Digital Impact The Two Secrets to Online Marketing Success

Author: Vipin Mayar; Geoff Ramsey
Publisher: John Wiley & Sons
ISBN: 9780470905722
Published In: June 2011
Format: Hardback , 298 pages
Jurisdiction: International ? Disclaimer:
Countri(es) stated herein are used as reference only

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Win online by attracting the right customers and getting the right performance measurement

Digital Impact answers the critical questions marketers have about connecting with and influencing consumers online. Written in an easy-to-read, approachable format, this helpful guide presents provocative content along with practical, commonsense methods that can be followed by any businessperson at companies of all sizes. The discussion hones in on two keys to success: building a performance measurement approach that will let you get maximum impact out of your online marketing and ad dollars, and creating magnetic content that attracts customers and keeps them engaged with your brand.

Leverage trust and build ROI in social media and mobile spaces
Get actionable data, best practices, cases studies, anecdotes, practical coaching tips and strategic insights
Engage customers who typically resist advertising messages
Learn from authors who have extensive experience across major industries and accounts, giving them a wide business appeal

Whether your budget is corporate-sized or on a shoestring, you'll want to achieve the measurable bottom-line improvements that come with having Digital Impact.

PART I.

Chapter 1 Introduction.

Chapter 2 Secret #1: The Right Approach to Performance Measurement.

Chapter 3 Secret #2: Magnetic Content: Why Attraction Beats Distraction.

PART II.

Chapter 4 Search.

Chapter 5 Online Display Ads.

Chapter 6 Email Marketing.

Chapter 7 Social Media: The Newest Frontier.

Chapter 8 Mobile: The Always On, Anytime, Anywhere Channel.

Chapter 9 Online Video: Delivering Emotional Engagement.

PART III.

Chapter10 Integration Across Online and Offline Channels.

Chapter 11 Digital Dashboards.

Chapter 12 Putting it All Together.

VIPIN MAYAR has been the global leader for the Marketing Performance practice at McCann Worldgroup, the marketing solutions network that specializes in transforming brands and growing businesses. He was named aniMedia Top 25 Innovator in 2010.

GEOFF RAMSEY is cofounder and CEO of eMarketer, the authority on digital marketing trends, media, and commerce. Geoff keynotes at major industry and corporate events around the globe and is frequently quoted in the Wall Street Journal, Forbes, Reuters, NPR, BusinessWeek, and Advertising Age.