Digital Engagement: Internet Marketing That Captures Customers and Builds Intense Brand Loyalty

257 Pages·2009·2.71 MB·English

by  Leland Harden

DIGITAL
ENGAGEMENT
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DIGITAL
ENGAGEMENT
Internet Marketing That Captures Customers
and Builds Intense Brand Loyalty
Leland Harden
and
Bob Heyman
American Management Association
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Library of Congress Cataloging-in-Publication Data
Harden, Leland.
Digital engagement : internet marketing that captures customers and builds
intense brand loyalty / Leland Harden and Bob Heyman.
p. cm.
Includes bibliographical references and index.
ISBN-13: 978-0-8144-1072-1
ISBN-10: 0-8144-1072-3
1. Internet marketing. 2. Brand loyalty. I. Heyman, Bob, 1948–
II. Title.
HF5415.1265.H3663 2009
658.8'72—dc22
2008030020
© 2009 Leland Harden and Bob Heyman.
All rights reserved.
Printed in the United States of America.
This publication may not be reproduced, stored in a retrieval system,
or transmitted in whole or in part, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of AMACOM, a division of American Management Association,
1601 Broadway, New York, NY 10019.
Printing number
10 9 8 7 6 5 4 3 2 1
To my wonderful family: Elise, Verity, and Nathanael.
—Leland Harden
AND
For Dave Smith, the smartest bear in the forest.
—Bob Heyman
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Contents
Foreword ix
Acknowledgments xi
PART I: FUNDAMENTALS OF SUCCESS FOR
DIGITAL ENGAGEMENT
1
CHAPTER 1: Goals and Expectations 3
Case Study: Kidzter.com: Launching into Kid Space
CHAPTER 2: Making Over Your Website: Can You See
Me Now? 29
Case Study: Tommy Hilfiger USA: When a Picture Is Worth
a Thousand Dollars
CHAPTER 3: Your Domain Name: How Online Branding Works 46
Special Section: Branding in China
PART II: ATTRACTING CUSTOMERS
65
CHAPTER 4: Search Engine Marketing: Optimize and Win 67
Special Section: Legal Issues of Paid Search
CHAPTER 5: Let’s Go Viral: Creating Buzz 94
Case Study—Sega: Kick-Starting Virality with the Sega Rally Revo™
vii
viii CONTENTS
CHAPTER 6: Web Video: The New, New Thing 112
Special Section: Here’s the Pitch: Best Practices from Team TubeMogul
CHAPTER 7: Affiliate Marketing: The Automated
Referral Network 135
Special Section: Publisher Code of Conduct—Still a Good Idea
CHAPTER 8: Public Relations 2.0: Moving Beyond the
Traditional Media 148
Case Study: Toyota’s Branding in the Blog Space Aims for Conversations,
Not Conversions
CHAPTER 9: Paid Media: Advertising Works Harder
on the Web 174
Case Study: Napster Returns
CHAPTER 10: Metrics and Measurement: Direct Marketing
on Steroids 193
Special Section: Puzzling Out the Metrics of Engagement: An Interview
with Dave Smith
CHAPTER 11: New Marketing Channels: Virtual Worlds,
Advergaming and Wireless Mobile Search 215
Where Do You Go from Here? 230
Digital Engagement Scorecard 231
A Web Marketing Glossary 233
Index 239
Foreword
BOY, I WISH I’D HAD THIS BOOK about 10 years ago, when Internet mar-
keting was in its earliest days.
In my presentations I often quote Bob Liodice, CEO of the Associ-
ation of National Advertisers (ANA). My favorite quote from Bob,
though he insists he got it from elsewhere, is this: “The amount of
change in marketing over the past three to five years probably equals
the amount of change over the past 30 years.”
How true that is! Of course much of the change we’re experiencing
is directly attributable to the Internet, which is upending every aspect
of marketing, from the most basic strategies and tactics to even our
most cherished consumer behavior models and measurement practices.
How bad is it? I make my living running a market research firm that
is 100 percent fixated on covering all aspects of the online marketing
universe. I’m up on all the latest digital trends; yet despite this, I still
feel overwhelmed, behind the ball and, on a bad day, out of the loop.
Just when I thought I’d mastered banners and blogs, or search and so-
cial networks, along came widgets, podcasts and a host of other buzzy-
sounding Web 2.0 concepts. I can only imagine what it’s like for the
typical marketer or agency executive trying to stay current—while do-
ing their day job.
That’s why this book, Digital Engagement, is so desperately needed
today by the management community. It is a critical, user-friendly
handbook for everyone who needs to know everything about online
marketing—and how to be successful at it. Beyond being a practical
how-to manual, this book offers fresh insight for how to look at your
ix