Developments in media and digital technology have spawned a
new era in marketing. Today, companies of all sizes need to
consider new, digital ways to reach and interact with
consumers. As a result, user-generated content, social
networking and other forms of digital marketing such as search,
blogging, and behavioral targeting are must-know topics.
DigiMarketing: The Essential Guide to New Marketing Digital
Media provides readers with a comprehensive overview of the major
digital channels being used. This includes explanations of the key
trends in mobile marketing, blogging, games, digital media, digital
point-of-sale, Web 2.0, and consumer created content.
Peppered with best practice examples of how leading marketers are
currently using these channels for effective marketing, this
comprehensive guide also offers the 12 Tenets of DigiMarketing
which serve as useful guideposts for the do''s and don''ts of digital
marketing. DigiMarketing also includes a thorough digital marketing
planning framework designed to help readers as they consider their
own digital marketing plans.
DigiMarketing answers a number of important questions:
What are the most important new media trends you should
know?
How can companies respond to the changes in new media?
How can you utilize digital channels to create greater consumer
involvement, experience, and participation – the 21st century
metrics for brand building?
How can you determine which digital channels to use, and how can
you measure your digital marketing?
What mistakes should you avoid if you wish to be successful with
your digital marketing?
Read DigiMarketing to accelerate your understanding about the key
digital trends today. It is for anyone who wants to better
understand the rapidly evolving world of new media and digital
marketing
關於作者：
Kent Wertime is an experienced advertising and communications
executive. Kent started his career in New York, where he worked for
international advertising agencies DMBB and BBDO. He has spent
the past 17 years living and working in Asia. During that time, he
has held executive positions in Hong Kong, Bangkok, and Singapore.
This has included roles as CEO of OgilvyInteractive Asia and his
current position as President of OgilvyOne Asia.
Kent has written for numerous publications including The Asian
Wall Street Journal, Media, Asiaweek, China Daily, and Brand News.
His first book, Building Brands and Believers, was published in
2002 by John Wiley Sons.
Ian Fenwick is an experienced management educator and marketing
consultant, having worked in Europe, North America and Asia. After
several years as Director of Canada''s top-ranked MBA Program at the
Schulich School of Business, Ian has been based in Bangkok for the
past eight years. He is currently Advisor and Senior Head of
Administrative Programs at Sasin Graduate Institute of Business
Administration, a business school founded in collaboration with
Wharton and Kellogg.
Ian Fenwick has published widely in scholarly—and
not-so-scholarly—journals including the Journal of Marketing
Research, Journal of Advertising Research, Public Opinion Quarterly
and The American Statistician
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