Reinventing Interactive and Direct Marketing: Leading Experts Show How To Maximize Digital ROI With iDirect and iBranding Imperatives / Edition 1

by Stan Rapp

Overview

Attract New Customers and Exceed Revenue Goals

with iDirect Marketing!

“A simple concept ties this incredibly useful book together.

Every marketer now is an iDirect marketer. You ignore this

concept, and this book, at your own peril.”

Al Ries, author of War in the Boardroom

“How do you get your brand heard, trusted, and remembered? The answer

is in the confluence of digital and direct to form a torrent of minimal

cost/maximal result opportunities. Rapp’s vision of an iDirect future and the

insights of the book’s contributors put marketing supremacy in your grasp.”

Tim Suther, SVP, Acxiom Global Multichannel Marketing Services

“The internet brings about the reinvention of everything. Now it is marketing’s

turn. Rapp compiles the best thinking on a future with low-cost and no-cost

connections between products and consumers. Essential reading for marketers.”

Chris Anderson, author of The Long Tail

“Direct marketing is interactive, and interactive marketing is direct. With

an ‘iDirect’ mindset, digital platforms and innovative analytics impact the

data-driven, online, offline, lead-generating, customer-retaining, multichannel

direct marketing process. Rapp’s vision for reinventing marketing is a wake-up

call for CMOs to think and act differently in a profoundly changed world.”

John Greco, President and CEO, Direct Marketing Association

“It’s increasingly important to rely on an agency for accountable

iDirect solutions. The advertising agency of the future must be adept

at reinventing yesterday’s interactive, direct and branding. Rapp’s

cohort of experts show the way in this book.”
Michael McCathren, Chick-fil-A Conversation Catalyst

About the Book

Reinventing Interactive and Direct Marketing

focuses on how to benefit from a fundamental

truth about marketing in the digital era. Interactive

Marketing is direct. Direct Marketing is

interactive. What has been seen mistakenly as

separate disciplines actually are one and the

same. Every marketer now is an interactive

direct marketer.

To help you profit from this new reality, Stan

Rapp introduces a new paradigm—iDirect—

the 21st-century growth engine at the intersection

of digital technologies and direct

marketing practices. The gap between what

you once took for granted and the iDirect

Marketing future is so vast that a team of

thought leaders is needed to deal with it. No

one person has all the answers.

In this book, Rapp brings together marketing

luminaries with a variety of perspectives that

will open your eyes to astonishing, new opportunities.

It contains surprising insights from

the top minds in direct marketing, including:

• John Greco, President of the Direct Marketing

Association: How to Market Directly

or Be Left Behind

• Professor Don Shultz, PhD, Northwestern

University: Media Allocation for a Mass Networking

Landscape

• Lucas Donat, President, Donat/Wald: ROIpositive

Advertising via TV and Print for the

iDirect Marketer

• Mike Caccavale, Founder and CEO, Pluris

Marketing: Instant Delivery of Thousands of

Individualized Messages

• Michael Becker, VP Mobile Strategies,

iLoop Mobile: Hold the Consumer in the

Palm of Your Hand with Mobile

• Melissa Read, PhD, Vice President of

Research and Innovation, Engauge: The

Psychology of Motivating Desired Behavior

On- and Offline

• Tim Suther, Acxiom SVP Global Multichannel

Marketing Services: Releasing the

Full Power of iDirect Fundamentals

Product Details

ISBN-13:	9780071638029
Publisher:	McGraw-Hill Professional Publishing
Publication date:	10/08/2009
Pages:	256
Product dimensions:	6.30(w) x 9.30(h) x 0.95(d)

About the Author

Stan Rapp is Chairman of Engauge, a pioneering customer engagement agency founded three years ago with private equity partner
Halyard Capital. He is coauthor of six books,
including the international best-seller Maxi-
Marketing. Advertising Age included him as one of the 101 individuals who shaped advertising in the 20th century. Rapp, over a 30-year period, served as CEO of two agencies that now generate combined revenues of one billion dollars. Rapp is a member of the DMA
Hall of Fame.

Table of Contents

Foreword Rick Milenthal, CEO, Engauge
What Is iDirect Marketing?
Introduction Stan Rapp, Chairman, Engauge
Chapter 1: Time for Marketing to Really Get Direct about Creating Value
John Greco, President and CEO, Direct Marketing Association
Chapter 2: Perplexing New Realities Marketers Face Today
Richard Cross, CEO, Cross World Network and Coauthor of Customer Bonding
Chapter 3: Media Allocation for a Mass Networking Era
Don Schultz, Ph.D., Professor Emeritus-in-Service of Integrated Marketing Communication, Northwestern University
Chapter 4: Direct Goes Emotional with New iDTV Advertising
Lucas Donat, CEO, Donat/Wald, a Pioneering iDTV Agency
Chapter 5: More Sales, Less Cost: Optimizing Each Consumer Engagement
Michael Caccavale, Founder and CEO, Pluris Marketing
Chapter 6: SEM and SEO: Core Drivers of iDirect Success
David Hughes, CEO, The Search Agency
Chapter 7: Mobile: Holding iDirect in the Palm of Your Customer’s Hand
Michael Becker, Cofounder and Vice President Mobile Strategies of iLoop Mobile; Coauthor Web Marketing All-in-One for Dummies, Contributing Author to Mobile Internet for Dummies, and Coeditor of the International Journal of Mobile Marketing
Chapter 8: Using Psychology to Drive Digital Behavior
Melissa Read, Ph.D.,Vice President of Research and Innovation, Engauge
Chapter 9: E-Mail Life Support at Home and the Office
Jeanniey Mullen, Executive Chairwoman, E-Mail Experience Council (eec); Executive Vice President and Chief Marketing Officer, Zinio and VIVmag LLC; and Coauthor of Email Marketing: An Hour a Day
Chapter 10: Conversation: What Matters Most for Marketers Now
Joseph Jaffe, Author, Join the Conversation; President and Chief Interruptor, crayon Greg Verdino, Chief Strategy Officer of the Marketing Consultancy, crayon
Chapter 11: iDirect Marketing at Best Buy for Business
Janet Rubio, Chief Insights Officer, Engauge
Chapter 12: iBrands: The New Face of the Consumer
Michael McCathren, Conversation Catalyst, Chick-fil-A, Inc.
Chapter 13: The Keys to iDirect Marketing Success
Tim Suther, Senior Vice President, Global Multichannel Marketing Services, Acxiom
Appendix
Index
Meet the Authors
About DMA
About Engauge
About Stan Rapp