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

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Overview

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

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

Peppered with best practice examples of how leading marketersare currently using these channels for effective marketing, thiscomprehensive guide also offers the 12 Tenets of DigiMarketingwhich serve as useful guideposts for the do’s anddon’ts of digital marketing. DigiMarketing alsoincludes a thorough digital marketing planning framework designedto help readers as they consider their own digital marketingplans.

DigiMarketing answers a number of importantquestions:

  • What are the most important new media trends you shouldknow?
  • How can companies respond to the changes in new media?
  • How can you utilize digital channels to create greater consumerinvolvement, experience, and participation – the21st century metrics for brand building?
  • How can you determine which digital channels to use, and howcan you measure your digital marketing?
  • What mistakes should you avoid if you wish to be successfulwith your digital marketing?

Read DigiMarketing to accelerate your understanding aboutthe key digital trends today. It is for anyone who wants to betterunderstand the rapidly evolving world of new media and digitalmarketing.

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Product Details

  • ISBN-13: 9780470822319
  • Publisher: Wiley
  • Publication date: 2/15/2008
  • Edition number: 1
  • Pages: 350
  • Product dimensions: 6.20 (w) x 9.10 (h) x 1.80 (d)

Meet the Author

Kent Wertime is an experienced advertising andcommunications executive. Kent started his career in New York,where he worked for international advertising agencies DMB&Band BBDO. He has spent the past 17 years living and working inAsia. During that time, he has held executive positions in HongKong, Bangkok, and Singapore. This has included roles as CEO ofOgilvyInteractive Asia and his current position as President ofOgilvyOne Asia.
Kent has written for numerous publications including The Asian WallStreet Journal, Media, Asiaweek, China Daily, and Brand News. Hisfirst book, Building Brands and Believers, was published in 2002 byJohn Wiley & Sons.

Ian Fenwick is an experienced management educator andmarketing consultant, having worked in Europe, North America andAsia. After several years as Director of Canada’s top-rankedMBA Program at the Schulich School of Business, Ian has been basedin Bangkok for the past eight years. He is currently Advisor andSenior Head of Administrative Programs at Sasin Graduate Instituteof Business Administration, a business school founded incollaboration with Wharton and Kellogg.
Ian Fenwick has published widely in scholarly—andnot-so-scholarly—journals including the Journal ofMarketing Research, Journal of Advertising Research,Public Opinion Quarterly and The AmericanStatistician.

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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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