The Eyes Have It: How to Market in an Age of Divergent Consumers, Media Chaos and Advertising Anarchy

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"What we're describing is a world that's very different from the one we once knew. It is a much faster and uncertain world, where what's right today is wrong tomorrow, and where today's success is tomorrow's failure. Forward-thinking marketers will benefit from understanding and exploiting how national advertising markets work, and forward-thinking agencies will adapt their practices to the radically altered marketing landscape. Operating in this environment is not for the faint of heart or the slow of feet, and not everybody is cut out for it.
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Overview

"What we're describing is a world that's very different from the one we once knew. It is a much faster and uncertain world, where what's right today is wrong tomorrow, and where today's success is tomorrow's failure. Forward-thinking marketers will benefit from understanding and exploiting how national advertising markets work, and forward-thinking agencies will adapt their practices to the radically altered marketing landscape. Operating in this environment is not for the faint of heart or the slow of feet, and not everybody is cut out for it. But for those who are willing to invest in the tools, techniques, and processes necessary to achieve mastery in this fast-moving world, there are many rewards. Those who can adapt will thrive, and those who can't or won't will wither and expire.
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Product Details

  • ISBN-13: 9780974380667
  • Publisher: Easton Studio Press, LLC
  • Publication date: 10/2/2007
  • Pages: 189
  • Product dimensions: 6.10 (w) x 9.10 (h) x 0.90 (d)

Table of Contents


Foreword: Joanne Bradford, Corporate Vice President, Chief Media Officer, MSN     XI
Introduction: The Transformation of the Advertising and Media Ecosystem     XIII
Eye of the Storm: Madison Avenue in Crisis     1
An Empire Built on Image, Imprecision, and Waste     2
The Dawn of Media Targeting     5
The Dawn of Interactivity     7
From Prime Time to My Time     14
Evidence of Untargeted Media's Declining Effectiveness     17
Why Ad Agencies Are Paralyzed     23
Other Sources of Madison Avenue's Denial     25
Why Even Great Industries Fail to Adjust to Disruptive Change     27
Solutions for Marketers: Can You Trust Your Ad Agency?     29
Solutions for Agencies: Be an Agent of Reform at Your Agency     31
Eyestrain: Digital Marketing Isn't Easy (And It Isn't Going to Get Easier)     33
Digital Marketing Grows Up     34
The Rise of Search     36
Search Engines Morph into Media Exchanges     46
Increased Power, Increased Complexity     49
Solutions: Get Help from a Best-of-Breed Agency     58
Solutions: Build Your Organization's Search Competency     62
Solutions: Successful Digital Marketing Means Investing in Data     66
Eyes Wide Shut: The Media Plan Is Obsolete     69
Digital Media is Hard to Plan For     69
New Methods of Valuing Advertising     72
From Silo'd to Integrated Marketing     74
From Manual to Automated Media Exchanges     76
Erosion of "Upfront" Media Buying     80
Will Marketers Actually Buy Media This Way?     83
Solutions: Build a Media Slush Fund     87
Solutions: Build a Nimble Team     89
Solutions: Don't Fall in Love with Your Media Plan     91
Lyin' Eyes: The New Search Engine and Digital Media Marketplaces are Neither Fair nor Transparent     93
What the Search Engines Won't Tell You     94
Your Money Isn't Good Enough     96
Do Search Engines Have a Bias Against Segmentation?     99
Warning: the Search Marketplace Is Not a Mall     102
A Search Engine Tax?     103
The Click Fraud Conundrum     107
The SEO Trap     113
Solutions: Adjust to the New Unknowables     115
20:20 Vision: Branding Is Not Dead     117
How Digital Marketing Redefines the Branding Process     118
Why Brand Marketers Are Confused     120
Why Brands Have an Advantage Online      122
Quantifying the Brand Advantage     124
Brand Lift and Search Marketing     125
Brand Opportunities in Keywords     126
Solutions: Think Holistically, but Act Practically     129
Solutions: Model Branding Interaction Effects     130
Solutions: Use BEI and Site Engagement as Proxies for Measuring Branding Effectiveness     131
Solutions: Practice Defensive Branding     134
Eye of the Robot: Technology Is Central (But It Isn't Enough)     137
Basic Digital Marketing Issues     138
Advanced Digital Marketing Issues     141
Solutions: Build a Tech-Savvy Team     143
Fleeting Eyes: Change Is the Only Constant     149
Perils of Marketing to Fickle Audiences     149
Organic Search Results: An Endangered Species?     152
The PC-Browser-SERF Paradigm Is Not Immutable     155
New Digital Marketing Channels Will Have Different Marketing Potentials     157
Digital Marketing: Too Powerful to Be Left Alone?     159
Solutions: Guard Your Data     162
Solutions: You Need a Translator     163
Solutions: If You Can't Do This Work In-House Outsource It     164
Eyes on the Prize: Assessing the Digital Marketing Opportunities Provided by Today's Major Players     169
Google     170
Yahoo     173
Microsoft     175
Other Players to Watch     178
Conclusions     185
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