The On-Demand Brand: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World

The On-Demand Brand: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World

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by Rick Mathieson
     
 

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ISBN-10: 0814415725

ISBN-13: 9780814415726

Pub. Date: 04/28/2010

Publisher: AMACOM Books

Call it the digital generation. The iPhone-toting, Facebook-hopping, Twitter-tapping, I-want-what-I-want, how-I-want-it generation. By whatever name, marketers are discovering that connecting with today’s elusive, ad-resistant consumer means saying goodbye to “new media,” and hello “now media.”

Featuring exclusive insights and

Overview

Call it the digital generation. The iPhone-toting, Facebook-hopping, Twitter-tapping, I-want-what-I-want, how-I-want-it generation. By whatever name, marketers are discovering that connecting with today’s elusive, ad-resistant consumer means saying goodbye to “new media,” and hello “now media.”

Featuring exclusive insights and inspiration from today’s top marketers—as well as lessons from some of the world’s most successful digital marketing initiatives—this eye-opening book reveals how readers can deliver the kind of blockbuster experiences that 21st century consumers demand. Spanning social networking, augmented reality, advergames, virtual worlds, digital outdoor mobile marketing, and more, this book presents an inside look at digital strategies being deployed by brands like Coca-Cola, Burger King, BMW, Axe Deodorant, NBC Universal, Doritos, and many others.

Revealing ten essential secrets for capitalizing on the right mix of digital channels and experiences for any brand, this book reveals how to demand attention…before the audience hits the snooze button.

Product Details

ISBN-13:
9780814415726
Publisher:
AMACOM Books
Publication date:
04/28/2010
Pages:
304
Product dimensions:
6.48(w) x 9.32(h) x 1.12(d)
Age Range:
18 Years

Table of Contents

CONTENTS

Introduction

RULE #1 Insight Comes Before Inspiration

Q&A: The Klauberg Manifesto

RULE #2 Don’t Repurpose, Reimagine

Q&A: Alex Bogusky Tells All

RULE #3 Don’t Just Join the Conversation—Spark It

Q&A: Virtually Amazing: Sibley Verbeck on Building Brands in Second Life 2.0

RULE #4: There’s No Business Without Show Business

Q&A: Adrian Si: Rewriting the Rules of Branded Entertainment

RULE #5: Want Control? Give It Away

Q&A: “Obama Girl” Makes Good: Ben Relles’s Racy Videos and the Democratization of Digital Media

RULE #6: It’s Good to Play Games with Your Customers

Q&A: Mike Benson and the ABCs of Advergames

RULE #7: Products Are the New Services

Q&A: Agent Provocateur: Goodby’s Derek Robson on Reinventing the Ad Agency

RULE #8: Mobile Is Where It’s At

Q&A: BMW and Beyond: “Activating” Traditional Media through the Power of Mobile

RULE #9: Always Keep Surprises In-Store

Q&A: The Future of the In-Store Experience, from the Father of Social Retailing®

RULE #10: Use Smart Ads Wisely

Q&A: The Social Net—Privacy 2.0

Additional Resources

Notes

Acknowledgments

Index

About the Author

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