Digital Engagement

Leland Harden and Bob Heyman are the co-founders of Cybernautics, a standard-setting new economy marketing agency that launched some of the biggest brands on the web. Harden is vice president of Institutional Advance - ment at Hardin-Simmons University. Heyman is chief search officer at Mediasmith, a leading media buying and planning agency.

• 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(t) 17083-DigitalEngagement 10/15/08 9:07 AM Page vii 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 237