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

by Rapp, Stan

• ISBN13: 9780071638029
• ISBN10: 0071638024
• Edition: 1st
• Format: Hardcover
• Copyright: 2009-10-29
• Publisher: McGraw Hill

Summary

Global direct marketing icon Rapp teams up with the expert professionals at the Direct Marketing Association (DMA) to answer the need among marketing professionals for a guide to creating a winning digital direct marketing plan.

Author Biography

Stan Rapp is Chairman of Engauge, a pioneeringcustomer engagement agency foundedthree years ago with private equity partnerHalyard Capital. He is coauthor of six books,including the international best-seller Maxi-Marketing. Advertising Age included him asone of the 101 individuals who shaped advertisingin the 20th century. Rapp, over a 30-yearperiod, served as CEO of two agencies thatnow generate combined revenues of one billiondollars. Rapp is a member of the DMAHall of Fame.

Table of Contents

Foreword	p. ix
What Is iDirect Marketing?	p. xiii
Introduction	p. 1
Time for Marketing to Really Get Direct about Creating Value	p. 13
Perplexing New Realities Marketers Face Today	p. 19
Media Allocation for a Mass Networking Era	p. 33
Direct Goes Emotional with New iDTV Advertising	p. 49
More Sales, Less Cost: Optimizing Each Consumer Engagement	p. 63
SEM and SEO: Core Drivers of iDirect Success	p. 77
Mobile: Holding iDirect in the Palm of Your Customer's Hand	p. 95
Using Psychology to Drive Digital Behavior	p. 123
E-Mail Life Support at Home and the Office	p. 137
Conversation: What Matters Most for Marketers Now	p. 153
iDirect Marketing at Best Buy for Business	p. 167
iBrands: The New Face of the Consumer	p. 177
The Keys to iDirect Marketing Success	p. 191
Appendix	p. 207
Index	p. 225
Meet the Authors	p. 233
About DMA	p. 239
About Engauge	p. 240
About Stan Rapp	p. 241
Table of Contents provided by Ingram. All Rights Reserved.