The On-Demand Brand: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World

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AMACOM, May 1, 2010 - Business & Economics - 304 pages
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Call it the digital generation. The iPhone-toting, Facebook-hopping, Twitter-tapping, I-want-what-I-want, how-I-want-it generation. By whatever name, marketers are discovering that connecting with today’s elusive, ad-resistant consumer means saying goodbye to “new media,” and hello “now media.” Featuring exclusive insights and inspiration from today’s top marketers—as well as lessons from some of the world’s most successful digital marketing initiatives—this eye-opening book reveals how readers can deliver the kind of blockbuster experiences that 21st century consumers demand. Spanning social networking, augmented reality, advergames, virtual worlds, digital outdoor mobile marketing, and more, this book presents an inside look at digital strategies being deployed by brands like Coca-Cola, Burger King, BMW, Axe Deodorant, NBC Universal, Doritos, and many others. Revealing ten essential secrets for capitalizing on the right mix of digital channels and experiences for any brand, this book reveals how to demand attention...before the audience hits the snooze button.
 

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Contents

Insight Comes Before Inspiration
1
Dont Repurpose Reimagine
31
Dont Just Join the ConversationSpark It
59
Theres No Business Without Show Business
89
Want Control? Give It Away
113
Its Good to Play Games with Your Customers
135
Products Are the New Services
157
Mobile Is Where Its At
179
Always Keep Surprises InStore
207
Use Smart Ads Wisely
231
Additional Resources
261
Notes
263
Acknowledgments
273
Index
275
About the Author
281
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About the author (2010)

RICK MATHIESON (San Francisco, Calif.) is a leading voice on marketing in the digital age. Harvard Business School’s Working Knowledge calls him “a strategic marketing expert.” His insights have been featured in ADWEEK, Advertising Age, Wired, Broadcasting & Cable and on MSNBC, CBS Radio and NPR. A regularly featured speaker at industry events, Mathieson also serves as vice president and creative director for Creative i Advertising & Interactive Media, and is the author of Branding Unbound.

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