In an age of overwhelming Internet competition, we all face the daunting challenge of understanding how to engage customers online. In Digital Engagement, online marketing pioneers Leland Harden and Bob Heyman team up to show you how to leverage search engine optimization, affiliate marketing, and all of the Web 2.0 tools you need to compete in the digital marketplace. Filled with the latest advice on maximizing online marketing efforts, plus the lowdown on social networking, virtual worlds, widgets, wikis, and emerging media, Digital Engagement shows you how to:
stop burning money on web ad campaigns that don’t deliver • tweak your website to improve conversions and traffic flow • master proven strategies for online consumer word-of-mouth to generate buzz and improve brand recognition
Featuring case studies from companies like Toyota and Tommy Hilfiger, and lists of key vendors for online marketing software, Digital Engagement offers a truly comprehensive guide to making the most of all the new online marketing tools.
Leland Harden and Bob Heyman cofounded 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-SimmonsUniversity. He lives in Abilene, Texas. Heyman is Chief Search Officer at Mediasmith, a leading media buying, planning, and strategy agency. He lives in Sausalito, California.
Early Praise for Digital Engagement:
“Harden and Heyman turn traditional marketing upside down by offering dozens of clever, thought-provoking strategies for captivating consumers online. Digital Engagement is a well-researched, practical guide to marketing in the new millennium. I ordered copies for everyone on my key staff. You’ll want to do the same.”
— Bertina Ceccarelli, Senior Vice President, Marketing and Resource Development, United Way of New York City
“A few business books a year make their way to my hand-picked library of must-reads. Digital Engagement is such a book. A blend of provocation for the strategist and clear guidance for the practitioner—delivered by gentlemen with the creds, roots, and industry intelligence to make the experience stick. Read this book. Its applicable wisdom will far outlast your read.”
— Kendall Allen, Managing Director, Incognito Digital
“Marketing success today means understanding the digital world. It’s an exceptionally fast-paced evolving arena, with options that are constantly colliding with conventional marketing tactics. Knowing how to choose among them, and where to turn for specific insight, is the mark of true marketing genius. With this book, you can be an expert and have the answers based on real-world marketing programs. Learn how to address the opportunities and where to find the right tools—online.”
— Adrienne Skinner, Vice President, Partner Sales, Comcast Interactive Media
“The best learning in life comes from experience. Within these pages, you have the wisdom and practical knowledge of two entrepreneurs who set the standards for Internet marketing....”
— Jeff Sandefer, Master Teacher, ActonSchool of Business