|
|
Digital engagement : internet marketing that captures customers and builds intense brand loyalty
Harden, Leland.
| Publisher: |
American Management Association, |
| Pub date: |
c2009. |
| Pages: |
xii, 244 p. : |
| ISBN: |
9780814410721 |
| Item info: |
4 copies available at Abilene Public Library - Main and Abilene Christian University Library.
|
Harden and Heyman, co-founders of an Internet marketing agency, have written this guide on maximizing online marketing for business executives who need to familiarize themselves with new technologies such as social networking, Web 2.0, search engine optimization and affiliate marketing. The authors use case studies from Toyota, Tommy Hilfiger and McDonald's to explore the best practices in online marketing, and to reveal how web innovations such as blogs, wikis, RSS feeds and podcasts are currently being used to help the smallest companies remain competitive with giant corporations. Advice is given on how to identify ineffective web campaigns, improve brand recognition and increase web traffic flow and conversions. Annotation ©2009 Book News, Inc., Portland, OR (booknews.com)
Distributed by Syndetic Solutions, Inc.
|
Introduction |
|
|
Part I Fundamentals of Success in Web Migration |
|
|
Chapter 1 Goals and Expectations |
|
|
Case Study: Kidzter.com: Launching into Kid Space |
|
|
Chapter 2 Making Over Your Website: Can You See Me Now? |
|
|
Case Study: Tommy Hilfiger USA: When a Picture Is Worth a Thousand Dollars |
|
|
Chapter 3 Your Domain Name: How Online Branding Works |
|
|
Special Section: Branding in China |
|
|
Part II Attracting Customers |
|
|
Chapter 4 Search Engine Marketing: Still the Whole Megillah |
|
|
Case Study: Replacements.com: When 20,000 Keywords Are Not Enough |
|
|
Chapter 5 Let's Go Viral: Creating Buzz |
|
|
Case Study: Sega: Kick-Starting Virality with the Sega "Rally Revo" [$$$] |
|
|
Chapter 6 Web Video: The New, New Thing |
|
|
Chapter 7 Affiliate Marketing: The Automated Referral Network |
|
|
Chapter 8 Public Relations 2.0. Moving Beyond the Traditional Media |
|
|
Case Study: Toyota: Branding in the Blog Space Aims for Conversations, Not Conversions |
|
|
Chapter 9 Paid Online Media: Advertising Works Harder on the Web |
|
|
Case Study: Napster Returns |
|
|
Chapter 10 Metrics and Measurement: Direct Marketing on Steroids |
|
|
Special Section: Puzzling Out the Metrics of Engagement: An Interview |
|
|
Chapter 11 New Marketing Channels: Virtual Worlds, Advergaming, and Wireless |
|
|
Mobile Search |
|
|
A Web Marketing |
|
|
Glossary |
|
|
Notes |
|
|
Resources and References |
|
|
Index |
|
Distributed by Syndetic Solutions, Inc.
|
