Digital Engagement: Internet Marketing That Captures Customers and Builds Intense Brand Loyalty

By Leland Harden and Bob Heyman

Book Overview

Leland Harden and Bob Heyman, online marketing pioneers and authors of the popular book Net Results, share their top tips to help marketers compete in this comprehensive digital marketing guide. In the current market, organizations face the very real challenge and necessity of engaging and appealing to their customers online. Digital Engagement teaches them how to do just that by introducing the best venues for online marketing and the latest and greatest digital marketing tools, including search engine optimization, affiliate marketing, social networking, virtual worlds, widgets, wikis, and emerging media. Marketers will learn how to: stop burning money on web advertising campaigns that don't deliver; tweak websites to improve conversions and traffic flow; master proven strategies for consumer-generated media; and generate buzz and improve brand recognition. Featuring case studies from companies like Toyota and Tommy Hilfiger as well as up-to-the-minute lists of key vendors for online marketing software, this is the only start-to-finish guide for navigating the newest and most effective online marketing tools.

• Format: Paperback
• Language: English
• ISBN: 0814410723
• ISBN13: 9780814410721
• Release Date: January 2009
• Publisher: Amacom
• Length: 256 Pages
• Weight: 0.05 lbs.
• Dimensions: 0.7" x 7.3" x 9.1"
• Age Range: 18 years and up
• Grade Range: Postsecondary and higher

Customer Reviews

A must-read for marketing professionals!

This book is a fantastic resource. Harden and Heyman freely share their excellent research, which they put in front of you in a straight-forward, easy to follow format. So many of the books in this space focus too heavily on concepts rather than concrete examples, or lapse into techno-babble that is really irrelevant to me as a professional. I LOVED Digital Engagement for its practical, 'news you can use' approach. I know I can take the concepts, strategies, tactics and tools discussed in this book, and apply them to my job right now.

Eye opening revelation...

Digital Engagement: Internet Marketing That Captures Customers and Builds Intense Brand Loyalty While I am an accomplished entrepreneur having owned three successful businesses I admit I was intimidated by trying to wade through the new and expanding world of internet marketing. There isn't a day in my life that I don't access the internet for one reason or another but I had not even scratched the surface when it came to utilizing the power of this beast to build my business. That is until I ran across Leland Harden's "Digital Engagement". This book not only laid out a path for me to navigate towards success with internet marketing it gave me tools that I implemented that very day that changed the course of my business, literally. I went from no presence (not even a website) to getting in front of 80,000 qualified customers and actually interacting with 33 of them that showed an interest in my store within 3 days and for only $20. Amazing. Needless to say the door has been opened and it is because of "Digital Engagement". I am personally purchasing a copy of it for my close friends that have a need for business expansion. When I purchased the book for myself I had an event planned in my store and was concerned because I had very little interest. I ended up with over 50 customers in the store and sales were through the roof. Thanks guys, thanks for brining the "world wide web" to my backyard and showing me how to work it!! [...]

Solid, Visionary, Practical, Once Again

Harden and Heyman were forces at the beginning of the Internet, even before we called it 1.0, and they continue to lead both us Internet savvy veterans and the less experienced into the future. If you are involved in any type of internet business, want to be, or are just curious, this is a must read. Unlike many internet related books, this one is not outdated the day of publication, but rather takes the known and relates the learnings in a way that will empower internet marketers for years. Highly recommended. Steven G. Bustin Author and Internet Media Entrepreneur

Two thumbs up...

Working in the PR Services industry, I have found many books in this space to be so advertising centric that they lose relevance. Marketing in today's world involves components beyond advertising such as PR and Word-of-Mouth. Harden and Heyman (as experienced, effective communicators) provide great insight to all forms of marketing via the web. They're not ham-strung by any one discipline that would cause them to lapse into myopia regarding the true power of Web 2.0. I recommend buying this book. You won't be sorry.

An easy to read and invaluable resource for online marketing

Digital-Engagement can help anyone, including those with limited technology aptitude (such as this reviewer), greatly increase their understanding of online marketing and how to focus their campaigns to leverage every new technology tool available. The authors have an uncanny ability of making this an easy read, and it is an invaluable and must-have resource. Bob Heyman trail-blazed e-marketing, and he continues to lead the way in helping people harness the power of the web.