• ISBN13: 9780814410721
  • Condition: NEW
  • Notes: Brand New from Publisher. No Remainder Mark.

Product Description
In an age of overwhelming Internet competition and rampant takeovers, marketers face the very real challenge of understanding how to engage customers online. Leland Harden and Bob Heyman, online marketing pioneers and authors of the popular book Net Results, team up again to teach marketers how to use search engine optimization, affiliate marketing, and all of the Web 2.0 tools they need to compete in the digital marketplace. Filled with up-to-date information on th… More >>

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

5 thoughts on “Digital Engagement: Internet Marketing That Captures Customers and Builds Intense Brand Loyalty”

  1. 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!!

    Rating: 5 / 5

  2. 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.
    Rating: 5 / 5

  3. Traditional advertising is being left in the dust thanks to the revolution of social media. In the book Digital Engagement by Harden and Heyman a shift from traditional marketing to a new, creative, on-demand centered fusion of social interactions between existing and new customers is revealed. This revolution has led to the biggest advertising outreach and campaign since the beginning of marketing. The book begins with the importance of businesses being a part of the social media phenomenon. This technology trend includes networking avenues such as facebook, twitter, and youtube. The new focus of Internet Marketing is on social system sites, wikis, virtual worlds, text advertising, mobile video and blogs that, in this day and age, will make or break your business. Harden and Heyman go into great detail on the types of electronic advertising available to enhance businesses and the steps that need to be followed in order to keep up with the current and changing internet applications. The main focus of this type of digital engagement is the newly experienced power of the average customer and their ability to have all their needs satisfied from pull technologies. The customer now has the luxury of deciding when they want to shop, what type of products they want to browse, and no salesmen trying to make a sale. Customer service through the web has far succeeded that of any brick and mortar store over the past five years.

    I thoroughly enjoyed this book because the language the authors used made it an easy-to- follow, personable business book. Harden and Heyman presented the facts in an effective manner and gave short, to-the-point examples of the types of social medias affecting the business world today. The authors also gave the impertinent steps/procedures necessary in understanding, exploring, and even succeeding in the economic market. For example, they use the term Public Relations 2.0 to assist in explaining the logic behind businessmen and women turning away from traditional forms of communication. The primary explanation is described through the following criteria: Convenience – Consumers are able to get information at anytime, on any screen, and on any mobile or stationary device when they want it. Relevance – Consumers can choose the information most interesting or applicable to their research through search and filter systems. By using RSS feeds, users can obtain the latest updates in a matter of seconds. Depth – Consumers can use different functions to go as in-depth and detailed as necessary and searches to amass quantities of information. Although I could easily relate and comprehend the information through the simplistic formatting of the book, I would have preferred a more in-depth description and analysis, especially concerning the alternate resources available for further reference.

    The one area that Harden and Heyman discussed that really interested me was the section focused on viral videos. They gave tips on how to make a video go viral and successfully spread it across the web. The experts suggested making it short, avoiding outright ad formatting, making it shocking, and designing it for remixing. Though the section included valuable advice, I would have liked a bit more information on adapting the videos to a `company’s’ culture.

    Overall, Harden and Heyman expressed the effects of social media on today’s marketing environment. They did a great job explaining the different terminologies associated with internet communication and successfully adapted the terminology to help in fully translate the impact this type of media is having on the business world. I will use the information from this book in every aspect of life, both personal and professional. I would recommend this book to people with and without business degrees wanting to learn more about web communication. The book, though overall beneficial, is a bit vague and general in some of its explanations. Harden and Heyman successfully inspire the reader and give them a new edge into the opening window of mass, global communication.

    Rating: 4 / 5

  4. Leland Harden and Bob Heyman’s authoritative guide is exciting some of the time, rather boring other times, and absolutely essential for anyone working in online marketing, branding, public relations (PR) or community building. getAbstract recommends it to all contemporary marketing professionals and anyone else who is trying to shape a coherent policy for engaging consumers online. When the book is dull, it is dull for the same reasons it is so essential: In places, it is a reference work, which you might consult regularly in short bursts, rather than read through in its entirety. Given that, the index should include each person and Web site the authors mention but, alas, it does not. The book is exciting because it provides two related, necessary pieces of information: specific guidelines for developing online campaigns and tools for measuring their success. If you read it, you’ll be able to plan consistently, maximize your online PR investment and track how you’ve done.
    Rating: 5 / 5

  5. DIGITAL ENGAGEMENT: INTERNET MARKETING THAT CAPTURES CUSTOMERS AND BUILDS BRAND LOYALTY is for marketing managers and startup entrepreneurs who want to stay current in cyber-marketing. Tips on how to more effectively use the latest technologies come from online marketing gurus who cover everything from building the better website to keeping connected through phone screens and more. Any library strong in business or computer marketing strategies needs this!

    Rating: 5 / 5

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