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Full Description
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.
Contents
CONTENTS Introduction RULE #1 Insight Comes Before Inspiration Q&A: The Klauberg Manifesto RULE #2 Don't Repurpose, Reimagine Q&A: Alex Bogusky Tells All RULE #3 Don't Just Join the Conversation-Spark It Q&A: Virtually Amazing: Sibley Verbeck on Building Brands in Second Life 2.0 RULE #4: There's No Business Without Show Business Q&A: Adrian Si: Rewriting the Rules of Branded Entertainment RULE #5: Want Control? Give It Away Q&A: "Obama Girl" Makes Good: Ben Relles's Racy Videos and the Democratization of Digital Media RULE #6: It's Good to Play Games with Your Customers Q&A: Mike Benson and the ABCs of Advergames RULE #7: Products Are the New Services Q&A: Agent Provocateur: Goodby's Derek Robson on Reinventing the Ad Agency RULE #8: Mobile Is Where It's At Q&A: BMW and Beyond: "Activating" Traditional Media through the Power of Mobile RULE #9: Always Keep Surprises In-Store Q&A: The Future of the In-Store Experience, from the Father of Social Retailing(R) RULE #10: Use Smart Ads Wisely Q&A: The Social Net-Privacy 2.0 Additional Resources Notes Acknowledgments Index About the Author
