The Eyes Have It: How to Market in an Age of Divergent Consumers, Media Chaos and Advertising Anarchy [Hardcover]

Kevin Lee (Author), Steve Baldwin (Author)

Book Description

Publication Date: September 11, 2007

Media and advertising are undergoing a radical and unprecedented transformation. New digital channels are appearing and evolving with breathtaking speed. The simple mass media model of yesterday has yielded to a new media landscape in which technology, targeting, and real-time responsiveness are the keys to marketing success. Old ways of media buying are falling by the wayside, replaced by a new ethos in which targeting, relevancy, and nonobtrusiveness are the new coins of the realm.

While Madison Avenue continues to struggle to adapt its methods and thinking to this new world, a new generation of digital marketers has already blazed a path through this new environment, illuminating both its promise and its pitfalls. The Eyes Have It provides solutions to the most pressing questions facing the advertising industry today, gleaned from the authors' experiences.

For example, how can marketers know whether their ad agencies are capable of executing profitable digital marketing campaigns? What steps can ad agencies take to ensure that they're not falling behind the curve? How does one build a "digital-ready" in-house team? What new challenges do auction-media marketplaces present to marketers and ad agencies? How must media plans evolve to take account of the inherent dynamism and instability of the digital media marketplace?

Authors Kevin Lee and Steve Baldwin are eminently qualified to provide the insights required to compete and succeed in today's new media marketplace, having studied and participated in the rise of targeted digital media since its inception in the late 1990's. The Eyes Have It is written in an accessible style that makes it suitable for intermediate marketers pursuing strategies on their own or for advanced digital marketers in the C-Level suite. If you or your firm--of any size--is planning or conducting any form of digital marketing today, The Eyes Have It will provide an excellent `Return on Investment.'

Editorial Reviews

From the Back Cover

"What we're describing is a world that's very different from the one we once knew. It is a much faster and uncertain world, where what's right today is wrong tomorrow, and where today's success is tomorrow's failure. Forward-thinking marketers will benefit from understanding and exploiting how rational advertising markets work, and forward-thinking agencies will adapt their practices to the radically altered marketing landscape. Operating in this environment is not for the faint of heart or the slow of feet, and not everybody is cut out for it. But for those who are willing to invest in the tools, techniques, and processes necessary to achieve mastery in this fast-moving world, there are many rewards. Those who can adapt will thrive, and those who can't or won't will wither and expire.

PRAISE FOR KEVIN LEE

"Thousands of marketers have taken heed from Kevin Lee through his columns, speaking engagements, and as his clients. If the current media meltdown and confusing new opportunities keep you up at night, Kevin is your man." Tim Armstrong, President, Advertising and Commerce, North America, & Vice President, Google Inc.

"Kevin's perspectives on the simultaneous transformation of media consumption and the advertising ecosystem have been valuable to marketers and analysts for years. It's time you started listening." Jordan Rohan, Managing Director and Internet Analyst, RBC Capital Markets

"Over the past decade, Kevin has built a reputation as one of the smartest folks in search marketing." John Battelle, Chairman, Federated Media, Author of "The Search"

"Kevin Lee is a rare combination of head in the clouds and feet on the ground. A virtual living encyclopedia of the online media world, Kevin combines incredible strategic insight with a fully developed capability to translate that insight into actionable plans. There is likely no one in the online marketing world with a greater combination of insight, pragmatism, and enthusiasm." Les Kruger, Marketing Director, "Fortune 500 Internet Retailer"

About the Author

Kevin Lee, Did-it Co-Founder & Executive Chairman, has been a Search Engine Marketing expert since 1995. Kevin has translated his twelve years of SEM expertise into Did-it's proprietary Maestro search campaign technology. In addition, Kevin trains his staff in search best practices. Clients appreciate the dramatic advantage the Maestro technology and proven search strategies provide. Kevin's column for ClickZ, "Paid Search Strategies" is read by thousands of marketers weekly. Kevin is a founding board member of SEMPO (the Search Engine Marketing Professional Organization) and served as its first elected Chairman. He serves on the Search Engine Marketing Council for the DMA, and the IAB Search Committee. The news media, including the Wall Street Journal, Business Week, New York Times, C|Net, USA Today and San Jose Mercury News quote Kevin regularly. Dozens of industry conferences invite Kevin to speak and share his expertise, and Kevin has lectured at NYU, Columbia, Fordham and Pace Universities. Kevin's expertise is also valued by industry analysts and the investment community where he has been invited to brief clients of firms including JP Morgan, RBC, Piper Jaffray, Bear Sterns, Citicorp and others. Kevin earned his MBA from Yale School of Management in 1992 and lives in Manhattan with his wife and daughter.

Steve Baldwin, Did-it Marketing Manager, has been writing about interactive media since 1990 for PC Magazine, Computer Shopper, ZDNet and Time Inc. Steve has coauthored two books about the New Economy: Netslaves: True Tales of Working the Web (McGraw-Hill, 1999) and Netslaves 2.0: Tales of "Surviving" the Great Tech Gold Rush (Allworth Press, 2003). Library Journal called Netslaves "essential for anyone with eyes glazed over at the prospect of accumulating vast riches from the Internet." Steve also created and runs "Ghost Sites of the Web," an award-winning Internet history site whose features include "The Museum of Interactive Failure," a library of case studies covering the fate of hundreds of Web 1.0 ventures. Steve has lectured at NYU, Columbia, Vassar, and at the Piet Zwart Institute in Rotterdam. He is a graduate of Fordham University and lives in Brooklyn, NY.

Product Details

• Hardcover: 189 pages
• Publisher: Easton Studio Press (September 11, 2007)
• Language: English
• ISBN-10: 0974380660
• ISBN-13: 978-0974380667
• Product Dimensions: 9.3 x 6.3 x 0.7 inches
• Shipping Weight: 15.2 ounces (View shipping rates and policies)
• Average Customer Review: 4.5 out of 5 stars  See all reviews (6 customer reviews)
• Amazon Best Sellers Rank: #2,106,012 in Books (See Top 100 in Books)

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Most Helpful Customer Reviews

8 of 9 people found the following review helpful

5.0 out of 5 stars The BEST Internet Advertising / Marketing Book I have recently read November 5, 2007

By N. Cienfuegos

Format:Hardcover

I just finished reading Kevin Lee's book "The Eyes have It" I got it this morning and I couldn't stop from beginning to end.

This is definitely the best Internet Advertising/Marketing book I have recently read, taking into consideration that I read 2 or 3 internet marketing books per month I can say this book is very updated and has a lot useful techniques in today's internet advertising landscape.

I bought the book because in the past five years I have been regularly reading Kevin's columns on ClickZ.com and have attended to a few conferences where he has spoken and 100% of the times I always have something new to learn from what he has to say.

Kevin starts by describing how the advertising industry is under a process of dramatic transformation, how the big branding advertising agencies are having to adapt themselves to this new world. He then focuses on Search Marketing and explains why he thinks the media plan is obsolete. The book touches on controversial issues like click fraud and the SEO Trap, and continues by reassuring that branding has not died yet and that we as marketers have to think holistically but act pragmatically when advertising through these new channels. He finishes the book by reminding us that this new advertising landscape is not constant and will continue to evolve and we as marketers need to be very much aware of the upcoming opportunities that will be presented to us.

I think we can all agree with Kevin that we are definitely living in a new advertising and marketing world which is very different from just a few years ago, and Kevin is definitely an expert in this new way of advertising and marketing, he seems to use a new thinking and a new approach when he markets for his clients, if you want to learn some of great techniques that Kevin uses to be successful in these new digital channels this book will be very helpful for you.

If you are new in this field and are planning to start marketing through the internet today this book will be a great starting point and a great investment, and even if you are already a very experienced digital marketer like myself I still recommend the book because it is full of new proven practices and techniques that Kevin has previously used in his advertising agency Did-it.com.

I am responsible of managing and executing a multi-million internet advertising budget and I am sure that by reading this book and applying some of the processes he shares with us in his book we will be able to save at least a few hundred thousand dollars a year. He is definitely an expert in the field. I highly recommend this book.

2 of 2 people found the following review helpful

4.0 out of 5 stars Valuable Read April 1, 2008

By Stoney deGeyter

Format:Hardcover

I didn't know what to expect going into The Eye's Have It. I know Kevin Lee's reputation in the SEM industry, which is good, as well as his thoughts on the SEO industry (which can be way off base) so I'm sure those things colored my perception before I even began to read. But I have to say that whatever you know or think of Lee, this book is well worth reading.

The book takes you through a lot of the history of marketing, but not as a "here is how things used to be done" but more as a way of using the past to explain the future of marketing. Lee and Baldwin did a fantastic job researching the days of marketing past and exploring that under the light of the new age of digital marketing.

Upon closing the back cover you'll feel breathless with the wealth of information covered as well as the ignition of new thoughts and ideas for creating forward thinking marketing campaigns. I've probably learned more from this book about marketing than any book I've read last year. But the trick now is to take this information and to translate it into new results for the new advertising age we are in.

4.0 out of 5 stars Required Reading for C-Level Executives November 30, 2009

By Sine Nomine

Format:Hardcover|Amazon Verified Purchase

"The C-Level Executive's Intro to Internet Marketing"

The C-level executive should read this, and so should you.

My book is full of pink underlined passages of both small and large importance. Here are my favorite parts:

1) Need inspiration in your career? Go to page 90.
2) Would you like to learn more about the SEO trap? Go to page 113.
3) Need to build a tech savvy Internet marketing team? Visit page 144 to start.

This book is strategic not tactical.

You won't learn how to write better Google ads. The book won't tell you that Google, Yahoo, or Bing is the best PPC method for your campaigns (it all varies). Copywriters and SEO aspirants won't find answers here.

But if you'd like to know how marketing progressed from the massive TV ad spends of the 1960's to the highly technical world of PPC marketing, this book is worth a read.

As for me, I'll settle for this little bit of inspiration on page 90:

"Digital marketing today requires a unique blend of skills not taught in business schools or learned in old-line ad agencies. Finding people who are both creative and quantitatively minded enough to work effectively in this new environment is difficult."

Pull out your highlighter, it's time to read Kevin Lee's "The Eyes Have It".