Digital Impact: The Two Secrets to Online Marketing Success / Edition 1

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Not so long ago, consumer audiences willingly acceptedinterruptions from advertisers in exchange for news andentertainment, which only media companies produced. Place an ad,watch sales go up, and you knew the money was well spent.Today,digital technologies and platforms create endlessnewopportunities to connect with consumers. At the same time, anexplosion of content and a new resistance to advertising have putthe squeeze on marketers. How can you break through the clutter andcapture the attention and dollars of these empowered consumers?

Digital Impact outlines the challenges online marketers face inconnecting with customers in a digital world. To achieve onlinemarketingsuccess, first, you have to know how to measure it. Then,you have to create Magnetic Content that pulls the right customersstraight to you. Digital Impact delivers consumer insights as wellas best practices for executing potent online marketing via displayads, email, search marketing, social media, mobile devices, andonline video. Through actionable data, case studies, and strategicinsights culled from top-tier marketing professionals, you'll get acomprehensive view into the entire array of marketing tactics, bothonline and traditional. Learn tactics to drive measurable,bottom-line results, including:

  • The seven most important digital marketing metrics everymarketer should know
  • How to calculate a return on investment for social media andother new initiatives
  • SEO and SEM tactics that can position your business for wheresearch is headed
  • How to integrate offline and online marketing approaches for thebest possible outcomes
  • How to build an excellent digital dashboard that will provemarketing's worth to the C-suite

When you magnetize your customers and measure your marketingdollars, you'lldiscover that you can have a bigger impact with aneven smaller budget.

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Product Details

  • ISBN-13: 9780470905722
  • Publisher: Wiley
  • Publication date: 6/28/2011
  • Edition number: 1
  • Pages: 298
  • Product dimensions: 6.20 (w) x 9.10 (h) x 1.10 (d)

Meet the Author

VIPIN MAYAR has been the global leader for the MarketingPerformance practice at McCann Worldgroup, the marketing solutionsnetwork that specializes in transforming brands and growingbusinesses. He was named aniMedia Top 25 Innovator in 2010.

GEOFF RAMSEY is cofounder and CEO of eMarketer, theauthority on digital marketing trends, media, and commerce. Geoffkeynotes at major industry and corporate events around the globeand is frequently quoted in the Wall Street Journal, Forbes,Reuters, NPR, BusinessWeek, and Advertising Age.

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Table of Contents



Chapter 1 Introduction.

Chapter 2 Secret #1: The Right Approach to PerformanceMeasurement.

Chapter 3 Secret #2: Magnetic Content: Why Attraction BeatsDistraction.


Chapter 4 Search.

Chapter 5 Online Display Ads.

Chapter 6 Email Marketing.

Chapter 7 Social Media: The Newest Frontier.

Chapter 8 Mobile: The Always On, Anytime, Anywhere Channel.

Chapter 9 Online Video: Delivering Emotional Engagement.


Chapter10 Integration Across Online and Offline Channels.

Chapter 11 Digital Dashboards.

Chapter 12 Putting it All Together.


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