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

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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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