Digital Engagement

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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, Digital Engagement shows marketers how to:
stop burning money on web advertising campaigns that don't deliver • tweak websites to improve conversions and traffic flow • master proven strategies for consumer-generated media to generate buzz and improve brand recognition

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.

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Editorial Reviews

From the Publisher

"a solid launching point into the world of online marketing...For any business owner or marketing manager looking to catch up with the latest cultural trends, 'Digital Engagement' provides a one-stop shop for every new tool, trend or fad the Internet has to offer." --Houston Business Journal

"The nice thing about this book is that it provides enough information to get you started with a topic and links to online resources or tools to help you do it, but it doesn't overwhelm you with theory or numbers. Case studies included throughout show you how effective a strategy can be or how it can backfire." --Online Magazine

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Product Details

  • ISBN-13: 9780814410721
  • Publisher: AMACOM
  • Publication date: 9/30/2011
  • Edition description: New Edition
  • Pages: 258
  • Product dimensions: 7.30 (w) x 9.10 (h) x 0.70 (d)

Meet the Author

Leland Harden (Abilene, TX) and Bob Heyman (San Francisco, CA) 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 Advance­ment at Hardin-Simmons University. Heyman is chief search officer at Mediasmith, a leading media buying and planning agency.

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Read an Excerpt

1. Goals and Expectations

INTERNET MARKETING is red-hot, once again. Television, radio, newspapers,

magazines, major advertising agencies and major advertisers who once

fought the tide are being forced now to redefine how they reach consumers

and remain relevant. Web companies again are being bought

for astronomical sums (Facebook handily rejected a $1 billion offer,

Yahoo! rebuffed a $44 billion takeover bid by Microsoft and the CBS

television network grabbed CNET’s roster of influential tech sites for

$1.8 billion, all during 2008). Some of the biggest names in web branding—

AOL for one—are roiling with change.

If your enterprise sat out the last Internet revolution, got burned or

came late to the party that is Web 2.0, this book is for you.

Web 2.0 brought us social networking, wikis, virtual worlds where

people shop for body parts, text message advertising, mobile video

search, blog pundits who can make or break your reputation and your

business. This book will show you how to employ these technologies

profitably while keeping sight of your goals and using best practices to

engage your consumers and your customers.

These are practices that have worked for us, and for companies such

as Toyota Motor Sales USA, McDonald’s Corp., National Geographic,

Whirlpool Corp., Dr. Pepper, Unilever and others.


Managing digital engagement is all about managing the participatory

power of millions of Internet users to profit your business. We don’t

mean simply transferring portions of your ad dollars or marketing

budgets to the web. Most of you are already doing that. Most of you

may be quite adept at juggling marketing resources to take advantage of

online opportunities to grow your business—and we can help you do

this more successfully, and with more confidence and insight.

But engaging your customer within the online world requires a

twist to the entire corporate mindset. It requires moving not just your

media outreach but your entire organization’s mission into a participatory

global economy that has no borders. Imagine:

• Letting your business customers design your next product—and

fund the product’s advertising campaign.

• Becoming a household name—globally—through the power of viral

online video, music and text.

This is your guidebook beyond the theoretical nuts and bolts, to tangible

creative executive strategies you can use right now, with realworld



American marketers spent $21.4 billion on Internet advertising in 2007,

according to eMarketer’s report, U.S. Advertising Spending, which also

projects spending as high as $42 billion by 2011. According to this research

group, the amount of online ad spending per Internet user will,

in 2008, reach $100 per person if not more.

The trend for major advertisers is to pull money away from traditional

media (TV, radio, magazines, newspapers) to spend more on-

line. The top 100 American advertisers ranked by Advertising Age actually

spent $230 million less on traditional media in 2006 compared

to 2005, and increased Internet spending by $558 million in the same


Paid search (see Chapter 4) will account for about 40 percent of current

online ad spending through 2011, while online display banner ads

will account for about 20 percent. Classified ads, including those on

newspaper websites, will continue to be explored as will social networking

sites. Ad spending in social networks ran about $900 million in

2007, and about 8 percent of that went to niche sites targeted to older

consumers, signaling a maturing of a market launched successfully to

youthful demographics.

The numbers are important because major advertisers have signaled

they anticipate a downturn in the U.S. economy, and in this report

it was found that total media spending among these advertisers

would increase only 2.1 percent. This means that all aggressive marketing

in the next few years will be in the online space. If you are not

there, you may be assured that your competitors will be.

In the key automotive advertising space particularly, a similar

study by Advertising Age (Dec. 17, 2007) found that automakers planned

for flat spending in 2008, and intended to scale back both TV and newspaper

advertising, while “ramping up” online spending.

Let’s face it: Newspapers, magazines, and television went down in

flames in 2007—all of these traditional media sectors suffered horribly.

Newspapers saw print readership decline, watched their online page

views increase, and somehow still failed to connect the dots and realign

their advertising revenue models. The magazine industry hemorrhaged

and bled through drastic staffing cuts even as they took desperate measures

to shore up declining subscriptions. Last year the Audit Bureau of

Circulations (ABC) found drastic losses in readership at Time (–17.57%)

and Playboy (–10.04%), while newsstand sales dropped for category leaders

such as Glamour (–13.24%), National Enquirer (–15.25%) and Good

Housekeeping (–20.71%). Interestingly, the only national publication to

show a solid increase was the reincarnation of Fast Company, a publication

that caters to Web 2.0 entrepreneurs.

The 2007 television writer’s strike, which crippled American network

television, had traditional advertising running for the exits and into the

arms of online marketing partners. Most will not go back.

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Table of Contents


Foreword ix

Acknowledgments xi



CHAPTER 1: Goals and Expectations 3

Case Study: 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


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

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Customer Reviews

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Sort by: Showing 1 Customer Reviews
  • Posted July 7, 2009

    more from this reviewer

    Comprehensive discussion of Web marketing

    Leland Harden and Bob Heyman's authoritative guide is exciting some of the time, rather boring other times, and absolutely essential for anyone working in online marketing, branding, public relations (PR) or community building. getAbstract recommends it to all contemporary marketing professionals and anyone else who is trying to shape a coherent policy for engaging consumers online. When the book is dull, it is dull for the same reasons it is so essential: In places, it is a reference work, which you might consult regularly in short bursts, rather than read through in its entirety. Given that, the index should include each person and Web site the authors mention but, alas, it does not. The book is exciting because it provides two related, necessary pieces of information: specific guidelines for developing online campaigns and tools for measuring their success. If you read it, you'll be able to plan consistently, maximize your online PR investment and track how you've done.

    1 out of 1 people found this review helpful.

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