DigiMarketing: the essential guide to new media and digital marketing

INDICE: Introduction: The Rush to Keep Up Section 1: The New World of Mediaand Marketing Chapter 1: Old Media, New Media, and Future Media - Media proliferation - New Media traits - Old media is becoming ‘new media’ - Low barriersto entry - everyone's in the media business - Web 2.0 - Multi-platform, multi-screen world - Not just e-commerce - digital marketing, digital influence - Business crossing borders every day Chapter 2: Digital Ecosystem and Marketing - A Framework - Digital marketing as 21st direct marketing - More than the Internet - digital permeates everything - An organizing principle for dealing with the digital ecosystem - Dealing with variations of technology across different markets and geographies Section 2: Digital Options Chapter 3: Web Basics - The Starting Point - Websites, Microsites, and Splash Pages - Static and Dynamically-Generated Sites - E-Commerce or not to E-Commerce - Key Lessons from 10years of the Internet - The social evolution of the web - tagging, folksonomyChapter 4: Consumers in Control - Consumer Generated Content - Consumers taking control - the consumer as the ‘programmer’ (Tivo, RSS, time-shifting) - Consumers as creators - user generated content in multiple forms (webcasting, podcasting) - Consumers as brand advocates and critics - the need to consider digital advocacy in an era of instant information and viral messaging - Peers - the new source of influence and authority Chapter 5: Paid Internet Media - The basics of digital media planning and buying - Digital media options: Banners, buttons, interstitials, and portals - A basic introduction to ad serving Chapter 6: Other Forms of Internet Media - The basics of non-paid media - how it works - More digital media options: affiliate marketing, sponsorships, content deals Chapter 7: Search - The rise of search - why it's so important - Bots andWeb Crawlers - what they are, how they work - SEO and SEM - what's the difference - The future - mobile search Chapter 8: E-mail, Viral Marketing, and the Desktop - E-mail basics - Viral marketing practices - Widgets - RSS Chapter 9:Mobile Platforms - 3G - I-mode - QR codes - Digital Media Broadcasting (DMB) Chapter 10: In-Store Digital - Digital Point-of-Sale - Digital Networks - RFIDChapter 11: In-Market Technologies - Bluetooth - Digital Signage - Office Buildings and Taxis Chapter 12: The TV Revolution - IPTV - Digital TV and convergence - Broadband - Tivo and other personal video recorders Chapter 13: Games -the New Hollywood - Console and Network Games - Hand-held games - In-game advertising and marketing - The rise of virtual worlds and how to use them Section 3: Planning for Digital Success Chapter 14: Understanding the Digital Consumer - Targeting in an age of one - It's a social thing - cut and paste society,mash-ups, the age of participation - Rules of the road: opt-in vs. spam - Dealing with data privacy and the issue of consumer intrusion and annoyance Chapter 15: Building a Plan - Key plan contents: establishing data priorities, establishing a development path, identifying core metrics Chapter 16: An Introduction to Measurement and Analytics - data capture, metrics - tools for analyticsand how to use them effectively - a working framework for effective measurement and analysis Chapter 17: Wrap-Up and Summary: The Digital Future for All - a new mentality for marketers - the need for constant experimentation - a migration path to the future - getting ahead - and staying ahead -- of the competition

• ISBN: 978-0-470-82231-9
• Editorial: John Wiley & Sons
• Encuadernacion: Cartoné
• Páginas: 350
• Fecha Publicación: 28/02/2008
• Nº Volúmenes: 1
• Idioma: Inglés