Internet Marketing That Captures Customers and Builds Intense Brand Loyalty
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.?
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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,
plan?ning, and strategy agency. He lives in Sausalito, California.
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Early Praise for Digital Engagement:
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"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
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"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 strate?gist and clear guidance for the practitioner—delivered 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
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"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 tools—online.????
— 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 prac?tical knowledge of two entrepreneurs who
set the standards for Internet marketing....?
— Jeff Sandefer, Master Teacher, ActonSchool of Business
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Excerpt
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.
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Table of Contents
Contents
Foreword ix
Acknowledgments xi
PART I: FUNDAMENTALS OF SUCCESS FOR
DIGITAL ENGAGEMENT 1
CHAPTER 1: Goals and Expectations 3
Case Study: Kidzter.com: Launching into Kid Space
CHAPTER 2: Making Over Your Website: Can You See
Me Now? 29
Case Study: Tommy Hilfiger USA: When a Picture Is Worth
a Thousand Dollars
CHAPTER 3: Your Domain Name: How Online Branding Works 46
Special Section: Branding in China
PART II: ATTRACTING CUSTOMERS 65
CHAPTER 4: Search Engine Marketing: Optimize and Win 67
Special Section: Legal Issues of Paid Search
CHAPTER 5: Let's Go Viral: Creating Buzz 94
Case Study—Sega: Kick-Starting Virality with the Sega Rally Revo?
17083-DigitalEngagement 10/15/08 9:07 AM Page vii
CHAPTER 6: Web Video: The New, New Thing 112
Special Section: Here's the Pitch: Best Practices from Team TubeMogul
CHAPTER 7: Affiliate Marketing: The Automated
Referral Network 135
Special Section: Publisher Code of Conduct—Still a Good Idea
CHAPTER 8: Public Relations 2.0: Moving Beyond the
Traditional Media 148
Case Study: Toyota's Branding in the Blog Space Aims for Conversations,
Not Conversions
CHAPTER 9: Paid Media: Advertising Works Harder
on the Web 174
Case Study: Napster Returns
CHAPTER 10: Metrics and Measurement: Direct Marketing
on Steroids 193
Special Section: Puzzling Out the Metrics of Engagement: An Interview
with Dave Smith
CHAPTER 11: New Marketing Channels: Virtual Worlds,
Advergaming and Wireless Mobile Search 215
Where Do You Go from Here? 230
Digital Engagement Scorecard 231
A Web Marketing Glossary 233
Index 237
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