Digital Engagement

Digital Engagement

Digital Engagement

Digital Engagement


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 digitalmarketplace. 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.


BOY, I WISH I’D HAD THIS BOOK about 10 years ago, when Internet marketing was in its earliest days.

In my presentations I often quote Bob Liodice, CEO of the Association of National Advertisers (ANA). My favorite quote from Bob, though he insists he got it from elsewhere, is this: “The amount of change in marketing over the past three to five years probably equals the amount of change over the past 30 years.”

How true that is! Of course much of the change we’re experiencing is directly attributable to the Internet, which is upending every aspect of marketing, from the most basic strategies and tactics to even our most cherished consumer behavior models and measurement practices.

How bad is it? I make my living running a market research firm that is 100 percent fixated on covering all aspects of the online marketing universe. I’m up on all the latest digital trends; yet despite this, I still feel overwhelmed, behind the ball and, on a bad day, out of the loop. Just when I thought I’d mastered banners and blogs, or search and social networks, along came widgets, podcasts and a host of other buzzysounding Web 2.0 concepts. I can only imagine what it’s like for the typical marketer or agency executive trying to stay current—while doing their day job.

That’s why this book, Digital Engagement, is so desperately needed today by the management community. It is a critical, user-friendly handbook for everyone who needs to know everything about online marketing—and how to be successful at it. Beyond being a practical how-to manual, this book offers fresh insight for how to look at your . . .

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