14 Books in Portuguese about Digital Marketing » Portal Insights

Highly successful brands, companies and people have a lot to teach us about digital marketing. Knowing the behind-the-scenes stories behind the creation and management of great initiatives is a way to generate not only admiration, but also knowledge.

Even small organizations can benefit greatly from learning the big business way.

Furthermore, with recent changes in the way a brand is managed, understanding the peculiarities of digital marketing is essential. After all, through this resource it is possible to meet new, increasingly demanding consumer profiles and build successful trajectories.

Where can I access these inspiring stories of technical advancement? In books, of course.

Below are brief descriptions of 12 books in Portuguese on Digital Marketing, which address different possibilities for improving strategies in this area. Written by experts on the subject, they promise (and deliver) a didactic reading, capable of introducing the subject to laypeople and, at the same time, optimizing the knowledge of those who already work with digital marketing tools.

1. Content Marketing: The currency of the 21st Century

Content Marketing: The Currency of the 21st Century, by Rafael Rez, brings a series of practical lessons for producing content on the internet, mainly in text format. The reading is fluid, fast and rich, and is therefore recommended for both those who already work in the area and those who are just starting out.

Throughout the work, the author provides examples and insights that cover all stages of content marketing, from keyword research, planning, to a landing page checklist. In short, it's a great chance to learn how to identify, retain and respect consumers of your content and products.

Link to purchase on Amazon

2. Golden Book of Mental Triggers

The Golden Book of Mental Triggers was written by Gustavo Ferreira, specialist in digital marketing strategies and copywriter. As the name suggests, it explores the concept of mental triggers and the way in which the resource can help in digital communication for products and services.

One of Gustavo's insights, for example, is the possibility of working on credibility with customers using 18 emotional triggers that show how to activate consumers' emotions and lead them to purchase. Furthermore, it also goes through six logical triggers that perform the same functionality.

All of this explained in a simple and direct way, capable of helping you develop digital marketing strategies with words that sell.

Link to buy on Amazon

3. Digital Marketing In Practice

Digital Marketing in Practice is a book written by Paulo Faustino, one of the pioneers of content marketing in Portuguese. It is a complete book, which offers a practical look at digital marketing strategies.

In it, Paulo Faustino addresses the possibilities of using numerous platforms and tools available to work on the brand's voice in the digital environment. And, with this, in a didactic way, he presents the most diverse ways of actually applying the techniques and knowledge that the work addresses.

Link to buy on Amazon

4. Copywriting

Copywriting – The most coveted century-old writing method on the American market is written by Paulo Maccedo, considered one of the greatest copywriters in Brazil. With the book, the author reveals copywriting as a centuries-old advertising technique that has the potential to generate positive results from the union between advertising and journalistic writing.

The chapters are short, fluid and rich, full of tips, quotes, cases, advice and practices that, if well applied, can transform the content created in a digital marketing strategy into sales. The book is helpful to anyone, whether they are in the writing field or not, and contains content that leads the reader to understand copy as a method of persuasive communication.

Link to buy on Amazon

5. Marketing 4.0

The book Marketing 4.0, written by Philip Kotler – considered the father of marketing -, Hermawan Kartajaya and Iwan Setiawan, presents the transformations that occurred with the transition from traditional marketing to digital marketing. This crossing of methods is called, by the authors, Marketing 4.0.

In this sense, the book's proposal is to make the reader identify the trends in digital marketing that are presented to them, dealing with subjects such as the new consumer journey, content marketing and the importance of engagement.

Furthermore, the authors talk about the need for brands to reveal their human side to gain space in different environments. And, speaking of which, they also present ways of complementing online and offline marketing, aiming for the best experience for consumers – who are more connected than ever.

Link to buy on Amazon

6. Contagion: Why things catch on

Contagion: Why Things Catch On, written by Marketing professor Jonah Berger, reveals the six basic principles that make seemingly irrelevant things like consumer goods or YouTube videos “contagious.” For them to become a fever, they need to have, at least, the characteristics of social currency, mental triggers, emotions, audience, practical value and stories.

To develop this study, the author spent a lot of time studying social influence and engagement success stories, such as New York Times articles, reaching the list of Most Sent by email. As a result, the book brings a set of techniques that can be applied to promote a brand and disseminate information with a view to sharing.

In other words, so that content is contagious and loved by the public.

Link to buy on Amazon

7. The 22 Consecrated Laws of Marketing

The 22 Consecrated Laws of Marketing, a work written by Al Ries and Jack Trout, aims to help the reader identify the universal rules of marketing. Proven from successful campaigns around the world, they dictate an essential list of characteristics for success in the online environment, such as leadership, category, mind, perception, focus and exclusivity.

The work is the result of examining each of the 22 laws that they consider to be principles that guide marketing and advertising. Reading this work can make a huge (positive) difference in the strategies of companies that want to be successful.

Link to buy on Amazon

8. Traction

Tração is a book written by entrepreneurs Gabriel Weinberg and Justin Mares and its main subject of discussion is startups. Thus, the work presents the channels and tools that can be used by scalable initiatives that wish to increase their visibility, number of customers and sales.

Throughout the book, 19 channels are explored that enhance the creation and expansion of the customer base. As it is an American book, some tools presented may not be applicable to the Brazilian context, but they serve as inspiration for the search for new solutions based on great cases and, with them, rich marketing lessons.

Link to buy on Amazon

9. Believe me, I'm lying

Believe me, I'm lying, written by media strategist Ryan Holiday, makes a promise to the reader: they will “never read the news the same way again.” In the work, Ryan explores the dark and hidden side of media, as well as their respective manipulations.

Based on this context, the author highlights how messages spread across countless channels actually hide mechanisms that influence people to generate clicks and views. With this, the reader can understand how such tools and maneuvers are used, in practice, by news channels, such as blogs.

Link to buy on Amazon

10. Creativity S/A

Criatividade S/A: Overcoming the invisible forces that stand in the way of true inspiration is a book by Edwin Catmull, president of Pixar and Walt Disney. The work shows how to build an internal culture based on creativity, even in so-called “traditional” companies.

In this way, it serves as inspiration for business, being, in the author's own words, a book “for anyone who wishes to work in an environment that promotes creativity and problem solving”.

Despite not being a book specifically focused on digital marketing, with the measures and mechanisms adopted at Pixar, and exposed by Catmull, it is possible to understand the lessons that its story leaves. From there, readers can avoid the pitfalls that harm the stability of a company – and which have already ruined many.

Link to buy on Amazon

11. Thanks for Marketing

Thank you for Marketing was written by Vitor Peçanha, co-founder of the largest Content Marketing company in Latin America, Rock Content. In other words, a true reference on the subject!

With easy-to-understand language, the book covers all the steps necessary to create and execute a content marketing strategy. The reading also gives tips on how to use digital channels for this, such as blogs and social networks, highlighting the advantages of the online environment for disseminating information and brand recognition.

Link to buy on Amazon

12. The Weapons of Persuasion

If you want to understand, in depth, mental triggers, the best book is The Weapons of Persuasion. Its author, Robert Cialdini, is a psychologist and dedicated himself to persuasion studies to develop the book. Today, Cialdini's work is considered one of the conceptual pillars of Inbound Marketing.

In this book, in particular, he breaks down six basic psychological principles that govern human behavior: reciprocity, commitment and coherence, social approval, affection, authority and scarcity.

To this end, it discusses each principle in detail, with clear and practical language. The book provides essential information so that the reader knows how to apply triggers to daily interactions – or, if applicable, to digital marketing strategies.

Link to buy on Amazon

13. Marketing Fundamentals

Philip Kotler – known as the marketing guru – and Gary Armstrong – consultant, professor and researcher in the field of marketing – bring together their contributions, ideas and fundamentals in a single book, which has been read by millions of people around the world.

“Fundamentals of Marketing” is a renowned work that is committed to introducing the reader to the world of modern marketing. In it, Kotler and Armstrong introduce marketing as a philosophy to be used, developing topics such as customer relationships, brand management, value creation and management of actions so that they bring a return.

Link to buy on Amazon

14. The logic of consumption

Martin Lindstrom is a Danish author and was considered, by TIME magazine, one of the 100 most influential people in the world. In addition to being a columnist for magazines such as Fast Company and Harvard Business Review, Lindstrom has written six books that talk about consumption and consumer behavior.

In his work “logic of consumption”, the author leads the reader to understand why a certain product is a best seller and what leads our brain to respond to advertising stimuli and even make purchases.

If you want to understand what goes on behind a simple purchase, and understand a consumer's behavior during their purchasing journey, this book is perfect for you!

Link to purchase on Amazon

Now that you have 14 book suggestions to improve your knowledge in digital marketing, how about staying even more informed on the subject? Portal Insights is dedicated to rich content to inspire companies and entrepreneurs who want to stand out in the market.