students are not afraid to get litigious if need be. The point is, as an educator, one must be very careful about levying the accusation without hard evidence.

 

4 The Four D’s of Ghostbusting

4.1 Design Design refers to the way a professor constructs assignments, course materials, tests, classroom time and the semester-long curriculum. This is an area in education where quality control runs the gamut from excellence to criminal incompetence. There are plenty of professors who work tirelessly to tailor assignments, materials and examinations to remain in-step with constantly evolving subject matter, student culture and best practices. But there are also plenty of professors who recycle old materials without scrutiny and who depend wholly on text-based content which most students could acquire without professor mediation.

4.2 Deterrence Deterrence refers to ways of diminishing the inclination, motive, or desire to purchase a ghostwritten paper…..That is, students at least believe that they are cheating out of ease, normalcy, or necessity. The study finds that the onus falls on instructors to live up to certain student expectations regarding clarity and engagement of course content. The study identities this as the best route to deterring the rationalized impulse to use a ghostwriting service.

Practical Strategies

4.2.1 Individualization: Individualization of the educational experience can instill in the student a greater sense of commitment to course materials and to the knowledge and career opportunities thereby implied. Large lecture halls and online courses can create a sense of anonymity for the would-be cheater.

4.2.2 Conferencing: One thing that large universities and online courses have in common is that, if one desires, one can go an entire semester without ever once personally meeting a professor. There is comfort in this anonymity. Removing this comfort creates a deterrent that does not otherwise exist.

4.2.3 Emphasis on in-class participation: Mandatory class participation heightens the imperative for students to become familiar with course content. Mandating contributions to class discussions gives students a strong incentive to establish a consistent voice and perspective on course subjects.

4.2.4 Student engagement: This one is really and truly up to each individual educator. It is within every educator’s power to be as creative, energetic, inspiring, original, unpredictable, and engaging as he or she wants to be….Many students feel no remorse about cheating in a course from which there is a feeling of disengagement. Uninspired lectures, standard texts, and generic assignments serve as great ammunition for a student who wishes to rationalize his or her detachment.

4.2.5 Miscellaneous strategies of deterrence: Course discussions where students are invited to share research experience and knowledge Professor lectures based on and attributed to content drawn from student assignments A requirement for students to occasionally present research findings or other written work to the class or professor.

 

4.3 Detection Detection is both a manual process driven by professorial experience and a technology driven process with continued room for growth and improvement.

Practical Strategies

4.3.1 Assignment exit interviews: Standardizing one-on-one conferencing with each student following assignment submission requires each student to defend his or her writing.

4.3.2 Manual literary fingerprinting: Of the many strategies outlined in this account, this may well be the most readily adaptable to any context where writing forms a portion of the coursework. Here, the orientation process for any writing intensive course will begin with an in-class writing assignment.

4.3.3 File properties: One way to improve the chances of detecting ghostwritten work is to simply be a savvier user of technology than the average cheating student. It’s easier than one might think.

4.3.4 Computational literary fingerprinting: Based on the effectiveness and value of Turnitin.com as a strategy for plagiarism detection of the non-ghostwritten variety, this strategy may best predict the future of ghostwriting detection.

 

4.4 Dedication Detection is all well and good, but let’s face it, people good at detection are more likely to join a police force than a teachers union. Teachers are in the classroom to teach. This is where the fourth “D” comes into play. The instructor must be dedicated to the education of his or her students, not just to punching an academic time card.

Practical Strategy

4.4.1 Identify struggling students and see that they get help: These are the students who are by far the most likely to employ a ghostwriter. In order to reduce the presence of the ghostwriter in the classroom, educators must take pre-emptive steps to identify those who are most likely to need his services.

 

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University Education – Student Teacher Tutors or Professors?

Interesting article from The Conversation regarding university tutorial teaching or tutoring quality, students or academics?  The glib answer would be neither form of pedagogy, in fact ‘andragogy’ for adult learners shows that many should be learning together as students, not through teacher centred direction.

Can students teach as well as professors?

Student Tutorial Teachers or Professors? (Copyright image Pexels)

Research shows students are as good as professors in tutorial teaching

February 19, 2019 5.23pm AEDT

Professors and graduate students are at opposite ends of the university hierarchy in terms of experience, qualifications and pay. But at many universities, both do the same job: they teach tutorials offered in parallel with lectures.

Our research explores whether it makes sense for professors to teach tutorials – and we found it doesn’t. They are no more effective as tutorial instructors than students.

This finding implies that universities can reduce costs or free up professors’ time by asking students to teach more tutorials.

Measuring instructors’ effectiveness

We conducted a survey about tutorial instruction in OECD universities. Our results show that tutorials are used in 63% of OECD universities. At 25% of these institutions, tutorials are taught by students, 29% by professors and 46% by a mixture of the two.

Using professors to teach small groups is expensive, and reducing costs is a central concern given the increases in tuition fees and student debt.

We have studied the costs and benefits of using tutorial instructors with different academic ranks, using data from a Dutch business school that offers four key features. First, tutorials are taught by a wide range of instructors, ranging from bachelor’s students to full professors. Second, the school’s dataset is large enough (we observe more than 12,000 students) to give us enough statistical power to detect even small differences between instructors.

Third, at this business school students are randomly assigned to instructors of different academic ranks, creating a perfect experiment for seeing whether academic rank matters. Finally, we were able to supplement these already excellent data with measures of students’ satisfaction with the course, and students’ earnings and job satisfaction after graduation, for some of these students. This is important since instructors might matter in many ways and we need to cast a wide net to capture a range of student outcomes.

Students just as effective

Overall, our results show that lower-ranked instructors teach tutorials as effectively as higher-ranked ones. The most effective instructors – postdoctoral researchers – increase students grades by less than 0.02 points on a 10-point grade scale compared with student instructors. The differences between all other instructor types, from student instructor and full professor, is smaller than that.

Full professors are also no better than student instructors in improving students’ grades in the next related course or job satisfaction and earnings after graduation. We do, however, find that higher-ranked instructors achieve somewhat better course evaluations, but these differences are small.

These findings are counter-intuitive. Yet they are consistent with the general findings in primary and secondary education that formal education does a poor job at predicting who teaches well.

What could be the reason why all the extra qualification and experience of professors does not translate into better results for their students? The content of tutorials might be adjusted in a way that students can easily teach them. Further, lower-ranked instructors may compensate for their lack of experience by being better able to relate to students and being more motivated.

Key implication

The implications of our findings are obvious. Universities can free up resources by not asking their most expensive staff to do a job that students can do equally well. We show that the business school we study can reduce the overall wages they pay to tutorial instructors by 50% if they only employ student instructors.

There are, of course, reasons why universities might not want to exclusively rely on student instructors. Students might not be able to teach some more technically advanced master’s courses. There might be some research-inactive but tenured professors whose most valuable use of time is tutorial teaching. And, as with other research that rely on data from one institution, future studies need to show whether our results hold in other universities as well.

But even if these studies uncover some benefits to students of being taught by a professor, we would be surprised if these are worth the extra costs.’

 

Unclear what is quality teaching and learning? Higher education or universities put great importance upon narrow and high-level specialised knowledge exemplified by a doctorate, i.e. content or subject matter expert. Further, the vocational Certificate IV of Training & Assessment TAE40116 is included on many job descriptions as a desirable teaching qualification and meanwhile ‘real world’ experience can be ignored by institutions and/or embellished by the beholder (unlike the ID points system, all factors are not taken into account).

Related issues here, theory of teaching and learning, pedagogy (for children) is cited but for adults we should be speaking about andragogy.  Andragogy of adult education focuses upon adults’ need for knowledge, motivation, willingness, experience, self-direction and task-based learning.

Good instructional or learning design for adult centred learning:

  • broad and deep needs analysis based on learners’ knowledge, expertise and real skill gaps
  • motivated when they have input and some control over learning, activities and outcomes
  • participate in learner centred activities, interaction and social learning
  • opportunities to contribute knowledge, expertise and reflect on their business practice
  • contribution to and management of learning activities through tasks and problem solving; post course too.

A more complete qualification is the UK Cambridge RSA CELTA or TEFLA, especially behavioural theories fitting ‘andragogy’, including teaching skills, and dealing with significant numbers of adult students for whom English is not their first language.

Another issue to emerge has been that of ‘ID Instructional Design’ on behalf of university teachers, but not based upon subject matter or teach/learning skills (when ID is implicit for any competent teacher).

Finally, explaining in terms of cost (cutting or savings) may seem mercenary when high fees are now the norm for most students.

 

University Graduate Employment

There is much concern about the employment prospects of school and university graduates and the following article highlights some concerns and points on reasons including high school career counselling, parents, industry, universities and back grounded by ignorance of skills in demand.

One could add that societal attitudes and knowledge about science, maths or data and digital are low in Australian elites, meanwhile working age population aka baby boomers is in transition and meanwhile, many low level positions require university degrees as a minimum requirement.

Are there too many university graduates in the wrong disciplines with few employment opportunities?

Too Many University Graduates? (Image copyright Pexels)

Who’s really to blame for too many unwanted graduates?

By Tony Featherstone

February 7, 2019 — 12.01am

Why do thousands of young Australians enrol in the wrong university degree each year and overlook in-demand professions that are screaming for graduates.

In engineering generally, about 10,000 students graduate at our universities each year and about 16,000 engineers arrive here annually from overseas, according to Engineers Australia analysis. There would be a massive engineering shortfall without skilled migration.

It’s crazy that so few Australian students study software engineering, cybersecurity, artificial intelligence and other emerging fields, relative to industry demand, yet there is a growing surplus of graduates in the arts, journalism, law and other fields with fewer jobs.

The obvious culprit is universities. They have fanned a graduate glut – and a generation of students with high debt and diminished job prospects – by accepting more students into fields that already oversupplied….

….Industry, schools and students are part of the problem. Business complains about not enough graduates being developed in a new area, yet runs a mile when it has to fund university research or co-develop teaching courses. It’s easier to outsources graduate training to universities, take no risk and let taxpayers co-fund the learning. Then, whinge about universities.

Schools, too, can do more to encourage students to pursue in-demand occupations. I don’t know enough about career counselling at schools to form an opinion, but something must be wrong if so many students enrol in degrees that have terrible job prospects.

Perhaps school curriculums are not sufficiently aligned with the needs of universities. Industry berates universities for not producing enough graduates in areas with skill shortages, yet schools might not be producing enough students with the skill and passion to do engineering and similar courses at university.

Again, that’s changing as more boys and girls study science, technology, engineering and mathematics (STEM) subjects at school. But change is slow and off a low base – engineering, for example, has been crying out for more students, particularly women, for years.

Then there’s students and parents. We tell our kids to follow their passion when choosing a career: think with your heart rather than your head about a degree; take a year or two off for travel before university; chop and change degrees if you don’t like them.

That’s reckless advice. I’m not saying students should enrol in degrees they have low aptitude for, or will make them miserable. They must have an inclination, either natural or an ability to develop one, in any field to succeed in the long run.’

 

For more blogs and articles about higher education teaching, work skills, digital technology and science literacy click through.

 

 

Impact of Digital on Marketing Industry Employee Skills

Digital and any new technology can be disruptive and requires changes in thinking, working, learning, education and training; includes marketing and IT.  However, like computer science, education and even job descriptions do not keep pace with technological change while many working successfully in IT or marketing do not possess related university degree, if at all.  Many are educated in other or similar disciplines e.g. engineering, or self-taught through personal or business need, and industry training or certification is more important than the degree (like CPA in accounting), supported by outcomes.

Following is paid content (marketing) from Digital Essentials on Mumbrella explaining how digital has impacted the marketing industry:

Marketing jobs are radically different in 2019 – but some employees can’t keep up

A revolution in how we consume media has turned advertising on its head, but recruits of all levels aren’t being trained in essential new skills.

February 4, 2019 7:30

Keeley Pope understands better than most how jobs in Australia’s media and marketing have changed over the last decade. A recruiter with 25 years experience, she deals first-hand with exasperated employers who require new starters to have mastered a breathless list of digital skills. “Today, you’ve got to be able to go from editing a video one minute to analysing data the next and then briefing into a post-production house afterwards,” she says.

In fact, that’s just the start of it. Marketing roles in 2019, she explains, can also encompass social media strategy, paid content, e-commerce, app building, project management as well as skills in Photoshop, CMS and copywriting. “Even the mid-level roles are very much hands-on,” she adds. “Now, marketers are publishers in their own right, too.”

These changes are, of course, a result of how marketers and agencies have reacted to the differing ways we consume media – the decline of printed newspapers, say, or the rise of social media and TV-on-demand. The problem is many current employees have been caught cold: either forced to suddenly acquire skills they’ve never been trained for or rejected for new positions outright. “The onus is on the individual to upscale themselves….

….And all that change is affecting how businesses are marketing and growing. New research by PWC and Facebook, for instance, reveals more than a third of Australian small businesses are exporting to foreign markets, and more than a third of companies now earn international revenue within just two years of establishment.

And so brands have reacted. Digital marketing spend has grown by 13% in the last year, up to $2.24bn, with video showing the biggest leap, along with increases to display, classified and search (Google ads, basically). Meanwhile, programmatic spend in Australia has leapt to $1.7bn – a staggering increase from just $84m in 2012.

“The reality is modern market is diversifying,” says Easther. “So employees now need to know a little bit about a lot – whatever side of the fence you’re working on. So, to do marketing well, particularly in digital, you need to be able to hold a conversation, and you need to know the strategy of how all the channels work together.”….

….On Easther’s course, he finds his students range from those starting out in creative agencies to senior marketing directors working client side and even those in media sales. “Some have learned digital from a few different sources and they come to formalise their learning,” he says. “While others have deep knowledge in one area but want to be more versatile. They might be a social specialist, say, but when they have a meeting to discuss programmatic, they wish they could contribute more.”’

For more articles and blogs about digital marketing, digital marketing lecturer and digital or e-consumer behaviour click through.

 

Understanding Digital Marketing – Student Course Book and Management Guide – Damian Ryan

Understanding DIGITAL Marketing – Marketing strategies for engaging the digital generation.

Course Book from Damian Ryan and Calvin Jones, 2009, Kogan Page.

Following is a university or higher education course book for digital marketing including preface from the author Damian Ryan and table of contents including key features or components of digital marketing culture and practice.

Marketing strategy and management of in the digital era requires new approaches and understanding in both teaching and management.

Understanding Digital Marketing – Damian Ryan (Image copyright LinkedIn/Kogan Page)

Top down traditional marketing precludes synchronous feedback with horizontal and bottom-up communication as central to digital marketing strategy of systems via social media carrying WOM word of mouth of authentic messages that cannot be controlled by marketing ‘commissioners’.

First some quotes:

We look at the present through a rear-view mirror. We march backwards into the future. (Marshall McLuhan)

The press, the machine, the railway, the telegraph are premises whose thousand-year conclusion no one has yet dared to draw. (Friedrich Nietzsche)

Whoever, or whatever, wins the battle for people’s minds will rule, because mighty, rigid apparatuses will not be a match, in any reasonable timespan, for the minds mobilized around the power of flexible, alternative networks. (Manuel Castells, author of The Network Society)

 

Preface: Welcome to a brave new world

The world of digital media is changing at a phenomenal pace. Its constantly evolving technologies, and the way people are using them, are transforming not just how we access our information, but how we interact and communicate with one another on a global scale. It’s also changing the way we choose and buy our products and services.

People are embracing digital technology to communicate in ways that would have been inconceivable just a few short years ago. Digital technologies are no longer the preserve of tech-savvy early adopters, and today ordinary people are integrating them seamlessly into their everyday lives. From SMS updates on their favourite sports teams, to a free video call with relatives on the other side of the globe, to collaborative online gaming and much, much more: ordinary people – your customers – are starting to use digital media without giving it a second thought.

The global online population was around 1.3 billion at the end of 2007. Projections suggest that figure will hit 1.8 billion by 2010. In the developed world internet access is becoming practically ubiquitous, and the widespread availability of always-on broadband connections means that people are now going online daily to do everything from checking their bank statement, to shopping for their groceries, to playing games.

What makes this digital revolution so exciting is that it’s happening right now. We’re living through it, and we have a unique opportunity to jump in and be part of this historical transition.

In the pages that follow we’ll take you on a journey into the world of digital marketing. We’ll show you how it all started, how it got to where it is today, and where thought leaders in the industry believe it’s heading in the future. Most importantly of all we’ll show you – in a practical, no nonsense way – how you can harness the burgeoning power of digital media to drive your business to the crest of this digital marketing wave, and how to keep it there.

This digital marketing book will:

  • help you and your business to choose online advertising and marketing channels that will get your ideas, products and services to a massive and ever-expanding market;
  • give you that elusive competitive edge that will keep you ahead of the pack;
  • future-proof your business by helping you to understand the origins of digital marketing and the trends that are shaping its future;
  • give you a concept of the scale of the online marketplace, the unfolding opportunities and the digital service providers who will help your business to capitalise on them;
  • provide practical, real-world examples of digital marketing successes – including leading brands that have become household names in a relatively short space of time;
  • offer insight through interviews, analysis and contributions from digital marketing experts;
  • ultimately, give you the tools you need to harness the power of the internet to take your business wherever you want it to go.

 

We set out to unravel the mysteries of digital marketing by taking you on a journey. As we travel into this digital world we’ll reveal how leading marketers in sectors as diverse as travel, retail, gambling and adult entertainment have stumbled on incredibly effective techniques to turn people on to doing business online, reaping literally millions as a result. We’ll show you how to apply their experience to transform your own digital enterprise.

Whether you are looking to start up your own home-based internet business, work for a large multinational or are anywhere in between, if you want to connect with your customers today and into the future, you’re going to need digital channels as part of your marketing mix. The internet has become the medium of choice for a generation of consumers: the first generation to have grown up taking instant access to digital information for granted. This generation integrates digital media into every facet of its daily lives, in ways we could never have conceived of in even the recent past. Today this generation of digital natives is entering the workplace and is spending like never before. This is the mass market of tomorrow, and for business people and marketers the challenge is to become fluent in this new digital language so that we can talk effectively to our target audience.

Television froze a generation of consumers to the couch for years; now digital media are engaging consumers and customers in ways that the early architects of the technology could never have dreamed of.

When the Apple Mac came along it opened up the art of publishing, and as a result print media boomed. Today, the same thing is happening online, through the phenomenon of user-generated content (UGC) and social networking: ordinary people are becoming the directors, producers, editors and distributors of their own media-rich content – the content they, their friends and the world want to see. But that’s only the start. Prime-time television audiences are falling, print media are coming under increasing pressure to address dropping circulation figures and – while the old school sits on the sidelines, bloated and slowly atrophying – digital media have transformed themselves into a finely tuned engine delivering more power, opportunity and control than any other form of media could dream of. In other words – it’s time to follow the smart money!

Over the last 15 years I’ve had the absolute pleasure and pain of working at the coalface of the burgeoning and insistent new media. I’ve met lots of smart people and spoken to literally hundreds of organisations with massively diverse and challenging agendas. The one common factor was a hunger for data and knowledge: anything that would give their particular brand that elusive competitive edge.

When putting this book together we wanted to make it as informative and practical as possible. Each chapter begins with a summary of its content, so you can easily browse through the chapters and select the one that addresses the topic you’re interested in. We’ve purposely left out the jargon – and where technical terms have been absolutely necessary we supply a clear definition in the text, backed up by a complete glossary at the back of the book that explains all of the terms we use in plain English. The result, we hope, is a book that is clear, informative and entertaining, even for the complete digital novice.

In your hands you hold what independent marketers around the world have been crying out for: a book that shows you how to use the internet successfully to sell your products or services. We begin with the origins of the medium and take you through the various disciplines of digital marketing campaigns. We travel around the world collecting facts, figures, comment and opinion from acknowledged experts, brands and organisations in different fields, getting them to spill the beans on how the net delivered the goods for them.

We’ll look in detail at areas like search marketing and affiliate marketing, we’ll delve into e-mail marketing and creative online executions and look at various digital marketing strategies, some moral, some less so.

In Amsterdam last year, I was granted a late-night audience with some of the best ‘Black Hat’ marketers in the world. These people, who will remain nameless, earn their living scuppering the efforts of competing brands in the digital marketplace. Black Hat marketing is real – and it can do real damage to your business. We explain what it is and, more importantly, give you some practical steps you can take to help protect your business against it.

It took television 22 years to reach 50 million households – it took the internet just five to achieve the same level of penetration. Things are progressing at an unbelievable rate, and we’re approaching a pivotal point in marketing history – a time when digital marketing will overtake traditional mass media as the medium of choice for reaching the consumer of tomorrow.

In the summer of 1993 I interviewed Jerry Reitman, head of direct marketing for Leo Burnett in Chicago, for my magazine goDirect. During our conversation Jerry pointed at the computer on his desk and said: ‘And that. . . that’s where it’s going.’ I wondered what he was talking about.

Fifteen years on and practically the entire population is online. Consumers have grown tired of mass media marketing and are turning instead to the internet. They want more engagement, more interaction. They’re starting to spend most of their leisure time in a digital world, and creative digital marketing is the way your business will reach them. Welcome to my world. . . Damian Ryan

Table of contents

  1. Going digital – the evolution of marketing
    2. Strategic thinking
    3. Your window to the digital world
    4. The search for success
    5. Website intelligence and return on investment
    6. E-mail marketing
    7. Social media and online consumer engagement
    8. Online PR and reputation management
    9. Affiliate marketing and strategic partnerships
    10. Digital media creative
    11. A lot to look forward to
  • The future’s bright: head towards the light
  • Word of mouth: savvy consumers control the future
  • Search: a constantly evolving marketing powerhouse
  • Mobile: marketing on the move
  • Tracking and measuring human behaviour In-game advertising
  • Holistic marketing: blurring lines and integrating media
  • Dynamic, unpredictable, exciting – and essential

 

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