Advertising 2.0: Social Media Marketing in a Web 2.0 World [Paperback]

Tracy L. Tuten (Author)

Book Description

ISBN-10: 0313352968 | ISBN-13: 978-0313352966 | Publication Date: September 30, 2008

Every day, print and online trade magazines and news sources tout developments in online advertising, branding, and marketing. Seismic shifts in the industry—like major advertisers setting up shop in Second Life and other alternate realities—have forced marketers and advertisers, ready or not, to employ new advertising models. But the potholes for advertisers using Web 2.0 are many, and missteps by companies that don't understand the new rules of the game guarantee lost time and money ill spent. Advertising 2.0 ensures that readers understand the advertising options possible in the Web 2.0 environment, provides examples of companies using these options, and offers guidelines for their application.

Advertising 2.0 goes way beyond running banner ads on Web sites and explores the rapidly burgeoning world of social media marketing. Among other things, expert Tracy L. Tuten covers viral marketing, doing online research, advertising within online games, and leveraging online opinions to increase sales or grow a brand. She also describes—way out on the leading edge and sure to turn conventional advertising on its head—how smart marketers let consumers generate ad content for products and brands. While the trade press frequently publishes news of companies using innovative communications techniques, there are hardly any books telling people how to take the plunge into the newest forms of advertising. Advertising 2.0 presents the current state of online advertising, and best practices for using techniques like consumer-generated advertising, social networking, online product reviews, viral video, Second Life, alternate reality games, and more. It also includes case studies and examples of successes and mistakes. Companies and brands featured include Nine Inch Nails, Audi, 42 Entertainment, MySpace, YouTube, Dogster, Vodaphone, Leo Burnett, and others. Best, each method described includes guidelines for getting the most out of the technique, thereby letting advertisers cut through the clutter to touch the hearts of customers worldwide.

Editorial Reviews

Review

"This remarkable book will be a milestone for all marketers, educators and communicators who still ask the fundamental question: how can we connect with consumers today? For the first time, a smart, clear and essential guide to the changing habits and digital needs of contemporary audiences. It is a must-read for all of our staff."-Bob Witeck, CEO of Witeck-Combs Communications, Co-author of Business Inside Out

Book Description

Professor and advertising pro Tracy L. Tuten shows old-line marketers how to take advantage of the newfangled concepts and tools Web 2.0 enables.

See all Editorial Reviews

Product Details

• Paperback: 216 pages
• Publisher: Praeger (September 30, 2008)
• Language: English
• ISBN-10: 0313352968
• ISBN-13: 978-0313352966
• Product Dimensions: 9.2 x 6.1 x 0.7 inches
• Shipping Weight: 13.4 ounces (View shipping rates and policies)
• Average Customer Review: 4.4 out of 5 stars  See all reviews (5 customer reviews)
• Amazon Best Sellers Rank: #593,661 in Books (See Top 100 in Books)

More About the Author

I'm Tracy Tuten, Associate Professor of Marketing at East Carolina University. That means it's my job to constantly learn. Along the way I get to share what I've learned with students and encourage them to use knowledge and skills to be anything they dream of being; after all, it is my students whom I credit for keeping me young.

I ended up in social media marketing as a kind of fluke. My specialty in research is web surveys, (if I didn't teach, I'd just question people all day long about all kinds of consumer topics!) and I was one of the very first people studying web surveys back in the 1990s. I also taught advertising so I was up to date on all things online advertising. As social was birthed, I was there reading about it and bringing it into my classroom. I saw an opportunity to share my knowledge about social media marketing beyond the walls of my classroom, so I organized it in a way that made sense to me and then wrote my first book - Advertising 2.0: Social Media Marketing in a Web 2.0 World.

People who know me know that I can be neurotic, tenacious, and enthusiastic. In the spirit of full disclosure, I even put on lipstick before conference calls. Outside of the bright lights and fame that Advertising 2.0 has brought me, I'm proud to share that I once had breakfast donuts with Joe Pesci. I'm an objectivist and if you agree with the values of Ayn Rand, we're bound to work well together.

Although I get a kick out of reading work by Stephen Covey, Brian Tracy, and Jack Canfield, I'm more than just goal-orientation and organizational inclination. I have my mother's smile and my father's loyalty, I'm married to someone who sat behind me and pulled my hair in 4th grade, and I'm the proud puppy mama to Chloe.

Customer Reviews

Most Helpful Customer Reviews

2 of 3 people found the following review helpful:

5.0 out of 5 stars Go ahead and grab a copy, October 13, 2008

By 

David (NC) - See all my reviews

This review is from: Advertising 2.0: Social Media Marketing in a Web 2.0 World (Paperback)

Informative, but better yet Dr. Tuten's great writing style makes soaking up the information pleasant. Great `real world' examples show that this is not just an academic exercise. She also tackles those yucky metrics that have plagued us since the dawn of this new medium. Bottom line, if you're reading this, you have pre-screened yourself for what this book provides, go ahead and grab a copy.

3.0 out of 5 stars Research and Analysis of Advertising in the Web 2.0 World, January 8, 2012

By 

Fabio Weissert - See all my reviews
(REAL NAME)   

This review is from: Advertising 2.0: Social Media Marketing in a Web 2.0 World (Paperback)

Advertising 2.0 explains how the advent of the Web 2.0 fundamentally changes advertising (and marketing) and provides an overview of what the opportunities, challenges and pitfalls for advertisers and marketers on different Web 2.0 platforms are.

In order to be effective in the Web 2.0 era, advertising has to change its traditional top-down approach to become more inclusive and interactive ("social", if you like) by inviting consumers to participate and engage. Based on this diagnosis, largely self-contained book chapters deal with how consumer engagement can be achieved (or not) using social networks, virtual worlds, social news/bookmarking, citizen-generated advertising, online reviews, alternate reality games and gaming platforms. The final chapter deals with measuring impact and return on investment (ROI) of We 2.0 advertising.

Advertising 2.0 is more of a theoretical textbook on advertising and the Web 2.0 than a hands-on guide for advertisers, limited to providing general analysis and insights. It covers the most popular social media platforms (Facebook and YouTube, but not Twitter) and less-mainstream social media, such as (declining) virtual worlds and alternate reality gaming, in equal importance, which may make it less relevant for certain categories of readers.

Negative points include at times excessive repetitiveness of ideas and concepts (to some extent due to the self-contained nature of the chapters), too long paragraphs, which make reading at times difficult, as well as sourcing of examples and research largely limited to the North America - making the book less insightful to international advertisers and/or readers.

Highlights include the coverage of marketing with social news/bookmarking communities and citizen advertising.

Overall, a limited yet useful book for readers interested in research and analysis of advertising in the Web 2.0 world - but no more.

5.0 out of 5 stars Tuten is some one to keep on your radar, September 6, 2010

By 

Karen Gardiner (Glen Dale, MD USA) - See all my reviews

Amazon Verified Purchase

This review is from: Advertising 2.0: Social Media Marketing in a Web 2.0 World (Paperback)

This a smart book by a very smart author. Though it's been years since I was in college, I appreciate her approach which lays out the how and why of social media and how marketers can use it to sell products, services and causes. If you are looking for a text to help you understand how social media marketing has evolved then get this book. Living through media changes doesn't mean you'll understand what has been happening. This book will give the answers to many of your questions.