Stephen D. Rappaport - Böcker

Praise for The Online Advertising Playbook "Finally, someone has documented all we know about online advertising and how to do it right. As much as this confirms that online advertising really works, we know that marketers don't always get it right. The ARF's The Online Advertising Playbook provides critical insight on what sticks and what doesn't in online advertising and marketing."—Greg Stuart, CEO and President, Interactive Advertising Bureau and coauthor of What Sticks"The Online Advertising Playbook's principles, case studies, and strategic insights equip marketers with the best knowledge available. It will help your online advertising achieve the full range of marketing objectives, from lead generation and customer acquisition to driving trial and loyalty."—Tim Kopp, Vice President, Global Interactive Marketing, The Coca-Cola Company"To grow interactive marketing from here we need to institutionalize our wisdom and experience about what works. This book explains, in a disciplined way, what marketers have learned from a decade of massive change."—Ted McConnell, Interactive Innovation Director, Procter & Gamble"The Online Advertising Playbook is a milestone in the maturation of interactive advertising, but also an invaluable go-to guide for managers trying to make smart decisions with their advertising budgets."—Van Riley, Vice President of Research, AOL"The best marketing communication is spawned from what I call 'informed intuition.' After reading The Online Advertising Playbook, I am far better informed on how to optimize the online channel in our advertising and promotional programs. It's a perfect blend of case studies and research-backed learning."—Rod DeVar, Manager, Advertising and Promotion, United States Postal Service"Savvy marketers should take advantage of The Online Advertising Playbook's findings and principles to get real results."—Chris Theodoros, Director of Industry Relations, Google"A work of wisdom and rigor in the digital space that is as relevant for the newbie as it is for the digerati."—Mike Donahue, Executive Vice President, American Association of Advertising Agencies"This is a must-read for any marketing executive involved in online advertising. It's high time that a book looks at online advertising in the context of an integrative promotional strategy, one meant to set objectives, establish creative strategies, and measure results. The book nicely ties the various components of online advertising to relevant case studies, and the emphasis on measurement and results is refreshing. Not only is it relevant for marketing executives, it would also be a good basic text for any Internet advertising course and a good adjunct to any Internet marketing course."—Henry Assael, Professor of Marketing, Stern School of Business, New York University

LISTEN FIRST! Shhh… Listen. Hear that? That's the sound of your business. The conversations taking place online and in the marketplace tell you nearly everything you need to know about your company and your customers—what people are saying about you, how they use your products, whether they'll buy or recommend your product, and how they respond to your marketing and advertising. Listening provides unrivaled insight. If you do it right, you'll have a decisive edge over your competition as you adapt faster to customer needs and market changes. Listening is ultimately about gaining business advantage. Based on authoritative research from the Adver-tising Research Foundation, Listen First! delivers a playbook for marketing and advertising success-fully in our conversational era. This book explains what listening is, how to do it, how it's used, and where it's headed. Done well, social media listening uncovers pivotal insights that guide marketing as well as product development, customer service, and just about all business functions that touch customers and other stakeholders. You'll learn the tools, winning plays, and proven tactics for listening so that you can: Understand what customers are thinking, feeling, and doing in their lives that affect demand and interest in your products or servicesIdentify threats to your reputationSee how customers position competing brands in their minds, not as advertisers position themSense market shifts that threaten existing business or present new opportunitiesDevelop new products or refine your current lineup by bringing customer voices into R&D, innovation, and concept testingMake your messages more relevant and sharpen targeting by directing messages to people according to their conversational interestsKeep sales humming, even when business conditions might be unfavorable—or better predict short-term sales based on the volume and specifics of conversational activityDetermine competitors' strengths and weaknessesPlan and buy advertising based on where conversations are happeningOrganize your company to maximize listening's value across all its departmentsListen First! gives you evidence, research, and expert viewpoints that will enable you to take advantage of listening and build your business over the short term and for the long haul. If you want your company to have a sustainable business advantage in an uncertain world, it is time to start—and act on—listening.