DIGITAL ENGAGEMENT

Internet Marketing thatCaptures Customers and Builds Brand Loyalty
by Leland Harden and Bob Heyman
“A critical, user-friendly handbook for everyone who needs to know everything
about online marketing—and how to be successful at it.”
—Geoffrey Ramsey, CEO of eMarketer, Inc., from the Foreword

As the possibilities for online marketing increase with new tools, strategies, and connections, companies of all sizes and specialties are pulling their money out of traditional media to invest more online. Yet, too many businesses wind up wasting precious dollars on poorly designed websites, pointless banner ads and e-mails campaigns, or whatever clicked with the first generation of web consumers.

For marketing managers and startup entrepreneurs striving to stay current and competitive in the fast-changing cyber landscape, DIGITAL ENGAGEMENT: Internet Marketing that Captures Customers and Builds Brand Loyalty (AMACOM; February 14, 2009; $24.00 Paperback) shows how to use the latest technologies, strategically and profitably. Respected online marketing pioneers Leland Harden and Bob Heyman start with the essentials of web business success, from creating a website that welcomes all visitors, including the crowds who keep connected through tiny phone screens, to securing a catchy domain name and commonly mis-keyed variables. After providing a solid foundation in online presence and branding basics, the authors focus on the fun and payoff of bold Web 2.0 marketing moves.

“Even small companies can harness the power of the web to become a household word,” Harden and Heyman assure every ambitious reader. “This is your guidebook beyond the theoretical nuts and bolts, to tangible creative executive strategies you can use right now, with real-world examples.”

Packed with engaging case studies, DIGITAL ENGAGEMENT reveals the best online practices of major corporations—Toyota, McDonald’s, Whirlpool, Dr. Pepper, Unilever, Tommy Hilfiger, and National Geographic among them—and fledgling enterprises, like Blendtec, a power-blender maker that expanded its market from professional chefs to home cooks and mixologists by moving into MySpace and cranking out videos of wacky pulverizing feats. Arming marketers at all levels in all sectors with critical insider tips and vital tactical details, chapters demystify and demonstrate:

• How to leverage the selling power of search engine optimization (SEO) techniques by combining improved search page rank and position with impactful display ads.

• The secrets to targeting and empowering customers within social networks to stir up buzz and launch viral campaigns that keep on spreading positive word of web.

• Clever ways to wield widgets—movie quizzes, compatibility tests, recipes, jokes, and other platform appendages of human interest—as social currency that brings in actual cash.

• The value of bypassing the standard media mediators and transforming PR into “direct consumer” relations, with the help of bloggers, RSS feeds, podcasts, and more.

• Why paid advertising works harder on the web, with fresh twists on banners, pop-ups and pop-unders, sponsorships and branded entertainment.

Comprehensive, accessible, and inspiring, DIGITAL ENGAGEMENT is a trusted guide and welcome companion for anyone determined to launch or grow a prosperous business online in an age of economic challenges and formidable competition for customers.

ABOUT THE AUTHORS

Leland Harden is vice president of Institutional Advancement at Hardin-Simmons University in Abilene, Texas and a popular speaker. Bob Heyman is chief search officer at Mediasmith, a leading media buying and planning agency, and is credited with having coined the phrase “search engine optimization.” Together, they founded Cybernautics, a new economy marketing agency that has lauched some of the biggest brands on the web, and authored Net Results, one of the standard texts in online marketing. Visit http://www.digital-engagement.com.

Title: DIGITAL ENGAGEMENT
Internet Marketing that Captures Customers and Builds Brand Loyalty
Author: Leland Harden and Bob Heyman
Pub. Date: February 14, 2009
Price: $24.00 Paperback
ISBN-13: 978-0-8144-1072-1

For a review copy, call 212-903-7951 or fax 212-903-8083.
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