In an age of overwhelming Internet competition and rampant takeovers, marketers face the very real challenge of understanding how to engage customers online. Leland Harden and Bob Heyman, online marketing pioneers and authors of the popular book Net Results, team up again to teach marketers how to use search engine optimization, affiliate marketing, and all of the Web 2.0 tools they need to compete in the digital marketplace. Filled with up-to-date information on the best venues for online marketing, as well as explanations of social networking, virtual worlds, widgets, wikis, and emerging media, Digital Engagement shows marketers 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 to generate buzz and improve brand recognition Featuring case studies from companies like Toyota and Tommy Hilfiger as well as lists of key vendors for online marketing software, this is the only book that offers a truly comprehensive guide to all of the new online marketing tools.
Digital Engagement
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"a solid launching point into the world of online marketing...For any business owner or marketing manager looking to catch up with the latest cultural trends, 'Digital Engagement' provides a one-stop shop for every new tool, trend or fad the Internet has to offer." --Houston Business Journal
"The nice thing about this book is that it provides enough information to get you started with a topic and links to online resources or tools to help you do it, but it doesn't overwhelm you with theory or numbers. Case studies included throughout show you how effective a strategy can be or how it can backfire." --Online Magazine
Book Description
In an age of overwhelming Internet competition and rampant takeovers, marketers face the very real challenge of understanding how to engage customers online. Leland Harden and Bob Heyman, online marketing pioneers and authors of the popular book Net Results, team up again to teach marketers how to use search engine optimization, affiliate marketing, and all of the Web 2.0 tools they need to compete in the digital marketplace. Filled with up-to-date information on the best venues for online marketing, as well as explanations of social networking, virtual worlds, widgets, wikis, and emerging media, Digital Engagement shows marketers 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 to generate buzz and improve brand recognition
Featuring case studies from companies like Toyota and Tommy Hilfiger as well as lists of key vendors for online marketing software, this is the only book that offers a truly comprehensive guide to all of the new online marketing tools.
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3 of 4 people found the following review helpful
Format:Paperback
Digital Engagement: Internet Marketing That Captures Customers and Builds Intense Brand Loyalty
While I am an accomplished entrepreneur having owned three successful businesses I admit I was intimidated by trying to wade through the new and expanding world of internet marketing. There isn't a day in my life that I don't access the internet for one reason or another but I had not even scratched the surface when it came to utilizing the power of this beast to build my business. That is until I ran across Leland Harden's "Digital Engagement". This book not only laid out a path for me to navigate towards success with internet marketing it gave me tools that I implemented that very day that changed the course of my business, literally. I went from no presence (not even a website) to getting in front of 80,000 qualified customers and actually interacting with 33 of them that showed an interest in my store within 3 days and for only $20. Amazing. Needless to say the door has been opened and it is because of "Digital Engagement". I am personally purchasing a copy of it for my close friends that have a need for business expansion. When I purchased the book for myself I had an event planned in my store and was concerned because I had very little interest. I ended up with over 50 customers in the store and sales were through the roof. Thanks guys, thanks for brining the "world wide web" to my backyard and showing me how to work it!!
[...]
While I am an accomplished entrepreneur having owned three successful businesses I admit I was intimidated by trying to wade through the new and expanding world of internet marketing. There isn't a day in my life that I don't access the internet for one reason or another but I had not even scratched the surface when it came to utilizing the power of this beast to build my business. That is until I ran across Leland Harden's "Digital Engagement". This book not only laid out a path for me to navigate towards success with internet marketing it gave me tools that I implemented that very day that changed the course of my business, literally. I went from no presence (not even a website) to getting in front of 80,000 qualified customers and actually interacting with 33 of them that showed an interest in my store within 3 days and for only $20. Amazing. Needless to say the door has been opened and it is because of "Digital Engagement". I am personally purchasing a copy of it for my close friends that have a need for business expansion. When I purchased the book for myself I had an event planned in my store and was concerned because I had very little interest. I ended up with over 50 customers in the store and sales were through the roof. Thanks guys, thanks for brining the "world wide web" to my backyard and showing me how to work it!!
[...]
Format:Paperback
Leland Harden and Bob Heyman's authoritative guide is exciting some of the time, rather boring other times, and absolutely essential for anyone working in online marketing, branding, public relations (PR) or community building. getAbstract recommends it to all contemporary marketing professionals and anyone else who is trying to shape a coherent policy for engaging consumers online. When the book is dull, it is dull for the same reasons it is so essential: In places, it is a reference work, which you might consult regularly in short bursts, rather than read through in its entirety. Given that, the index should include each person and Web site the authors mention but, alas, it does not. The book is exciting because it provides two related, necessary pieces of information: specific guidelines for developing online campaigns and tools for measuring their success. If you read it, you'll be able to plan consistently, maximize your online PR investment and track how you've done.
Format:Paperback
DIGITAL ENGAGEMENT: INTERNET MARKETING THAT CAPTURES CUSTOMERS AND BUILDS BRAND LOYALTY is for marketing managers and startup entrepreneurs who want to stay current in cyber-marketing. Tips on how to more effectively use the latest technologies come from online marketing gurus who cover everything from building the better website to keeping connected through phone screens and more. Any library strong in business or computer marketing strategies needs this!
Most Recent Customer Reviews
Digital Enhancement
Traditional advertising is being left in the dust thanks to the revolution of social media. In the book Digital Engagement by Harden and Heyman a shift from traditional marketing... Read more
Published on October 20, 2009 by Nico Roberts
Incredible insight into marketing through new media
Digital Engagement is well crafted and highly respected in leading areas of global commerce. It is critical in our Internet-driven marketplace to understand how to effectively... Read more
Published on April 20, 2009 by Misty S
Truths to Online Marketing
I encourage everyone to read Digital Engagement. This book sets forth a path for anyone to understand cost efficient ways to market their products and services in our digital age. Read more
Published on March 31, 2009 by Joe Darren Weir
Internet Harbingers Do It Again
Harden & Heyman were harbingers of the internet age with their book NetResults and the updated, NetResults.2. Read more
Published on March 28, 2009 by John Clements
Perfect Example of Marketing Genius
Leland and Bob really hit the nail on the head with their newest book Digital Engagement. Their in-depth and real world applications of innovative marketing techniques make this... Read more
Published on March 6, 2009 by Ryan LeDoux
A must-read for marketing professionals!
This book is a fantastic resource. Harden and Heyman freely share their excellent research, which they put in front of you in a straight-forward, easy to follow format. Read more
Published on February 24, 2009 by Alex Pryor
Relevant, relevant, relevant
As a web professional and a college professor in mass communication, I am eager to apply Harden and Heyman's ideas and share them with my students. Read more
Published on February 14, 2009 by Susan Lewis
A MUST FOR MARKETING STUDENTS
THIS IS A PRACTICAL TREATMENT OF THE STATUS OF THE DIGITAL MARKETING WORLD, HOW IT WORKS, AND A PRACTICAL APPROACH TO HOW TO EFFECTIVELY ENHANCE YOUR MARKETING AND SALES RESULTS. Read more
Published on February 14, 2009 by J. Porter
A practical compendium
Harden and Heyman manage to offer tools, process, case studies, and advice -an entire litany of tricks, in a manner that teaches rather than overwhelms. Read more
Published on February 7, 2009 by J. Locktov
Two thumbs up...
Working in the PR Services industry, I have found many books in this space to be so advertising centric that they lose relevance. Read more
Published on February 6, 2009 by Ed Lamoureaux
Inside This Book
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Key Phrases - Statistically Improbable Phrases (SIPs):
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direct marketing, creating buzz, new marketing channels, affiliate marketing, niche store, technology provider, multimedia news release, digital engagement, search affiliates, affiliate model, page optimization, click fraud, search engine marketing, vertical search, web video, search ads, viral videos, paid search, inbound links, paid media, merchant site, mobile search, online marketers Key Phrases - Capitalized Phrases (CAPs): (learn more)
Attracting Customers, Moving Beyond the Traditional Media, Public Relations, Advertising Works Harder, Let's Go Viral, New Thing, Making Over Your Website, United States, Google Analytics, The Automated Referral Network, Second Life, Network Solutions, Service Provider, Tommy Hilfiger, Federated Media, Club Penguin, Rally Revo, New York, Super Bowl, Full Time, Commission Junction, Nielsen Online, Toyota Motor Sales, Google Affiliate Network, The Platform Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Surprise Me!
direct marketing, creating buzz, new marketing channels, affiliate marketing, niche store, technology provider, multimedia news release, digital engagement, search affiliates, affiliate model, page optimization, click fraud, search engine marketing, vertical search, web video, search ads, viral videos, paid search, inbound links, paid media, merchant site, mobile search, online marketers Key Phrases - Capitalized Phrases (CAPs): (learn more)
Attracting Customers, Moving Beyond the Traditional Media, Public Relations, Advertising Works Harder, Let's Go Viral, New Thing, Making Over Your Website, United States, Google Analytics, The Automated Referral Network, Second Life, Network Solutions, Service Provider, Tommy Hilfiger, Federated Media, Club Penguin, Rally Revo, New York, Super Bowl, Full Time, Commission Junction, Nielsen Online, Toyota Motor Sales, Google Affiliate Network, The Platform Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Surprise Me!
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