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Digital Engagement: Internet Marketing That Captures Customers and Builds Intense Brand Loyalty Paperback – January 14, 2009
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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
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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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!!
I thoroughly enjoyed this book because the language the authors used made it an easy-to- follow, personable business book. Harden and Heyman presented the facts in an effective manner and gave short, to-the-point examples of the types of social medias affecting the business world today. The authors also gave the impertinent steps/procedures necessary in understanding, exploring, and even succeeding in the economic market. For example, they use the term Public Relations 2.0 to assist in explaining the logic behind businessmen and women turning away from traditional forms of communication. The primary explanation is described through the following criteria: Convenience - Consumers are able to get information at anytime, on any screen, and on any mobile or stationary device when they want it. Relevance - Consumers can choose the information most interesting or applicable to their research through search and filter systems. By using RSS feeds, users can obtain the latest updates in a matter of seconds. Depth - Consumers can use different functions to go as in-depth and detailed as necessary and searches to amass quantities of information. Although I could easily relate and comprehend the information through the simplistic formatting of the book, I would have preferred a more in-depth description and analysis, especially concerning the alternate resources available for further reference.
The one area that Harden and Heyman discussed that really interested me was the section focused on viral videos. They gave tips on how to make a video go viral and successfully spread it across the web. The experts suggested making it short, avoiding outright ad formatting, making it shocking, and designing it for remixing. Though the section included valuable advice, I would have liked a bit more information on adapting the videos to a `company's' culture.
Overall, Harden and Heyman expressed the effects of social media on today's marketing environment. They did a great job explaining the different terminologies associated with internet communication and successfully adapted the terminology to help in fully translate the impact this type of media is having on the business world. I will use the information from this book in every aspect of life, both personal and professional. I would recommend this book to people with and without business degrees wanting to learn more about web communication. The book, though overall beneficial, is a bit vague and general in some of its explanations. Harden and Heyman successfully inspire the reader and give them a new edge into the opening window of mass, global communication.
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.