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Editorial Reviews

Review

"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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Product Details

  • Paperback: 256 pages
  • Publisher: AMACOM (January 14, 2009)
  • Language: English
  • ISBN-10: 0814410723
  • ISBN-13: 978-0814410721
  • Product Dimensions: 7.5 x 0.5 x 9.2 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (15 customer reviews)
  • Amazon Best Sellers Rank: #1,276,856 in Books (See Top 100 in Books)

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3 of 4 people found the following review helpful By Teri J. Hartrum on February 25, 2009
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!!
[...]
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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.
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Format: Paperback
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. Digital Engagement is a thoroughly relevant business book, and next semester it will be required reading for the students in my online communication course.

Each word in this rich text provides the reader with immediately applicable knowledge; through case studies, examples and checklists, each chapter provides myriad ideas of how to engage customers online. The authors have thought of everything - from optimizing domain names and searches to marketing in the world of social media and handheld devices like iPhones. To those professionals and students in marketing and public relations ready to learn how to succeed in the Web 2.0 environment: this book is your "how to" manual.
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Format: Paperback
Harden & Heyman were harbingers of the internet age with their book NetResults and the updated, NetResults.2. Keeping up with the "faster than lightspeed" internet world, they have "hit another one out of the park" with Digital Engagement. As a direct response marketing consultant, I'm fairly well versed with internet marketing, but they gave me many tips, sites and strategies to use for my clients. Just one insight: If you think Facebook, YouTube, Google & Yahoo Video as well as MySpace are just social sites for teens and twenty-somethings -- WRONG! There's definitely a major coup for businesses savvy enough to use them before their competition catches on.
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2 of 3 people found the following review helpful By Alex Pryor on February 24, 2009
Format: Paperback
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. So many of the books in this space focus too heavily on concepts rather than concrete examples, or lapse into techno-babble that is really irrelevant to me as a professional. I LOVED Digital Engagement for its practical, 'news you can use' approach. I know I can take the concepts, strategies, tactics and tools discussed in this book, and apply them to my job right now.
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Format: Paperback
Harden and Heyman were forces at the beginning of the Internet, even before we called it 1.0, and they continue to lead both us Internet savvy veterans and the less experienced into the future. If you are involved in any type of internet business, want to be, or are just curious, this is a must read. Unlike many internet related books, this one is not outdated the day of publication, but rather takes the known and relates the learnings in a way that will empower internet marketers for years. Highly recommended.
Steven G. Bustin
Author and Internet Media Entrepreneur
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Format: Paperback Verified Purchase
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 leverage new media. This book hits a homerun with winning strategies for those who are just beginning on this road and also for those of us who are trying to stay ahead of the pack. This book shows that Leland is still on the cutting edge of new media and his insight can make a big difference in marketing strategies. I highly recommend this book.
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