Catalogue


Digital engagement : internet marketing that captures customers and builds intense brand loyalty /
Leland Harden and Bob Heyman.
imprint
New York : American Management Association, c2009.
description
xii, 244 p. : ill.
ISBN
9780814410721
format(s)
Book
Holdings
More Details
added author
imprint
New York : American Management Association, c2009.
isbn
9780814410721
catalogue key
6692142
 
Includes bibliographical references and index.
A Look Inside
First Chapter

1. Goals and Expectations

INTERNET MARKETING is red-hot, once again. Television, radio, newspapers,

magazines, major advertising agencies and major advertisers who once

fought the tide are being forced now to redefine how they reach consumers

and remain relevant. Web companies again are being bought

for astronomical sums (Facebook handily rejected a $1 billion offer,

Yahoo! rebuffed a $44 billion takeover bid by Microsoft and the CBS

television network grabbed CNET’s roster of influential tech sites for

$1.8 billion, all during 2008). Some of the biggest names in web branding—

AOL for one—are roiling with change.

If your enterprise sat out the last Internet revolution, got burned or

came late to the party that is Web 2.0, this book is for you.

Web 2.0 brought us social networking, wikis, virtual worlds where

people shop for body parts, text message advertising, mobile video

search, blog pundits who can make or break your reputation and your

business. This book will show you how to employ these technologies

profitably while keeping sight of your goals and using best practices to

engage your consumers and your customers.

These are practices that have worked for us, and for companies such

as Toyota Motor Sales USA, McDonald’s Corp., National Geographic,

Whirlpool Corp., Dr. Pepper, Unilever and others.

WHAT DOES “DIGITAL ENGAGEMENT” REALLY MEAN?

Managing digital engagement is all about managing the participatory

power of millions of Internet users to profit your business. We don’t

mean simply transferring portions of your ad dollars or marketing

budgets to the web. Most of you are already doing that. Most of you

may be quite adept at juggling marketing resources to take advantage of

online opportunities to grow your business—and we can help you do

this more successfully, and with more confidence and insight.

But engaging your customer within the online world requires a

twist to the entire corporate mindset. It requires moving not just your

media outreach but your entire organization’s mission into a participatory

global economy that has no borders. Imagine:

• Letting your business customers design your next product—and

fund the product’s advertising campaign.

• Becoming a household name—globally—through the power of viral

online video, music and text.

This is your guidebook beyond the theoretical nuts and bolts, to tangible

creative executive strategies you can use right now, with realworld

examples.

ONLINE MEDIA ADVERTISING: YOU ARE SO THERE

American marketers spent $21.4 billion on Internet advertising in 2007,

according to eMarketer’s report, U.S. Advertising Spending, which also

projects spending as high as $42 billion by 2011. According to this research

group, the amount of online ad spending per Internet user will,

in 2008, reach $100 per person if not more.

The trend for major advertisers is to pull money away from traditional

media (TV, radio, magazines, newspapers) to spend more on-

line. The top 100 American advertisers ranked by Advertising Age actually

spent $230 million less on traditional media in 2006 compared

to 2005, and increased Internet spending by $558 million in the same

period.

Paid search (see Chapter 4) will account for about 40 percent of current

online ad spending through 2011, while online display banner ads

will account for about 20 percent. Classified ads, including those on

newspaper websites, will continue to be explored as will social networking

sites. Ad spending in social networks ran about $900 million in

2007, and about 8 percent of that went to niche sites targeted to older

consumers, signaling a maturing of a market launched successfully to

youthful demographics.

The numbers are important because major advertisers have signaled

they anticipate a downturn in the U.S. economy, and in this report

it was found that total media spending among these advertisers

would increase only 2.1 percent. This means that all aggressive marketing

in the next few years will be in the online space. If you are not

there, you may be assured that your competitors will be.

In the key automotive advertising space particularly, a similar

study by Advertising Age (Dec. 17, 2007) found that automakers planned

for flat spending in 2008, and intended to scale back both TV and newspaper

advertising, while “ramping up” online spending.

Let’s face it: Newspapers, magazines, and television went down in

flames in 2007—all of these traditional media sectors suffered horribly.

Newspapers saw print readership decline, watched their online page

views increase, and somehow still failed to connect the dots and realign

their advertising revenue models. The magazine industry hemorrhaged

and bled through drastic staffing cuts even as they took desperate measures

to shore up declining subscriptions. Last year the Audit Bureau of

Circulations (ABC) found drastic losses in readership at Time (–17.57%)

and Playboy (–10.04%), while newsstand sales dropped for category leaders

such as Glamour (–13.24%), National Enquirer (–15.25%) and Good

Housekeeping (–20.71%). Interestingly, the only national publication to

show a solid increase was the reincarnation of Fast Company, a publication

that caters to Web 2.0 entrepreneurs.

The 2007 television writer’s strike, which crippled American network

television, had traditional advertising running for the exits and into the

arms of online marketing partners. Most will not go back.

Reviews
Review Quotes
"The nice thing about this book is that it provides enough information to get you started with a topic and links to online resources or tools to help you do it, but it doesn't overwhelm you with theory or numbers. Case studies included throughout show you how effective a strategy can be or how it can backfire." --Online Magazine
"a solid launching point into the world of online marketing...For any business owner or marketing manager looking to catch up with the latest cultural trends, 'Digital Engagement' provides a one-stop shop for every new tool, trend or fad the Internet has to offer." --Houston Business Journal
"The nice thing about this book is that it provides enough information to get you started with a topic and links to online resources or tools to help you do it, but it doesn't overwhelm you with theory or numbers. Case studies included throughout show you how effective a strategy can be or how it can backfire." -- Online Magazine
"a solid launching point into the world of online marketing...For any business owner or marketing manager looking to catch up with the latest cultural trends, 'Digital Engagement' provides a one-stop shop for every new tool, trend or fad the Internet has to offer." -- Houston Business Journal
This item was reviewed in:
Reference & Research Book News, May 2009
To find out how to look for other reviews, please see our guides to finding book reviews in the Sciences or Social Sciences and Humanities.
Summaries
Back Cover Copy
In an age of overwhelming Internet competition, we all face the daunting challenge of understanding how to engage customers online. In Digital Engagement, online marketing pioneers Leland Harden and Bob Heyman team up to show you how to leverage search engine optimization, affiliate marketing, and all of the Web 2.0 tools you need to compete in the digital marketplace. Filled with the latest advice on maximizing online marketing efforts, plus the lowdown on social networking, virtual worlds, widgets, wikis, and emerging media, Digital Engagement shows you how to: stop burning money on web ad campaigns that don't deliver tweak your website to improve conversions and traffic flow master proven strategies for online consumer word-of-mouth to generate buzz and improve brand recognition Featuring case studies from companies like Toyota and Tommy Hilfiger, and lists of key vendors for online marketing software, Digital Engagement offers a truly comprehensive guide to making the most of all the new online marketing tools. Leland Harden and Bob Heymancofounded Cybernautics, a standard-setting new economy marketing agency that launched some of the biggest brands on the web. Harden is Vice President of Institutional Advancement at Hardin-SimmonsUniversity. He lives in Abilene, Texas. Heyman is Chief Search Officer at Mediasmith, a leading media buying, planning, and strategy agency. He lives in Sausalito, California. Early Praise for digital engagement: "Harden and Heyman turn traditional marketing upside down by offering dozens of clever, thought-provoking strategies for captivating consumers online. Digital Engagement is a well-researched, practical guide to marketing in the new millennium. I ordered copies for everyone on my key staff. You'll want to do the same." Bertina Ceccarelli, Senior Vice President, Marketing and Resource Development, United Way of New York City "A few business books a year make their way to my hand-picked library of must-reads. Digital Engagement is such a book. A blend of provocation for the strategist and clear guidance for the practitionerdelivered by gentlemen with the creds, roots, and industry intelligence to make the experience stick. Read this book. Its applicable wisdom will far outlast your read." Kendall Allen, Managing Director, Incognito Digital "Marketing success today means understanding the digital world. It's an exceptionally fast-paced evolving arena, with options that are constantly colliding with conventional marketing tactics. Knowing how to choose among them, and where to turn for specific insight, is the mark of true marketing genius. With this book, you ca
Back Cover Copy
In an age of overwhelming Internet competition, we all face the daunting challenge of understanding how to engage customers online. In Digital Engagement , online marketing pioneers Leland Harden and Bob Heyman team up to show you how to leverage search engine optimization, affiliate marketing, and all of the Web 2.0 tools you need to compete in the digital marketplace. Filled with the latest advice on maximizing online marketing efforts, plus the lowdown on social networking, virtual worlds, widgets, wikis, and emerging media, Digital Engagement shows you how to: stop burning money on web ad campaigns that don't deliver tweak your website to improve conversions and traffic flow master proven strategies for online consumer word-of-mouth to generate buzz and improve brand recognition Featuring case studies from companies like Toyota and Tommy Hilfiger, and lists of key vendors for online marketing software, Digital Engagement offers a truly comprehensive guide to making the most of all the new online marketing tools. Leland Harden and Bob Heyman cofounded Cybernautics, a standard-setting new economy marketing agency that launched some of the biggest brands on the web. Harden is Vice President of Institutional Advancement at Hardin-SimmonsUniversity. He lives in Abilene, Texas. Heyman is Chief Search Officer at Mediasmith, a leading media buying, planning, and strategy agency. He lives in Sausalito, California. Early Praise for Digital Engagement : "Harden and Heyman turn traditional marketing upside down by offering dozens of clever, thought-provoking strategies for captivating consumers online. Digital Engagement is a well-researched, practical guide to marketing in the new millennium. I ordered copies for everyone on my key staff. You'll want to do the same." Bertina Ceccarelli, Senior Vice President, Marketing and Resource Development, United Way of New York City "A few business books a year make their way to my hand-picked library of must-reads. Digital Engagement is such a book. A blend of provocation for the strategist and clear guidance for the practitionerdelivered by gentlemen with the creds, roots, and industry intelligence to make the experience stick. Read this book. Its applicable wisdom will far outlast your read." Kendall Allen, Managing Director, Incognito Digital "Marketing success today means understanding the digital world. It's an exceptionally fast-paced evolving arena, with options that are constantly colliding with conventional marketing tactics. Knowing how to choose among them, and where to turn for specific insight, is the mark of true marketing genius. With this book, you can be an expert and have the answers based on real-world marketing programs. Learn how to address the opportunities and where to find the right toolsonline." Adrienne Skinner, Vice President, Partner Sales, Comcast Interactive Media "The best learning in life comes from experience. Within these pages, you have the wisdom and practical knowledge of two entrepreneurs who set the standards for Internet marketing...." Jeff Sandefer, Master Teacher, ActonSchool of Business
Description for Bookstore
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 recognitionFeaturing 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.
Description for Bookstore
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.
Main Description
Marketing in the digital age just got easier. Two internet gurus show how to rule the world of web marketing with the new generation of Web 2.0.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 recognitionFeaturing 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.
Main Description
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 digitalmarketplace. 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.
Table of Contents
Introduction
Fundamentals of Success in Web Migration
Goals and Expectations
Case Study: Kidzter.com: Launching into Kid Space
Making Over Your Website: Can You See Me Now?
Case Study: Tommy Hilfiger USA: When a Picture Is Worth a Thousand Dollars
Your Domain Name: How Online Branding Works
Special Section: Branding in China
Attracting Customers
Search Engine Marketing: Still the Whole Megillah
Case Study: Replacements.com: When 20,000 Keywords Are Not Enough
Let's Go Viral: Creating Buzz
Case Study: Sega: Kick-Starting Virality with the Sega "Rally Revo" [$$$]
Web Video: The New, New Thing
Affiliate Marketing: The Automated Referral Network
Public Relations 2.0. Moving Beyond the Traditional Media
Case Study: Toyota: Branding in the Blog Space Aims for Conversations, Not Conversions
Paid Online Media: Advertising Works Harder on the Web
Case Study: Napster Returns
Metrics and Measurement: Direct Marketing on Steroids
Special Section: Puzzling Out the Metrics of Engagement: An Interview
New Marketing Channels: Virtual Worlds, Advergaming, and Wireless
Mobile Search
A Web Marketing
Glossary
Notes
Resources and References
Index
Table of Contents provided by Publisher. All Rights Reserved.

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