Digital Engagement: Internet Marketing That Captures Customers and Builds Intense Brand Loyalty | by Leland Harden and Bob Heyman | 2009 | ISBN: 9780814410721. Sales Marketing Books. Marketing Success Strategy. Online Advertising Best Practices.

Digital Engagement: Internet Marketing That Captures Customers and Builds Intense Brand Loyalty

by Leland Harden and Bob Heyman
2009 (257 pages)
ISBN:9780814410721

Featuring case studies from companies like Toyota and Tommy Hilfiger as well as lists of key vendors for online marketing software, this book offers a truly comprehensive guide to all of the new online marketing tools.

Get this Book by clicking below:

Digital Engagement—Internet Marketing That Captures Customers and Builds Intense Brand Loyalty







Foreword
Part I – Fundamentals of Success for Digital Engagement
Chapter 1 – Goals and Expectations
WHAT DOES “DIGITAL ENGAGEMENT” REALLY MEAN?
ONLINE MEDIA ADVERTISING: YOU ARE SO THERE
BEST PRACTICE: START WITH THE BASICS

Chapter 2 – Making Over Your Website—Can You See Me Now?
OVERVIEW
BEST PRACTICES FOR SITE OPTIMIZATION
ARE PAGES APPEALING TO MODERN WEB AUDIENCES?
IMPROVE NAVIGATION TO IMPROVE CONVERSIONS
AUTOMATING PAGE OPTIMIZATION

Chapter 3 – Your Domain Name—How Online Branding Works
WHAT’S IN A NAME?
FOR SALE: DIRTY DOMAINS DONE DIRT CHEAP
COVER YOUR BUTT WITH VARIABLES
INTERNATIONAL BRANDING—TRY THIS FOR A TWIST
REGISTERING PRODUCT NAMES AND PERSONAL NAMES
STAY AHEAD OF FRONT RUNNERS, CYBERSQUATTERS AND TYPOSQUATTERS
WHICH REGISTRAR IS BEST?
PURCHASING THROUGH DOMAIN BROKERS

Part II – Attracting Customers
Chapter 4 – Search Engine Marketing—Optimize and Win
OVERVIEW
HOW SEARCH IS LIKE A STAR BASKETBALL PLAYER
SEARCH AND DISPLAY: A WINNING COMBINATION
BEST PRACTICES FOR SEO AND SEM
THE BASICS OF SEO: ON-PAGE AND OFF-PAGE OPTIMIZATION
KEY FACTORS OF SEARCH
SEM—THE EMPIRES OF PAID SEARCH
BIDDING TECHNOLOGIES AVAILABLE FOR MAXIMIZING PAID SEARCH
SOME NEW IDEAS FOR SEARCH “CREATIVE” IN SEM
INTERNATIONAL SEM
LOCAL SEARCH
VERTICAL SEARCH
MOBILE SEARCH
AFFILIATE SEARCH
VIDEO SEARCH

Chapter 5 – Let’s Go Viral—Creating Buzz
OVERVIEW
A NEW METRIC? WOMS!
SOCIAL NETWORKS: YOUR NEW BEST FRIEND
TARGETED MARKETING WITHIN SOCIAL NETWORKS
EXAMPLE: TARGET VS. WALMART ON MYSPACE
THE NEW WIDGET ECONOMY
WIDGETS ARE SOCIAL CURRENCY
VIRAL VIDEO

Chapter 6 – Web Video—The New, New Thing
OVERVIEW
INCOMING: WEBISODES AND ONLINE NETWORKS
PEER-TO-PEER VIDEO-SHARING SITES (OR, BEYOND YOUTUBE)
CONSUMER-CENTRIC VIDEO-SHARING SITES
ADVERTISING ON WEB VIDEO: A DIFFERENT ANIMAL
BUYING WEB VIDEO: PRE-ROLLS, POST-ROLLS, MID-ROLLS, PERSISTENT BANNERS
AD-ENABLING TECHNOLOGIES AND VENDORS: A SHORT LIST
ANALYSIS AND METRICS

Chapter 7 – Affiliate Marketing—The Automated Referral Network
OVERVIEW
AUTOMATED AFFILIATION: THE DARK SIDE OF SEARCH AFFILIATES
THE POWER OF THE NETWORK IS—WELL—THE POWER OF THE NETWORK
THE DO-IT-YOURSELF AFFILIATE PROGRAM
FOR WEBSITE OWNERS AND PUBLISHERS: TECHNOLOGIES TO AUTOMATE AFFILIATE REVENUE
BEST PRACTICES FOR AFFILIATE RELATIONSHIPS

Chapter 8 – Public Relations 2.0—Moving Beyond the Traditional Media
Overview
COZYING UP TO BLOGGERS
EXAMPLE: NETFLIX FLOGS, THEN EMBRACES THE BLOG
SHOULD YOU HAVE YOUR OWN BLOG?
RSS FEEDS AND THEIR USE IN PUBLIC RELATIONS
PODCASTS
PROMOTIONAL VIDEO
BLENDED MEDIA: PUT SOME PAY INTO YOUR PR
PUTTING IT ALL TOGETHER: THE MULTIMEDIA NEWS RELEASE

Chapter 9 – Paid Media—Advertising Works Harder on the Web
OVERVIEW
THE EVOLUTION OF WEB ADVERTISING
AD SERVER PLATFORMS: THE NEW MIDDLEMEN
AD PURCHASE METHODOLOGIES
THE BUILDING BLOCKS OF ONLINE PAID MEDIA
CONTEXTUAL ADVERTISING
SPONSORSHIPS AND BRANDED ENTERTAINMENT

Chapter 10 – Metrics and Measurement—Direct Marketing on Steroids
OVERVIEW
MEASUREMENT AND RATINGS: WHO COUNTS? WHO CARES?
BENCHMARKS
MEASURING PERFORMANCE IN A PAY-FOR-PERFORMANCE UNIVERSE
ANALYTICS SOFTWARE VENDORS FOR THE ENTERPRISE
WHY EVEN GOOD NUMBERS LIE
METRICS FOR WEB 2.0: COUNTING WIDGETS, VIRAL VIDEOS, LOYALTY AND ENGAGEMENT
KEEPING AN EYE ON ROI
ADWARE AND CLICK FRAUD

Chapter 11 – New Marketing Channels—Virtual Worlds, Advergaming and Wireless Mobile Search
STALKING THE PINK-HAIRED AVATAR
ADVERGAMING
MOBISODES AND WEBISODES
LOCATION-BASED ADVERTISING/MOBILE ADVERTISING
ADS ON WIRELESS APPLICATION PROTOCOL (WAP)
MOBILE VIDEO SEARCH AS LOCAL SEARCH

Where Do You Go from Here?



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  • The Recording Engineer's Handbook, Second Edition | by Bobby Owsinski | 2009 | ISBN: 9781598638677. Specialty Microphones Accessories. Basic Recording Equipment. The Holophone Surround Microphone System. Compressor/Limiters. Stereo Miking Techniques. Surround Miking Techniques.
  • Black Hawk: The Story of a World Class Helicopter | by Ray D. Leoni | ISBN: 9781563479182. UTTAS Program. Ryotor Blade Aerodynamic Design. Titanium Spar Manufacturing Technology. Bearingless Crossbeam Tail Rotor. Ballistic Design. U.S. Army UH-60M Black Hawk.
  • Employment Opportunities for Job Seekers.
  • Financial Statements: A Step-by-Step Guide to Understanding and Creating Financial Reports | by Thomas R. Ittelson | 2009 | ISBN: 9781601630230. Finance Books.
  • Best Practice Financial Management: Six Key Concepts for Healthcare Leaders, Third Edition | by Kenneth Kaufman | ISBN: 9781567932591. Healthcare Books. Principles of Corporate Finance. Strategic Budgeting Tools. Financial Credit Analysis.
  • Effective Project Management: Traditional, Agile, Extreme, Fifth Edition | by Robert K. Wysocki | 2009 | ISBN: 9780470423677. Project Management Process Groups. Writing an Effective Project Proposal. How to Monitor and Control a Project. Project Portfolio Management Process
  • Computer Software Development Books. Game Programming Books. iPhone Cool Projects | by Gary Bennett et al. | 2009 | ISBN: 9781430223573. Planning a Simple Collaborative Phone Game. Multitouch Interface Design and Implementation
  • Enterprise Resource Planning Books. SAP SD Questions and Answers | by Kogent Learning Solutions, Inc. | 2010 | ISBN: 9780763781989. Sales and Distribution (SD) Module in an ERP System
  • ERP Books. SAP MM Questions and Answers | by Kogent Learning Solutions, Inc. | 2010 | ISBN: 9780763781446. SAP Materials Management. Materials Requirement Planning. mySAP ERP Applications. Inventory Management. Procurement and Purchasing Management.
  • SAP ERP Financials and FICO Handbook | by S. N. Padhi | 2010 | ISBN: 9780763780807. Enterprise Resource Planning Books. COST CENTER ACCOUNTING (CO-CCA). G/L ACCOUNTING (FI-G/L). PROFIT CENTER ACCOUNTING (PCA). PRODUCT COSTING (CO-PC). ASSET ACCOUNTING (AA). INTERNAL ORDER (CO-IO)
  • Game Coding Complete, Third Edition | by Mike McShaffry | 2009 | ISBN: 9781584506805. Game Programming Books. Networked Game Architecture. Smart Game Design Practices. User Interface Programming. Core Game Technologies. Network Programming Primer. Game Programmer Resources.
  • Expert Legal Advice on Home Mortgage Loan Mitigation from The American Residential Law Group (ARLG)
  • Key characteristics of Creative People. Flow of ideas and Risk Taking.
  • Compare and choose best Web Hosting Sites.
  • The Business Plan Workbook: The Definitive Guide to Researching, Writing Up and Presenting a Winning Plan, 6th Edition | by Colin Barrow, Paul Barrow and Robert Brown | ISBN: 9780749452315. Plan for Market Research. Developing Competitive Business Strategy
  • Program Management Books. Fundamentals of Effective Program Management: A Process Approach Based on the Global Standard | by Paul Sanghera | ISBN: 9781932159691. Program Management Controls. Program Integration Management

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• This Month's Popular Posts

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