DigiMarketing: The Essential Guide to New Media and Digital Marketing / Edition 1

DigiMarketing: The Essential Guide to New Media and Digital Marketing / Edition 1

by Ian Fenwick, Kent Wertime
     
 

Developments in media and digital technology have spawned a new era in marketing. Today, companies of all sizes need to consider new, digital ways to reach and interact with consumers.  As a result, user-generated content, social networking and other forms of digital marketing such as search, blogging, and behavioral targeting are must-know

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Overview

Developments in media and digital technology have spawned a new era in marketing. Today, companies of all sizes need to consider new, digital ways to reach and interact with consumers.  As a result, user-generated content, social networking and other forms of digital marketing such as search, blogging, and behavioral targeting are must-know topics.

DigiMarketing: The Essential Guide to New Marketing & Digital Media provides readers with a comprehensive overview of the major digital channels being used. This includes explanations of the key trends in mobile marketing, blogging, games, digital media, digital point-of-sale, Web 2.0, and consumer created content.

Peppered with best practice examples of how leading marketers are currently using these channels for effective marketing, this comprehensive guide also offers the 12 Tenets of DigiMarketing which serve as useful guideposts for the do’s and don’ts of digital marketing. DigiMarketing also includes a thorough digital marketing planning framework designed to help readers as they consider their own digital marketing plans.

DigiMarketing answers a number of important questions:

  • What are the most important new media trends you should know?
  • How can companies respond to the changes in new media?
  • How can you utilize digital channels to create greater consumer involvement, experience, and participation – the 21st century metrics for brand building?
  • How can you determine which digital channels to use, and how can you measure your digital marketing?
  • What mistakes should you avoid if you wish to be successful with your digital marketing?

Read DigiMarketing to accelerate your understanding about the key digital trends today. It is for anyone who wants to better understand the rapidly evolving world of new media and digital marketing.

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Product Details

ISBN-13:
9780470822319
Publisher:
Wiley
Publication date:
02/15/2008
Pages:
350
Product dimensions:
6.20(w) x 9.10(h) x 1.80(d)

Table of Contents

Preface.

Introduction.

SECTION 1: NEW MEDIA AND MARKETING IN THE 21STCENTURY.

Chapter 1: The Media Game-Changers.

Chapter 2: DigiMarketing: The New Imperative.

SECTION 2: DIGITAL CHANNELS.

Chapter 3: The Web.

Chapter 4: Internet Media: Display, Search, Affi liates andSponsorships.

Chapter 5: Email and Viral Marketing.

Chapter 6: Mobile Platforms.

Chapter 7: Games: The New Hollywood.

Chapter 8: Consumer-Created Content.

Chapter 9: Digital Signage.

Chapter 10: Television Reinvented - IPTV.

SECTION 3: A DIGIMARKETING PLANNING FRAMEWORK.

Chapter 11: Phase 1 - Defining a Participant Print andGoals.

Chapter 12: Phase 2 - Creating Your Digital Platform

Chapter 13: Phase 3 - Generating Awareness and Influence.

Chapter 14: Phase 4 - Harnessing Data, Analytics, andOptimization.

Conclusion: Stay Connected.

Index.

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