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Attract New Customers and Exceed Revenue Goalswith iDirect Marketing!"A simple concept ties this incredibly useful book together.Every marketer now is an iDirect marketer. You ignore thisconcept, and this book, at your own peril."Al Ries, author of War in the Boardroom"How do you get your brand heard, trusted, and remembered? The answeris in the confluence of digital and direct to form a torrent of minimalcost/maximal result opportunities. Rapp's vision of an iDirect future and theinsights of the book's contributors put marketing supremacy in your grasp."Tim Suther, SVP, Acxiom Global Multichannel Marketing Services"The internet brings about the reinvention of everything. Now it is marketing'sturn. Rapp compiles the best thinking on a future with low-cost and no-costconnections between products and consumers. Essential reading for marketers."Chris Anderson, author of The Long Tail"Direct marketing is interactive, and interactive marketing is direct. Withan 'iDirect' mindset, digital platforms and innovative analytics impact thedata-driven, online, offline, lead-generating, customer-retaining, multichanneldirect marketing process. Rapp's vision for reinventing marketing is a wake-upcall for CMOs to think and act differently in a profoundly changed world."John Greco, President and CEO, Direct Marketing Association"It's increasingly important to rely on an agency for accountableiDirect solutions. The advertising agency of the future must be adeptat reinventing yesterday's interactive, direct and branding. Rapp'scohort of experts show the way in this book."Michael McCathren, Chick-fil-A Conversation CatalystAbout the BookReinventing Interactive and Direct Marketingfocuses on how to benefit from a fundamentaltruth about marketing in the digital era. InteractiveMarketing is direct. Direct Marketing isinteractive. What has been seen mistakenly asseparate disciplines actually are one and thesame. Every marketer now is an interactivedirect marketer.To help you profit from this new reality, StanRapp introduces a new paradigm-iDirect-the 21st-century growth engine at the intersectionof digital technologies and directmarketing practices. The gap between whatyou once took for granted and the iDirectMarketing future is so vast that a team ofthought leaders is needed to deal with it. Noone person has all the answers.In this book, Rapp brings together marketingluminaries with a variety of perspectives thatwill open your eyes to astonishing, new opportunities.It contains surprising insights fromthe top minds in direct marketing, including:John Greco, President of the Direct MarketingAssociation: How to Market Directlyor Be Left BehindProfessor Don Shultz, PhD, NorthwesternUniversity: Media Allocation for a Mass NetworkingLandscapeLucas Donat, President, Donat/Wald: ROIpositiveAdvertising via TV and Print for theiDirect MarketerMike Caccavale, Founder and CEO, PlurisMarketing: Instant Delivery of Thousands ofIndividualized MessagesMichael Becker, VP Mobile Strategies,iLoop Mobile: Hold the Consumer in thePalm of Your Hand with MobileMelissa Read, PhD, Vice President ofResearch and Innovation, Engauge: ThePsychology of Motivating Desired BehaviorOn- and OfflineTim Suther, Acxiom SVP Global MultichannelMarketing Services: Releasing theFull Power of iDirect Fundamentals
Contents
Foreword Rick Milenthal, CEO, Engauge What Is iDirect Marketing? Introduction Stan Rapp, Chairman, Engauge Chapter 1: Time for Marketing to Really Get Direct about Creating ValueJohn Greco, President and CEO, Direct Marketing Association Chapter 2: Perplexing New Realities Marketers Face Today Richard Cross, CEO, Cross World Network and Coauthor of Customer Bonding Chapter 3: Media Allocation for a Mass Networking Era Don Schultz, Ph.D., Professor Emeritus-in-Service of Integrated Marketing Communication, Northwestern University Chapter 4: Direct Goes Emotional with New iDTV Advertising Lucas Donat, CEO, Donat/Wald, a Pioneering iDTV Agency Chapter 5: More Sales, Less Cost: Optimizing Each Consumer Engagement Michael Caccavale, Founder and CEO, Pluris Marketing Chapter 6: SEM and SEO: Core Drivers of iDirect Success David Hughes, CEO, The Search Agency Chapter 7: Mobile: Holding iDirect in the Palm of Your Customer's Hand Michael Becker, Cofounder and Vice President Mobile Strategies of iLoop Mobile; Coauthor Web Marketing All-in-One for Dummies, Contributing Author to Mobile Internet for Dummies, and Coeditor of the International Journal of Mobile Marketing Chapter 8: Using Psychology to Drive Digital Behavior Melissa Read, Ph.D.,Vice President of Research and Innovation, Engauge Chapter 9: E-Mail Life Support at Home and the OfficeJeanniey Mullen, Executive Chairwoman, E-Mail Experience Council (eec); Executive Vice President and Chief Marketing Officer, Zinio and VIVmag LLC; and Coauthor of Email Marketing: An Hour a Day Chapter 10: Conversation: What Matters Most for Marketers Now Joseph Jaffe, Author, Join the Conversation; President and Chief Interruptor, crayon Greg Verdino, Chief Strategy Officer of the Marketing Consultancy, crayon Chapter 11: iDirect Marketing at Best Buy for Business Janet Rubio, Chief Insights Officer, Engauge Chapter 12: iBrands: The New Face of the ConsumerMichael McCathren, Conversation Catalyst, Chick-fil-A, Inc. Chapter 13: The Keys to iDirect Marketing SuccessTim Suther, Senior Vice President, Global Multichannel Marketing Services, Acxiom AppendixIndexMeet the AuthorsAbout DMAAbout EngaugeAbout Stan RappNER(01): WOW
