The Resource DigiMarketing : the essential guide to new media & digital marketing, Kent Wertime and Ian Fenwick

DigiMarketing : the essential guide to new media & digital marketing, Kent Wertime and Ian Fenwick

Label
DigiMarketing : the essential guide to new media & digital marketing
Title
DigiMarketing
Title remainder
the essential guide to new media & digital marketing
Statement of responsibility
Kent Wertime and Ian Fenwick
Creator
Contributor
Subject
Language
eng
Summary
A primer on new media and online marketing from two advertising giants, 'DigiMarketing' is a commonsense introduction to the topics of digital media, online marketing, and advertising, all written in a simple, jargon-free style
Cataloging source
SISPL
http://library.link/vocab/creatorName
Wertime, Kent
Illustrations
illustrations
Index
index present
LC call number
HF5415.1265
LC item number
.W47 2008
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/relatedWorkOrContributorDate
1949-
http://library.link/vocab/relatedWorkOrContributorName
Fenwick, Ian
http://library.link/vocab/subjectName
  • Internet marketing
  • Social media
  • Strategic planning
Label
DigiMarketing : the essential guide to new media & digital marketing, Kent Wertime and Ian Fenwick
Instantiates
Publication
Bibliography note
Includes bibliographical references and index
Contents
Introduction: The Rush to Keep Up -- Section 1: The New World of Media and Marketing -- Chapter 1: Old Media, New Media, and Future Media -- Media proliferation -- New Media traits -- Old media is becoming "new media" -- Low barriers to entry everyone s in the media business -- Web 2.0 -- Multi platform, multi screen world -- Not just e commerce digital marketing, digital influence -- Business crossing borders every day -- Chapter 2: Digital Ecosystem and Marketing A Framework -- Digital marketing as 21st direct marketing -- More than the Internet digital permeates everything -- An organizing principle for dealing with the digital ecosystem -- Dealing with variations of technology across different markets and geographies -- Section 2: Digital Options -- Chapter 3: Web Basics The Starting Point -- Websites, Microsites, and Splash Pages -- Static and Dynamically Generated Sites -- E Commerce or not to E Commerce -- Key Lessons from 10 years of the Internet -- The social evolution of the web tagging, folksonomy -- Chapter 4: Consumers in Control Consumer Generated Content -- Consumers taking control the consumer as the "programmer" (Tivo, RSS, time shifting) -- Consumers as creators user generated content in multiple forms (webcasting, podcasting) -- Consumers as brand advocates and critics the need to consider digital advocacy in an era of instant information and viral messaging -- Peers the new source of influence and authority -- Chapter 5: Paid Internet Media -- The basics of digital media planning and buying -- Digital media options: Banners, buttons, interstitials, and portals -- A basic introduction to ad serving -- Chapter 6: Other Forms of Internet Media -- The basics of non paid media how it works -- More digital media options: affiliate marketing, sponsorships, content deals -- Chapter 7: Search -- The rise of search why it s so important -- Bots and Web Crawlers what they are, how they work -- SEO and SEM what s the difference -- The future mobile search -- Chapter 8: E mail, Viral Marketing, and the Desktop -- E mail basics -- Viral marketing practices -- Widgets -- RSS -- Chapter 9: Mobile Platforms -- 3G -- I mode -- QR codes -- Digital Media Broadcasting (DMB) -- Chapter 10: In Store Digital -- Digital Point of Sale -- Digital Networks -- RFID -- Chapter 11: In Market Technologies -- Bluetooth -- Digital Signage -- Office Buildings and Taxis -- Chapter 12: The TV Revolution -- IPTV -- Digital TV and convergence -- Broadband -- Tivo and other personal video recorders -- Chapter 13: Games the New Hollywood -- Console and Network Games -- Hand held games -- In game advertising and marketing -- The rise of virtual worlds and how to use them -- Section 3: Planning for Digital Success -- Chapter 14: Understanding the Digital Consumer -- Targeting in an age of one -- It s a social thing cut and paste society, mash ups, the age of participation -- Rules of the road: opt in vs. spam -- Dealing with data privacy and the issue of consumer intru
Dimensions
24 cm.
Extent
xiv, 406 p.
Isbn
9780470822319
Isbn Type
(hbk.)
Lccn
2008297650
Other physical details
ill.
System control number
  • (OCoLC)186722445
  • (OCoLC)ocn186722445
Label
DigiMarketing : the essential guide to new media & digital marketing, Kent Wertime and Ian Fenwick
Publication
Bibliography note
Includes bibliographical references and index
Contents
Introduction: The Rush to Keep Up -- Section 1: The New World of Media and Marketing -- Chapter 1: Old Media, New Media, and Future Media -- Media proliferation -- New Media traits -- Old media is becoming "new media" -- Low barriers to entry everyone s in the media business -- Web 2.0 -- Multi platform, multi screen world -- Not just e commerce digital marketing, digital influence -- Business crossing borders every day -- Chapter 2: Digital Ecosystem and Marketing A Framework -- Digital marketing as 21st direct marketing -- More than the Internet digital permeates everything -- An organizing principle for dealing with the digital ecosystem -- Dealing with variations of technology across different markets and geographies -- Section 2: Digital Options -- Chapter 3: Web Basics The Starting Point -- Websites, Microsites, and Splash Pages -- Static and Dynamically Generated Sites -- E Commerce or not to E Commerce -- Key Lessons from 10 years of the Internet -- The social evolution of the web tagging, folksonomy -- Chapter 4: Consumers in Control Consumer Generated Content -- Consumers taking control the consumer as the "programmer" (Tivo, RSS, time shifting) -- Consumers as creators user generated content in multiple forms (webcasting, podcasting) -- Consumers as brand advocates and critics the need to consider digital advocacy in an era of instant information and viral messaging -- Peers the new source of influence and authority -- Chapter 5: Paid Internet Media -- The basics of digital media planning and buying -- Digital media options: Banners, buttons, interstitials, and portals -- A basic introduction to ad serving -- Chapter 6: Other Forms of Internet Media -- The basics of non paid media how it works -- More digital media options: affiliate marketing, sponsorships, content deals -- Chapter 7: Search -- The rise of search why it s so important -- Bots and Web Crawlers what they are, how they work -- SEO and SEM what s the difference -- The future mobile search -- Chapter 8: E mail, Viral Marketing, and the Desktop -- E mail basics -- Viral marketing practices -- Widgets -- RSS -- Chapter 9: Mobile Platforms -- 3G -- I mode -- QR codes -- Digital Media Broadcasting (DMB) -- Chapter 10: In Store Digital -- Digital Point of Sale -- Digital Networks -- RFID -- Chapter 11: In Market Technologies -- Bluetooth -- Digital Signage -- Office Buildings and Taxis -- Chapter 12: The TV Revolution -- IPTV -- Digital TV and convergence -- Broadband -- Tivo and other personal video recorders -- Chapter 13: Games the New Hollywood -- Console and Network Games -- Hand held games -- In game advertising and marketing -- The rise of virtual worlds and how to use them -- Section 3: Planning for Digital Success -- Chapter 14: Understanding the Digital Consumer -- Targeting in an age of one -- It s a social thing cut and paste society, mash ups, the age of participation -- Rules of the road: opt in vs. spam -- Dealing with data privacy and the issue of consumer intru
Dimensions
24 cm.
Extent
xiv, 406 p.
Isbn
9780470822319
Isbn Type
(hbk.)
Lccn
2008297650
Other physical details
ill.
System control number
  • (OCoLC)186722445
  • (OCoLC)ocn186722445

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