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Digital Impact: The Two Secrets to Online Marketing Success

ISBN: 978-0-470-90572-2
298 pages
June 2011
Digital Impact: The Two Secrets to Online Marketing Success (0470905727) cover image
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.

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Acknowledgments.

PART I.

Chapter 1 Introduction.

Chapter 2 Secret #1: The Right Approach to Performance Measurement.

Chapter 3 Secret #2: Magnetic Content: Why Attraction Beats Distraction.

PART II.

Chapter 4 Search.

Chapter 5 Online Display Ads.

Chapter 6 Email Marketing.

Chapter 7 Social Media: The Newest Frontier.

Chapter 8 Mobile: The Always On, Anytime, Anywhere Channel.

Chapter 9 Online Video: Delivering Emotional Engagement.

PART III.

Chapter10 Integration Across Online and Offline Channels.

Chapter 11 Digital Dashboards.

Chapter 12 Putting it All Together.

Index.

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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.

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June 08, 2011
Digital Impact: The Two Secrets to Online Marketing Success

CEOs and CFOs of Fortune 1000 corporations are demanding that their marketing departments provide a return on investment for the millions spent on online advertising and marketing. Likewise, for small-business owners, there is a growing need to account for every dollar spent. To thrive—and even survive—among the competition, marketers must create messages that cut through the clutter, while also providing a proven method for streamlining measurement and metrics across all digital channels.

Vipin Mayar of McCann Worldgroup and Geoff Ramsey of eMarketer have created a bullet-proof game plan for digital marketers and advertisers. Their new book, DIGITAL IMPACT: The Two Secrets to Online Marketing Success (9780470905722; July 2011; $24.95; Hardcover), evidences their combined 25 years of expertise in the digital world, providing a complete set of guidelines for mastering two crucial concepts: performance measurement and magnetic content.  

With Secret #1, Performance Measurement, the authors reveal the seven most important metrics and apply them across all digital channels, including search marketing, email, social media, online video, mobile and display advertising.  Secret #2, Magnetic Content, fleshes out approaches for creating marketing messages that naturally attract consumers.

Gone are the days when consumer audiences willingly accepted interruptions from advertisers in exchange for news and entertainment—when you could simply place an ad and assume that the money was well spent.  Today, with new technologies and platforms constantly dividing their attention, consumers are harder to reach and engage than ever.  

DIGITAL IMPACT answers the challenges online marketers face with digitally empowered consumers, including short attention spans, a plethora of choices and a stubborn resistance to advertising messages. Through actionable data, case studies and strategic insights from top-tier marketing professionals, readers will take away practical strategies for executing effective online marketing, as well as a blueprint for integrating offline and online efforts.

“You have to know how to measure it, and you also have to create Magnetic Content that pulls the right customers straight to you,” advise Mayar and Ramsey.

DIGITAL IMPACT provides game-changing tactics for achieving better bottom-line results, including:  

  • The seven most important digital marketing metrics every marketer should know
  • How to calculate a return on investment for social media and other new-media initiatives
  • SEO and SEM tactics that can position any business for where search is headed
  • How to integrate offline and online marketing approaches for the best possible outcomes
  • How to build an excellent digital dashboard that will prove marketing's worth to the C-suite

Written in an easy-to-read, approachable format, DIGITAL IMPACT presents provocative content along with practical, common-sense approaches that can be followed by any businessperson. DIGITAL IMPACT allows marketers the ability to not only connect with and influence consumers in a digital world but ultimately make a bigger impact with a smaller budget.                    


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