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Digital Engagement : Internet Marketing That Captures Customers and Builds Intense Brand Loyalty - Leland Harden

Digital Engagement

Internet Marketing That Captures Customers and Builds Intense Brand Loyalty

Paperback Published: 14th January 2009
ISBN: 9780814410721
Number Of Pages: 244
For Ages: 18+ years old

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Leland Harden and Bob Heyman, online marketing pioneers and authors of the popular book Net Results, share their top tips to help marketers compete in this comprehensive digital marketing guide. In the current market, organizations face the very real challenge and necessity of engaging and appealing to their customers online. Digital Engagement teaches them how to do just that by introducing the best venues for online marketing and the latest and greatest digital marketing tools, including search engine optimization, affiliate marketing, social networking, virtual worlds, widgets, wikis, and emerging media. Marketers will learn 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; and generate buzz and improve brand recognition. Featuring case studies from companies like Toyota and Tommy Hilfiger as well as up-to-the-minute lists of key vendors for online marketing software, this is the only start-to-finish guide for navigating the newest and most effective online marketing tools.

Industry Reviews

"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"
"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"

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.

ISBN: 9780814410721
ISBN-10: 0814410723
Audience: General
For Ages: 18+ years old
Format: Paperback
Language: English
Number Of Pages: 244
Published: 14th January 2009
Publisher: AMER MANAGEMENT ASSN INC
Country of Publication: US
Dimensions (cm): 23.11 x 18.54  x 1.78
Weight (kg): 0.52
Edition Number: 1

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