Digital Engagement: Internet Marketing That Captures Customers and Builds Intense Brand Loyalty

Digital Engagement: Internet Marketing That Captures Customers and Builds Intense Brand Loyalty

by Leland Harden, Bob Heyman
     
 

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ISBN-10: 0814410723

ISBN-13: 9780814410721

Pub. Date: 01/14/2009

Publisher: AMACOM Books

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

Overview

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.

Product Details

ISBN-13:
9780814410721
Publisher:
AMACOM Books
Publication date:
01/14/2009
Edition description:
New Edition
Pages:
256
Product dimensions:
7.30(w) x 9.10(h) x 0.70(d)
Age Range:
18 Years

Related Subjects

Table of Contents

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

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