Digital Impact: The Two Secrets to Online Marketing Success (Google eBook)

Vipin Mayar, Geoff Ramsey

John Wiley & Sons, May 18, 2011 - Business & Economics - 256 pages

Win online by attracting the right customers and getting the right performance measurement

Digital Impact answers the critical questions marketers have about connecting with and influencing consumers online. Written in an easy-to-read, approachable format, this helpful guide presents provocative content along with practical, commonsense methods that can be followed by any businessperson at companies of all sizes. The discussion hones in on two keys to success: building a performance measurement approach that will let you get maximum impact out of your online marketing and ad dollars, and creating magnetic content that attracts customers and keeps them engaged with your brand.

• Leverage trust and build ROI in social media and mobile spaces
• Get actionable data, best practices, cases studies, anecdotes, practical coaching tips and strategic insights
• Engage customers who typically resist advertising messages
• Learn from authors who have extensive experience across major industries and accounts, giving them a wide business appeal

Whether your budget is corporate-sized or on a shoestring, you'll want to achieve the measurable bottom-line improvements that come with having Digital Impact.

What people are saying

Review: Digital Impact: The Two Secrets to Online Marketing Success

User Review  - Jason - Goodreads

A good book on the basics. Not too detailed, but useful. Worth keeping around on the shelf to look up questions on measurement in specific channels from time to time.

Review: Digital Impact: The Two Secrets to Online Marketing Success

User Review  - Yongsup - Goodreads

This book is a good manual for online & SNS marketing.

Contents

• Chapter: 3
• Chapter 2: 17
• Chapter 3: 41
• Part II: 48
• Chapter 4: 57
• Search: 65
• Online Display Ads: 93
• Chapter 6: 115
• Chapter 7: 170
• The Always On Anytime Anywhere Channel: 179
• Delivering Emotional Engagement: 217
• Part III: 233
• Digital Dashboards: 257
• Chapter 12: 273
• Index: 289

About the author

VIPIN MAYAR has been the global leader for the Marketing Performance practice at McCann Worldgroup, the marketing solutions network that specializes in transforming brands and growing businesses. He was named aniMedia Top 25 Innovator in 2010.

GEOFF RAMSEY is cofounder and CEO of eMarketer, the authority on digital marketing trends, media, and commerce. Geoff keynotes at major industry and corporate events around the globe and is frequently quoted in the Wall Street Journal, Forbes, Reuters, NPR, BusinessWeek, and Advertising Age.

Bibliographic information

• Title: Digital Impact: The Two Secrets to Online Marketing Success
• Authors: Vipin Mayar, Geoff Ramsey
• Publisher: John Wiley & Sons, 2011
• ISBN: 1118087747, 9781118087749
• Length: 256 pages
• Subjects: Business & Economics / E-Commerce / Internet Marketing