Untangling The Web by: SWATI JOSHI Developing a blueprint for digital marketing
the story

Untangling The Web

Because the purpose of business is to create a customer, the business enterprise has two - and only two - basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.
-Peter Drucker


Overview of the book

In just two decades, the digital revolution has transformed the way we do business and the way we market our businesses. The global advent of ecommerce, the social media phenomenon and the spread of smartphones have influenced almost every aspect of human life. This has meant a multitude of opportunities for the digital marketer - but also a multitude of challenges.

How can new or established, large or small businesses tap into these trends to ensure they don't get left in digital's dust? Untangling the Web draws together the disparate strands of digital marketing - social media, SEO, content marketing and data analysis - and presents the reader with strategies for tying them together into a cohesive plan that can mean success for your business.

With the world of digital marketing changing fast, Untangling the Web presents strategies to cope with the pace of change and a discussion of emerging trends that can help you future-proof and position your business on the world market.

This book is for you if you:

  • Want to learn about digital marketing strategies that work.
  • Want to quickly grasp the fundamentals of digital marketing, and apply them to your business
  • Are the owner of a small business, an entrepreneur or a beginner in the world of business.
  • Are curious about the rapidly changing world of online marketing, and would like to get your hands on a guide meant for dummies.



About the author
Swati Joshi

Swati Joshi is a digital technology evangelist and a passionate entrepreneur. She is the founder and CEO of Influenshine, a digital marketing firm based in Singapore, which helps businesses enhance their digital presence.

Born in a small town in India, Swati excelled academically at school. Her love affair with technology began when she went to study at India’s premier technology institute – the Indian Institute of Technology (IIT), Kharagpur. After completing her degree, Swati worked with some of the largest global corporations, serving as a business consultant and working across the USA, Europe and Asia. She has complemented her technical and business background with inter-disciplinary skills from Stanford University, IDEO, Google and General Assembly.

Swati blogs regularly and contributes to publications like The Huffington Post, Executive Lifestyle and others. She is associated with many startups in the thriving entrepreneurial scene of Singapore, and she provides guidance, especially on digital marketing, to several ventures. As a mother and a woman entrepreneur, Swati works with and helps other dynamic women to succeed. In her spare time, she supports charitable causes like children’s education and digital empowerment.



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