Digital Engagement

Leland Harden (Abilene, TX) and Bob Heyman (San Francisco, CA) are the co-founders of Cybernautics, a standard-setting new economy marketing agency that launched some of the biggest brands on the web. Harden is vice president of Institutional Advance-ment at Hardin-Simmons University. Heyman is chief search officer at Mediasmith, a leading media buying and planning agency.

Leland Harden and Bob Heyman, online marketing pioneers and authors of the popular book Net Results, share their top tips to help marketers compete in this comprehensive digital marketing guide. In the current market, organizations face the very real challenge and necessity of engaging and appealing to their customers online. Digital Engagement teaches them how to do just that by introducing the best venues for online marketing and the latest and greatest digital marketing tools, including search engine optimization, affiliate marketing, social networking, virtual worlds, widgets, wikis, and emerging media. Marketers will learn 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; and generate buzz and improve brand recognition. Featuring case studies from companies like Toyota and Tommy Hilfiger as well as up-to-the-minute lists of key vendors for online marketing software, this is the only start-to-finish guide for navigating the newest and most effective online marketing tools.

In an age of overwhelming internet competition and rampant takeovers, this comprehensive guide offers critical insights into how marketers can attract and engage customers online.

Contents Foreword ix Acknowledgments xi PART I: FUNDAMENTALS OF SUCCESS FOR DIGITAL ENGAGEMENT 1 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? 29 Case Study: Tommy Hilfiger USA: When a Picture Is Worth a Thousand Dollars CHAPTER 3: Your Domain Name: How Online Branding Works 46 Special Section: Branding in China PART II: ATTRACTING CUSTOMERS 65 CHAPTER 4: Search Engine Marketing: Optimize and Win 67 Special Section: Legal Issues of Paid Search CHAPTER 5: Let's Go Viral: Creating Buzz 94 Case Study-Sega: Kick-Starting Virality with the Sega Rally Revo(t) 17083-DigitalEngagement 10/15/08 9:07 AM Page vii CHAPTER 6: Web Video: The New, New Thing 112 Special Section: Here's the Pitch: Best Practices from Team TubeMogul CHAPTER 7: Affiliate Marketing: The Automated Referral Network 135 Special Section: Publisher Code of Conduct-Still a Good Idea CHAPTER 8: Public Relations 2.0: Moving Beyond the Traditional Media 148 Case Study: Toyota's Branding in the Blog Space Aims for Conversations, Not Conversions CHAPTER 9: Paid Media: Advertising Works Harder on the Web 174 Case Study: Napster Returns CHAPTER 10: Metrics and Measurement: Direct Marketing on Steroids 193 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 215 Where Do You Go from Here? 230 Digital Engagement Scorecard 231 A Web Marketing Glossary 233 Index 237