Digital Engagement

Internet Marketing That Captures Customers and Builds Intense Brand Loyalty

 Digital Engagement

Authors: Leland Harden, Bob Heyman
Pub Date: January 2009
Print Edition: $24.00
Print ISBN: 9780814410721
Page Count: 256
Format: Paper or Softback
e-Book ISBN: 9780814410790

Buy the book:

Buy the book thru Barnes and Noble. Buy the book thru AMAZON. Buy the book thru indiebound. Buy the eBook.
See other vendors.

Table of Contents


Foreword ix

Acknowledgments xi



CHAPTER 1: Goals and Expectations 3

Case Study: 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


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

Search the full text of this book


Order Now!

For single copy purchases of any AMACOM title, you can connect directly to the online retailer of your choice, from the list below, to buy the title you have selected. Most of our links will take you directly to that title on the site, making your shopping experience easier. You can also visit your local retailer, and if the book is not on their shelves they can special order it for you.

Retailers: Please contact us to change or add a listing.

Buying in Bulk?

We have very competitive discounts starting at 5 copies, as well as personal service, for bulk orders. Simply contact our Special Sales Department. Call 800-250-5308 or 212-903-8420 and ask for Special Sales. You can also email: