For marketing managers and startup entrepreneurs striving to stay current
and competitive in the fast-changing cyber landscape, DIGITAL ENGAGEMENT:
Internet Marketing that Captures Customers and Builds Brand Loyalty (AMACOM;
February 26, 2009; $24.00 Paperback) shows how to use the latest
technologies, strategically and profitably. Respected online marketing
pioneers Leland Harden and Bob Heyman start with the essentials of web
business success, from creating a website that welcomes all visitors,
including the crowds who keep connected through tiny phone screens, to
securing a catchy domain name and commonly mis-keyed variables. After
providing a solid foundation in online presence and branding basics, the
authors focus on the fun and payoff of bold Web 2.0 marketing moves.
"Even small companies can harness the power of the web to become a
household word," Harden and Heyman assure every ambitious reader. "This is
your guidebook beyond the theoretical nuts and bolts, to tangible creative
executive strategies you can use right now, with real-world examples."
Packed with engaging case studies, DIGITAL ENGAGEMENT reveals the best
online practices of major corporations-Toyota, McDonald's, Whirlpool, Dr.
Pepper, Unilever, Tommy Hilfiger, and National Geographic among them-and
fledgling enterprises, like Blendtec, a power-blender maker that expanded
its market from professional chefs to home cooks and mixologists by moving
into MySpace and cranking out videos of wacky pulverizing feats. Arming
marketers at all levels in all sectors with critical insider tips and vital
tactical details, chapters demystify and demonstrate:
- How to leverage the selling power of search engine optimization (SEO)
techniques by combining improved search page rank and position with
impactful display ads.
- The secrets to targeting and empowering customers within
socialnetworks to stir up buzz and launch viral campaigns that keep on
spreading positive word of web.
- Clever ways to wield widgets-movie quizzes, compatibility tests,
recipes, jokes, and other platform appendages of human interest-as
social currency that brings in actual cash.
- The value of bypassing the standard media mediators and transforming
PR into "direct consumer" relations, with the help of bloggers, RSS
feeds, podcasts, and more.
- Why paid advertising works harder on the web, with fresh twists on
banners, pop-ups and pop-unders, sponsorships and branded entertainment.
Comprehensive, accessible, and inspiring, DIGITAL ENGAGEMENT is a trusted
guide and welcome companion for anyone determined to launch or grow a
prosperous business online in an age of econonuc challenges and formidable
competition for customers.
ABOUT THE AUTHORS
Leland Harden is vice president of Institutional Advancement at
Hardin-Simmons University in Abilene, Texas and a popular speaker. Bob
Heyman is chief search officer at Mediasmith, a leading media buying and
planning agency, and is credited with having coined the phrase "search
engine optimization." Together, they founded Cybemautics, a new economy
marketing agency that has lauched some of the biggest brands on the web, and
authored Net Results, one of the standard texts in online marketing. Visit
http://www.digital-engagement.com for more information.
Title: DIGITAL ENGAGEMENT Internet Marketing that Captures Customers and
Builds Brand Loyalty
Author: Leland Harden and Bob Heyman
Pub. Date: February 26, 2009
Price: $24.00
ISBN-13: Paperback 978-0-8144-1072-1
For a review copy, call 212-903-7951 or fax 212-903-8083. Visit AMACOM
online at http://www.amacombooks.org. Find book covers and author photos
online at http://www.amacombooks.org/go/artl
