Not so long ago, consumer audiences willingly accepted interruptions from advertisers in exchange for news and entertainment, which only media companies produced. Place an ad, watch sales go up, and you knew the money was well spent. Today,digital technologies and platforms create endlessnew opportunities to connect with consumers. At the same time, an explosion of content and a new resistance to advertising have put the squeeze on marketers. How can you break through the clutter and capture the attention and dollars of these empowered consumers?
Digital Impact outlines the challenges online marketers face in connecting with customers in a digital world. To achieve online marketingsuccess, first, you have to know how to measure it. Then, you have to create Magnetic Content that pulls the right customers straight to you. Digital Impact delivers consumer insights as well as best practices for executing potent online marketing via display ads, email, search marketing, social media, mobile devices, and online video. Through actionable data, case studies, and strategic insights culled from top-tier marketing professionals, you'll get a comprehensive view into the entire array of marketing tactics, both online and traditional. Learn tactics to drive measurable, bottom-line results, including:
The seven most important digital marketing metrics every marketer should know
How to calculate a return on investment for social media and other new initiatives
SEO and SEM tactics that can position your business for where search is headed
How to integrate offline and online marketing approaches for the best possible outcomes
How to build an excellent digital dashboard that will prove marketing's worth to the C-suite
When you magnetize your customers and measure your marketing dollars, you'lldiscover that you can have a bigger impact with an even smaller budget.
"The authors nail it with their concept of Magnetic Content and therole marketers now play in the digital media ecosystem.At Federated Media, we apply their principles every day, and they work."—John Battelle, CEO, Federated Media Publishing
"Once you see that the future is about attraction, not control,it changes the way you do just about everything."—Seth Godin, author of Linchpin
"Now is the time for this book . . . this is the definitive guide tocreating engaging commercial content online."—Nancy Hill, CEO, American Association of Advertising Agencies
"Geoff Ramsey has been watching this space like a hawk since the dawn of digital, and Vipin Mayar has lived digital marketing, from database and marketing mixmodeling through CRM and marketing analytics. These guys have the firsthand knowledge and the deep research. It's easy to glean practical advice from this book while effortlessly getting your head around this very complex business."—Jim Sterne, Chairman, Web Analytics Association, and author of Social Media Metrics
"Easy to understand language that cuts through the social media clutter andgets the reader to that 'ah-ha' moment. This is the real deal."—Bob Liodice, President and CEO, Association of National Advertisers
"Marketers are drowning in data and starved to find insights thatdrive success. The guidelines in this book will surely help."—Lawrence M. Kimmel, CEO, Direct Marketing Association
"Digital Impact gives marketers a blueprint for building online marketing success." —Ann Lewnes, Senior Vice President of Global Marketing, Adobe Systems Inc.
"This book has a practical, rigorous, and strategic approach to marketing in adigital world. I personally will keep it front and center on my desk!"—Mohanbir Sawhney, Director, Center for Research inTechnology & Innovation, Kellogg School of Management