برند درخواستی: ۱۰ قانون برای موفقیت در بازاریابی دیجیتال در دنیای همیشه و همه‌جا

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......Page 6 Introduction......Page 10 RULE #1: Insight Comes Before Inspiration......Page 24 Q&A: The Klauberg Manifesto......Page 44 RULE #2: Don’t Repurpose, Reimagine......Page 54 Q&A: Alex Bogusky Tells All......Page 74 RULE #3: Don’t Just Join the Conversation—Spark It......Page 82 Q&A: Virtually Amazing: Sibley Verbeck on Building Brands in Second Life 2.0......Page 104 RULE #4: There’s No Business Without Show Business......Page 112 Q&A: Adrian Si: Rewriting the Rules of Branded Entertainment......Page 130 RULE #5: Want Control? Give It Away......Page 136 Q&A: "Obama Girl" Makes Good: Ben Relles’s Racy Videos and the Democratization of Digital Media......Page 150 RULE #6: It’s Good to Play Games with Your Customers......Page 158 Q&A: Mike Benson and the ABCs of Advergames......Page 174 RULE #7: Products Are the New Services......Page 180 Q&A: Agent Provocateur: Goodby’s Derek Robson on Reinventing the Ad Agency......Page 192 RULE #8: Mobile Is Where It’s At......Page 202 Q&A: BMW and Beyond: "Activating" Traditional Media through the Power of Mobile......Page 222 RULE #9: Always Keep Surprises In-Store......Page 230 Q&A: The Future of the In-Store Experience, from the Father of Social Retailing®......Page 244 RULE #10: Use Smart Ads Wisely......Page 254 Q&A:The Social Net—Privacy 2.0......Page 274 Additional Resources......Page 284 Notes......Page 286 Acknowledgments......Page 296 B......Page 298 D......Page 299 J......Page 300 P......Page 301 S......Page 302 Z......Page 303 About the Author......Page 304 Contents 6 Introduction 10 RULE #1: Insight Comes Before Inspiration 24 Q&A: The Klauberg Manifesto 44 RULE #2: Don’t Repurpose, Reimagine 54 Q&A: Alex Bogusky Tells All 74 RULE #3: Don’t Just Join the Conversation—Spark It 82 Q&A: Virtually Amazing: Sibley Verbeck on Building Brands in Second Life 2.0 104 RULE #4: There’s No Business Without Show Business 112 Q&A: Adrian Si: Rewriting the Rules of Branded Entertainment 130 RULE #5: Want Control? Give It Away 136 Q&A: "Obama Girl" Makes Good: Ben Relles’s Racy Videos and the Democratization of Digital Media 150 RULE #6: It’s Good to Play Games with Your Customers 158 Q&A: Mike Benson and the ABCs of Advergames 174 RULE #7: Products Are the New Services 180 Q&A: Agent Provocateur: Goodby’s Derek Robson on Reinventing the Ad Agency 192 RULE #8: Mobile Is Where It’s At 202 Q&A: BMW and Beyond: "Activating" Traditional Media through the Power of Mobile 222 RULE #9: Always Keep Surprises In-Store 230 Q&A: The Future of the In-Store Experience, from the Father of Social Retailing® 244 RULE #10: Use Smart Ads Wisely 254 Q&A:The Social Net—Privacy 2.0 274 Additional Resources 284 Notes 286 Acknowledgments 296 Index 298 A 298 B 298 C 299 D 299 E 300 F 300 G 300 H 300 I 300 J 300 K 301 L 301 M 301 N 301 O 301 P 301 Q 302 R 302 S 302 T 303 U 303 V 303 W 303 Y 303 Z 303 About the Author 304 0814415725,9780814415726 How to capture the attention of e-minded customers who think plain old web ads are SO yesterday.