DigiMarketing: the essential guide to new media & digital marketing
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
Wiley
2008
|
| Online-Zugang: | Klappentext Inhaltsverzeichnis |
| Beschreibung: | XIV, 406 S. |
| ISBN: | 0470822317 9780470822319 |
Internformat
MARC
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Datensatz im Suchindex
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|---|---|
| adam_text | Developments in
the world of media and digital
technology/marketing are prompting companies to
take a fresh look at the methods through which they
reach and interact with consumers. The digital world
is evolving rapidly, spawning a new era of user-gener¬
ated content, consumer communities and new forms
of communications such as podcasting and blogging.
DigiMarketlng: The Essential 6uide to New Media
ñ
Digita!
Marketing
provides readers with an overview
of the major digital channels being used today. This
includes explanations of the major trends in mobile
marketing, blogging, games, digital media, digital point-;
of-sale, Web
2.0,
and consumer-created content.
Peppered with best practice examples of how leading,
marketers are currently using these channels for effective
marketing, this comprehensive guide also offers the
12
Tenets of DigiMarketing which serve as useful
guideposts
for the do s and don ts. of digital marketing.
DigiMarketing also includes? a. thorough digital
marketing
planning framework designed to help readers
as they consider their owri digital marketing
piansľ
DigiMarketing answersa number of important questions:
•
What are the most important new media trends you
should know?
. . ..· -
·-
How can companies respond to the changes in;
new media?
•
How can you utilize digital channels to create greater
consumer involvement, experience, and
participation
-
the 21st century metrics for brand building?
•
How can you determine which digital channels to use,
and how can you measure your digital marketing?
•
What mistakes should you avoid if you wish to be
successful with your digital marketing?
Read DigiMarketing to accelerate your understanding
about the must-know digital trends today. An ideal read
for anyone who wants to better understand the rapidly
evolving vvorid of new media and digital marketing.
Please check out website at www.DigiMarketingNow.com,
Contents
Acknowledgments
ix
Preface
xi
Introduction
xiii
SECTION
1 :
NEW MEDIA AND MARKETING IN I
THE
21ST
CENTURY
Chapter
1:
The Media Game-Changers
3
Chapter
2:
DigiMarketing: The New Imperative
29
SECTION
2:
DIGITAL CHANNELS
55
ChapterS: The Web
57
Chapter
4:
Internet Media: Display, Search,
89
Affiliates and Sponsorships
Chapter
5:
Email and Viral Marketing
127
Chapter
6:
Mobile Platforms
149
Chapter
7:
Games: The New Hollywood
193
Chapter
8:
Consumer-Created Content
221
Chapter
9:
Digital Signage
251
Chapter
10:
Television Reinvented
-
IPTV
271
SECTION
3:
A DIGIMARKETING PLANNING
289
FRAMEWORK
Chapter
11:
Phase
1 -
Defining a Participant
291
Print and Goals
Chapter
12:
Phase
2 -
Creating Your Digital
305
Platform
Chapter
13:
Phase
3 -
Generating Awareness
331
and Influence
Chapter
14:
Phase
4 -
Harnessing Data, Analytics,
361
and Optimization
Conclusion: Stay Connected
391
Index
393
|
| adam_txt |
Developments in
the world of media and digital
technology/marketing are prompting companies to
take a fresh look at the methods through which they
reach and interact with consumers. The digital world
is evolving rapidly, spawning a new era of user-gener¬
ated content, consumer communities and new forms
of communications such as podcasting and blogging.
DigiMarketlng: The Essential 6uide to New Media
ñ
Digita!
Marketing
provides readers with an overview
of the major digital channels being used today. This
includes explanations of the major trends in mobile
marketing, blogging, games, digital media, digital point-;
of-sale, Web
2.0,
and consumer-created content.
Peppered with best practice examples of how leading,
marketers are currently using these channels for effective
marketing, this comprehensive guide also offers the
12
Tenets of DigiMarketing which serve as useful
guideposts
for the do's and don'ts. of digital marketing.
DigiMarketing also includes? a. thorough digital
marketing
planning framework designed to help readers
as they consider their owri digital marketing
piansľ
DigiMarketing answersa number of important questions:
•
What are the most important new media trends you
should know? \
.'. ' .· -
·-
How can companies respond to the changes in;
new media? \
•
How can you utilize digital channels to create greater
consumer involvement, experience, and
participation
-
the 21st century metrics for brand building?
•
How can you determine which digital channels to use,
and how can you measure your digital marketing?
•
What mistakes should you avoid if you wish to be
successful with your digital marketing?
Read DigiMarketing to accelerate your understanding
about the must-know digital trends today. An ideal read
for anyone who wants to better understand the rapidly
evolving vvorid of new media and digital marketing.
Please check out website at www.DigiMarketingNow.com,
Contents
Acknowledgments
ix
Preface
xi
Introduction
xiii
SECTION
1 :
NEW MEDIA AND MARKETING IN I
THE
21ST
CENTURY
Chapter
1:
The Media Game-Changers
3
Chapter
2:
DigiMarketing: The New Imperative
29
SECTION
2:
DIGITAL CHANNELS
55
ChapterS: The Web
57
Chapter
4:
Internet Media: Display, Search,
89
Affiliates and Sponsorships
Chapter
5:
Email and Viral Marketing
127
Chapter
6:
Mobile Platforms
149
Chapter
7:
Games: The New Hollywood
193
Chapter
8:
Consumer-Created Content
221
Chapter
9:
Digital Signage
251
Chapter
10:
Television Reinvented
-
IPTV
271
SECTION
3:
A DIGIMARKETING PLANNING
289
FRAMEWORK
Chapter
11:
Phase
1 -
Defining a Participant
291
Print and Goals
Chapter
12:
Phase
2 -
Creating Your Digital
305
Platform
Chapter
13:
Phase
3 -
Generating Awareness
331
and Influence
Chapter
14:
Phase
4 -
Harnessing Data, Analytics,
361
and Optimization
Conclusion: Stay Connected
391
Index
393 |
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| title | DigiMarketing the essential guide to new media & digital marketing |
| title_auth | DigiMarketing the essential guide to new media & digital marketing |
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