The On-Demand Brand: 10 Rules for Digital Marketing Success in an Anytime, Everywhere WorldCall 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. |
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 |
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The On-demand Brand: 10 Rules for Digital Marketing Success in an Anytime ... Rick Mathieson No preview available - 2010 |
Common terms and phrases
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