The Digital Engagement

Internet Marketing That Captures Customers and Builds Intense Brand Loyalty
Erscheinungsjahr 2011
ISBN: 978-0-8144-1072-1
Verlag: AMACOM

Buch, Englisch, 256 Seiten, Format (B × H): 191 mm x 235 mm, Gewicht: 489 g

In an age of overwhelming Internet competition and rampant takeovers, marketers face the very real challenge of understanding how to engage customers online. Leland Harden and Bob Heyman, online marketing pioneers and authors of the popular book Net Results, team up again to teach marketers how to use search engine optimization, affiliate marketing, and all of the Web 2.0 tools they need to compete in the digital marketplace. Filled with up-to-date information on the best venues for online marketing, as well as explanations of social networking, virtual worlds, widgets, wikis, and emerging media.

Featuring case studies from companies like Toyota and Tommy Hilfiger as well as lists of key vendors for online marketing software, this is the only book that offers a truly comprehensive guide to all of the new online marketing tools.

Autoren/Hrsg.

Harden, Leland

Heyman, Bob

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Contents Foreword ix Acknowledgments xi PART I: FUNDAMENTALS OF SUCCESS FOR DIGITAL ENGAGEMENT 1 CHAPTER 1: Goals and Expectations 3 Case Study: Kidzter.com: Launching into Kid Space CHAPTER 2: Making Over Your Website: Can You See Me Now? 29 Case Study: Tommy Hilfiger USA: When a Picture Is Worth a Thousand Dollars CHAPTER 3: Your Domain Name: How Online Branding Works 46 Special Section: Branding in China PART II: ATTRACTING CUSTOMERS 65 CHAPTER 4: Search Engine Marketing: Optimize and Win 67 Special Section: Legal Issues of Paid Search CHAPTER 5: Let’s Go Viral: Creating Buzz 94 Case Study—Sega: Kick-Starting Virality with the Sega Rally Revo™ 17083-DigitalEngagement 10/15/08 9:07 AM Page vii CHAPTER 6: Web Video: The New, New Thing 112 Special Section: Here’s the Pitch: Best Practices from Team TubeMogul CHAPTER 7: Affiliate Marketing: The Automated Referral Network 135 Special Section: Publisher Code of Conduct—Still a Good Idea CHAPTER 8: Public Relations 2.0: Moving Beyond the Traditional Media 148 Case Study: Toyota’s Branding in the Blog Space Aims for Conversations, Not Conversions CHAPTER 9: Paid Media: Advertising Works Harder on the Web 174 Case Study: Napster Returns CHAPTER 10: Metrics and Measurement: Direct Marketing on Steroids 193 Special Section: Puzzling Out the Metrics of Engagement: An Interview with Dave Smith CHAPTER 11: New Marketing Channels: Virtual Worlds, Advergaming and Wireless Mobile Search 215 Where Do You Go from Here? 230 Digital Engagement Scorecard 231 A Web Marketing Glossary 233 Index 237

Über Autor(innen)

Leland Harden and Bob Heyman are the co-founders of Cybernautics, a standard-setting new economy marketing agency that launched some of the biggest brands on the web. Harden is vice president of Institutional Advance - ment at Hardin-Simmons University. Heyman is chief search officer at Mediasmith, a leading media buying and planning agency.