PART I: FUNDAMENTALS OF SUCCESS FOR DIGITAL ENGAGEMENT

CHAPTER 1: Goals and Expectations 3
Case Study: Kidzter.com: Launching into Kid Space

CHAPTER 2: Making Over Your Website: Can You See Me Now?
Case Study: Tommy Hilfiger USA: When a Picture Is Worth
a Thousand Dollars

CHAPTER 3: Your Domain Name: How Online Branding Works
Special Section: Branding in China

PART II: ATTRACTING CUSTOMERS

CHAPTER 4: Search Engine Marketing: Optimize and Win
Special Section: Legal Issues of Paid Search

CHAPTER 5: Let’s Go Viral: Creating Buzz
Case Study—Sega: Kick-Starting Virality with the Sega Rally Revo™

CHAPTER 6: Web Video: The New, New Thing
Special Section: Here’s the Pitch: Best Practices from Team TubeMogul

CHAPTER 7: Affiliate Marketing: The Automated Referral Network
Special Section: Publisher Code of Conduct—Still a Good Idea

CHAPTER 8: Public Relations 2.0: Moving Beyond the Traditional Media
Case Study: Toyota’s Branding in the Blog Space Aims for Conversations,
Not Conversions

CHAPTER 9: Paid Media: Advertising Works Harder on the Web
Case Study: Napster Returns

CHAPTER 10: Metrics and Measurement: Direct Marketing on Steroids
Special Section: Puzzling Out the Metrics of Engagement: An Interview with Dave Smith

CHAPTER 11: New Marketing Channels: Virtual Worlds, Advergaming and Wireless Mobile Search
Where Do You Go from Here?

Digital Engagement Scorecard

A Web Marketing Glossary

Index