Reinventing Interactive and Direct Marketing: Leading Experts Show How to Maximize Digital ROI with

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Reinventing Interactive and Direct Marketing: Leading Experts Show How to Maximize Digital ROI with iDirect and iBranding Imperatives vBM<M3  
by: Stan Rapp HzuG- V  
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Reinventing Interactive and Direct Marketing: Leading Experts Show How to Maximize Digital ROI with iDirect and iBranding Imperatives ^EW6}oj[  
By Stan Rapp EaH/Gg3  
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Publisher:   McGraw-Hill +bb-uoZf  
Number Of Pages:   238 V%C'@m(/SZ  
Publication Date:   2009-11-06 !|9
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ISBN-10 / ASIN:   0071638024 HW'I$ .  
ISBN-13 / EAN:   9780071638029 {~(XO@;b  
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Product Description: qw)O
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This is the definitive guide from an all-star team of digital direct marketers. Global direct marketing icon Stan Rapp, the coauthor of the global besteller "MaxiMarketing", teams up with the expert professionals at the Direct Marketing Association (DMA), the world's leading direct-marketing trade association, to answer the need among marketing professionals for a guide to creating a winning digital direct marketing plan. This book is an incomparable collection of 14 essays covering the full gamut of key digital direct marketing topics. $YJi]:3&  
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Summary: A Home Run on Today's New iMarketing 0Jd>V  
Rating: 5 :6m"}8*q8  
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What a terrific book! This is no ordinary marketing book. It is a manual for surviving and thriving in the midst of the hurricane wind of change which is sweeping away everything we thought we knew about advertising and selling. beV+3HqB8  
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No one person could have written it. There is too much about today's reinvention of direct marketing for any one person to have mastered it all. So no one person did. Instead, master strategist Stan Rapp has sought out and brought together 14 successful cutting-edge experts in their own areas of the new iBranding and iDirect. The chapters they have written will lift you up to their level of understanding and expertise in each area. (Stan Rapp's introduction alone is worth the price of the book.Full disclosure: I am now a retired ad man who was not involved in the creation of this book in anyway, but who is proud to have worked closely with Stean Rapp in earlier years.) W3^^aD-  
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The fat-cat big agencies will either pay attention to the new pathways to prospective buyers laid out in this book or they will start disappearing like dinosaurs. Soon gone are forever will be the days when the big brand advertisers spen so much ($200 million) on fancy 30-second one-way show-off "image" commercials during the Super Bowl game and had so little in provable sales effect to show for it. Today, Lucas Donat points out in his chapter, it is possible to create ROI-positive advertising that builds the brand while generating ACCOUNTABLE results, something we traditional direct marketers have always done. hQNUA|Q=%  
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For example, just two Hyundai spots during the 2008 Super Bowl drove 300,000 people to the advertiser's website and generated 25,000 rich sales leads! And E-Trade's iTV talking baby Super Bowl led to a 32% surge in new accounts in just the first week. uaCI2I  
Now advertisers are discovering the same thrill of acountability in their "social network" advertising on Twitter, blogs, MySpace, Facebook, etc. - following the trails retraced in this book. U9Q[K
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I found nuggets of knowledge, know-how, and insight waiting to be discovered on every page. Do you know, for example.... 9\kEyb$F=  
-How eHarmony built its brand with their customers' own home videos? f3h]t0M  
-The four fundamentals of iDirect Marketing? C{G%"q  
-The 6 basics of successful SEM (Search Engine Marketing)? E5*pD*#  
-How Best Buy for Business used testing to find the right channel mix (direct mail, e-mail, phone, etc)? ltkA7dUbu  
-How Nike shifted a major part of its ad dollars to investment in new internpersonal engagement technology, so runners can now customize their new running shoes, and monitor their running performance on their iPods? ~4] J'E >  
-Which service .. <Skf n`).  
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