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Marketing in the digital age just got easier. Two internet gurus show how to rule the world of web marketing with the new generation of Web 2.0.
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
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