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

Mathieson, Rick

Rilegato

ISBN 10: 0814415725 ISBN 13: 9780814415726

Casa editrice: AMACOM, 2010

Riassunto

Call it the digital generation. The iPhone-toting, Facebookhopping, Twitter-tapping, I-want-what-I-want, how-I-wantit 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.

Su questo libro

L'autore:

Rick Mathieson 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: Advertising & Interactive Media, and is the author of Branding Unbound.

Dalla seconda/terza di copertina:

With a relentless onslaught of new online promotional media that go way beyond old-school websites, banner ads, and email blasts, consumers are just tuning out marketing initiatives that don’t appeal to their increasingly connected, digital lifestyles. A world of quaintly interactive HTML and Flash-based “new media” web experiences has morphed into a digital universe of augmented reality, advergames, social networking, and virtual worlds—one that’s highly personalizable and uniquely shareable. And now that consumers are actively creating and participating in communities of interest (everything from politics to kickboxing to Kim Kardashian), building brands in the digital age has come down to a single word—“experience.” And on Madison Avenue—and for many marketers—it’s getting hard to keep up.

So what’s the secret to marketing to those weaned on TiVo, Facebook, smartphones, and Twitter? Goodbye “new media”; hello now media.The On-Demand Brand presents an inside look at digital strategies being deployed by brands like Burger King, BMW, Doritos, Sears, Pizza Hut, the NFL, and others, getting to the root of what works—and what doesn’t—in an age of immediate, malleable, and very social real-time media. Today, companies such as Warner Brothers, McDonald’s, Unilever, Kellogg’s, and others have succeeded in moving beyond the first wave of viral video, social networking, user-generated content, and mobile marketing campaigns, and are now thinking much bigger, bolder, and far more bodaciously.

Revealing the 10 essential rules for building on-demand brand experiences, this book shows you how to build awareness and demand for your offerings by honing in on the right combination of digital channels and interactions for your brand. Filled with insights and advice from some of the most innovative minds in marketing—including Alex Bogusky, cochairman of Crispin, Porter + Bogusky (and Adweek’s “Creative Director of the Decade”); Laura Klauberg, senior vice president, global media for Unilever; and Mike Benson, executive vice president of marketing for ABC Entertainment—and tons of practical tips you can use for your own marketing initiatives—The On-Demand Brand is required reading for anyone trying to stay ahead of the curve in this brave new “on-demand” world. You’ll discover:

· How Showtime, MasterCard, and NBC have literally redefined “viral video” with highly personalizable video content that astonishes those who experience it, while supercharging awareness and demand for their offerings

· How Burger King, Coca-Cola, and Axe Deodorant have hit pay dirt with “advergames”—branded videogames—which have directly and dramatically boosted sales of their products

· How Fanta, GE, Papa John’s and Topps are leveraging the power of augmented reality— combining the virtual and physical worlds to create incredible branded experiences that were never before possible

· How GMC, Alaska Airlines, and Yahoo are using a new generation of “smart advertising” technologies to target consumers based on age, gender, geographic location, online activities, past purchase behavior, and more

Something cool, and truly profound, is happening in the on-demand economy. And through lessons from some of the world’s most successful digital marketing initiatives,The On-Demand Brand will give you a thorough understanding of the best strategies for connecting with your audience, and inspiring the kind of interest and loyalty your brand deserves.

RICK MATHIESON is a leading voice on marketing in the digital age. Heralded as “a strategic marketing expert” by Harvard Busi

Su questa edizione

• Editore: AMACOM
• Data di pubblicazione: 2010
• ISBN 10: 0814415725
• ISBN 13: 9780814415726
• Rilegatura: Copertina rigida
• Numero di pagine: 304