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

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Mathieson R.The On-Demand Brand: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World
AMACOM, 2010 . - 282 pages
ISBN: 0814415725
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.
Table of Contents
Introduction
Insight Comes Before Inspiration
The Klauberg Manifesto
Don’t Repurpose, Reimagine
Alex Bogusky Tells All
Don’t Just Join the Conversation—Spark It
Virtually Amazing: Sibley Verbeck on Building Brands in Second Life 2.0
There’s No Business Without Show Business
Adrian Si: Rewriting the Rules of Branded Entertainment
Want Control? Give It Away
Obama Girl Makes Good: Ben Relles’s Racy Videos and the Democratization of Digital Media
It’s Good to Play Games with Your Customers
Mike Benson and the ABCs of Advergames
Products Are the New Services
Agent Provocateur: Goodby’s Derek Robson on Reinventing the Ad Agency
Mobile Is Where It’s At
BMW and Beyond: Activating Traditional Media through the Power of Mobile
Always Keep Surprises In-Store
The Future of the In-Store Experience, from the Father of Social Retailing®
Use Smart Ads Wisely
The Social Net—Privacy 2.0
Additional Resources
Notes
Acknowledgments
Index
About the Author
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