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

  • 3h 13m
  • Bob Heyman, Leland Harden
  • 2009

In an age of overwhelming Internet competition and rampant takeovers, marketers face the very real challenge of understanding how to engage customers online. Leland Harden and Bob Heyman, online marketing pioneers and authors of the popular book Net Results, team up again to teach marketers how to use search engine optimization, affiliate marketing, and all of the Web 2.0 tools they need to compete in the digital marketplace. Filled with up-to-date information on the best venues for online marketing, as well as explanations of social networking, virtual worlds, widgets, wikis, and emerging media, Digital Engagement shows marketers how to:

  • stop burning money on web advertising campaigns that don't deliver
  • tweak websites to improve conversions and traffic flow
  • master proven strategies for consumer-generated media to generate buzz and improve brand recognition

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

About the Authors

Leland Harden (Abilene, TX) and Bob Heyman (San Francisco, CA) are the co-founders of 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-Simmons University. Heyman is chief search officer at Mediasmith, a leading media buying and planning agency.

In this Book

  • Digital Engagement—Internet Marketing That Captures Customers and Builds Intense Brand Loyalty
  • Foreword
  • Goals and Expectations
  • Making Over Your Website—Can You See Me Now?
  • Your Domain Name—How Online Branding Works
  • Search Engine Marketing—Optimize and Win
  • Let’s Go Viral—Creating Buzz
  • Web Video—The New, New Thing
  • Affiliate Marketing—The Automated Referral Network
  • Public Relations 2.0—Moving Beyond the Traditional Media
  • Paid Media—Advertising Works Harder on the Web
  • Metrics and Measurement—Direct Marketing on Steroids
  • New Marketing Channels—Virtual Worlds, Advergaming and Wireless Mobile Search
  • Where Do You Go from Here?
  • Additional Glossaries on The Web